DESIGN
Indian Kids-wear Market
Spaghetti tops, Crystal studded denims, Italian
cuts, Capris, and exclusive party wears; Kids
fashion is a diminutive version of adults
wear.
Children becoming independent buyers,
increase in the amount of disposable
income, and retail blitz is enhancing the
kidswear market.
Media exposures and promotions also cause a
significant influence in the market.
Many manufacturers come up with their own
brands, while some others enter into business
through joint ventures.
Department stores have contributed towards
segregating and building niche categories like
infant wear, kid’s formal wear, kids ethnic
wear, swim wear, casual wear, pre teen wear
by stocking a wider range of merchandise and
differentiating between them at the retail store
level.
Like in every other retail segment in the country,
the market is dominated by the unorganised
sector. Branded kids apparel market is in its
nascent stage in India with a handful of
national and international brands.
Industry Overview
Market for kids apparel is the fastest growing industry
in India.
Manufacturers are coming up with fancy materials
targeting kids who are more interested in the
upcoming fashion trends.
The market is now moving towards an international
look.
Lilliput, Li’l Tomatoes, Catmoss, Kids’ Studio, Little
Kangaroo and Mother’s Touch are a few other brands
being retailed by lifestyle stores like Shoppers’ Stop,
Big Bazaar, Westside, Ebony and Globus.
According to report analyzing the trends in the kid-wear
sector the top 10 markets are growing at 6-7%
annually and is expected to reach US$131.5bn by
2012.
International brands like Tommy Hilfiger, Freelook
Junior, Lee Kids, Adams kids, Benetton and Pepe are
also making efforts to capture a slice of the market in
India.
Market segmentation
The market size includes the Rs. 114,500 million
uniform segment that saw an annual value
growth of 22.50 % over the previous year.
The kidswear segment has grown at the rate of
15.6 % in value terms and 4.36% in volumes in
2007, which is a significantly higher growth rate
in 2005 (11.4% and 3.8%, respectively). Growth
in value is exceptionally high in all kidswear
ranges, over 35 % in premium, 21.5 % in the
middle, 13.4 % in economy and 6.7% in mass.
There exists a need gap in terms of availability of a
greater range of branded and quality
merchandise for children and infants in India.
The branded children’s garment market in India is
large running between Rs 12,000-18,000 crore
per year.
Children’s garments are largely bought off the
streets in this country. The vast number of
small shops that line the back-alleys of our
high streets are where kids’ garments sell
out . While the high street remains the point
of purchase for the branded garment, the
back-alleys remain the spots that attract the
hordes buying in numbers.
Many brands which have carved an USP in the
general category have hit the kids industry
with their product. Pantaloons which entered
into a joint venture with the brand Giny &
Jony, Liliput, Zapp by Raymonds, United
Colors from Beneton (UCB) and Ruff Kids by
DS Corporation are among the first liners in
the kid’s fashions in India.
Prominent Kidswear Brands in India
Gini and Jony
Lilliput
Catmoss
Zapp
Weekender
Ruff Kids
Lil Tomatoes
Palm Tree
Levis Sykes Jr
Spykar
Freedom wear
Kanz (Of Cartoon network)
Benetton Kids
Colorplus Junior
Ruff Baby
Planet Kids
Sach
International brands
Barbie,
Mothercare,
Benetton Kids,
Pepe,
Lee Kids,
Mona Lisa,
Espirit,
Bossini,
Kans
Tommy Hilfiger, and
Adams Kids have also entered the
Indian market.
Market size and Growth
According to the India Apparel Report, 2008,
the size of kidswear market is estimated to
be at Rs. 30, 510 crore which will further
grow to reach Rs. 45, 000 crore by 2013,
with branded apparels contributing to a
major share.
Urban kids apparel market comprises about
60% of the total kidswear market.
Branded kidswear are well established in I tier
cities, and are now experiencing a good
growth in II & III tier cities as well. Industry
players further predict that the market is set
to grow by 12% annually and reach its peak
by 2010.
At a time when every other international brand
is eyeing a share of the big pie in the fast
growing Indian kidswear market, homegrown
brands like Gini n Jony, Lilliput, Catmoss, Li’l
Tomatoes and Ruff Kids are all set to take the
international market by storm.
According to industry estimates, the organised
kidswear market in India is around Rs 4,000
crore and it is growing at 20-30%.
Characteristics of Kidswear
Markets
The market for kidswear is classified as
follows:
� Infants (0 - 6 months)
� Kids (3 - 8 Years)
� Pre-teens (9 - 12 Years)
Brand Awareness
GnJ Benetton Lilliput Catmoss
Mean 2.486 1.5714 3.226 2.714
Std Error 0.111 0.0945 0.0891 0.15
Median 2 1 3 3
Mode 2 1 4 4
Std Dev. 0.928 0.7907 0.7454 1.253
Variance 0.862 0.6253 0.5557 1.569
Kurtosis -0.079 1.06 -1.09 -1.51
Skewness 0.32 1.3 -0.04 -0.039
Brand Performance
Fashion Innovations
Use of cartoon characters in kid’s garments:
‘Character inspired merchandising’ is
emerging as one of the hottest market
trends. Mickey Mouse, Powerpuff girls,
Spiderman, Superman etc. have all found
their way into the kidswear market and are
currently selling like hot cakes in the
market.
Coordinated Accessories: This season’s style
statement includes dressing up with
accessories, where everything from dress,
bag, and hair clip is color, and design
coordinated.
Some retailers and department stores have taken
the lead in creating an in-store arrangement with
play areas, and kids oriented promotions within
the store. Ex: ‘Back to School’ promotion by
Lifestyle.
Supply and
distribution
In the domestic market, the various
channels, which are used to distribute
the apparels, are
Exclusive Brand Outlets (EBO)
Shop-in-Shops (SIS)
Multi Brand Outlets (MBO)
Distributors
Lilliput
Set up in 1991 by the successful garment manufacturing and export enterprise called
“Anand International”.
Lilliput has its presence in China, Middle East & Egypt. Its turnover in FY 07-08 has
been Rs. 260 crores. In Exports, Lilliput is very active in Europe, The USA, and other
countries.
To produce quality kids wear the production facilities are equipped with more than
2000 modern machines.
Lilliput, the dominant player in the Kidswear industry walked away with the prestigious
‘Brand of the Year’ 2007 Award in the Kidswear category at the APEX Awards
organised by the Clothing Manufacturers Association of India (CMAI).
This Rs 182-crore kids apparel brand currently has 135 exclusive outlets, over 105
large format multi-brand outlets and more than 450 point of sales. Lilliput now has
presence in Bahrain and China and will expand by opening 50 stores in West Asia
and 100 stores in China by 2010-11.
Target Segment
Infant Boys, the collection themes range from Pirates, Cars &
Beachwear, Fun words, Sportswear, Animals, Cranes to
Thomas The Engine & friends.
Infant Girls get to choose from Spring Olive, Spring Floral,
Romantic Pink, Spring Red, Spring Mix n Match, Spring Pink
and Denim.
Toddler Boys get a taste of the outdoors with Motor Bikes,
Automobiles, Aqua and Tropical and Bob the Builder.
Toddler Girls can look pretty with Fuschia Fancy, Strawberry
Punch, Orange Sizzle, Play with Peach, Floral Charm,
Mauve Magic and Patch Passion
Junior Boys can have their pick from themes like Red Hoax,
Skull, Marine, Racer, Mix n Match. They can further throw
caution to the wind with Ben 10, No Rules & Marvel Heroes
(Spider Man, The Hulk & Iron Man).
Junior Girls get to strut their stuff with themes like Colorful
Butterfly, Bubblegum Pink, Chocolate Muffin, The Red
Fever, Shimmer n Shine, Rainbow, True Blues, Powerpuff
Girls and the premium party wear ensemble – The Glitterati
Collection.
Catmoss
Established in 2004 by Mr. Ashwini Chawla. Owned by Catmoss Kids wear, the brand has gained
popularity in a very short span of time.
Target Segment
Catmoss stocks apparels (ethnic, party wear and casuals) and accessories (towels, bed sheets, bibs)
for the just-borns to even sixteen-year olds.
Caters to the middle and premium segments.
Products
It manufactures all kinds of knitted and woven garments while the production of accessories is
outsourced. It also offers ethnic wear like “Lehenga chunri” and “Kurta paijamas” in its product
portfolio.
The brand plans to introduce formal wear for young boys as well as an economy range in casual wear.
Retail Formats
The brand is sold through various large format stores besides its exclusive stores.
Catmoss also is planning international
ventures, and in a big way going to
Australia, Gulf countries and Nepal.
For girls, there are stone studded and
sequined ghaghras apart from frocks in
chiffon, velvet and cotton, dungarees,
Afghani salwars, night wear, pullovers and
designer jackets in all hues and prints.
There is an equally good variety for the boys
to choose from. These include ethnic wear
like kurta pyjamas with stoles apart from
western wear in the form of T-shirts, cargo
pants and designer jackets in leather,
denim and polyester.
Jackets for the new-borns are also available.
The new summer collection moves between
fashion statement and casual comfort.
Catmoss vision is to redifine the outdated
upscale children's clothing market be
providing the freshest blend of unique
wearable designs featuring a mix urban
chic and high end fashion for both boys
and girls.
Double thread hemlines and stitches.
Epallauttes
Patchwork /yokes
Gini & jony
One of India’s leading manufacturers of premium
lifestyle Kidswear.
Business activities primarily includes designing,
manufacturing, branding and selling of readymade
apparels and other lifestyle accessories for kids,
under their various brands.
Gini & Jony has a range of brands like GJ Jeans, Palm
Tree, Levi’s Sykes Junior, Red River, UCB, Rocky S,
and GJ Knowledgewear for kids. They offer a wide
range of apparels for children including T-shirts,
shirts, jackets, cargos, jeans and trousers for boys,
and capris, dungarees, skirts, Jamaicans, and co-
ordinate tops for girls.
The brand has become an international name with its
distribution network spread across India and the
Middle East with 20 franchisees, 40 shop in shops,
10 factory outlets and 180 MBOs.
Gini & Jony bagged the award for ‘Most Admired
Kidswear Brand’ at the Lycra Images Fashion Awards
2006 for the fourth year in a row.
Background and Evolution