No kidding! Kids wear to reach Rs 80,000 cr by 2015

As per the study undertaken by ASSOCHAM, which is one of the apex trade associations of India, says the Indian kids-wear market is expected to reach Rs 80,000 crore by 2015. The kids fashion has infiltrated into tier-II and III cities like Dehradun, Chandigarh, Pune, Nashik, Indore, Varanasi and so on, the report adds. This report finds growing of kids wear at the rate of 17 per cent, making it one of the most attractive categories. The report is based on children in the age group of three to 13 years. The study reasons increased media exposure, double-income parents and peer pressure for children becoming more fashion and brand conscious.

Industry insight

In the recent times, the Indian kids' wear retail industry has witnessed huge growth with many indigenous and foreign players entering the organised platform. Unlike, any other retail segment, the kids' retail has also grown on to become one of the major retail markets in India. According to retail consultancy firm Technopak Advisors, driven by huge demand from brand conscious children, the Indian kids wear retail market was expected to touch Rs 58000 crore by 2014.

Leading players in kids' domain

With kids merchandising becoming a very important segment for the Indian marketers, several indigenous and foreign players have entered into this segment. Be it Mahindra Group's brand Mom & Me, Green Gold’s Chhota Bheem, FirstCry.com, Hopscotch, Gap Kids or any other brand, all have made it big in this category.

Mom & Me is a retail venture of the Mahindra Group, that caters to needs of moms and moms to be. The brand offers huge range of products under maternity and ethnic fashion, infants and kids apparel, mother and baby wellnes, infant furniture, toys and games. The brand is operational via the franchise route and offers full support to its franchisees.

Nauti Nati, another premier children's wear brand for both boys and girls was launched in the year 2009 under the umbrella of its parent company Omega Designs. Omega has been a pioneer in children's apparel in the global arena, providing full range designing and sourcing solutions for some of the leading brands across the world.

A Chennai based, Mera Toy Shop Mera Baby Shop is also a one- stop-shop for kids merchandising. All their stores have an endless stock of rattles, strollers, baby care products, toys for different age groups, video games, board games, outdoor games etc. The brand is constantly on the lookout for that latest toy in the international market. The flagship store of Mera Toy Shop Mera Baby Shop is spread over 10,000 sq.ft, located in Chennai and plans to grow in numbers across India.

Supam Manheshwari , CEO and Founder, FirstCry.com says: “Considering the dearth of Exclusive Brand Outlets in the baby sector in India, the opportunity in Multi- Brand store looks promising. Parents are looking for more and more choices when shopping for their kids as they wouldn't want to compromise on quality. Other than this, maximum variety that gives value for money is more desirable for parents. In such a scenario, Multi- Brand Outlets are more suitable.” FirstCry.com works on an omni channel presence model and has more than 100 franchise stores across India. It plans to cross the count of 400 stores in India by 2017 and make shopping for kids an easy experience across all tiers.

Growing market

Citing the growing kids' retail market, Mothercare DLF Brands has plans to increase the number of Mothercare outlets to 200 over the next five years. Currently, Mothercare has 60 outlets in India. Mothercare is a British retailer which specialises in products for expectant mothers and in general merchandise for children. Dipak Agarwal, CEO, DLF Brands says: “Nothing is concrete as yet but we might go for franchise route to expand the store presence. We will be adding at least 25 stores every year on average and our goal is to exceed the 200 store mark in the coming five years. The stores will open across tier- I, II and III cities.”

The UK-based retailer, Mothercare had signed a JV with DLF Brands in 2010. Mothercare brand carries with it a reputation for specialism, quality, safety and innovation in providing products and services for mothers, mothers-to-be, babies and young children.

Pepe Jeans, a UK-based denim wear brand has plans to launch its kids wear range next year in India. Kavindra Mishra, Managing Director and CEO, Pepe Jeans says: “The extensive and comprehensive growth in the kids' retail industry has inspired us to come up with our kids' only brand. The studies also depict, the market for kids merchandising as four times greater and better than that of womenswear or menswear in India because every parent wants to give their children the best during the growing years. We will launch our kidswear brand in the year 2016 and will be operational via Exclusive Brand Outlets (EBOs) pan-India.”

Disney India has introduced an assortment of exciting new products for new school year inspired by Disney and Marvel characters and stories. The products are available across value and premium price points and ranges from Rs 99 -Rs 2000. Disney is the largest retail character licensor in the world with US$45 billion in character merchandising retail sales globally in 2013. Consumer products business includes: toys; fashion and home; food, health and beauty (fhb); consumer electronics; stationery; publishing and retail sales and marketing the consumer business plays a critical role in providing Indian consumers a chance to bring a piece of the Disney magic home through a wide range of creative and locally-appealing merchandise. In modern trade Disney has presence in close to 500+ doors including hypermarkets and has more than 3000 SKUs across categories. Disney India’s consumer products business continues to focus on broadening its distribution by expanding product reach beyond large cities through existing licensees and retail relationships. Working with over 130 licensees across categories, Disney’s retail presence, such as the unique ‘store-in-store’ concepts in prominent retail outlets such as Hamley’s and Big Bazaar, deliver a broad range of products and continue to reach more and more consumers across the country.

Strengths of online kids' retail

— In tier-I and metros, convenient for working parents who can easily shop from office and home.

— In tier-II and III cities, provides parents a wider range to shop from.

— Offers products of multiple brands under one roof.

— Double income families love to spend on their kids stuff.

Opportunities

— 450 million child population

— Entry of big players in retail

Weakness

— Perfect sizing could be a concern

— Inventory issues crop up with changing fashion

Threats