Source: The Economic Times, Jun 20, 2016
NEW DELHI: Fancy a ‘Monster’ bow tie, a ‘Lightbulb’ blazer or aTafetta dress for your little one? From Armani Junior and Fendi Kids to Baby Dior and some Indian festive couture, the designer wear market for kids in India has plenty to leave parents and their little ones spoilt for choice. According to a March 2016 category briefing by Euromonitor International, spends on branded childrenwear products are on the rise in urban centres in India with kidswear expected to reach sales of Rs 1.6 trillion by 2020.
Business for Armani Junior, the designer wear kids brand from the eponymous designer whose average transactions hover around Rs 15,000, grew by 15-19% over the last financial year in India. Armani Junior operates through a store in DELHI and services various customers across the country via special orders and requests.
“We have a lot of interest for the brand in Mumbai and Kolkata, so we are reviewing our expansion plans in line with the market sentiment,” said Sudeep Chhabra, business head of Unique Eye Luxury Apparels, which is the franchisee partner for Armani Junior in India. Amazon’s sales for its kidswear category, which includes brands like French Connection Kids, Disney and us Polo, have grown 1000% since its launch two years ago.
Launched in 2014, other key brands in kidswear on Amazon are Indian label Kidology which stocks its own children wear line besides creations of other Indian designers, Elle, and Avengers. “New entrants like FOX kids and Pumpkin Patch, which is a New Zealand brand, have further seen a huge customer interest in their product line. Kidswear is largely a brand and character dominated category on Amazon Fashion,” said a spokesperson.
Kidology, the brand available on Amazon, Snapdeal and Flipkart specializes in occasion wear for kids and also operates through its stores and multi brand outlets in Delhi, Mumbai, Chennai, Kolkata and Ludhiana. It is currently in talks with investors to raise funds. “E commerce can be a real growth driver for our business. It is a niche market and customers are willing to spend for something unique as they want their children to stand out,” said co-founder Karina Rajpal.
Kidology collaborates with designers like Gauri and Nainika, Gaurav Gupta and Siddartha Tytler and its made to order couture creations start from .`15,000. Rajpal said the company is also targeting the NRI market for Indian festive wear and is already present in Singapore, New York, London and Australia. Fashion portal Rock Nd Shop, which retails brands like Alexander McQueen and Bally in India, forayed into kidswear last month targetting boys and girls between the ages of one and 10 years. Brands such as Kidology and Kukoon are already available on the platform, while Le Petite and Milk Teeth will be added soon.
“Shopping for kidswear at the convenience of a click is preferred by parents instead of scouting at brick and mortar stores. Our aim is to offer curated and exclusive collections for a pan India clientele,” said founder Priya Sachdev.