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FASHION ILLUSTRATION &

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)

� Toddlers (7 months - 2 years)

� Kids (3 - 8 Years)

� Pre-teens (9 - 12 Years)

 Children’s wear is mainly on a seasonal basis.


Highest sales figures are usually recorded
during the months of August – September.
The average annual expenditure on
kidswear is approximately Rs. 3, 857.
 For children’s wear, cotton is the most preferred
material due to its non-allergic, comfortable,
and easy caring virtues. But it faces competition
with other synthetic ones, which are preferred
for its washability, and non-creasing abilities.
 A survey states that, the maximum sales in
children’s wear market comes from smaller
towns like Patiala, Bhatinda, Coimbatore,
Phagwara, and Sonepat.
 Generally stores that offer a wide range of
selection at discounts and low prices attract
more traffic.
 Marketing task lies in capturing the
imagination of the children with fashionable
patterns, and of the parents with quality
apparels supplemented by reasonable prices
which determine the success of the
manufacturer in this segment.
 The greatest challenge faced by kidswear
brands is the proliferation of licensed
apparel, given a shot in the arm by the
growing popularity of characters on kids’
television channels.
Market share of the Major Apparel
Segments (2007)
Total size Rs. 122, 400 crore


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

 Primarily aimed at 0-11 years age group


which caters to middle and premium
segment.

Products

 It manufactures all kinds of knitted and


woven garments for girls as well as boys.
It not only manufactures garment but
creates and develops them.
 It invests heavily on design and
development of new garments every
season with the help of international
designers and its own team of
merchandisers. The idea is to provide the
buyers a wider choice in terms of designs,
fabrics, trimmings and accessories. The
brand also has plans to launch home
furnishings for kids shortly.

Retail Formats

 Besides the exclusive stores the brand is


available in major chains like Shopper’s
Stop, Westside, Lifestyle, Ebony,
Pantaloons etc.
 The brand plans to tap the potential of
 Lilliput has always been synonymous with quality, design
and high-end kid apparels that satiate the fashion desires
of the urban children and parents.
 The Adventure wear ranges from shorts & capris to t-shirts &
bermudas all available in earthy as well as bright colours.
 The party wear is apt for the wedding and festive season
making the little ones look more beautiful and elegant. It
ranges from ethnic lehengas, party wear frocks for girls to
sherwanis, jackets & trousers for boys.
 The character wear includes character licensed clothing from
the likes of movies as Bhoothnath, Incredible Hulk,
Spiderman, Iron Man and many more.
 The casual wear has a vast range from jeans, t-shirt, skirts,
tops to choose from in the age group of 0-12 years.
 Lilliput has launched their Spring-Summer '09 Collection.
With a mood board ranging from adventure & sports to
feminine frills & trims, classic indo western to capricious
bling , Lilliput Spring-Summer' 09 is an exuberant
concoction of colors, creativity and fashion.
Details of the Collection:

 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

 Mr. Prakash Lakhani, along with his two brothers Mr.


Jaikishan Lakhani and Mr. Anil Lakhani, promoted the
Company in November 1994 which became a public
limited company on November 13, 2006 and the
name of the Company was changed to Gini & Jony
Limited.
 The company caters mainly to four segments through
in-house brands as given below:
 Super premium segment - ‘Gini & Jony’
 Premium segment - ‘GJ JEANS UNLTD.’
 Mid-market segment - ‘Palm Tree’ & Red River
 Niche segment - ‘Gini & Jony Knowledge Wear’
 Diverse and wide distribution channel forms
the backbone of the selling and
marketing strategy.
 The company is also vendor to schools in
India for supply of quality school uniforms
under the brand “Gini & Jony – Knowledge
Wear”.
 The company has a Licensee agreement
with Levi Strauss (India) Pvt Limited,
under which it designs, manufactures and
markets Kidswear under the name of
their kidswear Brand “Levi’s Sykes
Junior”.
 The company is also all India distributors of
Benetton India Private Limited and
Reebok India Company for their kidswear
category in India.
 Their manufacturing facilities are fully
backed by product development set-up,
design studio and efficient sampling
infrastructure to provide quality products
to customers in India and abroad.
Target Segment

 Targets kids up to 16 yrs of age. It is


exclusively positioned in the category of
premium kids wear segment.
United Colors of Benetton
 The Italian label was formally launched in India in 1992 as a 50:50 joint
venture with the Delhi based DCM group which later bought out the
stake owned by the DCM group after 10 years to set up a 100%
subsidiary.

Target Segment

 Targets kids up to 16 yrs of age. It is exclusively positioned in the category


of premium kids wear segment.

Products

 Benetton launched “Baby on Board” store, which targets mothers to be


and kids wear store in Gurgaon. The “Baby on Board” store, which is
targeted at young urban upwardly mobile parents, has a product line,
which includes infant and maternity wear, educational toys, strollers,
car seats and fashions. It also offers footwear as well as accessories
such as caps, hats, pins bags, belts.
 Benetton India manufactures almost the entire bulk of the product line in
knits at its own unit, while for woven and accessories are done through
contract manufacturing.

Retail Formats

 Internationally, Benetton follows formats that emphasize a complete retail


experience through its mega stores, offering a complete fashion and
Zapp!
 Zapp! presents an exciting range of apparel, accessories and lifestyle
products for kids between the age group of 4 to 14 years.
 With season focused offerings that blend in both key fashion inputs dictated
by International trends and the highest quality standards, Zapp! has
established itself as a leading player in the kidswear segment today.
 From party wear to casual wear, kids can now choose a different style for
each different occasion. Designed in-house, the Zapp! clothing line
consists of 'Basics', 'Denim' and 'Street wear' amongst other collections.
To go with their clothes, kids can also shop for accessories such as
footwear, bags, bed and bath linen. Zapp! has also tied up with Warner
Brothers to treat kids to 'Superman' merchandise right in their city.
 Zapp! retails through 20 exclusive stores, is available across Shoppers Stop,
Lifestyle, Pantaloon and Central and the top 120 multibrand kidswear
stores in the country.
 Baby Zapp! consolidates the offering as a specialized category targeted at
the 0 to 3 infant segment with great care on safety and comfort. This
specially crafted range includes a miniature fashion line, utility apparel
and accessories and a home line.
 The Zapp! stores offer both fun while shopping and the best product
available in terms of choice, design and quality. With changing rooms
designed as igloos, and others suspended over glass floors with pebbles,
the stores allow the child to conjure up an adventure! With his own Zapp!
membership card, the child is made to feel the like the special customer
that he is.
 Raymond’s brand Zapp has an exclusive kids loyalty programme.
LI'L Tomatoes
 Born in December 1995. Li'l Tomatoes, a brand of
Gunno Group of Industries Pvt.Ltd..
 The Li'l Tomatoes label reflects a lifestyle that is
contemporary and decidedly urban. The line is
individualistic, performance oriented and focus is on
multipurpose clothing. The foundation of Li'l
Tomatoes lies in technology, simplistic design, season
less colour and fabric with strong emphasis on
comfort and easy care. That is, fashion at its best for
the new breed of the 21st century kid.
 They specialize in an impressive range of seasonal
options for li'l boys and girls aged 1 to 14 years with
an added range of accessories and toys.
 Li’l Tomatoes spread its wings to Dubai, Singapore and
Bangkok, with the main thrust behind this
international expansion trend as the aura it creates
around the brand.

Levi's sykes junior
 Levi's® Sykes® Junior was launched in the Indian
Market by “GINI & JONY Ltd” as a licensee in the
premium Kids wear segment. Currently the brand is
made available at all major A class stores & premium
malls across the country.
 Levi's® Kids is International kids wear face of Levi's®
Brand.
 Levi's® Sykes® Junior is targeted to Metro and Class I
towns, SEC – A & B+ parents with boys and girls aged
between 6-14 with active, outgoing, and socially
inclusive lifestyle.
 A cross over collection enthused by zeal and vigor, one
can find cool Tees, shirts, cargos, and jeans for boys
and girls in themes ranging form Sport, Street Wear
and Gala day wear.
 The Brand is made available in the price range of Rs.
349/- upto Rs.1799/-

Palm Tree
 Positioned as a mid-market product targeted to the
customers who seek unique selling proposition like
affordable pricing without compromising on quality
and style thus competing with other brands in the
economy segment.
 Since in the kids wear the availability of branded
products in the smaller towns is very less a huge
potential is available for the brand in these price
segment in these towns.
 Palm tree symbolizes the free spirited and active
lifestyle of a kid in the age group of 2 to 14.
 Designed in bright undiluted colors one can find solids,
prints stripes, checks, denims and chinos. Fabrics are
soft and light so adventure at the camp or a forest
safari or just playing in the garden will keep you cool
yet trendy.
 This range of daywear for kids is casual and stylish and
is made available in a very competitive price range
between Rs. 175/- up to Rs.795/-.
Spykar Oyo
 Lifestyle jeans brand Spykar is venturing into
the kids wear segment with the launch of
its new brand, OYO for the age group of 4-
14.
 Spykar plans to establish 30 exclusive brand
outlets during the first phase of its retail
plans at an investment of around Rs15
crore, spread across 12 to 15 cities,
followed by an expansion of the range into
multi-brand outlets during the next phase.
 Talking about the concept for OYO, which is an
acronym for 'On Your Own', Fabrics
available all across the world are same.
With experience of worked – upons in the
denim wear and cotton category, they
create complete magic in the kids wear
category.
 This venture Spykar compete with established
kids wear brands such as Gini and Jony,
Ruff, Lilliput, and Raymond's recently
launched kids wear brand Zapp. Vakharia
said that the company was looking at
sealing a deal for a dedicated collection for
the OYO brand besides looking at getting
into the premium jeans wear segment.
Allen Solly
 Allen Solly has announced the launch of
kidswear, a funky, cool, fun and stylish
collection & aims at playing a key role in the
branded Kidswear segment.
 Allen Sollyhas launched its
apparels in four collections
namely: ‘Colour My World,
Urban Holiday, Sports
Academy and Enchanted’
being built around the
numerous occasions in a
child's life.
 Strict quality parameters are
followed including testing
for saliva and perspiration
color fastness. They make
merchandise child safe for
e.g. care has been taken to
not provide any draw string
around the neck and
wherever it is included - it
confirms to specified
length.”
Weekender Kids
 Weekender, an Indian brand manufactured by
Personality Ltd (a division of Gokaldas Images) is
valued at Rs 40 crore. The company has exclusive
stores for children to promote its Weekender Kids
label.
 It is quite an attraction for the fashion savvy tiny tots.
 A national survey conducted by images magazine for
kids wear said that weekender came out tops in
popularity and availability.
 weekender is more of the design range
 Weekender began with a single basement outlet on
Bangalore’s Residency Road in 1987.
 Targeting two to twelve year olds, Weekender Kids was
launched in 1992. It already has with over 40
exclusive stores and MBOs in the country.
 Weekender advertises on the 'Cartoon Network' a
channel exclusively for kids' for its brand' Toon
World'.
 Apart from advertising, they also run special
promotions like Kid Fashion shows in collaboration
Design, Aesthetics, Fabrics, & trims
 Their in-house designers constantly keep in touch with
the latest trends to deliver the best for their
consumers.
 For the little girls they have floral spaghetti's, blouses
and shirts that could be teamed with capris, pedal
pushers etc.
 For the boys they have shirts with prints and checks, T-
shirts with skateboarding, airplanes and Formula 1
images imprinted on them and much more.
 Favourite `toons' and super heroes are the popularly
used motifs/ designs on T-shirts. They also have
apparel and accessories from Disney.
 They offer contemporary fashion for children. The kiddy
look is out and has been replaced by the smart look
which means mature prints, checks, or even oranges
and greys.
 The youth segment, identified with the age group of 15-
25 years, is more closely associated with street
fashion .
 Smart, sensible, trendy and comfortable - as
Ruff Kids
 Ruff Kids is another Indian brand that is
making its presence felt in the global
market.
 Launched by DS Corporation in 1995,
Ruff Kids is spread over 200 MBOs
across India, apart from three
exclusive stores. The Rs 85 crore
brand also exports to the Middle East
and other Asian countries.
 "RUFF KIDS" products are manufactured
and marketed under the labels of
"RUFF BABY" & "RUFF KIDS" to cater
to the needs of children from 1-3 yrs
& 4 -16 yrs age respectively.
 "RUFF KIDS" is a premium label
adhering to strict quality control
parameters from design to packing. It
creates the latest international
fashion trends providing the fashion
conscious kids stylish clothing co-
ordinated accessories with ever
changing styles & products.
 It has always nurtured futuristic outlook
by maintaining constant innovation,
creation and stringent quality control
measure, coupled by dynamic
marketing approach providing
complete customer satisfaction.
 "RUFF KIDS" range of clothing comprises
of trendy designer wear trousers,
denims, Capri’s, shorts, shirts, t-shirts,
jackets, etc. This range is
complemented by a wide variety of
accessories such as socks,
undergarments, water bottles, caps,
belts, wallets, tennis balls, etc.
 The trendy innovative & durable
collection is sure to fascinate kids of all
ages. Extreme care is taken at the time
of selection of fabrics to take into
account the varied climatic condition. A
majority of the fabrics are the result of
the efforts of our design team resulting
in unique designs rarely available
elsewhere. Embellishments form a very
important component of "RUFF KIDS"
products. Proper selection of
embellishments results in giving
garments a very trendy look.
 Layered garments
Stole (in the new collection)

Patches on hemlines and sleeves

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