Apparel November 2019 Apparel November 2019 issue | Page 33

FEATURE
many more. Most of the organised players in the
kids’-wear market initially focused exclusively
on Western-wear categories like denims, shirts,
T-shirts, and the likes, but not anymore.” Brands
and organised players have now started foraying
into children’s ethnic-wear categories, offering
ethnically styled products for kids. The ‘mini
me’ trend, too, continues to be popular. Steven
Jhangiani, Founder, Kurtees, says,“We see
children’s-wear, from a styling perspective, to
be reflective of the quality available to adults. At
Kurtees, our newly launched boys’ line is an exact
men’s s line
line. The styling and materials
replica of the men
are exactly the same.
used ar
Parents, today, are looking at
Pare
quality,
comfort, and style
q
for
f any purchase that they
make. The costs need to
be reasonable as well. Utility
and re
re-usability of the garment
are also important deciding
factors.
factors We have a collection of
Indian
India garments that are made
from a range of versatile
materials, enabling these
m
CONTEMPORARY CUES
There was a time when parents used to shop
from local markets for reasonable prices. But
now, due to increasing salaries, parents prefer to
buy branded clothes for their kids. They are also
taking to online shopping for kids’-wear.
Shamika Pradhan, Head of Fashion
ashion
Department, Inter National
Institute of Fashion Designing
(INIFD), Deccan, Pune, says,
“Middle-classes and upper
middle-classes prefer to buy
branded clothes for their kids.
Trends for 2019–2020 are custom
stom
baby clothes, and personalised
ed
bodysuits, rompers, three-
piece sets, ruffled dresses
and shararas for girls, and
MOST OF THE ORGANISED
PLAYERS IN THE KIDS’-WEAR
MARKET INITIALLY FOCUSED
EXCLUSIVELY ON WESTERN-
WEAR CATEGORIES.
Executive Officer (CEO), Peekaboo, says, “New-
age parents are exhibiting considerable brand
awareness and inclination towards high-quality
apparel products for their kids. The rise of the
upper middle-class in India has also given rise
to the new globetrotting parents with the world’s
information on their fingertips. They are highly
aware, well-informed, and willing to go the extra
mile especially when it comes to their little ones’
comfort.” The market is, however, nascent and
mostly unorganised and as per some primary
research, it was estimated at R66,904 crore in
2017, making for 20 per cent of the total apparel
market of the country. Reports also say that
Indian kids’-wear is expected to grow at a CAGR
of 8.1 per cent to reach R145,445 crore by 2027.
APPAREL
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