Apparel November 2019 Apparel November 2019 issue | Page 36

FEATURE
34
I APPAREL I
November 2019
CHALLENGE FACTOR
Size charts are one of the biggest concerns in the
children’s-wear market—while designing clothes
for kids, standard measurements are usually
followed, which inevitability discounts the in-
betweens. “As obesity rates are increasing,there
has been a growing demand for plus sizes in
the kids’ section. There are also times when, for
example, a pair of jeans doesn’t wrap around
the waist properly when it comes to lithe,
thin children. Hence, to acquire
the right fit in kids’-wear is a big
challenge for the purchaser.
While purchasing for
babies, paying attention
to the kind of fibres used in the garment is
also paramount. It should be comfortable,
durable, and natural, otherwise the clothing
can cause harm to newborns,” adds Pradhan.
Cutting through the noise and making a lasting
impression on the consumer is tricky business
and will continue to remain one of the major
challenges in kids’-wear marketing, as the lack of
mainstream media channels such as magazines
or kids-focused departmental stores makes
it hard for a brand to be discovered by new
customers. “Spending on kids’ fashion has just
begun in India; hence, marketing opportunities
are quite less. Born does its own in-store
workshops and events for kids and moms
and has now developed its own community of
mothers. Unlike the rest of Asia and the world,
India faces a dearth of good fashion streets,
where people can walk and spend time window-
shopping and discover brands for children.
Shoppers, here, tend to know exactly what they
want, buy that, and leave. However, at Born,
with our welcoming window
displays
and facade design,
d
we
w have been lucky enough
to have walk-ins from many
passing
customers,” says
p
Derf.
De To lend it some more
perspective,
the market for
pe
children’s fashion in India
is still blooming. It is most
important for kids’-wear
brands to remember that
their target audience needs
a sensitive and thoughtful
approach to design.
Hence, a humane touch,
some creative ideas,
quality
qualit products, and emotional
appeal
appea built around the brand will
truly take
tak it go a long way.
SIZE CHARTS ARE ONE OF THE
BIGGEST CONCERNS IN THE
CHILDREN’S-WEAR MARKET.