Mak­ing Waves in the Kid­dies Mar­ket!

Heer P Kothari throws light on some of the most in­ter­est­ing kids brands and prod­ucts show­cased at the In­dia Kids Fash­ion Week (IKFW) which was held on Jan­uary 18-19, 2014, at The Lalit Mum­bai.

Apparel - - Contents -

The mar­ket for adult cloth­ing has great po­ten­tial in In­dia. Ex­ist­ing de­signs are tweaked and new de­signs are de­vel­oped to suit cur­rent trends. The rev­enue is enor­mous and the pit­falls, tri­fling. Re­cently, ven­tur­ing into the un­tapped kids mar­ket is grow­ing into a lu­cra­tive propo­si­tion. Yet, there are the famed de­sign­ers who com­plain of the busi­ness flop­ping mis­er­ably. At the IKFW 2014, we spoke to three cel­e­brated kids wear man­u­fac­tur­ers who have pro­duc­tively tapped into a mar­ket that ap­pears dicey but can yield good turnovers in the years to come.

LIBERO

Par­ents go to great lengths to make in­fant­hood a grat­i­fy­ing ex­pe­ri­ence for them­selves and their child, show­er­ing the child with ut­most com­fort and care. Prod­ucts to be used by in­fants are cho­sen af­ter ab­so­lute scru­tiny. Thanks to the In­ter­net, to­day, ex­pec­tant moth­ers are bet­ter aware of the lev­els of hy­giene and care that has to be taken dur­ing and post-preg­nancy. Libero, an SCA (Sven­ska Cel­lu­losa Ak­tiebo­laget) ven­ture, a renowned Euro­pean brand for chil­dren’s prod­ucts, takes pride in us­ing tech­nol­ogy to ini­ti­ate the need for hy­giene dur­ing and post-preg­nancy, for both, the mother and the child. Af­ter all, there is no room to err while deal­ing with the safety and well-be­ing of the mother and the child. Libero is the largest player in the baby di­a­pers seg­ment, oc­cu­py­ing the num­ber two po­si­tion in Europe. The brand has in­tro­duced a won­der­ful range of baby care prod­ucts, in­fused with the good­ness of na­ture. Libero has con­ducted an in­sight­ful sur­vey on the mind­set of the In­dian mother and has erad­i­cated the ba­nal is­sue of rashes ex­pe­ri­enced by in­fants by us­ing dis­pos­able di­a­pers. At the In­dia Kids Fash­ion Week 2014, the brand in­tro­duced a stun­ning range of limited edi­tion de­signer di­a­pers, called, ‘Libero Love Collection.’ Kids aged 1½-4 years walked the ramp, along with Libero’s brand am­bas­sador and Bol­ly­wood ac­tress, Aditi Gow­itrikar, who was also the show­stop­per for the brand. “Libero’s de­signer di­a­pers add sparkle to the look and feel of the young tod­dlers and bring joy and de­light to ev­ery­one around them,” Aditi Gow­itrikar said. The de­signer di­a­pers are suf­fused with the good­ness of Vi­ta­min E, chamomile, aloe vera and olive oil—in­gre­di­ents that safe­guard the baby’s skin and health. On this oc­ca­sion, Ce­cilia Edebo, Vice Pres­i­dent, In­dia, SCA, stated, “By ad­dress­ing the con­cerns of In­dian moth­ers and by com­bin­ing global ex­pe­ri­ences and prac­tices with lo­cal in­sights, Libero be­lieves in tak­ing di­a­pers be­yond form and func­tion and mak­ing them (dare we say) fash­ion­able.” Ce­cilia also an­nounced that SCA plans to pump in a whop­ping amount of R145 crores in set­ting up a man­u­fac­tur­ing fa­cil­ity for the pro­duc­tion of an ar­ray of hy­giene prod­ucts.

OKS BOYS

OKS BOYS strikes the epit­ome of per­fec­tion when it comes to mak­ing a fash­ion state­ment for boys. The brand leaves no stone un­turned in fash­ion­ing some of the most com­fort­able, yet stylish out­fits for boys. “We pri­mar­ily make use of com­fort­able cot­tons and den­ims to add to the style quo­tient,” states Amit Bhayani, founder of OKS BOYS. Ear­lier, fash­ion was only for adults. Lit­tle girls, too, had new styles to sport at times but un­for­tu­nately, poor boys were left out. Jayprakash Bhayani dwelled on the idea of cre­at­ing a fash­ion state­ment for young boys and con­sciously re­sorted to change the tide, by cre­at­ing a brand ti­tled, ‘Ori­gin’ in the year 1989, which man­u­fac­tured gar­ments de­signed only for boys. The com­pany wit­nessed suc­cess­ful ex­pan­sion as the prod­uct line ex­panded to in­clude man­u­fac­tur­ing of chil­dren’s track suits and lounge wear in 2003. The pop­u­lar­ity of the brand soared and it was soon found in some of the leading stores in the coun­try. The brand also saw a facelift as they in­tro­duced t-shirts for chil­dren un­der the brand name, ‘OKS Tees.’

The year 2006 saw the con­cep­tion of OKS BOYS, un­der the man­age­ment of Amit Bhayani and Kaushik Trivedi.

OKS BOYS STRIKES THE EPIT­OME OF PER­FEC­TION WHEN IT COMES TO MAK­ING A FASH­ION STATE­MENT FOR BOYS, LEAV­ING NO STONE UN­TURNED IN FASH­ION­ING SOME OF THE MOST COM­FORT­ABLE, YET STYLISH OUT­FITS FOR BOYS.

Seema En­ter­prise also ex­panded its busi­ness with brands namely – OKS Ju­nior and Lit­tle Dude. The brand has set a bench­mark for its ri­vals to com­pete with and it ad­dresses the needs of the ab­so­lutely ne­glected seg­ment of boys’ wear (aged 1-14 years). To­gether, the duo (Amit Bhayani and Kaushik Trivedi) over­saw the pro­duc­tion of a wider range of gar­ments for boys and young teenagers. The brand man­u­fac­tures a dy­namic range of out­fits, in­fus­ing them with solid colours and de­signs.

The styles re­flect the fu­ture per­sona of a young budding lad with the brand in­cor­po­rat­ing fash­ion and funk to the hilt. On­look­ers at the IKFW 2014, wit­nessed the launch of the beach­wear, rock­star, and ca­sual wear lines. Pop­u­lar TV ac­tor, Ar­maan Ma­lik, was the show­stop­per for the brand at the IKFW.

MAX

In May 2004, the Dubai-based Land­mark group, em­barked on a jour­ney of de­liv­er­ing the best in in­ter­na­tional fash­ion with a dis­cern­ing value at­tached to man­u­fac­tured gar­ments. Max has over 200 stores pan­ning across the globe, mark­ing its pres­ence across 15 coun­tries. The brand fash­ions gar­ments in ac­cor­dance to up­com­ing trends, in­tro­duc­ing new de­signs, sil­hou­ettes and fabrics, ev­ery sea­son. To­day, Max has earned the sta­tus of be­ing the largest value fash­ion brand in the Mid­dle East. In 2006, Max saw its very first fam­ily gar­ment store be­ing in­au­gu­rated in In­dore, In­dia. The brand was the first to in­au­gu­rate the pro­ceed­ings at the IKFW 2014, by show­cas­ing a breath­tak­ing

THE IKFW 2014 SAW A BLAST OF COLOURS AND EX­CITE­MENT WITH THIS NEW SEG­MENT IN THE WORLD OF FASH­ION BE­ING TAPPED WITH GUSTO.

collection for kids. The collection for young girls in­cluded light­weight fabrics in a mixed colour pal­ette rang­ing from mono­chrome to bub­ble gum pinks, ochre and blue, spearmint and ver­mil­lion. ‘Dou­ble den­ims’ was the theme for the lit­tle boys’ collection. Ver­sa­tile TV ac­tor, Ali As­gar, the show­stop­per for Max, ac­com­pa­nied the lit­tle chil­dren on the ramp.

The IKFW 2014 saw a blast of colours and ex­cite­ment with this new seg­ment in the world of fash­ion be­ing tapped into with gusto. The in­dus­try for kids fash­ions is swelling in pop­u­lar­ity and the new seg­ment is yield­ing gains in var­i­ous pock­ets across the coun­try.

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