Just Kid­ding!

Apparel - - Contents - Bindu Gopal Rao

A re­port on the in­creas­ing de­mand for de­signer chil­drenswear

The fact that chil­dren have a mind of their own is well-known. In fact, kids are de­ci­sion mak­ers as far as their fash­ion choices are con­cerned. Per­haps, it is this very ethos that has res­onated with de­sign­ers and brands and in­creased the de­mand for de­signer chil­drenswear. re­ports.

Kids’ ap­parel in­cludes cloth­ing for chil­dren be­tween one and 14 years of age. Global brands like Ver­sace, Ar­mani Ju­nior and Fendi have spe­cial lines for kids and In­dian de­sign­ers like Mon­isha Jais­ing, Jat­tinn Kochhar and Shivan & Nar­resh have also di­ver­si­fied into chil­drenswear. Kids cloth­ing is an im­por­tant mar­ket seg­ment and the sixth edi­tion of the In­dia Kids Fash­ion Week 2018 will be held in Mumbai, Delhi, Ahmed­abad, Kolkata, Hyderabad, Ben­galuru and Chandi­garh in July 2018.


Chiq­ui­tita has launched a Spring/Sum­mer line which is in­spired by na­ture around us and in­cludes flow­ers, twines and leaves. The colours are all soft and pas­tel, with some sor­bets thrown in. The high points are the in­ter­est­ing sil­hou­ettes, sleeves with frills some fun scarves in con­trast colours with tas­sels. “In In­dia, de­signer cloth­ing is still at a very nascent stage, we are be­gin­ning to see style and lux­ury be­ing amal­ga­mated fi­nally. One can see luxe fab­rics,


great styling and the most im­por­tant as­pect in chil­dren’s cloth­ing - com­fort, all com­ing to­gether into an amaz­ing fin­ished gar­ment to fi­nally give In­dia the taste of de­signer wear for kids,” says Payal Bahl, Founder of Chiq­ui­tita. Tom Tai­lor’s chil­dren’s clothes for spring and sum­mer 2018 are colour­ful, cheeky and fea­ture beau­ti­ful de­tails. This sum­mer, navy is the trend for boys and girls, with cool de­tails and sporty looks in shiny colours – 100 per cent wear­ing com­fort in ex­trav­a­gant de­signs. “Also, we present streetwear: cool logo sweat­shirts and t-shirts, train­ers, rain capes, and wa­ter­proof trousers fill the wardrobes this spring. It is im­por­tant to us how we dress the lit­tle ones. We want the clothes to be beau­ti­ful, com­fort­able, and, at best, even easy-care,” says Deven­der Gupta, Founder, In­cep­tra Life­style Pvt Ltd. (par­ent com­pany of Tom Tai­lor in In­dia).

Monte Carlo’s new col­lec­tion in de­signer chil­drenswear is in­spired by the lat­est na­tional and in­ter­na­tional trends in kids’ fash­ion. The col­lec­tion for girls in­cludes tops and skirts fea­tur­ing clas­sic stripes and 3-D flow­ers. Dresses and tu­nics come with pop art im­ages, shiny fruit ap­pliqués, slo­gans and em­broi­deries with se­quins. “At K&U, we are launch­ing our new Cel­e­bra­tion’s range for A/W 2018 with a theme in­spired by the five el­e­ments of na­ture. Aris­to­tle the­o­rised that th­ese five com­po­nents are crit­i­cal for for­ma­tion of any star in the uni­verse and hence we bring the char­ac­ter­is­tics of all th­ese el­e­ments in our de­signs to add to the shine of our lit­tle stars,” says Ka­neeka Ag­gar­wal, Co-Founder & Head of De­sign, K&U & Head of De­sign, Si­taarey.


The po­ten­tial for chil­drenswear in In­dia is huge as it has the world’s largest young pop­u­la­tion in the age group 0 to 14 years, ac­count­ing for 29

per­cent or 337 mil­lion of the to­tal pop­u­la­tion. The In­dian chil­drenswear mar­ket was es­ti­mated at R66,904 crore ac­count­ing in 2017, mak­ing for 20 per cent of the to­tal ap­parel mar­ket of the coun­try. Chil­drenswear is ex­pected to grow at CAGR of 8.1 per cent to reach R1,45,445 crores by 2027. With an in­flux of brands, pri­vate la­bels and In­dian fash­ion de­sign­ers ex­plor­ing In­dian mar­ket for chil­drenswear, the mar­ket is cer­tainly look­ing up. An­other factor that au­gurs well is the grow­ing dis­pos­able in­come among mid­dle class fam­i­lies and the shift of re­tail mar­ket from un­or­gan­ised to cor­po­ra­tised re­tail.

Mon­ica Oswal, Ex­ec­u­tive Direc­tor, Monte Carlo says, “The kids de­signer wear in­dus­try in In­dia is grow­ing at a mas­sive rate with in­creased ac­cess to brands, trends and aware­ness. The rapid growth of the chil­drenswear mar­ket has also lead to fast chang­ing trends which keep us on our toes all the time. The chil­drenswear mar­ket in­cludes the age bracket of 1 to 14 years. The cur­rent worth of the chil­drenswear mar­ket in In­dia is about R13,000 crores out of which the branded and de­signer chil­drenswear seg­ment con­trib­utes around R3000 crores. Also, the in­dus­try is grow­ing at a steady rate of 10 per cent per year, which surely is quite im­pres­sive and promis­ing.”


Chil­drenswear trends fol­low three straight lines: sporty know-how, cre­ative mod­els and a mar­itime up­dated ver­sion of old clas­sics. “Ab­stract graph­ics are de­picted to­gether with in­no­va­tive prints, which por­tray a touch of dreamy imag­i­na­tion. Mar­itime looks re­ceive a rusty trans­for­ma­tion – washed out clothes and soft colours are a new trendy ten­dency. Girls wear sweet dresses, cool jeans, and play­ful tops. For boys, there are printed shirts and washed out jeans and dif­fer­ent styles mix with each other and im­press as be­ing true orig­i­nals,” says Gupta. Dun­ga­rees, shorts and shirts, short skirts, tops with puffed vol­umes, hal­ter tops, cropped trousers, lace trims are a key favourites in kids ap­parel. This year is all about bold colours, fun pat­terns, and retro-meets-mod­ern fash­ion. Most chil­drenswear fash­ion is just min­imis­ing pat­terns in size to fit the likes of the new lot.

But the de­signer chil­drenswear range is boom­ing as par­ents are more aware of the avail­able de­signer op­tions for kids now than ever be­fore. “I con­stantly work on new de­signs for kids based on in­di­vid­ual ex­pe­ri­ences with them and also get­ting to know their per­sonal likes and dis­likes apart from com­fort, as they

too are ex­posed to fash­ion trends now,” says Payal Sing­hal, Cre­ative Direc­tor & Part­ner, Payal Sing­hal De­sign House. Sid­dharth Bin­dra, MD, BIBA In­dia adds, “In kids’ eth­nic wear, cape gowns, Indo-west­ern dresses, gharara skirts with short kur­tis, anarkali suit sets, flo­ral co-or­di­nates, block prints and kali­dars for sum­mers are few trends that are catch­ing up this sea­son.” As more and more in­ter­na­tional chil­drenswear brands are set­ting up shops in In­dia, In­dian brands will have to en­hance their de­signs and col­lec­tions to meet the grow­ing ex­pec­ta­tions of par­ents as well as their kids. Sharad Venkta, MD & CEO, WOWMOM opines, “For the past cou­ple of years, it has been seen that de­sign­ers are pay­ing spe­cial at­ten­tion to kids’ fash­ion. De­sign­ers are fo­cus­ing on com­bin­ing prac­ti­cal­ity and con­ve­nience with the lat­est fash­ion trends. Kids’ fash­ion trends are avail­able in var­i­ous styles, colours and ma­te­ri­als.”


Kids are a spe­cial seg­ment all to­gether, whether it is styling, use and se­lec­tion of fab­rics, cuts; all are de­signed keep­ing in mind the lit­tle ones’ com­fort. Kids’ ap­parel should have two char­ac­ter­is­tics - va­ri­ety, to ap­peal to kids and a rea­son­ably priced range, as kids out­grow clothes eas­ily. “Some­thing for a two-year-old will not work for a five-year-old and some­thing for a five-year-old will not work for some­one who is nine-years-old. So, un­der­stand­ing kids, their needs, pref­er­ences and lik­ing is very im­por­tant. It to­tally re­flects in our de­signs and is some­thing which our clients ap­pre­ci­ate the most,” says Bahl. The var­ied price points with high rentals in re­tail re­main a ma­jor chal­lenge to this date for the chil­drenswear in­dus­try. In or­der to cap­ture this mar­ket ap­parel re­tail­ers need to fo­cus on value-pric­ing. “Pro­duc­tion com­plex­i­ties and an un­or­gan­ised sup­ply chain have dis­cour­aged big in­vest­ments in this space. The need gap is be­ing ad­dressed by mi­cro-brands that are driven by in­de­pen­dent de­sign en­trepreneurs. Th­ese mi­cro-brands score above the big brands on con­sumer un­der­stand­ing and de­sign ca­pa­bil­i­ties but lack the fi­nan­cial strength to op­er­ate in the con­ven­tional re­tail space,” says Ut­saha Khare, Co-Founder & CEO, K&U & Founder, Si­taarey.

Also, oc­ca­sion spe­cific cloth­ing is an im­por­tant as­pect in chil­drenswear and a wellplanned ap­proach is re­quired to un­der­stand the de­mands of chil­drenswear mar­ket. Again, chang­ing dynamics be­tween tier I and tier II and tier III cities is a gap that needs to be bridged. How­ever, the chil­drenswear mar­ket is cer­tainly on an up­swing and ap­parel man­u­fac­tur­ers know this is a seg­ment that can­not be ig­nored.

@Tom Tai­lor @SI­TAAREY

@SI­TAAREY @Tom Tai­lor

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