Tales & Sto­ries: Rock­ing the Kids Denim Mar­ket

Business of Fashion - - Contents - By Rosy N Sharma

Alin Shah, Brand Strate­gist, Tales & Sto­ries, opens up about the emerg­ing kids denim mar­ket and the lat­est trends and styles.

Ac­cord­ing to the lat­est Technopak re­port on denim, kids denim is the small­est seg­ment in the do­mes­tic denim mar­ket, but is ex­pected to grow at an im­pres­sive rate of 12 per­cent over the next decade, pri­mar­ily due to the rel­a­tively higher fashion aware­ness among par­ents and kids, prod­uct in­no­va­tions, de­sign choices and higher spend­ing on kids in nu­clear mid­dle class fam­i­lies. Images BoF talks to Alin Shah, Brand Strate­gist, Tales & Sto­ries to un­der­stand the kids denim mar­ket. Shah who is op­ti­mistic about the emerg­ing kids denim mar­ket shares his opin­ion on the cur­rent styles, de­signs, washes and ef­fects in kids denim.

Tales & Sto­ries is a pre­mium kids ap­parel re­tail chain with 19 stores in 11 cities, an on­line sales por­tal and shop-in-shop pres­ence in pre­mium MBOs. The brand is from the house of Ar­tex Ap­par­els, who have been into kids fashion denim man­u­fac­tur­ing for more than 30 years, Tales & Sto­ries of­fers more than 250 de­signs ev­ery sea­son for 0 to 14 year olds. The range in­cludes ev­ery­thing from jeans, shorts, shirts, knit tees, dun­ga­rees, dresses, jack­ets, skirts and a lot more.


What are some of ma­jor fac­tors that in­flu­ence trends in kids den­ims?

Alin Shah (AS): Due to mas­sive in­flu­ence from the western cul­ture par­ents these days want their kids to dress like the way celebri­ties and fa­mous peo­ple dress their kids. In­di­ans are mov­ing from the lo­cal flashy taste to soberer look­ing gar­ments. Young par­ents dress them­selves in a very stylish way and this fashion sense comes down to their kids as well.

Elab­o­rate on the cur­rent three top sell­ing denim styles for the kids.

AS: Dis­tressed, Sur­face Em­bel­lish­ments and Tints! When I see our sale through re­ports of our EBOs and mar­ket­places all the denim styles with one of these tech­niques are sell­ing well. When we an­a­lyse the cus­tomer re­quire­ments, dis­tressed is al­ways top­ping the list.

Are there some new most pref­ered denim styles that par­ents are ask­ing for nowa­days?

AS: When you talk about fab­rics, par­ents want the soft­est pos­si­ble denim to pro­tect the sen­si­tive skin of their kids, and when it comes to styles they ask for heavy tear­ing, slim fit, an­kle length and breath­able light weight den­ims.

What are the most pop­u­lar washes?

AS: Towel wash is very pop­u­lar in the mar­ket along with tear­ing with at­trac­tive patch on the back.

What are the most pop­u­lar ef­fects?

AS: I can see tie-and-dye is be­com­ing pop­u­lar. A new tech­nol­ogy of laser wash is ca­pa­ble of cre­at­ing won­ders. Any kind of de­sign or shape can be washed by us­ing these pre­cise laser wash­ing ma­chines.

What are the pop­u­lar el­e­ments/ em­bel­lish­ments used for the kids?

AS: Se­quence, tas­sels and foil print­ing are the most liked sur­face em­bel­lish­ments amongst kids denim. Of course, the bright em­broi­dery is still liked by the cus­tomers.

What are the top sell­ing colours?

AS: Mid blue denim with dark blue tint, dark blue with orange on the back, brown tinted denim, ink blue and coloured denim like red, orange, yel­low, olive, green, etc.

How has the growth been in the sales of kid’s denim?

AS: Last fi­nan­cial year we saw con­sid­er­able growth in the kids denim cat­e­gory but past quar­ter has been tough. I still feel very pos­i­tive about the kids denim mar­ket be­cause In­dia still has a huge pop­u­la­tion of young adults, whose spend­ing power is in­creas­ing day by day.

Pre­dict the top trends that will emerge in the fu­ture in kid’s denim.

AS: Use of lot of man-made fi­bres like PVC will play a ma­jor role in kids denim. The old school patch work is again com­ing into the pic­ture. A cut and sew of dif­fer­ent coloured denim is some­thing I see com­ing to kids wear.

How im­por­tant are or­ganic and hy­gienic fab­rics for kids? Do par­ents ask for it?

AS: It takes up to 5,000 litres of wa­ter to make one denim, which is a very se­ri­ous statis­tic to note. The so­lu­tion seems sim­ple by us­ing or­ganic fab­rics, dyes, zero dis­charge wash­ing units, etc., but by in­cor­po­rat­ing all this the cost of the gar­ment goes up so high that it be­comes im­pos­si­ble to com­pete in the value driven mar­ket like In­dia. This can be only solved if gov­ern­ment of­fers heavy sub­si­dies and helps the denim in­dus­try be­come an eco-friendly in­dus­try.

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