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.
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.
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 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.
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.