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Deepak Buswal 10
Tanvi Motta 59
Anand Nainar 60
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º ëpaghetti tops, Crystal studded denims, Italian
cuts, Capris, and exclusive party wears; Kids
fashion is a diminutive version of adults wear.
º Children becoming independent buyers, increase
in the amount of disposable income, and retail
blitz is enhancing the kidswear market.
º Media exposures and promotions also cause a
significant influence in the market.
º Many manufacturers come up with their own
brands, while some others enter into business
through joint ventures.
º Department stores have contributed towards
segregating and building niche categories like
infant wear, kid·s formal wear, kids ethnic wear,
swim wear, casual wear, pre teen wear by stocking
a wider range of merchandise and differentiating
between them at the retail store level.
º Like in every other retail segment in the country,
the market is dominated by the unorganised sector.
Branded kids apparel market is in its nascent stage
in India with a handful of national and
international brands.
Õ MINENT KIDëEA B ANDë IN INDIA
º Gini and Jony
º Lilliput
º Catmoss
º Zapp
º eekender
º uff Kids
º Lil Tomatoes
º Õalm Tree
º Levis ëykes Jr
º ëpykar
º Freedom wear
º Kanz (f Cartoon network)
º Benetton Kids
º Colorplus Junior
º uff Baby
º Õlanet Kids
º ëach
INTE NATINAL B ANDë
º Barbie,
º Mothercare,
º Benetton Kids,
º Õepe,
º Lee Kids,
º Mona Lisa,
º Espirit,
º Bossini,
º Kans
º Tommy Hilfiger, and
º Adams Kids have also entered the
Indian market.
Y  
º Market for kids apparel is the fastest growing
industry in India.
º Manufacturers are coming up with fancy materials
targeting kids who are more interested in the
upcoming fashion trends.
º The market is now moving towards an international
look.
º Lilliput, Li·l Tomatoes, Catmoss, Kids· ëtudio, Little
Kangaroo and Mother·s Touch are a few other brands
being retailed by lifestyle stores like ëhoppers· ëtop,
Big Bazaar, estside, Ebony and Globus.
º International brands like Tommy Hilfiger, Freelook
Junior, Lee Kids, Adams kids, Benetton and Õepe are
also making efforts to capture a slice of the market in
India.
  Y Y
º The market size includes the s. 114,500 million
uniform segment that saw an annual value
growth of 22.50 % over the previous year.
º The kidswear segment has grown at the rate of
15.6 % in value terms and 4.36% in volumes in
2007, which is a significantly higher growth rate
in 2005 (11.4% and 3.8%, respectively).
º There exists a need gap in terms of availability of
a greater range of branded and quality
merchandise for children and infants in India.
º The branded children·s garment market in India
is large running between s 12,000-18,000 crore
per year.
º Children·s garments are largely bought off the
streets in this country. The vast number of small
shops that line the back-alleys of our high streets
are where kids· garments sell out . hile the high
street remains the point of purchase for the
branded garment, the back-alleys remain the
spots that attract the masses buying in numbers.
º Many brands which have carved an UëÕ in the
general category have hit the kids industry with
their product. Õantaloons which entered into a
joint venture with the brand Giny & Jony,
Liliput, Zapp by aymonds, United Colors from
Beneton (UCB) and uff Kids by Dë Corporation
are among the first liners in the kid·s fashions in
India.
   Y 
º According to the India Apparel eport, 2008, the
size of kidswear market is estimated to be at s.
30, 510 crore which will further grow to reach s.
45, 000 crore by 2013, with branded apparels
contributing to a major share.
º Urban kids apparel market comprises about 60%
of the total kidswear market.
º Branded kidswear are well established in I tier
cities, and are now experiencing a good growth in
II & III tier cities as well. Industry players
further predict that the market is set to grow by
12% annually and reach its peak by 2010.
º At a time when every other international brand is
eyeing a share of the big pie in the fast growing
Indian kidswear market, homegrown brands like
Gini n Jony, Lilliput, Catmoss, Li·l Tomatoes and
uff Kids are all set to take the international
market by storm.
º According to industry estimates, the organised
kidswear market in India is around s 4,000 crore
and it is growing at 20-30%.
è  èè    
 
º The market for kidswear is classified as follows:
* Infants (0 - 6 months)

* Toddlers (7 months - 2 years)

* Kids (3 - 8 Years)

* Õre-teens (9 - 12 Years)

º Children·s wear is mainly on a seasonal basis.


Highest sales figures are usually recorded during
the months of August ² ëeptember. The average
annual expenditure on kidswear is approximately
s. 3, 857.
º For children·s wear, cotton is the most preferred
material due to its non-allergic, comfortable, and
easy caring virtues. But it faces competition with
other synthetic ones, which are preferred for its
washability, and non-creasing abilities.
º A survey states that, the maximum sales in
children·s wear market comes from smaller towns
like Õatiala, Bhatinda, Coimbatore, Õhagwara, and
ëonepat.
º Generally stores that offer a wide range of selection
at discounts and low prices attract more traffic.
º Marketing task lies in capturing the imagination
of the children with fashionable patterns, and of
the parents with quality apparels supplemented
by reasonable prices which determine the success
of the manufacturer in this segment.
º The greatest challenge faced by kidswear brands
is the proliferation of licensed apparel, given a
shot in the arm by the growing popularity of
characters on kids· television channels.
       
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# $% &' 
 Y  Y
(    )

  è

Mean 2.486 1.5714 3.226 2.714


ëtd Error 0.111 0.0945 0.0891 0.15
Median 2 1 3 3
Mode 2 1 4 4
ëtd Dev. 0.928 0.7907 0.7454 1.253
Variance 0.862 0.6253 0.5557 1.569
Kurtosis -0.079 1.06 -1.09 -1.51
ëkewness 0.32 1.3 -0.04 -0.039
B AND ÕE F MANCE
 Y YY Y

º Use of cartoon characters in kid·s garments:


¶Character inspired merchandising· is emerging as
one of the hottest market trends. Mickey Mouse,
Õowerpuff girls, ëpiderman, ëuperman etc. have all
found their way into the kidswear market and are
currently selling like hot cakes in the market.
º Coordinated Accessories: This season·s style
statement includes dressing up with accessories,
where everything from dress, bag, and hair clip is
color, and design coordinated.
º ëome retailers and department stores have taken the
lead in creating an in-store arrangement with play
areas, and kids oriented promotions within the store.
Ex: ¶Back to ëchool· promotion by Lifestyle.
ë   ë 
 
º In the domestic market, the various
channels, which are used to distribute the
apparels, are
| * 
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CMÕA IëIN F DIëT IBUTIN
CHANNELë

Distributors
ëIë & MB EB

‡ Low Õrofit ‡ Higher ‡ Highest


‡ Lower profits than Õrofits
advertising that ‡ Advertising
and fixed through and fixed
cost. Distributors cost are
‡ Lower high
advertising
and fixed
cost.
ëT ANALYëIë
ëT ENGTHë ÕÕ TUNITIEë
‡Increasing disposable incomes of the ‡Increasing demand for luxury brands
people from the middle class
‡Availability of cheap finance & raw ‡ esearch and new product development
material can help the companies to move across the
‡Growing domestic market, increase in value chain
number of malls ‡Emerging etail Industry and Malls
‡Low Cost and ëkilled Manpower ‡Brand conscious customers
‡Advantage in ëpinning ëector

ëT
EAKNEëëEë
TH EATë
‡Õredominance of unorganized sector
‡Increased competition in the domestic
‡Technological obsolescence in the supply markets
chain
‡Cheaper imports
‡Highly Fragmented Industry
‡Highly dependent on Cotton ‡Changing Government·s policy on FDI
‡Infrastructural Bottlenecks ‡China
LILLIÕUT
º ëet up in 1991 by the successful garment manufacturing and export enterprise called
´Anand Internationalµ.
º Lilliput has its presence in China, Middle East & Egypt. Its turnover in FY 07-08 has been
s. 260 crores. In Exports, Lilliput is very active in Europe, The UëA, and other countries.
º To produce quality kids wear the production facilities are equipped with more than 2000
modern machines.
º Lilliput, the dominant player in the Kidswear industry walked away with the prestigious
¶Brand of the Year· 2007 Award in the Kidswear category at the AÕEX Awards organised by
the Clothing Manufacturers Association of India (CMAI).´´
º This s 182-crore kids apparel brand currently has 135 exclusive outlets, over 105 large
format multi-brand outlets and more than 450 point of sales. Lilliput now has presence in
Bahrain and China and will expand by opening 50 stores in est Asia and 100 stores in
China by 2010-11.
   
º Õrimarily aimed at 0-11 years age group
which caters to middle and premium segment.

Õ 
º It manufactures all kinds of knitted and
woven garments for girls as well as boys. It
not only manufactures garment but creates
and develops them.
º It invests heavily on design and development
of new garments every season with the help of
international designers and its own team of
merchandisers. The idea is to provide the
buyers a wider choice in terms of designs,
fabrics, trimmings and accessories. The brand
also has plans to launch home furnishings for
kids shortly.

 

º Besides the exclusive stores the brand is
available in major chains like ëhopper·s ëtop,
estside, Lifestyle, Ebony, Õantaloons etc.
º The brand plans to tap the potential of ëouth
India and intends to open more exclusive
stores by 2010.
º Lilliput has always been synonymous with quality, design and
high-end kid apparels that satiate the fashion desires of the
urban children and parents.
º The Adventure wear ranges from shorts & capris to t-shirts &
bermudas all available in earthy as well as bright colours.
º The party wear is apt for the wedding and festive season making
the little ones look more beautiful and elegant. It ranges from
ethnic lehengas, party wear frocks for girls to sherwanis, jackets
& trousers for boys.
º The character wear includes character licensed clothing from
the likes of movies as Bhoothnath, Incredible Hulk, ëpiderman,
Iron Man and many more.
º The casual wear has a vast range from jeans, t-shirt, skirts, tops
to choose from in the age group of 0-12 years.
º Lilliput has launched their Spring-Summer '09 Collection. With
a mood board ranging from adventure & sports to feminine frills
& trims, classic indo western to capricious bling , Lilliput Spring-
Summer' 09 is an exuberant concoction of colors, creativity and
fashion.

 è 
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º Infant Boys, the collection themes range from Õirates, Cars &
Beachwear, Fun words, Sportswear, Animals, Cranes to Thomas
The Engine & friends.
º Infant Girls get to choose from Spring Olive, Spring Floral,
Romantic Õink, Spring Red, Spring Mix n Match, Spring Õink
and Denim.
º Toddler Boys get a taste of the outdoors with Motor Bikes,
Automobiles, Aqua and Tropical and Bob the Builder.
º Toddler Girls can look pretty with Fuschia Fancy, Strawberry
Õunch, Orange Sizzle, Õlay with Õeach, Floral Charm, Mauve
Magic and Õatch Õassion
º Junior Boys can have their pick from themes like Red Hoax,
Skull, Marine, Racer, Mix n Match. They can further throw
caution to the wind with Ben 10, No Rules & Marvel Heroes
(Spider Man, The Hulk & Iron Man).
º Junior Girls get to strut their stuff with themes like Colorful
Butterfly, Bubblegum Õink, Chocolate Muffin, The ed Fever,
ëhimmer n ëhine, ainbow, True Blues, Õowerpuff Girls and the
premium party wear ensemble ² The Glitterati Collection.

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