Let’s talk kiddie apparel.
Did you know… India is one of the largest contributors in the global retail market, and is steadily developing into a hub for kids’ apparel?
Yes, the Indian kid's apparel market was estimated at a valuation of $16.4 billion in 2020, and experts are forecasting the industry to grow steadily at a whopping CAGR of 14.5 percent between 2022 and 2026.
Now, this comes at a time when consumer tastes and preferences are evolving, transforming, and more importantly, being governed by factors such as health, well-being, environmental welfare, and sustainability. Research indicates that customers are placing a high value on aspects like fabric, texture, comfort, and ecological impact when shopping for kids’ apparel. The result? Conscious consumption, of course!
Conscious consumption habits have spurred a new and urgent demand for natural, organic textiles. And in meeting with this flurry of demand, a benchmark standard has been set in recent years, one that has companies reimaging their supply chains, not only to grasp market opportunities for themselves but to jump on the very lucrative bandwagon and boost the organic kids' apparel market in India.
According to sustainable fashion experts and ethical designers, organic clothing helps to refresh and detoxify the body, as well as, reduce stress levels. Add to this, the fact that this material is non-toxic, hyper allogenic, light, breathable, and best of all, accountable towards natural resources, and you’ve got the perfect material for your child’s sensitive skin!
Emma Watson once said, “As consumers, we have so much power to change the world by just being careful in what we buy”. This quote perfectly summarizes the sentiment that is growing leaps and bounds, not only within environmental groups but within household communities as well.
21st century parents are no longer passive in their quest to procure quality clothing for their children. In this digital age, where choice, convenience, and cost-effectiveness are norms rather than exceptions, parents have taken on an active role in searching for the best materials and styles for their little ones. After all, there’s no greater motivator than concern towards a loved one.
The switch from nylon, rayon, polyester, and other synthetic fabrics, to cotton (and more recently, organic cotton) is quickly gaining traction. And this can be attributed to an increase in awareness and understanding of natural fabrics and theirpositive impact on the health and well-being of all living things. With heightened awareness comes the inherent need to switch to a more sustainable way of living. Because which parent doesn’t want the absolute best for their kids?
The green wave, that is disrupting the Indian retail world, is further compounded by the onset of the digital revolution. And it’s not surprising to see how technology and marketing are playing a pivotal role in making organic clothing for kids more accessible and viable. Of course, there are many who still consider this segment to be a niche, a luxury, a high-maintenance product, but this notion is soon changing.
With e-commerce portals, shopping for organic kids apparel becomes a simple and straightforward prospect, where one can easily access a slew of information, verify material authenticity, explore features and benefits, view clothing size charts, confirm washing and care instructions, visualize how items look on a model, price compare, and return or exchange. It’s as easy as logging on, virtually traipsing through a store, locating the product that meets a list of requirements, and digitally making the payment. Incredible, right?
Another factor that is contributing to the ‘organic’ boom in the kids’ apparel market, is brand transparency. Brands are becoming increasingly honest about aspects like manufacturing practices, farming techniques, waste management, transportation, and packaging. They are also addressing issues relating to factory conditions, labor laws, and the never-ending endeavor to reduce the carbon footprint.
It’s incredibly refreshing to see how marketing communication is carving out a special space to shed light on important matters like social responsibility and accountability, towards the planet and its people, without inclining towards ‘greenwashing’. This commitment to the truth builds trust and credibility in the eyes of the target audience, and also works towards the greater good of all environmental stakeholders.
Let’s delve a little deeper into another dominant factor that contributes to the growth of the organic apparel market in India, and by virtue, the organic kid's apparel market in India.
You might be surprised to know that the Indian textile industry has always been a predominantly organic cotton-based one. According to a news report, the textile industry is touted to be the 2nd largest sector to generate employment. And the prospect of maintaining this employment is a powerful stimulant to keeping the industry thriving and expanding. So, you see, nurturing this sector is a win-win for everybody.
Here’s some interesting trivia. Ahmedabad, also known as, ‘Manchester of Indi’, is one such cotton-growing region that is well regarded for its textile production. What makes this city stand ahead of the others in cotton production, is the fact that it is blessed with a humid climate, an abundance of cheap labor, and easy access to a port facility.
As you can tell, there are a plethora of economic, demographic, geographic, and behavioral influences that govern the organic kid's apparel market in India.
Market trends and lifestyle shifts, coupled with a growing consciousness among parents regarding children's health and environmental health, have propelled the expansion of this industry.
Plus, supporting ‘organic’ means never having to compromise on utility, style, cost, welfare, fitness, or ethics.
It’s safe to say that the production, consumption, and distribution of organic products in the kid's apparel industry in India is a catalyst for something much bigger and better.
Wondering how that is, exactly?
Well, it’s quite simple, really. The presence of a lucrative organic apparel market is a silent pledge and promise to advocate for the rights of every living being.
Pharrell Williams said it best. “Fashion can be a universal player in protecting the planet”.
Do you agree?