How is Kidswear market scaling up in India?

Indian parents considered spending on branded products for their children more as a luxury than as a necessity.
How is Kidswear market scaling up in India?
Rising media exposure, high disposable income of parents, peer pressure and brand consciousness among children are driving the growth of kids apparel market in India says a study by Euromoniter. This segment is growing at a compound annual growth rate (CAGR) of about 20 per cent. In recent times, kids fashion has percolated down to Tier-II and Tier-III cities like Dehradun, Ludhiana, Pune, Nashik, Indore, Varanasi and many other smaller cities.

Some of the top developments witnessed in the Children’s Wear market in India in 2015 were:

  • Indian parents considered spending on branded products for their children more as a luxury than as a necessity. The usual occasions of buying branded children’s wear products were restricted to mainly festival periods or special occasions such as birthdays. The availability of branded children’s wear products was also very restricted.
  • All this has changed over the review period as the economy has performed well, income levels have risen, urbanisation has led to retail expansion and internet retailing has also picked up. The trend of spending on branded children’s wear products was especially strong amongst parents living in metro cities and tier I and II cities.
  • In recent years, consumer behaviour has started to change, with more attention paid to personal image and appearance, including children, which has created an opportunity for manufacturers and brands to produce more fashionable children’s wear with designs that can be worn on many different occasions.
  • A large portion of children’swear demand over the review period has been driven by Indian consumers shifting from the unorganised market to the organised market.
  • There have been rapid urbanisation, rising income levels and retail expansion over the review period, which has helped increase the availability of organised products in the Indian market. Consumers with higher income levels, higher availability of branded products and increasing choice in the organised market have been shifting to children’s wear.

Branded apparel grows in the market

More branded offerings were becoming available in Indian children’s wear over the review period. The upper end of the market offers good quality and attractive designs from fashion brands (although these are expensive), which are segmented by age, such as infants (0-6 years old) and children (6-12 years old). The low-end segment has poorer quality in terms of cutting and fabric, but offers products that are more affordable.

Categories Growth Insights:

  • Boys’ apparel continued to register faster growth than girls’ apparel in India during 2015. Boys’ apparel managed to register a retail value growth of 22% in 2015
  • Girls’ apparel managed to register a retail value growth of 18% in 2015
  • Top brands within boys’ apparel and girls’ apparel launched jackets, sweaters, dresses, jumpsuits and ethnic Indian wear to drive value sales and to tap into the willingness of the Indian parents to spend more on their children.

Authored By: Shreyansh Kocheri, Research Analyst at Euromonitor International

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