Little tags on growth trajectory!
In an exclusive conversation with Chandni Agarwal, Founder, Little Tags sheds light on the growth strategy of the brand.BY Shipra Srivastava | May 28, 2018 | comments ( 0 ) |
Tell us about the brand Little tags. How did the brand started and journey so far?
Little tags as an idea was conceived, when I as a new mother was unable to find an outfit for my daughter. This prompted me to create a platform where one can find best of designers under one roof. As a mother, hands are always full; hence we wanted to provide the convenience of shopping from anywhere for our little miracles. Little tags is all about an exclusive range of handpicked designer wear for kids upto 14years. In today's fashion era it is difficult to find the kind of clothes we would like to dress our children in classic designs in quality fabrics that stand out from the mass-produced lines which are currently the trend in the market.
Tell us about the brand distribution in the online and offline space. Going forward, what would the strategy to scale up the distribution? Have you explored the franchise model yet or plan to? What are the plans for exclusive store?
Since we are a startup we want to make our core really strong, hence we are mainly focusing on our website as of now. Apart from this we have sponsored many shows and take part in exhibitions pan India which has helped us in brand recognition and also helped us to understand the customer preferences better. At present we are not looking into franchise model. Initially we had plans of only into online presence but we also get many queries for an offline store, but it would be too soon to say anything.
Kindly shed light on your product categories and the best performing lines so far?
We have tried to build a one stop shop for all designer kids wear needs. We have everything starting from a bring your baby home in style rompers, to fancy dresses, tuxedos, traditional wear,casual wear, accessories, outfits for special occasions such as holi , lohri etc to one month birthdays and more , hair Accessories, boys accessories, jewellery, shoes , bags , personalised gifts and much more. We have the most celebrated luxury labels, such as Pallavi Mohan, Shivan &Narresh, Ridhima Bhasin, Anand Bhushan, Masaba Gupta, Sahil Aneja, Karishma Sahani Khan, Siddharth Tytler, Krishna Mehta, Monisha Jaising, Nishka Lulla, Pooja Wang, Amrita & Shivani, Bow & Bangle, Shutiq, Kukoon, ASP Couture, Rina Dhaka and My Little J. Apart from these Indian designers, also on board is an eminent Turkish designer Ebru Danyal, a Swedish brand Mini Rodini and the very famous Cute Cute for hair Accessories. The best performing lines really depend on the season. Casual lines do the best in summers whereas traditional are a hit during wedding seasons. Our special occasion outfits are a hit with our clients always.
According to you, what are the major challenges as far as kids’ wear retailing is concerned since it is a very small segment? The brand recall is not very high in India when kids’ accessory/wear related brands? Also shed light on marketing strategies?
We have tried to get together the best names of fashion world for kids. Hence that acts as a plus point as far as brand recall and recognition is concerned. People are already aware of these names and are elated to find it for their kids as well. These days parents consider kids to be an extension of their personalities. Hence they don’t mind spending the extra bucks as long as they get the quality and the worth for their money. These days the new-age consumer is well-travelled and is aware of designers and brands, even the kids these days know what will look good on them and once the consumer is convinced with the quality of the product. Also the convenience of designer boutique at their door step at the click of their finger tips , helps to build up the brand recall for us .
We understand the importance of special occasions in the life of kids and parents. Hence we have even flown are staff to deliver a particular outfit so that it reaches for a first birthday just in time. For us customer happiness is of primary importance.
I feel penetrating this niche market is a daunting task and I am employing nontraditional marketing plans to reach out to my target audience. From focusing on good digital campaigns and communication to personalised interactions with my customer via luxury exhibitions Have been some steps taken by us. We run a lot of contests too to gain customer attention. We have also sponsored a lot of fashion shows and charity events. Apart from this we have radio presence too. We also intend to do cross marketing with various brands.
Have you raised any sorts of funds so far or plan to?
We haven’t raised any funds till now nor do we have plans to raise in near future.
The USP of my brand is the convenience of being able to buy the best from anywhere in the world. We strive to give smiles to parents looking at their kids in the cutest ensembles.
What is your starting and exiting price point? Also, kindly highlight your target group?
We have different price points for different category of products. But as a whole the website starting price point would be somewhere around Rs 400 and can go upto Rs 30000. Our main target group will be the millenial parent, who doesn’t mind to spend a little extra for their rock stars. Rising purchasing power serves as a driver of growth in the luxury kidswear segment and the market for designer kidswear has been spurred by increasing brand consciousness and proliferation of online digital platforms which not only grow interest for ensembles for million dollars babies but also serves as a new kind of status symbol - you are no longer judged by what you wear alone, but also by what your kids wear. Also many Millennials aren’t too fussy about what they wear, but certainly are cognisant of the fact that their children are growing up in cultural environs vastly different from that of their era.
Who do you see your biggest competition within the same space? What is the ratio of daily order generation?
Competition is all around. For a new brand it is highly difficult to build the name and sustain it. When everybody is so updated with the brands and knows the purchase is just a click away from anywhere in the world. You really have to be good with the services.
At last, kindly highlight your growth plans?
We will continue to add more products and fusion outfits for kids. Our traditional, festive wear is a big attraction for consumers across the world and we hope to engage more designers to lend more variety. We are also toying with the idea of luxury watches for the older kids, athleisure. Our aim is to provide the consumer with maximum choice. Thus we would want to have 50 designers by the end of this year and aim for 100 by next year end. We want to be a one stop shop for all the designer kids wear needs. Be it apparel, hair accessories, shoes jewellery everything. We will be adding new skus too in terms of belts, scarves, etc.