Why has kids-wear industry undergone drastic change? What has been the primary focus of kids-wear vertical of fashion industry? These questions have been posed by entrepreneurs and even mushrooming business professionals. Since, parents start searching for kids wear store as soon as they start experiencing parenthood, retailers get an opportunity to expand their business. Urban India is driven by the evolving buying behavior pattern of goods. This often results in influencing purchase decisions of parents. It is estimated that the current kids-wear market that stands tall at 72,000 cr will cross 95,000 cr mark by the end of 2016.
There are various factors which need to be kept in mind while designing apparels for kids. This is the reason behind designing cotton clothes for kids. Generally, 80 per cent of clothes designed for kids are made up of cotton due to their comfortable and non-allergic appeal. Considering these factors and to redefine the segment of kids wear in fashion industry, Sakshi Arora, CEO of Kids Around brought the brand in India.
Retailer Media had a candid conversation with Sakshi Arora to understand her idea of bringing Kids Around to India.
Was entrepreneurship something you always wanted to do?
I always wanted to start something on my own. This was the only reason that after studying fashion designing, I pursued retail and entrepreneur course to fulfill my dreams.
Share few key factors about your business.
Kids Around is an international chain of multi brand outlets of more than 20 stores present in 10 countries now. All these outlets follow a same concept and design. Besides, Sara International Inc is the Indian Partner.
How do you identify your target consumer?
We target medium to high income group customers. Tier I cities consumers are mostly targeted by us.
What is the need you are addressing in the market?
There are many kids wear brands in fashion segment and even in luxury segment. But, there is a big price gap in these two segments. In order to fill in this gap with premium segment with well known international labels like Hugo Boss, Marc Jacobs, Karl Lagerfeld I try to bring many of them under one roof with Kids Around.
What is your Business Model? Please share about product/services offered.
We have six international labels and will be adding DKNY label for Fall- Winter 16 under the portfolio of Kids Around. We have kids’ apparels and accessories for age group of new born to 16 years. The idea to bring Kids Around in India was to give the parents an option to buy premium brands for their kids.
What are your plans to scale up?
As of now, brand sincluding Hugo Boss, Little Marc Jacob, Carrement Beau, Karl Legerfeld Kids, Billy Bandit and Billieblush would be sold only in Kids Around. Further, we are planning to expand in all TierI cities.
What has been your A-ha Moment in the business? (The high point)
When we were in talks with many brands, one day we suddenly got the call from Hugo Boss and they agreed for partnership in India for their Kids wear and children accessories. It was the most cherished moment for all of us, especially my son. He loves to wear Hugo Boss.
What has been your biggest challenge so far? How are you addressing it?
The biggest challenge was to build the store in a whole new concept in the kids segment. Our architect team had to coordinate with the international team for every single detailing and selection of materials for the store.
How do you see growth scenario in kidswear segment?
We don’t see any competition in this segment in India right now and people here cannot find these types of styles in any other brand.