| Children's apparel is a market that is growing rapidly | | | | citrus green. |
| today. Trends in the market are fast changing. This | | | | Certain brands like Weekender have made an |
| article aims to analyze the market for kids' apparel in | | | | agreement with Walt Disney and Warner Bros., |
| detail and explaining the shift in focus that is taking | | | | whereby they can make use of some of their |
| place. | | | | famous cartoon characters in their apparel. The brand |
| Children's apparel includes clothing for kids between 1 | | | | is planning to make use of characters like Mickey and |
| and 14 years of age. The market for kids' apparel in | | | | Minnie Mouse as well as Tom and Jerry in the new |
| India exceeds Rs. 13000 crore, of which around Rs. | | | | line of children's clothing that they are planning to |
| 3000 crore is constituted by branded kids' wear. The | | | | launch. This collection is to be named 'Toon World'. |
| kids' wear market is growing at the rate of 10% per | | | | Pantaloon and Gini and Jony have entered into a joint |
| annum, which makes it one of the fastest growing | | | | venture to set up a chain of retail stores for |
| markets. | | | | children's apparel. Raymond has launched its first |
| Some major changes in trends are taking place in the | | | | store for kids' apparel 'Zapp!'. DS Corporation, which |
| market for kids' apparel. One of the important | | | | owns the Ruff Kids brand of kids' garments, is |
| changes is the increasing preference for branded | | | | planning to expand. |
| apparel. This shift is taking place on account of | | | | Generally in India, the trend was that most of the |
| changes such as a rise in the disposable income of | | | | people prefer buying functional kids' apparel rather |
| the people and the increasing influence of foreign | | | | than branded ones. Children's garments were usually |
| culture. The other important change that is taking | | | | purchased from small stores and from street shops, |
| place in this area is the emergence of kids as an | | | | while branded garments were only bought by the |
| independent buyer group. Influenced by mass media | | | | very high status families. This trend is gradually |
| and peer pressure, today's kids are more informed | | | | changing and the market for branded kids' clothing is |
| and self-conscious. | | | | growing. |
| Armed with this knowledge, popular apparel brands | | | | Dungarees, shorts and shirts are the evergreen |
| are coming up with new collections that will appeal to | | | | fashions in kids' apparel. Short skirts, tops with puffed |
| kids. Gini and Jony have come up with a collection of | | | | volume, halter tops, lace trims and cropped trousers |
| brightly colored apparel. Their collection includes | | | | are the in things in the world of children's apparel in |
| clothes in hues such as lilac, pink, plum, orange and | | | | today's times. |