Growth drivers of kidswear

Kidswear is a miniature version of adults wear. Kids today have all clothing options like that of adults, and even much more. Glued to the latest fashion trends, children of today have become brand conscious. Increasing media awareness, growing amount of disposable income due to dual earnings, and growing brand consciousness among children are fuelling the market for kidswear.

Earlier children's garments were purchased from small stores, and street shops. Branded clothing was only bought by high status people. This trend is going through a change wherein market for branded clothing is gaining importance. Along with it, shopping methods are also going through considerable changes. The onset of ecommerce in India has created an explosion of online shopping stores. With kidswear as one of the fastest growing segment of the apparel market, online retailing for kidswear is also witnessing tremendous growth potential. Dynamics of children's wear are changing with the manufacturers, and retailers expanding private brands.

Factors affecting the growth in purchase of kidswear

Some distinct factors like changes in the family system, increased spending on children, growing brand awareness among kids, and greater focus on the kidswear market by organized companies are some of the aspects that have contributed significantly to the growth of the kidswear market in India.

Another factor that has immensely contributed to the growth is the increasing number of double-income families in urban India. With rising purchasing power, parents in India do not hesitate to buy luxury kidswear brands. Consequently, the spending on children’s apparel, with better brand image and quality, has received a significant boost. At the same time, Indian kids in both urban and semi-urban parts of the country are increasingly exposed to various media and are thus aware of brands which cater to them. They have also started participating actively in purchase decisions related to their apparel.

Organized retailers and brands too, on their part, have made equal contribution to the growth of the kidswear market. Some have even invested time and money in establishing brands, which target the requirements of children as well as parents. By doing so, they have managed to attract consumers through the right product assortment, better visual merchandising, and focused advertising and promotional strategies.