Catch ’em young, could well be marketers’ motto! With children representing a significant demographic segment to marketers and pester power influencing purchase decisions, kidswear manufacturers are wooing young consumers with an array of products.
Besides retail expansion, kidswear brands both Indian and foreign are marrying psychology and marketing to create brand loyalty among the young audience.
“Children not only influence parents’ buying decisions but are also the consumers for the future. Hence, it is important to capture the market slowly,” says Ashwani Chawla, Chairman, Catmoss, a leading kidswear brand.
The kidswear market, stretching from zero-14 years, is currently dominated by players such as Lilliput, the Lakhanis-owned Gini & Jony, Raymond-owned Zapp, Weekender Kids and Catmoss besides international players such as Disney, Freelook and Benetton.
According to a KSA Technopak report, the kids’ apparel market in India is worth about Rs 27,000 crore of which only about Rs 500 crore is accounted for by the organised sector. It is growing at an average of 30-35 per cent annually.
Not surprisingly, marketers are salivating at the sheer size of the industry and devising strategies to expand not just through the retail channel but also through branding and channel communication.
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