KEEPING UP WITH THE BOOM IN THE KIDS WEAR SEGMENT: A BASIC KNOW HOW
With the above quote in mind, we have
trendy fashion and fashionable clothes available for both for Men and Women,
then why should the Kids be far behind? Life is to be enjoyed and it definitely
is too short to dress up in boring, and uninteresting clothes. For kids even
more, because they outgrow their sizes in leaps and bounds. In the eighteenth
century, children's clothing underwent a gradual evolution from constricting
garments patterned after those worn by adults to apparel designed specifically
for them.
In the present times, the kids have all
clothing options like that of adults, and even much more. They are much more
aware than the previous generations, and like to make their shopping decisions
for styling by themselves. Excessive exposure to the plethora of brands and the
latest fashion trends, kids of today have become brand conscious.
Today's parents are happy to
overindulge in keeping their kids stylish, and chic. This flaw has been well
realized by the fashion retailers. They are well aware of this metamorphosis of
children; their near magnetic attraction to wards prominent brands. Today's
kids are consumers who guarantee a purchase and are mostly independent buyers.
With nuclear family where both the parents are working, there is enough of
disposable income, to splurge on branded merchandise which might be over priced
irrespective of the quality that it is offering.
It is estimated by market studies that
this segment of kids wear is going to be the fastest growing segment and till
2016 it will maintain an average of 13 percent growth. Increasing media
awareness, growing amount of disposable income due to double income families,
and growing brand consciousness among kids are the major accelerators in the
market for kidswear.
Earlier, children's garments were
purchased from local stores, and neighborhood shops based on the convenience
factor. Branded clothing was only bought by affluent people. This trend is
evolving gradually into a market where branded clothing holds the top most
position. Along with it, shopping and purchasing methods are also going through
extensive changes. The initiation of e-commerce in India has created an
outburst of online shopping websites bringing trendy clothes even more
accessible to everyone.
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