m





  



a Spaghetti tops, Crystal studded denims, Italian
cuts, Capris, and exclusive party wears; Kids
fashion is a diminutive version of adults wear.
a Children becoming independent buyers, increase
in the amount of disposable income, and retail
blitz is enhancing the kidswear market.
a Media exposures and promotions also cause a
significant influence in the market.
a Many manufacturers come up with their own
brands, while some others enter into business
through joint ventures.
a Department stores have contributed towards
segregating and building niche categories like
infant wear, kid·s formal wear, kids ethnic wear,
swim wear, casual wear, pre teen wear by stocking
a wider range of merchandise and differentiating
between them at the retail store level.
a Like in every other retail segment in the country,
the market is dominated by the unorganised sector.
Branded kids apparel market is in its nascent stage
in India with a handful of national and
international brands.


 
 
a Market for kids apparel is the fastest growing industry in
India.
a Manufacturers are coming up with fancy materials
targeting kids who are more interested in the upcoming
fashion trends.
a The market is now moving towards an international look.
a Lilliput, Li·l Tomatoes, Catmoss, Kids· Studio, Little
Kangaroo and Mother·s Touch are a few other brands being
retailed by lifestyle stores like Shoppers· Stop, Big Bazaar,
Westside, Ebony and Globus.
a According to report analyzing the trends in the kid-wear
sector the top 10 markets are growing at 6-7% annually
and is expected to reach US$131.5bn by 2012.
a International brands like Tommy Hilfiger, Freelook Junior,
Lee Kids, Adams kids, Benetton and Pepe are also making
efforts to capture a slice of the market in India.


  
a The market size includes the Rs. 114,500 million
uniform segment that saw an annual value growth of
22.50 % over the previous year.
a The kidswear segment has grown at the rate of 15.6
% in value terms and 4.36% in volumes in 2007,
which is a significantly higher growth rate in 2005
(11.4% and 3.8%, respectively). Growth in value is
exceptionally high in all kidswear ranges, over 35 %
in premium, 21.5 % in the middle, 13.4 % in economy
and 6.7% in mass.
a There exists a need gap in terms of availability of a
greater range of branded and quality merchandise for
children and infants in India.
a The branded children·s garment market in India is
large running between Rs 12,000-18,000 crore per
year.
a Children·s garments are largely bought off the
streets in this country. The vast number of small
shops that line the back-alleys of our high streets
are where kids· garments sell out . While the high
street remains the point of purchase for the
branded garment, the back-alleys remain the
spots that attract the hordes buying in numbers.
a Many brands which have carved an USP in the
general category have hit the kids industry with
their product. Pantaloons which entered into a
joint venture with the brand Giny & Jony,
Liliput, Zapp by Raymonds, United Colors from
Beneton (UCB) and Ruff Kids by DS Corporation
are among the first liners in the kid·s fashions in
India.
PROMINENT KIDSWEAR BRANDS IN INDIA
a Gini and Jony
a Lilliput
a Catmoss
a Zapp
a Weekender
a Ruff Kids
a Lil Tomatoes
a Palm Tree
a Levis Sykes Jr
a Spykar
a Freedom wear
a Kanz (Of Cartoon network)
a Benetton Kids
a Colorplus Junior
a Ruff Baby
a Planet Kids
a Sach
INTERNATIONAL BRANDS
a Barbie,
a Mothercare,
a Benetton Kids,
a Pepe,
a Lee Kids,
a Mona Lisa,
a Espirit,
a Bossini,
a Kans
a Tommy Hilfiger, and
a Adams Kids have also entered the
Indian market.


  
 
a According to the India Apparel Report, 2008, the
size of kidswear market is estimated to be at Rs.
30, 510 crore which will further grow to reach Rs.
45, 000 crore by 2013, with branded apparels
contributing to a major share.
a Urban kids apparel market comprises about 60%
of the total kidswear market.
a Branded kidswear are well established in I tier
cities, and are now experiencing a good growth in
II & III tier cities as well. Industry players
further predict that the market is set to grow by
12% annually and reach its peak by 2010.
a At a time when every other international brand is
eyeing a share of the big pie in the fast growing
Indian kidswear market, homegrown brands like
Gini n Jony, Lilliput, Catmoss, Li·l Tomatoes and
Ruff Kids are all set to take the international
market by storm.
a According to industry estimates, the organised
kidswear market in India is around Rs 4,000 crore
and it is growing at 20-30%.
d
d

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a The market for kidswear is classified as follows:
Infants (0 - 6 months)
Toddlers (7 months - 2 years)
Kids (3 - 8 Years)
Pre-teens (9 - 12 Years)
a Children·s wear is mainly on a seasonal basis.
Highest sales figures are usually recorded during
the months of August ² September. The average
annual expenditure on kidswear is approximately
Rs. 3, 857.
a For children·s wear, cotton is the most preferred
material due to its non-allergic, comfortable, and
easy caring virtues. But it faces competition with
other synthetic ones, which are preferred for its
washability, and non-creasing abilities.
a A survey states that, the maximum sales in
children·s wear market comes from smaller towns
like Patiala, Bhatinda, Coimbatore, Phagwara, and
Sonepat.
a Generally stores that offer a wide range of selection
at discounts and low prices attract more traffic.
a Marketing task lies in capturing the imagination
of the children with fashionable patterns, and of
the parents with quality apparels supplemented
by reasonable prices which determine the success
of the manufacturer in this segment.
a The greatest challenge faced by kidswear brands
is the proliferation of licensed apparel, given a
shot in the arm by the growing popularity of
characters on kids· television channels.
 !
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Mean 2.486 1.5714 3.226 2.714

Std Error 0.111 0.0945 0.0891 0.15
Median 2 1 3 3
Mode 2 1 4 4
Std Dev. 0.928 0.7907 0.7454 1.253
Variance 0.862 0.6253 0.5557 1.569
Kurtosis -0.079 1.06 -1.09 -1.51
Skewness 0.32 1.3 -0.04 -0.039
BRAND PERFORMANCE
m
  

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a Some retailers and department stores have taken the
lead in creating an in-store arrangement with play
areas, and kids oriented promotions within the store.
Ex: ¶Back to School· promotion by Lifestyle.
 6

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channels, which are used to distribute the
apparels, are
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 LILLIPUT
a Set up in 1991 by the successful garment manufacturing and export enterprise called
´Anand Internationalµ.
a Lilliput has its presence in China, Middle East & Egypt. Its turnover in FY 07-08 has been
Rs. 260 crores. In Exports, Lilliput is very active in Europe, The USA, and other countries.
a To produce quality kids wear the production facilities are equipped with more than 2000
modern machines.
a Lilliput, the dominant player in the Kidswear industry walked away with the prestigious
¶Brand of the Year· 2007 Award in the Kidswear category at the APEX Awards organised by
the Clothing Manufacturers Association of India (CMAI).
a This Rs 182-crore kids apparel brand currently has 135 exclusive outlets, over 105 large
format multi-brand outlets and more than 450 point of sales. Lilliput now has presence in
Bahrain and China and will expand by opening 50 stores in West Asia and 100 stores in
China by 2010-11.
 "
"#$
a Primarily aimed at 0-11 years age group
which caters to middle and premium segment.

8320
a It manufactures all kinds of knitted and
woven garments for girls as well as boys. It
not only manufactures garment but creates
and develops them.
a It invests heavily on design and development
of new garments every season with the help of
international designers and its own team of
merchandisers. The idea is to provide the
buyers a wider choice in terms of designs,
fabrics, trimmings and accessories. The brand
also has plans to launch home furnishings for
kids shortly.

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a Besides the exclusive stores the brand is
available in major chains like Shopper·s Stop,
Westside, Lifestyle, Ebony, Pantaloons etc.
a The brand plans to tap the potential of South
India and intends to open more exclusive
stores by 2010.
a Lilliput has always been synonymous with quality, design and
high-end kid apparels that satiate the fashion desires of the
urban children and parents.
a The Adventure wear ranges from shorts & capris to t-shirts &
bermudas all available in earthy as well as bright colours.
a The party wear is apt for the wedding and festive season making
the little ones look more beautiful and elegant. It ranges from
ethnic lehengas, party wear frocks for girls to sherwanis, jackets
& trousers for boys.
a The character wear includes character licensed clothing from
the likes of movies as Bhoothnath, Incredible Hulk, Spiderman,
Iron Man and many more.
a The casual wear has a vast range from jeans, t-shirt, skirts, tops
to choose from in the age group of 0-12 years.
a Ú



   


   
         


 


  


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a Junior Girls get to strut their stuff with themes like Colorful
Butterfly, Bubblegum Pink, Chocolate Muffin, The Red Fever,
Shimmer n Shine, Rainbow, True Blues, Powerpuff Girls and the
premium party wear ensemble ² The Glitterati Collection.
CATMOSS
a Established in 2004 by Mr. Ashwini Chawla. Owned by Catmoss Kids wear, the brand has gained popularity
in a very short span of time.

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a Catmoss stocks apparels (ethnic, party wear and casuals) and accessories (towels, bed sheets, bibs) for the
just-borns to even sixteen-year olds.
a Caters to the middle and premium segments.

8320
a It manufactures all kinds of knitted and woven garments while the production of accessories is outsourced.
It also offers ethnic wear like ´Lehenga chunriµ and ´Kurta paijamasµ in its product portfolio.
a The brand plans to introduce formal wear for young boys as well as an economy range in casual wear.

*!m#
a The brand is sold through various large format stores besides its exclusive stores.
a Catmoss also is planning international
ventures, and in a big way going to Australia,
Gulf countries and Nepal.
a For girls, there are stone studded and sequined
ghaghras apart from frocks in chiffon, velvet
and cotton, dungarees, Afghani salwars, night
wear, pullovers and designer jackets in all hues
and prints.
a There is an equally good variety for the boys to
choose from. These include ethnic wear like
kurta pyjamas with stoles apart from western
wear in the form of T-shirts, cargo pants and
designer jackets in leather, denim and
polyester.
a Jackets for the new-borns are also available.
a The new summer collection moves between
fashion statement and casual comfort.
a Catmoss vision is to redifine the outdated
upscale children's clothing market be providing
the freshest blend of unique wearable designs
featuring a mix urban chic and high end
fashion for both boys and girls.
a Double thread hemlines and stitches.
Epallauttes
Patchwork /yokes
 GINI & JONY
a One of India·s leading manufacturers of premium lifestyle
Kidswear.
a Business activities primarily includes designing,
manufacturing, branding and selling of readymade
apparels and other lifestyle accessories for kids, under
their various brands.
a Gini & Jony has a range of brands like GJ Jeans, Palm
Tree, Levi·s Sykes Junior, Red River, UCB, Rocky S, and
GJ Knowledgewear for kids. They offer a wide range of
apparels for children including T-shirts, shirts, jackets,
cargos, jeans and trousers for boys, and capris, dungarees,
skirts, Jamaicans, and co-ordinate tops for girls.
a The brand has become an international name with its
distribution network spread across India and the Middle
East with 20 franchisees, 40 shop in shops, 10 factory
outlets and 180 MBOs.
a Gini & Jony bagged the award for ¶Most Admired
Kidswear Brand· at the Lycra Images Fashion Awards
2006 for the fourth year in a row.
0"2$3$3 :!2*$
a Mr. Prakash Lakhani, along with his two brothers Mr.
Jaikishan Lakhani and Mr. Anil Lakhani, promoted the
Company in November 1994 which became a public
limited company on November 13, 2006 and the name of
the Company was changed to Gini & Jony Limited.
a The company caters mainly to four segments through in-
house brands as given below:
’ Super premium segment - ¶Gini & Jony·
’ Premium segment - ¶GJ JEANS UNLTD.·
’ Mid-market segment - ¶Palm Tree· & Red River
’ Niche segment - ¶Gini & Jony Knowledge Wear·
a Diverse and wide distribution channel forms
the backbone of the selling and marketing
strategy.
a The company is also vendor to schools in India
for supply of quality school uniforms under
the brand ´Gini & Jony ² Knowledge Wearµ.
a The company has a Licensee agreement with
Levi Strauss (India) Pvt Limited, under which
it designs, manufactures and markets
Kidswear under the name of their kidswear
Brand ´Levi·s Sykes Juniorµ.
a The company is also all India distributors of
Benetton India Private Limited and Reebok
India Company for their kidswear category in
India.
a Their manufacturing facilities are fully
backed by product development set-up, design
studio and efficient sampling infrastructure to
provide quality products to customers in India
and abroad.
"
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a Targets kids up to 16 yrs of age. It is
exclusively positioned in the category of
premium kids wear segment.
UNITED COLORS OF BENETTON
a The Italian label was formally launched in India in 1992 as a 50:50 joint
venture with the Delhi based DCM group which later bought out the stake
owned by the DCM group after 10 years to set up a 100% subsidiary.

"
"#$
a Targets kids up to 16 yrs of age. It is exclusively positioned in the category of
premium kids wear segment.

8320
a Benetton launched ´Baby on Boardµ store, which targets mothers to be and
kids wear store in Gurgaon. The ´Baby on Boardµ store, which is targeted at
young urban upwardly mobile parents, has a product line, which includes
infant and maternity wear, educational toys, strollers, car seats and fashions.
It also offers footwear as well as accessories such as caps, hats, pins bags, belts.
a Benetton India manufactures almost the entire bulk of the product line in knits
at its own unit, while for woven and accessories are done through contract
manufacturing.

*!m#
a Internationally, Benetton follows formats that emphasize a complete retail
experience through its mega stores, offering a complete fashion and lifestyle
range along with the concept store that have a unique product line.
ZAPP!
a Zapp! presents an exciting range of apparel, accessories and lifestyle products for
kids between the age group of 4 to 14 years.
a With season focused offerings that blend in both key fashion inputs dictated by
International trends and the highest quality standards, Zapp! has established
itself as a leading player in the kidswear segment today.
a From party wear to casual wear, kids can now choose a different style for each
different occasion. Designed in-house, the Zapp! clothing line consists of 'Basics',
'Denim' and 'Street wear' amongst other collections. To go with their clothes, kids
can also shop for accessories such as footwear, bags, bed and bath linen. Zapp!
has also tied up with Warner Brothers to treat kids to 'Superman' merchandise
right in their city.
a Zapp! retails through 20 exclusive stores, is available across Shoppers Stop,
Lifestyle, Pantaloon and Central and the top 120 multibrand kidswear stores in
the country.
a Baby Zapp! consolidates the offering as a specialized category targeted at the 0
to 3 infant segment with great care on safety and comfort. This specially crafted
range includes a miniature fashion line, utility apparel and accessories and a
home line.
a The Zapp! stores offer both fun while shopping and the best product available in
terms of choice, design and quality. With changing rooms designed as igloos, and
others suspended over glass floors with pebbles, the stores allow the child to
conjure up an adventure! With his own Zapp! membership card, the child is
made to feel the like the special customer that he is.
a Raymond·s brand Zapp has an exclusive kids loyalty programme.
LI'L TOMATOES
a Born in December 1995. Li'l Tomatoes, a brand of Gunno
Group of Industries Pvt.Ltd..
a The Li'l Tomatoes label reflects a lifestyle that is
contemporary and decidedly urban. The line is
individualistic, performance oriented and focus is on
multipurpose clothing. The foundation of Li'l Tomatoes lies
in technology, simplistic design, season less colour and
fabric with strong emphasis on comfort and easy care. That
is, fashion at its best for the new breed of the 21st century
kid.
a They specialize in an impressive range of seasonal options
for li'l boys and girls aged 1 to 14 years with an added
range of accessories and toys.
a Li·l Tomatoes spread its wings to Dubai, Singapore and
Bangkok, with the main thrust behind this international
expansion trend as the aura it creates around the brand.
LEVI'S SYKES JUNIOR
a Levi's® Sykes® Junior was launched in the Indian Market
by ´GINI & JONY Ltdµ as a licensee in the premium Kids
wear segment. Currently the brand is made available at all
major A class stores & premium malls across the country.
a Levi's® Kids is International kids wear face of Levi's®
Brand.
a Levi's® Sykes® Junior is targeted to Metro and Class I
towns, SEC ² A & B+ parents with boys and girls aged
between 6-14 with active, outgoing, and socially inclusive
lifestyle.
a A cross over collection enthused by zeal and vigor, one can
find cool Tees, shirts, cargos, and jeans for boys and girls in
themes ranging form Sport, Street Wear and Gala day
wear.
a The Brand is made available in the price range of Rs. 349/-
upto Rs.1799/-
PALM TREE
a Positioned as a mid-market product targeted to the
customers who seek unique selling proposition like
affordable pricing without compromising on quality and
style thus competing with other brands in the economy
segment.
a Since in the kids wear the availability of branded products
in the smaller towns is very less a huge potential is
available for the brand in these price segment in these
towns.
a Palm tree symbolizes the free spirited and active lifestyle of
a kid in the age group of 2 to 14.
a Designed in bright undiluted colors one can find solids,
prints stripes, checks, denims and chinos. Fabrics are soft
and light so adventure at the camp or a forest safari or just
playing in the garden will keep you cool yet trendy.
a This range of daywear for kids is casual and stylish and is
made available in a very competitive price range between
Rs. 175/- up to Rs.795/-.
 SPYKAR OYO
a Lifestyle jeans brand Spykar is venturing into
the kids wear segment with the launch of its
new brand, OYO for the age group of 4-14.
a Spykar plans to establish 30 exclusive brand
outlets during the first phase of its retail plans
at an investment of around Rs15 crore, spread
across 12 to 15 cities, followed by an expansion
of the range into multi-brand outlets during the
next phase.
a Talking about the concept for OYO, which is an
acronym for 'On Your Own', Fabrics available all
across the world are same. With experience of
worked ² upons in the denim wear and cotton
category, they create complete magic in the kids
wear category.
a This venture Spykar compete with established
kids wear brands such as Gini and Jony, Ruff,
Lilliput, and Raymond's recently launched kids
wear brand Zapp. Vakharia said that the
company was looking at sealing a deal for a
dedicated collection for the OYO brand besides
looking at getting into the premium jeans wear
segment.
ALLEN SOLLY
a Allen Solly has announced the launch of
kidswear, a funky, cool, fun and stylish collection
& aims at playing a key role in the branded
Kidswear segment.
a Allen Solly has launched its
apparels in four collections
namely: ¶Colour My World,
Urban Holiday, Sports
Academy and Enchanted· being
built around the numerous
occasions in a child's life.
a Strict quality parameters are
followed including testing for
saliva and perspiration color
fastness. They make
merchandise child safe for e.g.
care has been taken to not
provide any draw string
around the neck and wherever
it is included - it confirms to
specified length.µ
WEEKENDER KIDS
a Weekender, an Indian brand manufactured by Personality
Ltd (a division of Gokaldas Images) is valued at Rs 40
crore. The company has exclusive stores for children to
promote its Weekender Kids label.
o It is quite an attraction for the fashion savvy tiny tots.
o A national survey conducted by images magazine for kids
wear said that weekender came out tops in popularity and
availability.
o weekender is more of the design range
o Weekender began with a single basement outlet on
Bangalore·s Residency Road in 1987.
a Targeting two to twelve year olds, Weekender Kids was
launched in 1992. It already has with over 40 exclusive
stores and MBOs in the country.
a Weekender advertises on the 'Cartoon Network' a channel
exclusively for kids' for its brand' Toon World'.
a Apart from advertising, they also run special promotions
like Kid Fashion shows in collaboration with the 'Cartoon
Network¶.
DESIGN, AESTHETICS, FABRICS, & TRIMS
o Their in-house designers constantly keep in touch with the
latest trends to deliver the best for their consumers.
o For the little girls they have floral spaghetti's, blouses and
shirts that could be teamed with capris, pedal pushers etc.
o For the boys they have shirts with prints and checks, T-
shirts with skateboarding, airplanes and Formula 1 images
imprinted on them and much more.
o Favourite `toons' and super heroes are the popularly used
motifs/ designs on T-shirts. They also have apparel and
accessories from Disney.
o They offer contemporary fashion for children. The kiddy
look is out and has been replaced by the smart look which
means mature prints, checks, or even oranges and greys.
a The youth segment, identified with the age group of 15-25
years, is more closely associated with street fashion .
a Smart, sensible, trendy and comfortable - as characterised
by Weekender 2-12 years are the kids wear section.
RUFF KIDS
a Ruff Kids is another Indian brand that is
making its presence felt in the global
market.
a Launched by DS Corporation in 1995,
Ruff Kids is spread over 200 MBOs across
India, apart from three exclusive stores.
The Rs 85 crore brand also exports to the
Middle East and other Asian countries.
a "RUFF KIDS" products are manufactured
and marketed under the labels of "RUFF
BABY" & "RUFF KIDS" to cater to the
needs of children from 1-3 yrs & 4 -16 yrs
age respectively.
a "RUFF KIDS" is a premium label
adhering to strict quality control
parameters from design to packing. It
creates the latest international fashion
trends providing the fashion conscious
kids stylish clothing co-ordinated
accessories with ever changing styles &
products.
a It has always nurtured futuristic outlook
by maintaining constant innovation,
creation and stringent quality control
measure, coupled by dynamic marketing
approach providing complete customer
satisfaction.
a "RUFF KIDS" range of clothing comprises
of trendy designer wear trousers, denims,
Capri·s, shorts, shirts, t-shirts, jackets, etc.
This range is complemented by a wide
variety of accessories such as socks,
undergarments, water bottles, caps, belts,
wallets, tennis balls, etc.
a The trendy innovative & durable collection
is sure to fascinate kids of all ages. Extreme
care is taken at the time of selection of
fabrics to take into account the varied
climatic condition. A majority of the fabrics
are the result of the efforts of our design
team resulting in unique designs rarely
available elsewhere. Embellishments form
a very important component of "RUFF
KIDS" products. Proper selection of
embellishments results in giving garments
a very trendy look.
a Layered garments
Stole (in the new collection)
Patches on hemlines and sleeves
a