Children today know what they want to wear. They are aware of the latest trends, celebrity styles and famous cartoon characters. Their choices are often influenced by what they watch on television.
It is not surprising for a kid who is an avid fan of My Little Pony: Friendship is Magic to request for my little pony pajamas.
According to industry analysts, the market for kids wear is the fastest growing in the ready-to-wear apparel and it is expected to maintain an average growth rate of 13% until 2016. Different factors will drive the growth from rising media exposure, high disposable income of parents, increasing fashion sense and brand consciousness among children.
There are many international brands in the market but local brands are also accepted by consumers because they provide an unmatched value proposition and they certainly adapt to local tastes. Contrary to what many people believe, the share of branded kids wear in the market has decreased considerably over the last few years. In India, the share of branded apparel remains at less than 10%.
New players have dominated the market because they offer a wide range of styles for cost effective prices. Their concentration is on high volumes and it is becoming a more popular option. Many of the designs focus on comfort and fit particularly those intended for children. In addition, many local and global companies are expanding their geographies in order to leverage of the growth of kids wear market.
Children have started to be fashion conscious. Parents are no longer the sole decision makers because even young children want to take part in shopping. Once the children are in school they are exposed to a wider range of media and they become aware of fashionable styles compared to the past generations. Children today know what they want to wear and how they would like themselves to be dressed.
The 7 to 12 age group is very fashion conscious and it is the only segment that has not been affected the economic slowdown. In fact, this segment is poised for growth.