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FASHION ILLUSTRATION amp DESIGN
INDIAN KIDS-WEAR MARKET
Spaghetti tops Crystal studded denims Italian cuts Capris and exclusive party wears Kids fashion is a diminutive version of adults wear
Children becoming independent buyers increase in the amount of disposable income and retail blitz is enhancing the kidswear market
Media exposures and promotions also cause a significant influence in the market
Many manufacturers come up with their own brands while some others enter into business through joint ventures
Department stores have contributed towards segregating and building niche categories like infant wear kidrsquos 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
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
INDUSTRY OVERVIEW Market for kids apparel is the fastest growing industry in
India Manufacturers are coming up with fancy materials targeting
kids who are more interested in the upcoming fashion trends
The market is now moving towards an international look Lilliput Lirsquol Tomatoes Catmoss Kidsrsquo Studio Little Kangaroo
and Motherrsquos Touch are a few other brands being retailed by lifestyle stores like Shoppersrsquo Stop Big Bazaar Westside Ebony and Globus
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$1315bn by 2012
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
MARKET SEGMENTATION The market size includes the Rs 114500 million
uniform segment that saw an annual value growth of 2250 over the previous year
The kidswear segment has grown at the rate of 156 in value terms and 436 in volumes in 2007 which is a significantly higher growth rate in 2005 (114 and 38 respectively) Growth in value is exceptionally high in all kidswear ranges over 35 in premium 215 in the middle 134 in economy and 67 in mass
There exists a need gap in terms of availability of a greater range of branded and quality merchandise for children and infants in India
The branded childrenrsquos garment market in India is large running between Rs 12000-18000 crore per year
Childrenrsquos 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 kidsrsquo 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
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 amp Jony Liliput Zapp by Raymonds United Colors from Beneton (UCB) and Ruff Kids by DS Corporation are among the first liners in the kidrsquos fashions in India
PROMINENT KIDSWEAR BRANDS IN INDIA Gini and Jony Lilliput Catmoss Zapp Weekender Ruff Kids Lil Tomatoes Palm Tree Levis Sykes Jr Spykar Freedom wear Kanz (Of Cartoon network) Benetton Kids Colorplus Junior Ruff Baby Planet Kids Sach
INTERNATIONAL BRANDS
Barbie Mothercare Benetton Kids Pepe Lee Kids Mona Lisa Espirit Bossini Kans Tommy Hilfiger and Adams Kids have also entered
the Indian market
MARKET SIZE AND GROWTH
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
Urban kids apparel market comprises about 60 of the total kidswear market
Branded kidswear are well established in I tier cities and are now experiencing a good growth in II amp 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
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 Lirsquol Tomatoes and Ruff Kids are all set to take the international market by storm
According to industry estimates the organised kidswear market in India is around Rs 4000 crore and it is growing at 20-30
CHARACTERISTICS OF KIDSWEAR MARKETS
The market for kidswear is classified as follows
1048707 Infants (0 - 6 months) 1048707 Toddlers (7 months - 2 years) 1048707 Kids (3 - 8 Years) 1048707 Pre-teens (9 - 12 Years) Childrenrsquos wear is mainly on a seasonal
basis Highest sales figures are usually recorded during the months of August ndash September The average annual expenditure on kidswear is approximately Rs 3 857
For childrenrsquos 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 survey states that the maximum sales in childrenrsquos wear market comes from smaller towns like Patiala Bhatinda Coimbatore Phagwara and Sonepat
Generally stores that offer a wide range of selection at discounts and low prices attract more traffic
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
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 kidsrsquo television channels
Market share of the Major Apparel Segments (2007)
Total size Rs 122 400 crore
BRAND AWARENESSGnJ Benetton Lilliput Catmoss
Mean 2486 15714 3226 2714
Std Error 0111 00945 00891 015
Median 2 1 3 3
Mode 2 1 4 4
Std Dev 0928 07907 07454 1253
Variance 0862 06253 05557 1569
Kurtosis -0079 106 -109 -151
Skewness 032 13 -004 -0039
BRAND PERFORMANCE
FASHION INNOVATIONS
Use of cartoon characters in kidrsquos garments lsquoCharacter inspired merchandisingrsquo is emerging as one of the hottest market trends Mickey Mouse Powerpuff girls Spiderman Superman etc have all found their way into the kidswear market and are currently selling like hot cakes in the market
Coordinated Accessories This seasonrsquos style statement includes dressing up with accessories where everything from dress bag and hair clip is color and design coordinated
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 lsquoBack to Schoolrsquo promotion by Lifestyle
SUPPLY AND DISTRIBUTION In the domestic market the various
channels which are used to distribute the apparels are
bull Exclusive Brand Outlets (EBO)
bull Shop-in-Shops (SIS)
bull Multi Brand Outlets (MBO)
bull Distributors
LILLIPUT Set up in 1991 by the successful garment manufacturing and export enterprise called
ldquoAnand Internationalrdquo Lilliput has its presence in China Middle East amp 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 To produce quality kids wear the production facilities are equipped with more than 2000
modern machines Lilliput the dominant player in the Kidswear industry walked away with the prestigious
lsquoBrand of the Yearrsquo 2007 Award in the Kidswear category at the APEX Awards organised by the Clothing Manufacturers Association of India (CMAI)
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
Target Segment Primarily aimed at 0-11 years age group which
caters to middle and premium segment
Products 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
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
Retail Formats Besides the exclusive stores the brand is
available in major chains like Shopperrsquos Stop Westside Lifestyle Ebony Pantaloons etc
The brand plans to tap the potential of South India and intends to open more exclusive stores by 2010
Lilliput has always been synonymous with quality design and high-end kid apparels that satiate the fashion desires of the urban children and parents
The Adventure wear ranges from shorts amp capris to t-shirts amp bermudas all available in earthy as well as bright colours
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 amp trousers for boys
The character wear includes character licensed clothing from the likes of movies as Bhoothnath Incredible Hulk Spiderman Iron Man and many more
The casual wear has a vast range from jeans t-shirt skirts tops to choose from in the age group of 0-12 years
Lilliput has launched their Spring-Summer 09 Collection With a mood board ranging from adventure amp sports to feminine frills amp trims classic indo western to capricious bling Lilliput Spring-Summer 09 is an exuberant concoction of colors creativity and fashion
Details of the Collection Infant Boys the collection themes range from Pirates Cars amp
Beachwear Fun words Sportswear Animals Cranes to Thomas The Engine amp friends
Infant Girls get to choose from Spring Olive Spring Floral Romantic Pink Spring Red Spring Mix n Match Spring Pink and Denim
Toddler Boys get a taste of the outdoors with Motor Bikes Automobiles Aqua and Tropical and Bob the Builder
Toddler Girls can look pretty with Fuschia Fancy Strawberry Punch Orange Sizzle Play with Peach Floral Charm Mauve Magic and Patch Passion
Junior Boys can have their pick from themes like Red Hoax Skull Marine Racer Mix n Match They can further throw caution to the wind with Ben 10 No Rules amp Marvel Heroes (Spider Man The Hulk amp Iron Man)
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 ndash The Glitterati Collection
CATMOSS Established in 2004 by Mr Ashwini Chawla Owned by Catmoss Kids wear the brand has gained
popularity in a very short span of time
Target Segment Catmoss stocks apparels (ethnic party wear and casuals) and accessories (towels bed sheets bibs)
for the just-borns to even sixteen-year olds Caters to the middle and premium segments
Products It manufactures all kinds of knitted and woven garments while the production of accessories is
outsourced It also offers ethnic wear like ldquoLehenga chunrirdquo and ldquoKurta paijamasrdquo in its product portfolio
The brand plans to introduce formal wear for young boys as well as an economy range in casual wear
Retail Formats The brand is sold through various large format stores besides its exclusive stores
Catmoss also is planning international ventures and in a big way going to Australia Gulf countries and Nepal
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
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
Jackets for the new-borns are also available The new summer collection moves between
fashion statement and casual comfort Catmoss vision is to redifine the outdated
upscale childrens 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
Double thread hemlines and stitchesEpallauttesPatchwork yokes
GINI amp JONY One of Indiarsquos leading manufacturers of premium lifestyle
Kidswear Business activities primarily includes designing
manufacturing branding and selling of readymade apparels and other lifestyle accessories for kids under their various brands
Gini amp Jony has a range of brands like GJ Jeans Palm Tree Levirsquos 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
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
Gini amp Jony bagged the award for lsquoMost Admired Kidswear Brandrsquo at the Lycra Images Fashion Awards 2006 for the fourth year in a row
Background and Evolution 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 amp Jony Limited
The company caters mainly to four segments through in-house brands as given below
Super premium segment - lsquoGini amp Jonyrsquo Premium segment - lsquoGJ JEANS UNLTDrsquo Mid-market segment - lsquoPalm Treersquo amp Red River Niche segment - lsquoGini amp Jony Knowledge Wearrsquo
Diverse and wide distribution channel forms the backbone of the selling and marketing strategy
The company is also vendor to schools in India for supply of quality school uniforms under the brand ldquoGini amp Jony ndash Knowledge Wearrdquo
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 ldquoLevirsquos Sykes Juniorrdquo
The company is also all India distributors of Benetton India Private Limited and Reebok India Company for their kidswear category in India
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
Target Segment Targets kids up to 16 yrs of age It is exclusively
positioned in the category of premium kids wear segment
UNITED COLORS OF BENETTON The Italian label was formally launched in India in 1992 as a 5050 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
Target Segment Targets kids up to 16 yrs of age It is exclusively positioned in the category of
premium kids wear segment
Products Benetton launched ldquoBaby on Boardrdquo store which targets mothers to be and
kids wear store in Gurgaon The ldquoBaby on Boardrdquo 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
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
Retail Formats 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 Zapp presents an exciting range of apparel accessories and lifestyle products for
kids between the age group of 4 to 14 years 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
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
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
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
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
Raymondrsquos brand Zapp has an exclusive kids loyalty programme
LIL TOMATOES Born in December 1995 Lil Tomatoes a brand of Gunno
Group of Industries PvtLtd The Lil 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 Lil 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
They specialize in an impressive range of seasonal options for lil boys and girls aged 1 to 14 years with an added range of accessories and toys
Lirsquol 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
LEVIS SYKES JUNIOR Levisreg Sykesreg Junior was launched in the Indian Market
by ldquoGINI amp JONY Ltdrdquo as a licensee in the premium Kids wear segment Currently the brand is made available at all major A class stores amp premium malls across the country
Levisreg Kids is International kids wear face of Levisreg Brand
Levisreg Sykesreg Junior is targeted to Metro and Class I towns SEC ndash A amp B+ parents with boys and girls aged between 6-14 with active outgoing and socially inclusive lifestyle
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
The Brand is made available in the price range of Rs 349- upto Rs1799-
PALM TREE 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
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
Palm tree symbolizes the free spirited and active lifestyle of a kid in the age group of 2 to 14
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
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 Rs795-
SPYKAR OYO 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
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
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 ndash upons in the denim wear and cotton category they create complete magic in the kids wear category
This venture Spykar compete with established kids wear brands such as Gini and Jony Ruff Lilliput and Raymonds 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
Allen Solly has announced the launch of kidswear a funky cool fun and stylish collection amp aims at playing a key role in the branded Kidswear segment
Allen Solly has launched its apparels in four collections namely lsquoColour My World Urban Holiday Sports Academy and Enchantedrsquo being built around the numerous occasions in a childs life
Strict quality parameters are followed including testing for saliva and perspiration color fastness They make merchandise child safe for eg care has been taken to not provide any draw string around the neck and wherever it is included - it confirms to specified lengthrdquo
WEEKENDER KIDS 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
bull It is quite an attraction for the fashion savvy tiny totsbull A national survey conducted by images magazine for kids wear
said that weekender came out tops in popularity and availability
bull weekender is more of the design rangebull Weekender began with a single basement outlet on
Bangalorersquos Residency Road in 1987 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
Weekender advertises on the Cartoon Network a channel exclusively for kids for its brand Toon World
Apart from advertising they also run special promotions like Kid Fashion shows in collaboration with the Cartoon Networklsquo
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
INDIAN KIDS-WEAR MARKET
Spaghetti tops Crystal studded denims Italian cuts Capris and exclusive party wears Kids fashion is a diminutive version of adults wear
Children becoming independent buyers increase in the amount of disposable income and retail blitz is enhancing the kidswear market
Media exposures and promotions also cause a significant influence in the market
Many manufacturers come up with their own brands while some others enter into business through joint ventures
Department stores have contributed towards segregating and building niche categories like infant wear kidrsquos 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
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
INDUSTRY OVERVIEW Market for kids apparel is the fastest growing industry in
India Manufacturers are coming up with fancy materials targeting
kids who are more interested in the upcoming fashion trends
The market is now moving towards an international look Lilliput Lirsquol Tomatoes Catmoss Kidsrsquo Studio Little Kangaroo
and Motherrsquos Touch are a few other brands being retailed by lifestyle stores like Shoppersrsquo Stop Big Bazaar Westside Ebony and Globus
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$1315bn by 2012
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
MARKET SEGMENTATION The market size includes the Rs 114500 million
uniform segment that saw an annual value growth of 2250 over the previous year
The kidswear segment has grown at the rate of 156 in value terms and 436 in volumes in 2007 which is a significantly higher growth rate in 2005 (114 and 38 respectively) Growth in value is exceptionally high in all kidswear ranges over 35 in premium 215 in the middle 134 in economy and 67 in mass
There exists a need gap in terms of availability of a greater range of branded and quality merchandise for children and infants in India
The branded childrenrsquos garment market in India is large running between Rs 12000-18000 crore per year
Childrenrsquos 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 kidsrsquo 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
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 amp Jony Liliput Zapp by Raymonds United Colors from Beneton (UCB) and Ruff Kids by DS Corporation are among the first liners in the kidrsquos fashions in India
PROMINENT KIDSWEAR BRANDS IN INDIA Gini and Jony Lilliput Catmoss Zapp Weekender Ruff Kids Lil Tomatoes Palm Tree Levis Sykes Jr Spykar Freedom wear Kanz (Of Cartoon network) Benetton Kids Colorplus Junior Ruff Baby Planet Kids Sach
INTERNATIONAL BRANDS
Barbie Mothercare Benetton Kids Pepe Lee Kids Mona Lisa Espirit Bossini Kans Tommy Hilfiger and Adams Kids have also entered
the Indian market
MARKET SIZE AND GROWTH
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
Urban kids apparel market comprises about 60 of the total kidswear market
Branded kidswear are well established in I tier cities and are now experiencing a good growth in II amp 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
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 Lirsquol Tomatoes and Ruff Kids are all set to take the international market by storm
According to industry estimates the organised kidswear market in India is around Rs 4000 crore and it is growing at 20-30
CHARACTERISTICS OF KIDSWEAR MARKETS
The market for kidswear is classified as follows
1048707 Infants (0 - 6 months) 1048707 Toddlers (7 months - 2 years) 1048707 Kids (3 - 8 Years) 1048707 Pre-teens (9 - 12 Years) Childrenrsquos wear is mainly on a seasonal
basis Highest sales figures are usually recorded during the months of August ndash September The average annual expenditure on kidswear is approximately Rs 3 857
For childrenrsquos 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 survey states that the maximum sales in childrenrsquos wear market comes from smaller towns like Patiala Bhatinda Coimbatore Phagwara and Sonepat
Generally stores that offer a wide range of selection at discounts and low prices attract more traffic
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
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 kidsrsquo television channels
Market share of the Major Apparel Segments (2007)
Total size Rs 122 400 crore
BRAND AWARENESSGnJ Benetton Lilliput Catmoss
Mean 2486 15714 3226 2714
Std Error 0111 00945 00891 015
Median 2 1 3 3
Mode 2 1 4 4
Std Dev 0928 07907 07454 1253
Variance 0862 06253 05557 1569
Kurtosis -0079 106 -109 -151
Skewness 032 13 -004 -0039
BRAND PERFORMANCE
FASHION INNOVATIONS
Use of cartoon characters in kidrsquos garments lsquoCharacter inspired merchandisingrsquo is emerging as one of the hottest market trends Mickey Mouse Powerpuff girls Spiderman Superman etc have all found their way into the kidswear market and are currently selling like hot cakes in the market
Coordinated Accessories This seasonrsquos style statement includes dressing up with accessories where everything from dress bag and hair clip is color and design coordinated
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 lsquoBack to Schoolrsquo promotion by Lifestyle
SUPPLY AND DISTRIBUTION In the domestic market the various
channels which are used to distribute the apparels are
bull Exclusive Brand Outlets (EBO)
bull Shop-in-Shops (SIS)
bull Multi Brand Outlets (MBO)
bull Distributors
LILLIPUT Set up in 1991 by the successful garment manufacturing and export enterprise called
ldquoAnand Internationalrdquo Lilliput has its presence in China Middle East amp 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 To produce quality kids wear the production facilities are equipped with more than 2000
modern machines Lilliput the dominant player in the Kidswear industry walked away with the prestigious
lsquoBrand of the Yearrsquo 2007 Award in the Kidswear category at the APEX Awards organised by the Clothing Manufacturers Association of India (CMAI)
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
Target Segment Primarily aimed at 0-11 years age group which
caters to middle and premium segment
Products 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
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
Retail Formats Besides the exclusive stores the brand is
available in major chains like Shopperrsquos Stop Westside Lifestyle Ebony Pantaloons etc
The brand plans to tap the potential of South India and intends to open more exclusive stores by 2010
Lilliput has always been synonymous with quality design and high-end kid apparels that satiate the fashion desires of the urban children and parents
The Adventure wear ranges from shorts amp capris to t-shirts amp bermudas all available in earthy as well as bright colours
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 amp trousers for boys
The character wear includes character licensed clothing from the likes of movies as Bhoothnath Incredible Hulk Spiderman Iron Man and many more
The casual wear has a vast range from jeans t-shirt skirts tops to choose from in the age group of 0-12 years
Lilliput has launched their Spring-Summer 09 Collection With a mood board ranging from adventure amp sports to feminine frills amp trims classic indo western to capricious bling Lilliput Spring-Summer 09 is an exuberant concoction of colors creativity and fashion
Details of the Collection Infant Boys the collection themes range from Pirates Cars amp
Beachwear Fun words Sportswear Animals Cranes to Thomas The Engine amp friends
Infant Girls get to choose from Spring Olive Spring Floral Romantic Pink Spring Red Spring Mix n Match Spring Pink and Denim
Toddler Boys get a taste of the outdoors with Motor Bikes Automobiles Aqua and Tropical and Bob the Builder
Toddler Girls can look pretty with Fuschia Fancy Strawberry Punch Orange Sizzle Play with Peach Floral Charm Mauve Magic and Patch Passion
Junior Boys can have their pick from themes like Red Hoax Skull Marine Racer Mix n Match They can further throw caution to the wind with Ben 10 No Rules amp Marvel Heroes (Spider Man The Hulk amp Iron Man)
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 ndash The Glitterati Collection
CATMOSS Established in 2004 by Mr Ashwini Chawla Owned by Catmoss Kids wear the brand has gained
popularity in a very short span of time
Target Segment Catmoss stocks apparels (ethnic party wear and casuals) and accessories (towels bed sheets bibs)
for the just-borns to even sixteen-year olds Caters to the middle and premium segments
Products It manufactures all kinds of knitted and woven garments while the production of accessories is
outsourced It also offers ethnic wear like ldquoLehenga chunrirdquo and ldquoKurta paijamasrdquo in its product portfolio
The brand plans to introduce formal wear for young boys as well as an economy range in casual wear
Retail Formats The brand is sold through various large format stores besides its exclusive stores
Catmoss also is planning international ventures and in a big way going to Australia Gulf countries and Nepal
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
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
Jackets for the new-borns are also available The new summer collection moves between
fashion statement and casual comfort Catmoss vision is to redifine the outdated
upscale childrens 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
Double thread hemlines and stitchesEpallauttesPatchwork yokes
GINI amp JONY One of Indiarsquos leading manufacturers of premium lifestyle
Kidswear Business activities primarily includes designing
manufacturing branding and selling of readymade apparels and other lifestyle accessories for kids under their various brands
Gini amp Jony has a range of brands like GJ Jeans Palm Tree Levirsquos 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
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
Gini amp Jony bagged the award for lsquoMost Admired Kidswear Brandrsquo at the Lycra Images Fashion Awards 2006 for the fourth year in a row
Background and Evolution 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 amp Jony Limited
The company caters mainly to four segments through in-house brands as given below
Super premium segment - lsquoGini amp Jonyrsquo Premium segment - lsquoGJ JEANS UNLTDrsquo Mid-market segment - lsquoPalm Treersquo amp Red River Niche segment - lsquoGini amp Jony Knowledge Wearrsquo
Diverse and wide distribution channel forms the backbone of the selling and marketing strategy
The company is also vendor to schools in India for supply of quality school uniforms under the brand ldquoGini amp Jony ndash Knowledge Wearrdquo
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 ldquoLevirsquos Sykes Juniorrdquo
The company is also all India distributors of Benetton India Private Limited and Reebok India Company for their kidswear category in India
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
Target Segment Targets kids up to 16 yrs of age It is exclusively
positioned in the category of premium kids wear segment
UNITED COLORS OF BENETTON The Italian label was formally launched in India in 1992 as a 5050 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
Target Segment Targets kids up to 16 yrs of age It is exclusively positioned in the category of
premium kids wear segment
Products Benetton launched ldquoBaby on Boardrdquo store which targets mothers to be and
kids wear store in Gurgaon The ldquoBaby on Boardrdquo 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
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
Retail Formats 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 Zapp presents an exciting range of apparel accessories and lifestyle products for
kids between the age group of 4 to 14 years 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
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
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
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
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
Raymondrsquos brand Zapp has an exclusive kids loyalty programme
LIL TOMATOES Born in December 1995 Lil Tomatoes a brand of Gunno
Group of Industries PvtLtd The Lil 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 Lil 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
They specialize in an impressive range of seasonal options for lil boys and girls aged 1 to 14 years with an added range of accessories and toys
Lirsquol 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
LEVIS SYKES JUNIOR Levisreg Sykesreg Junior was launched in the Indian Market
by ldquoGINI amp JONY Ltdrdquo as a licensee in the premium Kids wear segment Currently the brand is made available at all major A class stores amp premium malls across the country
Levisreg Kids is International kids wear face of Levisreg Brand
Levisreg Sykesreg Junior is targeted to Metro and Class I towns SEC ndash A amp B+ parents with boys and girls aged between 6-14 with active outgoing and socially inclusive lifestyle
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
The Brand is made available in the price range of Rs 349- upto Rs1799-
PALM TREE 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
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
Palm tree symbolizes the free spirited and active lifestyle of a kid in the age group of 2 to 14
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
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 Rs795-
SPYKAR OYO 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
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
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 ndash upons in the denim wear and cotton category they create complete magic in the kids wear category
This venture Spykar compete with established kids wear brands such as Gini and Jony Ruff Lilliput and Raymonds 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
Allen Solly has announced the launch of kidswear a funky cool fun and stylish collection amp aims at playing a key role in the branded Kidswear segment
Allen Solly has launched its apparels in four collections namely lsquoColour My World Urban Holiday Sports Academy and Enchantedrsquo being built around the numerous occasions in a childs life
Strict quality parameters are followed including testing for saliva and perspiration color fastness They make merchandise child safe for eg care has been taken to not provide any draw string around the neck and wherever it is included - it confirms to specified lengthrdquo
WEEKENDER KIDS 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
bull It is quite an attraction for the fashion savvy tiny totsbull A national survey conducted by images magazine for kids wear
said that weekender came out tops in popularity and availability
bull weekender is more of the design rangebull Weekender began with a single basement outlet on
Bangalorersquos Residency Road in 1987 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
Weekender advertises on the Cartoon Network a channel exclusively for kids for its brand Toon World
Apart from advertising they also run special promotions like Kid Fashion shows in collaboration with the Cartoon Networklsquo
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
Many manufacturers come up with their own brands while some others enter into business through joint ventures
Department stores have contributed towards segregating and building niche categories like infant wear kidrsquos 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
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
INDUSTRY OVERVIEW Market for kids apparel is the fastest growing industry in
India Manufacturers are coming up with fancy materials targeting
kids who are more interested in the upcoming fashion trends
The market is now moving towards an international look Lilliput Lirsquol Tomatoes Catmoss Kidsrsquo Studio Little Kangaroo
and Motherrsquos Touch are a few other brands being retailed by lifestyle stores like Shoppersrsquo Stop Big Bazaar Westside Ebony and Globus
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$1315bn by 2012
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
MARKET SEGMENTATION The market size includes the Rs 114500 million
uniform segment that saw an annual value growth of 2250 over the previous year
The kidswear segment has grown at the rate of 156 in value terms and 436 in volumes in 2007 which is a significantly higher growth rate in 2005 (114 and 38 respectively) Growth in value is exceptionally high in all kidswear ranges over 35 in premium 215 in the middle 134 in economy and 67 in mass
There exists a need gap in terms of availability of a greater range of branded and quality merchandise for children and infants in India
The branded childrenrsquos garment market in India is large running between Rs 12000-18000 crore per year
Childrenrsquos 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 kidsrsquo 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
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 amp Jony Liliput Zapp by Raymonds United Colors from Beneton (UCB) and Ruff Kids by DS Corporation are among the first liners in the kidrsquos fashions in India
PROMINENT KIDSWEAR BRANDS IN INDIA Gini and Jony Lilliput Catmoss Zapp Weekender Ruff Kids Lil Tomatoes Palm Tree Levis Sykes Jr Spykar Freedom wear Kanz (Of Cartoon network) Benetton Kids Colorplus Junior Ruff Baby Planet Kids Sach
INTERNATIONAL BRANDS
Barbie Mothercare Benetton Kids Pepe Lee Kids Mona Lisa Espirit Bossini Kans Tommy Hilfiger and Adams Kids have also entered
the Indian market
MARKET SIZE AND GROWTH
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
Urban kids apparel market comprises about 60 of the total kidswear market
Branded kidswear are well established in I tier cities and are now experiencing a good growth in II amp 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
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 Lirsquol Tomatoes and Ruff Kids are all set to take the international market by storm
According to industry estimates the organised kidswear market in India is around Rs 4000 crore and it is growing at 20-30
CHARACTERISTICS OF KIDSWEAR MARKETS
The market for kidswear is classified as follows
1048707 Infants (0 - 6 months) 1048707 Toddlers (7 months - 2 years) 1048707 Kids (3 - 8 Years) 1048707 Pre-teens (9 - 12 Years) Childrenrsquos wear is mainly on a seasonal
basis Highest sales figures are usually recorded during the months of August ndash September The average annual expenditure on kidswear is approximately Rs 3 857
For childrenrsquos 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 survey states that the maximum sales in childrenrsquos wear market comes from smaller towns like Patiala Bhatinda Coimbatore Phagwara and Sonepat
Generally stores that offer a wide range of selection at discounts and low prices attract more traffic
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
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 kidsrsquo television channels
Market share of the Major Apparel Segments (2007)
Total size Rs 122 400 crore
BRAND AWARENESSGnJ Benetton Lilliput Catmoss
Mean 2486 15714 3226 2714
Std Error 0111 00945 00891 015
Median 2 1 3 3
Mode 2 1 4 4
Std Dev 0928 07907 07454 1253
Variance 0862 06253 05557 1569
Kurtosis -0079 106 -109 -151
Skewness 032 13 -004 -0039
BRAND PERFORMANCE
FASHION INNOVATIONS
Use of cartoon characters in kidrsquos garments lsquoCharacter inspired merchandisingrsquo is emerging as one of the hottest market trends Mickey Mouse Powerpuff girls Spiderman Superman etc have all found their way into the kidswear market and are currently selling like hot cakes in the market
Coordinated Accessories This seasonrsquos style statement includes dressing up with accessories where everything from dress bag and hair clip is color and design coordinated
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 lsquoBack to Schoolrsquo promotion by Lifestyle
SUPPLY AND DISTRIBUTION In the domestic market the various
channels which are used to distribute the apparels are
bull Exclusive Brand Outlets (EBO)
bull Shop-in-Shops (SIS)
bull Multi Brand Outlets (MBO)
bull Distributors
LILLIPUT Set up in 1991 by the successful garment manufacturing and export enterprise called
ldquoAnand Internationalrdquo Lilliput has its presence in China Middle East amp 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 To produce quality kids wear the production facilities are equipped with more than 2000
modern machines Lilliput the dominant player in the Kidswear industry walked away with the prestigious
lsquoBrand of the Yearrsquo 2007 Award in the Kidswear category at the APEX Awards organised by the Clothing Manufacturers Association of India (CMAI)
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
Target Segment Primarily aimed at 0-11 years age group which
caters to middle and premium segment
Products 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
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
Retail Formats Besides the exclusive stores the brand is
available in major chains like Shopperrsquos Stop Westside Lifestyle Ebony Pantaloons etc
The brand plans to tap the potential of South India and intends to open more exclusive stores by 2010
Lilliput has always been synonymous with quality design and high-end kid apparels that satiate the fashion desires of the urban children and parents
The Adventure wear ranges from shorts amp capris to t-shirts amp bermudas all available in earthy as well as bright colours
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 amp trousers for boys
The character wear includes character licensed clothing from the likes of movies as Bhoothnath Incredible Hulk Spiderman Iron Man and many more
The casual wear has a vast range from jeans t-shirt skirts tops to choose from in the age group of 0-12 years
Lilliput has launched their Spring-Summer 09 Collection With a mood board ranging from adventure amp sports to feminine frills amp trims classic indo western to capricious bling Lilliput Spring-Summer 09 is an exuberant concoction of colors creativity and fashion
Details of the Collection Infant Boys the collection themes range from Pirates Cars amp
Beachwear Fun words Sportswear Animals Cranes to Thomas The Engine amp friends
Infant Girls get to choose from Spring Olive Spring Floral Romantic Pink Spring Red Spring Mix n Match Spring Pink and Denim
Toddler Boys get a taste of the outdoors with Motor Bikes Automobiles Aqua and Tropical and Bob the Builder
Toddler Girls can look pretty with Fuschia Fancy Strawberry Punch Orange Sizzle Play with Peach Floral Charm Mauve Magic and Patch Passion
Junior Boys can have their pick from themes like Red Hoax Skull Marine Racer Mix n Match They can further throw caution to the wind with Ben 10 No Rules amp Marvel Heroes (Spider Man The Hulk amp Iron Man)
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 ndash The Glitterati Collection
CATMOSS Established in 2004 by Mr Ashwini Chawla Owned by Catmoss Kids wear the brand has gained
popularity in a very short span of time
Target Segment Catmoss stocks apparels (ethnic party wear and casuals) and accessories (towels bed sheets bibs)
for the just-borns to even sixteen-year olds Caters to the middle and premium segments
Products It manufactures all kinds of knitted and woven garments while the production of accessories is
outsourced It also offers ethnic wear like ldquoLehenga chunrirdquo and ldquoKurta paijamasrdquo in its product portfolio
The brand plans to introduce formal wear for young boys as well as an economy range in casual wear
Retail Formats The brand is sold through various large format stores besides its exclusive stores
Catmoss also is planning international ventures and in a big way going to Australia Gulf countries and Nepal
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
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
Jackets for the new-borns are also available The new summer collection moves between
fashion statement and casual comfort Catmoss vision is to redifine the outdated
upscale childrens 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
Double thread hemlines and stitchesEpallauttesPatchwork yokes
GINI amp JONY One of Indiarsquos leading manufacturers of premium lifestyle
Kidswear Business activities primarily includes designing
manufacturing branding and selling of readymade apparels and other lifestyle accessories for kids under their various brands
Gini amp Jony has a range of brands like GJ Jeans Palm Tree Levirsquos 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
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
Gini amp Jony bagged the award for lsquoMost Admired Kidswear Brandrsquo at the Lycra Images Fashion Awards 2006 for the fourth year in a row
Background and Evolution 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 amp Jony Limited
The company caters mainly to four segments through in-house brands as given below
Super premium segment - lsquoGini amp Jonyrsquo Premium segment - lsquoGJ JEANS UNLTDrsquo Mid-market segment - lsquoPalm Treersquo amp Red River Niche segment - lsquoGini amp Jony Knowledge Wearrsquo
Diverse and wide distribution channel forms the backbone of the selling and marketing strategy
The company is also vendor to schools in India for supply of quality school uniforms under the brand ldquoGini amp Jony ndash Knowledge Wearrdquo
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 ldquoLevirsquos Sykes Juniorrdquo
The company is also all India distributors of Benetton India Private Limited and Reebok India Company for their kidswear category in India
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
Target Segment Targets kids up to 16 yrs of age It is exclusively
positioned in the category of premium kids wear segment
UNITED COLORS OF BENETTON The Italian label was formally launched in India in 1992 as a 5050 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
Target Segment Targets kids up to 16 yrs of age It is exclusively positioned in the category of
premium kids wear segment
Products Benetton launched ldquoBaby on Boardrdquo store which targets mothers to be and
kids wear store in Gurgaon The ldquoBaby on Boardrdquo 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
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
Retail Formats 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 Zapp presents an exciting range of apparel accessories and lifestyle products for
kids between the age group of 4 to 14 years 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
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
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
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
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
Raymondrsquos brand Zapp has an exclusive kids loyalty programme
LIL TOMATOES Born in December 1995 Lil Tomatoes a brand of Gunno
Group of Industries PvtLtd The Lil 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 Lil 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
They specialize in an impressive range of seasonal options for lil boys and girls aged 1 to 14 years with an added range of accessories and toys
Lirsquol 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
LEVIS SYKES JUNIOR Levisreg Sykesreg Junior was launched in the Indian Market
by ldquoGINI amp JONY Ltdrdquo as a licensee in the premium Kids wear segment Currently the brand is made available at all major A class stores amp premium malls across the country
Levisreg Kids is International kids wear face of Levisreg Brand
Levisreg Sykesreg Junior is targeted to Metro and Class I towns SEC ndash A amp B+ parents with boys and girls aged between 6-14 with active outgoing and socially inclusive lifestyle
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
The Brand is made available in the price range of Rs 349- upto Rs1799-
PALM TREE 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
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
Palm tree symbolizes the free spirited and active lifestyle of a kid in the age group of 2 to 14
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
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 Rs795-
SPYKAR OYO 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
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
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 ndash upons in the denim wear and cotton category they create complete magic in the kids wear category
This venture Spykar compete with established kids wear brands such as Gini and Jony Ruff Lilliput and Raymonds 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
Allen Solly has announced the launch of kidswear a funky cool fun and stylish collection amp aims at playing a key role in the branded Kidswear segment
Allen Solly has launched its apparels in four collections namely lsquoColour My World Urban Holiday Sports Academy and Enchantedrsquo being built around the numerous occasions in a childs life
Strict quality parameters are followed including testing for saliva and perspiration color fastness They make merchandise child safe for eg care has been taken to not provide any draw string around the neck and wherever it is included - it confirms to specified lengthrdquo
WEEKENDER KIDS 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
bull It is quite an attraction for the fashion savvy tiny totsbull A national survey conducted by images magazine for kids wear
said that weekender came out tops in popularity and availability
bull weekender is more of the design rangebull Weekender began with a single basement outlet on
Bangalorersquos Residency Road in 1987 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
Weekender advertises on the Cartoon Network a channel exclusively for kids for its brand Toon World
Apart from advertising they also run special promotions like Kid Fashion shows in collaboration with the Cartoon Networklsquo
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
INDUSTRY OVERVIEW Market for kids apparel is the fastest growing industry in
India Manufacturers are coming up with fancy materials targeting
kids who are more interested in the upcoming fashion trends
The market is now moving towards an international look Lilliput Lirsquol Tomatoes Catmoss Kidsrsquo Studio Little Kangaroo
and Motherrsquos Touch are a few other brands being retailed by lifestyle stores like Shoppersrsquo Stop Big Bazaar Westside Ebony and Globus
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$1315bn by 2012
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
MARKET SEGMENTATION The market size includes the Rs 114500 million
uniform segment that saw an annual value growth of 2250 over the previous year
The kidswear segment has grown at the rate of 156 in value terms and 436 in volumes in 2007 which is a significantly higher growth rate in 2005 (114 and 38 respectively) Growth in value is exceptionally high in all kidswear ranges over 35 in premium 215 in the middle 134 in economy and 67 in mass
There exists a need gap in terms of availability of a greater range of branded and quality merchandise for children and infants in India
The branded childrenrsquos garment market in India is large running between Rs 12000-18000 crore per year
Childrenrsquos 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 kidsrsquo 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
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 amp Jony Liliput Zapp by Raymonds United Colors from Beneton (UCB) and Ruff Kids by DS Corporation are among the first liners in the kidrsquos fashions in India
PROMINENT KIDSWEAR BRANDS IN INDIA Gini and Jony Lilliput Catmoss Zapp Weekender Ruff Kids Lil Tomatoes Palm Tree Levis Sykes Jr Spykar Freedom wear Kanz (Of Cartoon network) Benetton Kids Colorplus Junior Ruff Baby Planet Kids Sach
INTERNATIONAL BRANDS
Barbie Mothercare Benetton Kids Pepe Lee Kids Mona Lisa Espirit Bossini Kans Tommy Hilfiger and Adams Kids have also entered
the Indian market
MARKET SIZE AND GROWTH
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
Urban kids apparel market comprises about 60 of the total kidswear market
Branded kidswear are well established in I tier cities and are now experiencing a good growth in II amp 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
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 Lirsquol Tomatoes and Ruff Kids are all set to take the international market by storm
According to industry estimates the organised kidswear market in India is around Rs 4000 crore and it is growing at 20-30
CHARACTERISTICS OF KIDSWEAR MARKETS
The market for kidswear is classified as follows
1048707 Infants (0 - 6 months) 1048707 Toddlers (7 months - 2 years) 1048707 Kids (3 - 8 Years) 1048707 Pre-teens (9 - 12 Years) Childrenrsquos wear is mainly on a seasonal
basis Highest sales figures are usually recorded during the months of August ndash September The average annual expenditure on kidswear is approximately Rs 3 857
For childrenrsquos 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 survey states that the maximum sales in childrenrsquos wear market comes from smaller towns like Patiala Bhatinda Coimbatore Phagwara and Sonepat
Generally stores that offer a wide range of selection at discounts and low prices attract more traffic
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
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 kidsrsquo television channels
Market share of the Major Apparel Segments (2007)
Total size Rs 122 400 crore
BRAND AWARENESSGnJ Benetton Lilliput Catmoss
Mean 2486 15714 3226 2714
Std Error 0111 00945 00891 015
Median 2 1 3 3
Mode 2 1 4 4
Std Dev 0928 07907 07454 1253
Variance 0862 06253 05557 1569
Kurtosis -0079 106 -109 -151
Skewness 032 13 -004 -0039
BRAND PERFORMANCE
FASHION INNOVATIONS
Use of cartoon characters in kidrsquos garments lsquoCharacter inspired merchandisingrsquo is emerging as one of the hottest market trends Mickey Mouse Powerpuff girls Spiderman Superman etc have all found their way into the kidswear market and are currently selling like hot cakes in the market
Coordinated Accessories This seasonrsquos style statement includes dressing up with accessories where everything from dress bag and hair clip is color and design coordinated
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 lsquoBack to Schoolrsquo promotion by Lifestyle
SUPPLY AND DISTRIBUTION In the domestic market the various
channels which are used to distribute the apparels are
bull Exclusive Brand Outlets (EBO)
bull Shop-in-Shops (SIS)
bull Multi Brand Outlets (MBO)
bull Distributors
LILLIPUT Set up in 1991 by the successful garment manufacturing and export enterprise called
ldquoAnand Internationalrdquo Lilliput has its presence in China Middle East amp 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 To produce quality kids wear the production facilities are equipped with more than 2000
modern machines Lilliput the dominant player in the Kidswear industry walked away with the prestigious
lsquoBrand of the Yearrsquo 2007 Award in the Kidswear category at the APEX Awards organised by the Clothing Manufacturers Association of India (CMAI)
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
Target Segment Primarily aimed at 0-11 years age group which
caters to middle and premium segment
Products 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
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
Retail Formats Besides the exclusive stores the brand is
available in major chains like Shopperrsquos Stop Westside Lifestyle Ebony Pantaloons etc
The brand plans to tap the potential of South India and intends to open more exclusive stores by 2010
Lilliput has always been synonymous with quality design and high-end kid apparels that satiate the fashion desires of the urban children and parents
The Adventure wear ranges from shorts amp capris to t-shirts amp bermudas all available in earthy as well as bright colours
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 amp trousers for boys
The character wear includes character licensed clothing from the likes of movies as Bhoothnath Incredible Hulk Spiderman Iron Man and many more
The casual wear has a vast range from jeans t-shirt skirts tops to choose from in the age group of 0-12 years
Lilliput has launched their Spring-Summer 09 Collection With a mood board ranging from adventure amp sports to feminine frills amp trims classic indo western to capricious bling Lilliput Spring-Summer 09 is an exuberant concoction of colors creativity and fashion
Details of the Collection Infant Boys the collection themes range from Pirates Cars amp
Beachwear Fun words Sportswear Animals Cranes to Thomas The Engine amp friends
Infant Girls get to choose from Spring Olive Spring Floral Romantic Pink Spring Red Spring Mix n Match Spring Pink and Denim
Toddler Boys get a taste of the outdoors with Motor Bikes Automobiles Aqua and Tropical and Bob the Builder
Toddler Girls can look pretty with Fuschia Fancy Strawberry Punch Orange Sizzle Play with Peach Floral Charm Mauve Magic and Patch Passion
Junior Boys can have their pick from themes like Red Hoax Skull Marine Racer Mix n Match They can further throw caution to the wind with Ben 10 No Rules amp Marvel Heroes (Spider Man The Hulk amp Iron Man)
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 ndash The Glitterati Collection
CATMOSS Established in 2004 by Mr Ashwini Chawla Owned by Catmoss Kids wear the brand has gained
popularity in a very short span of time
Target Segment Catmoss stocks apparels (ethnic party wear and casuals) and accessories (towels bed sheets bibs)
for the just-borns to even sixteen-year olds Caters to the middle and premium segments
Products It manufactures all kinds of knitted and woven garments while the production of accessories is
outsourced It also offers ethnic wear like ldquoLehenga chunrirdquo and ldquoKurta paijamasrdquo in its product portfolio
The brand plans to introduce formal wear for young boys as well as an economy range in casual wear
Retail Formats The brand is sold through various large format stores besides its exclusive stores
Catmoss also is planning international ventures and in a big way going to Australia Gulf countries and Nepal
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
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
Jackets for the new-borns are also available The new summer collection moves between
fashion statement and casual comfort Catmoss vision is to redifine the outdated
upscale childrens 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
Double thread hemlines and stitchesEpallauttesPatchwork yokes
GINI amp JONY One of Indiarsquos leading manufacturers of premium lifestyle
Kidswear Business activities primarily includes designing
manufacturing branding and selling of readymade apparels and other lifestyle accessories for kids under their various brands
Gini amp Jony has a range of brands like GJ Jeans Palm Tree Levirsquos 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
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
Gini amp Jony bagged the award for lsquoMost Admired Kidswear Brandrsquo at the Lycra Images Fashion Awards 2006 for the fourth year in a row
Background and Evolution 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 amp Jony Limited
The company caters mainly to four segments through in-house brands as given below
Super premium segment - lsquoGini amp Jonyrsquo Premium segment - lsquoGJ JEANS UNLTDrsquo Mid-market segment - lsquoPalm Treersquo amp Red River Niche segment - lsquoGini amp Jony Knowledge Wearrsquo
Diverse and wide distribution channel forms the backbone of the selling and marketing strategy
The company is also vendor to schools in India for supply of quality school uniforms under the brand ldquoGini amp Jony ndash Knowledge Wearrdquo
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 ldquoLevirsquos Sykes Juniorrdquo
The company is also all India distributors of Benetton India Private Limited and Reebok India Company for their kidswear category in India
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
Target Segment Targets kids up to 16 yrs of age It is exclusively
positioned in the category of premium kids wear segment
UNITED COLORS OF BENETTON The Italian label was formally launched in India in 1992 as a 5050 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
Target Segment Targets kids up to 16 yrs of age It is exclusively positioned in the category of
premium kids wear segment
Products Benetton launched ldquoBaby on Boardrdquo store which targets mothers to be and
kids wear store in Gurgaon The ldquoBaby on Boardrdquo 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
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
Retail Formats 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 Zapp presents an exciting range of apparel accessories and lifestyle products for
kids between the age group of 4 to 14 years 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
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
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
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
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
Raymondrsquos brand Zapp has an exclusive kids loyalty programme
LIL TOMATOES Born in December 1995 Lil Tomatoes a brand of Gunno
Group of Industries PvtLtd The Lil 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 Lil 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
They specialize in an impressive range of seasonal options for lil boys and girls aged 1 to 14 years with an added range of accessories and toys
Lirsquol 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
LEVIS SYKES JUNIOR Levisreg Sykesreg Junior was launched in the Indian Market
by ldquoGINI amp JONY Ltdrdquo as a licensee in the premium Kids wear segment Currently the brand is made available at all major A class stores amp premium malls across the country
Levisreg Kids is International kids wear face of Levisreg Brand
Levisreg Sykesreg Junior is targeted to Metro and Class I towns SEC ndash A amp B+ parents with boys and girls aged between 6-14 with active outgoing and socially inclusive lifestyle
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
The Brand is made available in the price range of Rs 349- upto Rs1799-
PALM TREE 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
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
Palm tree symbolizes the free spirited and active lifestyle of a kid in the age group of 2 to 14
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
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 Rs795-
SPYKAR OYO 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
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
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 ndash upons in the denim wear and cotton category they create complete magic in the kids wear category
This venture Spykar compete with established kids wear brands such as Gini and Jony Ruff Lilliput and Raymonds 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
Allen Solly has announced the launch of kidswear a funky cool fun and stylish collection amp aims at playing a key role in the branded Kidswear segment
Allen Solly has launched its apparels in four collections namely lsquoColour My World Urban Holiday Sports Academy and Enchantedrsquo being built around the numerous occasions in a childs life
Strict quality parameters are followed including testing for saliva and perspiration color fastness They make merchandise child safe for eg care has been taken to not provide any draw string around the neck and wherever it is included - it confirms to specified lengthrdquo
WEEKENDER KIDS 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
bull It is quite an attraction for the fashion savvy tiny totsbull A national survey conducted by images magazine for kids wear
said that weekender came out tops in popularity and availability
bull weekender is more of the design rangebull Weekender began with a single basement outlet on
Bangalorersquos Residency Road in 1987 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
Weekender advertises on the Cartoon Network a channel exclusively for kids for its brand Toon World
Apart from advertising they also run special promotions like Kid Fashion shows in collaboration with the Cartoon Networklsquo
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
MARKET SEGMENTATION The market size includes the Rs 114500 million
uniform segment that saw an annual value growth of 2250 over the previous year
The kidswear segment has grown at the rate of 156 in value terms and 436 in volumes in 2007 which is a significantly higher growth rate in 2005 (114 and 38 respectively) Growth in value is exceptionally high in all kidswear ranges over 35 in premium 215 in the middle 134 in economy and 67 in mass
There exists a need gap in terms of availability of a greater range of branded and quality merchandise for children and infants in India
The branded childrenrsquos garment market in India is large running between Rs 12000-18000 crore per year
Childrenrsquos 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 kidsrsquo 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
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 amp Jony Liliput Zapp by Raymonds United Colors from Beneton (UCB) and Ruff Kids by DS Corporation are among the first liners in the kidrsquos fashions in India
PROMINENT KIDSWEAR BRANDS IN INDIA Gini and Jony Lilliput Catmoss Zapp Weekender Ruff Kids Lil Tomatoes Palm Tree Levis Sykes Jr Spykar Freedom wear Kanz (Of Cartoon network) Benetton Kids Colorplus Junior Ruff Baby Planet Kids Sach
INTERNATIONAL BRANDS
Barbie Mothercare Benetton Kids Pepe Lee Kids Mona Lisa Espirit Bossini Kans Tommy Hilfiger and Adams Kids have also entered
the Indian market
MARKET SIZE AND GROWTH
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
Urban kids apparel market comprises about 60 of the total kidswear market
Branded kidswear are well established in I tier cities and are now experiencing a good growth in II amp 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
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 Lirsquol Tomatoes and Ruff Kids are all set to take the international market by storm
According to industry estimates the organised kidswear market in India is around Rs 4000 crore and it is growing at 20-30
CHARACTERISTICS OF KIDSWEAR MARKETS
The market for kidswear is classified as follows
1048707 Infants (0 - 6 months) 1048707 Toddlers (7 months - 2 years) 1048707 Kids (3 - 8 Years) 1048707 Pre-teens (9 - 12 Years) Childrenrsquos wear is mainly on a seasonal
basis Highest sales figures are usually recorded during the months of August ndash September The average annual expenditure on kidswear is approximately Rs 3 857
For childrenrsquos 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 survey states that the maximum sales in childrenrsquos wear market comes from smaller towns like Patiala Bhatinda Coimbatore Phagwara and Sonepat
Generally stores that offer a wide range of selection at discounts and low prices attract more traffic
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
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 kidsrsquo television channels
Market share of the Major Apparel Segments (2007)
Total size Rs 122 400 crore
BRAND AWARENESSGnJ Benetton Lilliput Catmoss
Mean 2486 15714 3226 2714
Std Error 0111 00945 00891 015
Median 2 1 3 3
Mode 2 1 4 4
Std Dev 0928 07907 07454 1253
Variance 0862 06253 05557 1569
Kurtosis -0079 106 -109 -151
Skewness 032 13 -004 -0039
BRAND PERFORMANCE
FASHION INNOVATIONS
Use of cartoon characters in kidrsquos garments lsquoCharacter inspired merchandisingrsquo is emerging as one of the hottest market trends Mickey Mouse Powerpuff girls Spiderman Superman etc have all found their way into the kidswear market and are currently selling like hot cakes in the market
Coordinated Accessories This seasonrsquos style statement includes dressing up with accessories where everything from dress bag and hair clip is color and design coordinated
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 lsquoBack to Schoolrsquo promotion by Lifestyle
SUPPLY AND DISTRIBUTION In the domestic market the various
channels which are used to distribute the apparels are
bull Exclusive Brand Outlets (EBO)
bull Shop-in-Shops (SIS)
bull Multi Brand Outlets (MBO)
bull Distributors
LILLIPUT Set up in 1991 by the successful garment manufacturing and export enterprise called
ldquoAnand Internationalrdquo Lilliput has its presence in China Middle East amp 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 To produce quality kids wear the production facilities are equipped with more than 2000
modern machines Lilliput the dominant player in the Kidswear industry walked away with the prestigious
lsquoBrand of the Yearrsquo 2007 Award in the Kidswear category at the APEX Awards organised by the Clothing Manufacturers Association of India (CMAI)
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
Target Segment Primarily aimed at 0-11 years age group which
caters to middle and premium segment
Products 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
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
Retail Formats Besides the exclusive stores the brand is
available in major chains like Shopperrsquos Stop Westside Lifestyle Ebony Pantaloons etc
The brand plans to tap the potential of South India and intends to open more exclusive stores by 2010
Lilliput has always been synonymous with quality design and high-end kid apparels that satiate the fashion desires of the urban children and parents
The Adventure wear ranges from shorts amp capris to t-shirts amp bermudas all available in earthy as well as bright colours
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 amp trousers for boys
The character wear includes character licensed clothing from the likes of movies as Bhoothnath Incredible Hulk Spiderman Iron Man and many more
The casual wear has a vast range from jeans t-shirt skirts tops to choose from in the age group of 0-12 years
Lilliput has launched their Spring-Summer 09 Collection With a mood board ranging from adventure amp sports to feminine frills amp trims classic indo western to capricious bling Lilliput Spring-Summer 09 is an exuberant concoction of colors creativity and fashion
Details of the Collection Infant Boys the collection themes range from Pirates Cars amp
Beachwear Fun words Sportswear Animals Cranes to Thomas The Engine amp friends
Infant Girls get to choose from Spring Olive Spring Floral Romantic Pink Spring Red Spring Mix n Match Spring Pink and Denim
Toddler Boys get a taste of the outdoors with Motor Bikes Automobiles Aqua and Tropical and Bob the Builder
Toddler Girls can look pretty with Fuschia Fancy Strawberry Punch Orange Sizzle Play with Peach Floral Charm Mauve Magic and Patch Passion
Junior Boys can have their pick from themes like Red Hoax Skull Marine Racer Mix n Match They can further throw caution to the wind with Ben 10 No Rules amp Marvel Heroes (Spider Man The Hulk amp Iron Man)
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 ndash The Glitterati Collection
CATMOSS Established in 2004 by Mr Ashwini Chawla Owned by Catmoss Kids wear the brand has gained
popularity in a very short span of time
Target Segment Catmoss stocks apparels (ethnic party wear and casuals) and accessories (towels bed sheets bibs)
for the just-borns to even sixteen-year olds Caters to the middle and premium segments
Products It manufactures all kinds of knitted and woven garments while the production of accessories is
outsourced It also offers ethnic wear like ldquoLehenga chunrirdquo and ldquoKurta paijamasrdquo in its product portfolio
The brand plans to introduce formal wear for young boys as well as an economy range in casual wear
Retail Formats The brand is sold through various large format stores besides its exclusive stores
Catmoss also is planning international ventures and in a big way going to Australia Gulf countries and Nepal
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
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
Jackets for the new-borns are also available The new summer collection moves between
fashion statement and casual comfort Catmoss vision is to redifine the outdated
upscale childrens 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
Double thread hemlines and stitchesEpallauttesPatchwork yokes
GINI amp JONY One of Indiarsquos leading manufacturers of premium lifestyle
Kidswear Business activities primarily includes designing
manufacturing branding and selling of readymade apparels and other lifestyle accessories for kids under their various brands
Gini amp Jony has a range of brands like GJ Jeans Palm Tree Levirsquos 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
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
Gini amp Jony bagged the award for lsquoMost Admired Kidswear Brandrsquo at the Lycra Images Fashion Awards 2006 for the fourth year in a row
Background and Evolution 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 amp Jony Limited
The company caters mainly to four segments through in-house brands as given below
Super premium segment - lsquoGini amp Jonyrsquo Premium segment - lsquoGJ JEANS UNLTDrsquo Mid-market segment - lsquoPalm Treersquo amp Red River Niche segment - lsquoGini amp Jony Knowledge Wearrsquo
Diverse and wide distribution channel forms the backbone of the selling and marketing strategy
The company is also vendor to schools in India for supply of quality school uniforms under the brand ldquoGini amp Jony ndash Knowledge Wearrdquo
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 ldquoLevirsquos Sykes Juniorrdquo
The company is also all India distributors of Benetton India Private Limited and Reebok India Company for their kidswear category in India
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
Target Segment Targets kids up to 16 yrs of age It is exclusively
positioned in the category of premium kids wear segment
UNITED COLORS OF BENETTON The Italian label was formally launched in India in 1992 as a 5050 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
Target Segment Targets kids up to 16 yrs of age It is exclusively positioned in the category of
premium kids wear segment
Products Benetton launched ldquoBaby on Boardrdquo store which targets mothers to be and
kids wear store in Gurgaon The ldquoBaby on Boardrdquo 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
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
Retail Formats 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 Zapp presents an exciting range of apparel accessories and lifestyle products for
kids between the age group of 4 to 14 years 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
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
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
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
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
Raymondrsquos brand Zapp has an exclusive kids loyalty programme
LIL TOMATOES Born in December 1995 Lil Tomatoes a brand of Gunno
Group of Industries PvtLtd The Lil 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 Lil 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
They specialize in an impressive range of seasonal options for lil boys and girls aged 1 to 14 years with an added range of accessories and toys
Lirsquol 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
LEVIS SYKES JUNIOR Levisreg Sykesreg Junior was launched in the Indian Market
by ldquoGINI amp JONY Ltdrdquo as a licensee in the premium Kids wear segment Currently the brand is made available at all major A class stores amp premium malls across the country
Levisreg Kids is International kids wear face of Levisreg Brand
Levisreg Sykesreg Junior is targeted to Metro and Class I towns SEC ndash A amp B+ parents with boys and girls aged between 6-14 with active outgoing and socially inclusive lifestyle
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
The Brand is made available in the price range of Rs 349- upto Rs1799-
PALM TREE 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
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
Palm tree symbolizes the free spirited and active lifestyle of a kid in the age group of 2 to 14
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
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 Rs795-
SPYKAR OYO 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
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
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 ndash upons in the denim wear and cotton category they create complete magic in the kids wear category
This venture Spykar compete with established kids wear brands such as Gini and Jony Ruff Lilliput and Raymonds 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
Allen Solly has announced the launch of kidswear a funky cool fun and stylish collection amp aims at playing a key role in the branded Kidswear segment
Allen Solly has launched its apparels in four collections namely lsquoColour My World Urban Holiday Sports Academy and Enchantedrsquo being built around the numerous occasions in a childs life
Strict quality parameters are followed including testing for saliva and perspiration color fastness They make merchandise child safe for eg care has been taken to not provide any draw string around the neck and wherever it is included - it confirms to specified lengthrdquo
WEEKENDER KIDS 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
bull It is quite an attraction for the fashion savvy tiny totsbull A national survey conducted by images magazine for kids wear
said that weekender came out tops in popularity and availability
bull weekender is more of the design rangebull Weekender began with a single basement outlet on
Bangalorersquos Residency Road in 1987 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
Weekender advertises on the Cartoon Network a channel exclusively for kids for its brand Toon World
Apart from advertising they also run special promotions like Kid Fashion shows in collaboration with the Cartoon Networklsquo
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
Childrenrsquos 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 kidsrsquo 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
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 amp Jony Liliput Zapp by Raymonds United Colors from Beneton (UCB) and Ruff Kids by DS Corporation are among the first liners in the kidrsquos fashions in India
PROMINENT KIDSWEAR BRANDS IN INDIA Gini and Jony Lilliput Catmoss Zapp Weekender Ruff Kids Lil Tomatoes Palm Tree Levis Sykes Jr Spykar Freedom wear Kanz (Of Cartoon network) Benetton Kids Colorplus Junior Ruff Baby Planet Kids Sach
INTERNATIONAL BRANDS
Barbie Mothercare Benetton Kids Pepe Lee Kids Mona Lisa Espirit Bossini Kans Tommy Hilfiger and Adams Kids have also entered
the Indian market
MARKET SIZE AND GROWTH
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
Urban kids apparel market comprises about 60 of the total kidswear market
Branded kidswear are well established in I tier cities and are now experiencing a good growth in II amp 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
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 Lirsquol Tomatoes and Ruff Kids are all set to take the international market by storm
According to industry estimates the organised kidswear market in India is around Rs 4000 crore and it is growing at 20-30
CHARACTERISTICS OF KIDSWEAR MARKETS
The market for kidswear is classified as follows
1048707 Infants (0 - 6 months) 1048707 Toddlers (7 months - 2 years) 1048707 Kids (3 - 8 Years) 1048707 Pre-teens (9 - 12 Years) Childrenrsquos wear is mainly on a seasonal
basis Highest sales figures are usually recorded during the months of August ndash September The average annual expenditure on kidswear is approximately Rs 3 857
For childrenrsquos 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 survey states that the maximum sales in childrenrsquos wear market comes from smaller towns like Patiala Bhatinda Coimbatore Phagwara and Sonepat
Generally stores that offer a wide range of selection at discounts and low prices attract more traffic
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
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 kidsrsquo television channels
Market share of the Major Apparel Segments (2007)
Total size Rs 122 400 crore
BRAND AWARENESSGnJ Benetton Lilliput Catmoss
Mean 2486 15714 3226 2714
Std Error 0111 00945 00891 015
Median 2 1 3 3
Mode 2 1 4 4
Std Dev 0928 07907 07454 1253
Variance 0862 06253 05557 1569
Kurtosis -0079 106 -109 -151
Skewness 032 13 -004 -0039
BRAND PERFORMANCE
FASHION INNOVATIONS
Use of cartoon characters in kidrsquos garments lsquoCharacter inspired merchandisingrsquo is emerging as one of the hottest market trends Mickey Mouse Powerpuff girls Spiderman Superman etc have all found their way into the kidswear market and are currently selling like hot cakes in the market
Coordinated Accessories This seasonrsquos style statement includes dressing up with accessories where everything from dress bag and hair clip is color and design coordinated
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 lsquoBack to Schoolrsquo promotion by Lifestyle
SUPPLY AND DISTRIBUTION In the domestic market the various
channels which are used to distribute the apparels are
bull Exclusive Brand Outlets (EBO)
bull Shop-in-Shops (SIS)
bull Multi Brand Outlets (MBO)
bull Distributors
LILLIPUT Set up in 1991 by the successful garment manufacturing and export enterprise called
ldquoAnand Internationalrdquo Lilliput has its presence in China Middle East amp 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 To produce quality kids wear the production facilities are equipped with more than 2000
modern machines Lilliput the dominant player in the Kidswear industry walked away with the prestigious
lsquoBrand of the Yearrsquo 2007 Award in the Kidswear category at the APEX Awards organised by the Clothing Manufacturers Association of India (CMAI)
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
Target Segment Primarily aimed at 0-11 years age group which
caters to middle and premium segment
Products 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
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
Retail Formats Besides the exclusive stores the brand is
available in major chains like Shopperrsquos Stop Westside Lifestyle Ebony Pantaloons etc
The brand plans to tap the potential of South India and intends to open more exclusive stores by 2010
Lilliput has always been synonymous with quality design and high-end kid apparels that satiate the fashion desires of the urban children and parents
The Adventure wear ranges from shorts amp capris to t-shirts amp bermudas all available in earthy as well as bright colours
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 amp trousers for boys
The character wear includes character licensed clothing from the likes of movies as Bhoothnath Incredible Hulk Spiderman Iron Man and many more
The casual wear has a vast range from jeans t-shirt skirts tops to choose from in the age group of 0-12 years
Lilliput has launched their Spring-Summer 09 Collection With a mood board ranging from adventure amp sports to feminine frills amp trims classic indo western to capricious bling Lilliput Spring-Summer 09 is an exuberant concoction of colors creativity and fashion
Details of the Collection Infant Boys the collection themes range from Pirates Cars amp
Beachwear Fun words Sportswear Animals Cranes to Thomas The Engine amp friends
Infant Girls get to choose from Spring Olive Spring Floral Romantic Pink Spring Red Spring Mix n Match Spring Pink and Denim
Toddler Boys get a taste of the outdoors with Motor Bikes Automobiles Aqua and Tropical and Bob the Builder
Toddler Girls can look pretty with Fuschia Fancy Strawberry Punch Orange Sizzle Play with Peach Floral Charm Mauve Magic and Patch Passion
Junior Boys can have their pick from themes like Red Hoax Skull Marine Racer Mix n Match They can further throw caution to the wind with Ben 10 No Rules amp Marvel Heroes (Spider Man The Hulk amp Iron Man)
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 ndash The Glitterati Collection
CATMOSS Established in 2004 by Mr Ashwini Chawla Owned by Catmoss Kids wear the brand has gained
popularity in a very short span of time
Target Segment Catmoss stocks apparels (ethnic party wear and casuals) and accessories (towels bed sheets bibs)
for the just-borns to even sixteen-year olds Caters to the middle and premium segments
Products It manufactures all kinds of knitted and woven garments while the production of accessories is
outsourced It also offers ethnic wear like ldquoLehenga chunrirdquo and ldquoKurta paijamasrdquo in its product portfolio
The brand plans to introduce formal wear for young boys as well as an economy range in casual wear
Retail Formats The brand is sold through various large format stores besides its exclusive stores
Catmoss also is planning international ventures and in a big way going to Australia Gulf countries and Nepal
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
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
Jackets for the new-borns are also available The new summer collection moves between
fashion statement and casual comfort Catmoss vision is to redifine the outdated
upscale childrens 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
Double thread hemlines and stitchesEpallauttesPatchwork yokes
GINI amp JONY One of Indiarsquos leading manufacturers of premium lifestyle
Kidswear Business activities primarily includes designing
manufacturing branding and selling of readymade apparels and other lifestyle accessories for kids under their various brands
Gini amp Jony has a range of brands like GJ Jeans Palm Tree Levirsquos 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
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
Gini amp Jony bagged the award for lsquoMost Admired Kidswear Brandrsquo at the Lycra Images Fashion Awards 2006 for the fourth year in a row
Background and Evolution 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 amp Jony Limited
The company caters mainly to four segments through in-house brands as given below
Super premium segment - lsquoGini amp Jonyrsquo Premium segment - lsquoGJ JEANS UNLTDrsquo Mid-market segment - lsquoPalm Treersquo amp Red River Niche segment - lsquoGini amp Jony Knowledge Wearrsquo
Diverse and wide distribution channel forms the backbone of the selling and marketing strategy
The company is also vendor to schools in India for supply of quality school uniforms under the brand ldquoGini amp Jony ndash Knowledge Wearrdquo
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 ldquoLevirsquos Sykes Juniorrdquo
The company is also all India distributors of Benetton India Private Limited and Reebok India Company for their kidswear category in India
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
Target Segment Targets kids up to 16 yrs of age It is exclusively
positioned in the category of premium kids wear segment
UNITED COLORS OF BENETTON The Italian label was formally launched in India in 1992 as a 5050 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
Target Segment Targets kids up to 16 yrs of age It is exclusively positioned in the category of
premium kids wear segment
Products Benetton launched ldquoBaby on Boardrdquo store which targets mothers to be and
kids wear store in Gurgaon The ldquoBaby on Boardrdquo 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
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
Retail Formats 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 Zapp presents an exciting range of apparel accessories and lifestyle products for
kids between the age group of 4 to 14 years 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
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
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
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
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
Raymondrsquos brand Zapp has an exclusive kids loyalty programme
LIL TOMATOES Born in December 1995 Lil Tomatoes a brand of Gunno
Group of Industries PvtLtd The Lil 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 Lil 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
They specialize in an impressive range of seasonal options for lil boys and girls aged 1 to 14 years with an added range of accessories and toys
Lirsquol 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
LEVIS SYKES JUNIOR Levisreg Sykesreg Junior was launched in the Indian Market
by ldquoGINI amp JONY Ltdrdquo as a licensee in the premium Kids wear segment Currently the brand is made available at all major A class stores amp premium malls across the country
Levisreg Kids is International kids wear face of Levisreg Brand
Levisreg Sykesreg Junior is targeted to Metro and Class I towns SEC ndash A amp B+ parents with boys and girls aged between 6-14 with active outgoing and socially inclusive lifestyle
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
The Brand is made available in the price range of Rs 349- upto Rs1799-
PALM TREE 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
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
Palm tree symbolizes the free spirited and active lifestyle of a kid in the age group of 2 to 14
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
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 Rs795-
SPYKAR OYO 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
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
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 ndash upons in the denim wear and cotton category they create complete magic in the kids wear category
This venture Spykar compete with established kids wear brands such as Gini and Jony Ruff Lilliput and Raymonds 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
Allen Solly has announced the launch of kidswear a funky cool fun and stylish collection amp aims at playing a key role in the branded Kidswear segment
Allen Solly has launched its apparels in four collections namely lsquoColour My World Urban Holiday Sports Academy and Enchantedrsquo being built around the numerous occasions in a childs life
Strict quality parameters are followed including testing for saliva and perspiration color fastness They make merchandise child safe for eg care has been taken to not provide any draw string around the neck and wherever it is included - it confirms to specified lengthrdquo
WEEKENDER KIDS 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
bull It is quite an attraction for the fashion savvy tiny totsbull A national survey conducted by images magazine for kids wear
said that weekender came out tops in popularity and availability
bull weekender is more of the design rangebull Weekender began with a single basement outlet on
Bangalorersquos Residency Road in 1987 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
Weekender advertises on the Cartoon Network a channel exclusively for kids for its brand Toon World
Apart from advertising they also run special promotions like Kid Fashion shows in collaboration with the Cartoon Networklsquo
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
PROMINENT KIDSWEAR BRANDS IN INDIA Gini and Jony Lilliput Catmoss Zapp Weekender Ruff Kids Lil Tomatoes Palm Tree Levis Sykes Jr Spykar Freedom wear Kanz (Of Cartoon network) Benetton Kids Colorplus Junior Ruff Baby Planet Kids Sach
INTERNATIONAL BRANDS
Barbie Mothercare Benetton Kids Pepe Lee Kids Mona Lisa Espirit Bossini Kans Tommy Hilfiger and Adams Kids have also entered
the Indian market
MARKET SIZE AND GROWTH
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
Urban kids apparel market comprises about 60 of the total kidswear market
Branded kidswear are well established in I tier cities and are now experiencing a good growth in II amp 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
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 Lirsquol Tomatoes and Ruff Kids are all set to take the international market by storm
According to industry estimates the organised kidswear market in India is around Rs 4000 crore and it is growing at 20-30
CHARACTERISTICS OF KIDSWEAR MARKETS
The market for kidswear is classified as follows
1048707 Infants (0 - 6 months) 1048707 Toddlers (7 months - 2 years) 1048707 Kids (3 - 8 Years) 1048707 Pre-teens (9 - 12 Years) Childrenrsquos wear is mainly on a seasonal
basis Highest sales figures are usually recorded during the months of August ndash September The average annual expenditure on kidswear is approximately Rs 3 857
For childrenrsquos 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 survey states that the maximum sales in childrenrsquos wear market comes from smaller towns like Patiala Bhatinda Coimbatore Phagwara and Sonepat
Generally stores that offer a wide range of selection at discounts and low prices attract more traffic
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
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 kidsrsquo television channels
Market share of the Major Apparel Segments (2007)
Total size Rs 122 400 crore
BRAND AWARENESSGnJ Benetton Lilliput Catmoss
Mean 2486 15714 3226 2714
Std Error 0111 00945 00891 015
Median 2 1 3 3
Mode 2 1 4 4
Std Dev 0928 07907 07454 1253
Variance 0862 06253 05557 1569
Kurtosis -0079 106 -109 -151
Skewness 032 13 -004 -0039
BRAND PERFORMANCE
FASHION INNOVATIONS
Use of cartoon characters in kidrsquos garments lsquoCharacter inspired merchandisingrsquo is emerging as one of the hottest market trends Mickey Mouse Powerpuff girls Spiderman Superman etc have all found their way into the kidswear market and are currently selling like hot cakes in the market
Coordinated Accessories This seasonrsquos style statement includes dressing up with accessories where everything from dress bag and hair clip is color and design coordinated
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 lsquoBack to Schoolrsquo promotion by Lifestyle
SUPPLY AND DISTRIBUTION In the domestic market the various
channels which are used to distribute the apparels are
bull Exclusive Brand Outlets (EBO)
bull Shop-in-Shops (SIS)
bull Multi Brand Outlets (MBO)
bull Distributors
LILLIPUT Set up in 1991 by the successful garment manufacturing and export enterprise called
ldquoAnand Internationalrdquo Lilliput has its presence in China Middle East amp 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 To produce quality kids wear the production facilities are equipped with more than 2000
modern machines Lilliput the dominant player in the Kidswear industry walked away with the prestigious
lsquoBrand of the Yearrsquo 2007 Award in the Kidswear category at the APEX Awards organised by the Clothing Manufacturers Association of India (CMAI)
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
Target Segment Primarily aimed at 0-11 years age group which
caters to middle and premium segment
Products 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
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
Retail Formats Besides the exclusive stores the brand is
available in major chains like Shopperrsquos Stop Westside Lifestyle Ebony Pantaloons etc
The brand plans to tap the potential of South India and intends to open more exclusive stores by 2010
Lilliput has always been synonymous with quality design and high-end kid apparels that satiate the fashion desires of the urban children and parents
The Adventure wear ranges from shorts amp capris to t-shirts amp bermudas all available in earthy as well as bright colours
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 amp trousers for boys
The character wear includes character licensed clothing from the likes of movies as Bhoothnath Incredible Hulk Spiderman Iron Man and many more
The casual wear has a vast range from jeans t-shirt skirts tops to choose from in the age group of 0-12 years
Lilliput has launched their Spring-Summer 09 Collection With a mood board ranging from adventure amp sports to feminine frills amp trims classic indo western to capricious bling Lilliput Spring-Summer 09 is an exuberant concoction of colors creativity and fashion
Details of the Collection Infant Boys the collection themes range from Pirates Cars amp
Beachwear Fun words Sportswear Animals Cranes to Thomas The Engine amp friends
Infant Girls get to choose from Spring Olive Spring Floral Romantic Pink Spring Red Spring Mix n Match Spring Pink and Denim
Toddler Boys get a taste of the outdoors with Motor Bikes Automobiles Aqua and Tropical and Bob the Builder
Toddler Girls can look pretty with Fuschia Fancy Strawberry Punch Orange Sizzle Play with Peach Floral Charm Mauve Magic and Patch Passion
Junior Boys can have their pick from themes like Red Hoax Skull Marine Racer Mix n Match They can further throw caution to the wind with Ben 10 No Rules amp Marvel Heroes (Spider Man The Hulk amp Iron Man)
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 ndash The Glitterati Collection
CATMOSS Established in 2004 by Mr Ashwini Chawla Owned by Catmoss Kids wear the brand has gained
popularity in a very short span of time
Target Segment Catmoss stocks apparels (ethnic party wear and casuals) and accessories (towels bed sheets bibs)
for the just-borns to even sixteen-year olds Caters to the middle and premium segments
Products It manufactures all kinds of knitted and woven garments while the production of accessories is
outsourced It also offers ethnic wear like ldquoLehenga chunrirdquo and ldquoKurta paijamasrdquo in its product portfolio
The brand plans to introduce formal wear for young boys as well as an economy range in casual wear
Retail Formats The brand is sold through various large format stores besides its exclusive stores
Catmoss also is planning international ventures and in a big way going to Australia Gulf countries and Nepal
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
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
Jackets for the new-borns are also available The new summer collection moves between
fashion statement and casual comfort Catmoss vision is to redifine the outdated
upscale childrens 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
Double thread hemlines and stitchesEpallauttesPatchwork yokes
GINI amp JONY One of Indiarsquos leading manufacturers of premium lifestyle
Kidswear Business activities primarily includes designing
manufacturing branding and selling of readymade apparels and other lifestyle accessories for kids under their various brands
Gini amp Jony has a range of brands like GJ Jeans Palm Tree Levirsquos 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
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
Gini amp Jony bagged the award for lsquoMost Admired Kidswear Brandrsquo at the Lycra Images Fashion Awards 2006 for the fourth year in a row
Background and Evolution 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 amp Jony Limited
The company caters mainly to four segments through in-house brands as given below
Super premium segment - lsquoGini amp Jonyrsquo Premium segment - lsquoGJ JEANS UNLTDrsquo Mid-market segment - lsquoPalm Treersquo amp Red River Niche segment - lsquoGini amp Jony Knowledge Wearrsquo
Diverse and wide distribution channel forms the backbone of the selling and marketing strategy
The company is also vendor to schools in India for supply of quality school uniforms under the brand ldquoGini amp Jony ndash Knowledge Wearrdquo
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 ldquoLevirsquos Sykes Juniorrdquo
The company is also all India distributors of Benetton India Private Limited and Reebok India Company for their kidswear category in India
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
Target Segment Targets kids up to 16 yrs of age It is exclusively
positioned in the category of premium kids wear segment
UNITED COLORS OF BENETTON The Italian label was formally launched in India in 1992 as a 5050 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
Target Segment Targets kids up to 16 yrs of age It is exclusively positioned in the category of
premium kids wear segment
Products Benetton launched ldquoBaby on Boardrdquo store which targets mothers to be and
kids wear store in Gurgaon The ldquoBaby on Boardrdquo 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
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
Retail Formats 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 Zapp presents an exciting range of apparel accessories and lifestyle products for
kids between the age group of 4 to 14 years 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
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
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
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
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
Raymondrsquos brand Zapp has an exclusive kids loyalty programme
LIL TOMATOES Born in December 1995 Lil Tomatoes a brand of Gunno
Group of Industries PvtLtd The Lil 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 Lil 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
They specialize in an impressive range of seasonal options for lil boys and girls aged 1 to 14 years with an added range of accessories and toys
Lirsquol 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
LEVIS SYKES JUNIOR Levisreg Sykesreg Junior was launched in the Indian Market
by ldquoGINI amp JONY Ltdrdquo as a licensee in the premium Kids wear segment Currently the brand is made available at all major A class stores amp premium malls across the country
Levisreg Kids is International kids wear face of Levisreg Brand
Levisreg Sykesreg Junior is targeted to Metro and Class I towns SEC ndash A amp B+ parents with boys and girls aged between 6-14 with active outgoing and socially inclusive lifestyle
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
The Brand is made available in the price range of Rs 349- upto Rs1799-
PALM TREE 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
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
Palm tree symbolizes the free spirited and active lifestyle of a kid in the age group of 2 to 14
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
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 Rs795-
SPYKAR OYO 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
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
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 ndash upons in the denim wear and cotton category they create complete magic in the kids wear category
This venture Spykar compete with established kids wear brands such as Gini and Jony Ruff Lilliput and Raymonds 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
Allen Solly has announced the launch of kidswear a funky cool fun and stylish collection amp aims at playing a key role in the branded Kidswear segment
Allen Solly has launched its apparels in four collections namely lsquoColour My World Urban Holiday Sports Academy and Enchantedrsquo being built around the numerous occasions in a childs life
Strict quality parameters are followed including testing for saliva and perspiration color fastness They make merchandise child safe for eg care has been taken to not provide any draw string around the neck and wherever it is included - it confirms to specified lengthrdquo
WEEKENDER KIDS 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
bull It is quite an attraction for the fashion savvy tiny totsbull A national survey conducted by images magazine for kids wear
said that weekender came out tops in popularity and availability
bull weekender is more of the design rangebull Weekender began with a single basement outlet on
Bangalorersquos Residency Road in 1987 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
Weekender advertises on the Cartoon Network a channel exclusively for kids for its brand Toon World
Apart from advertising they also run special promotions like Kid Fashion shows in collaboration with the Cartoon Networklsquo
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
INTERNATIONAL BRANDS
Barbie Mothercare Benetton Kids Pepe Lee Kids Mona Lisa Espirit Bossini Kans Tommy Hilfiger and Adams Kids have also entered
the Indian market
MARKET SIZE AND GROWTH
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
Urban kids apparel market comprises about 60 of the total kidswear market
Branded kidswear are well established in I tier cities and are now experiencing a good growth in II amp 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
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 Lirsquol Tomatoes and Ruff Kids are all set to take the international market by storm
According to industry estimates the organised kidswear market in India is around Rs 4000 crore and it is growing at 20-30
CHARACTERISTICS OF KIDSWEAR MARKETS
The market for kidswear is classified as follows
1048707 Infants (0 - 6 months) 1048707 Toddlers (7 months - 2 years) 1048707 Kids (3 - 8 Years) 1048707 Pre-teens (9 - 12 Years) Childrenrsquos wear is mainly on a seasonal
basis Highest sales figures are usually recorded during the months of August ndash September The average annual expenditure on kidswear is approximately Rs 3 857
For childrenrsquos 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 survey states that the maximum sales in childrenrsquos wear market comes from smaller towns like Patiala Bhatinda Coimbatore Phagwara and Sonepat
Generally stores that offer a wide range of selection at discounts and low prices attract more traffic
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
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 kidsrsquo television channels
Market share of the Major Apparel Segments (2007)
Total size Rs 122 400 crore
BRAND AWARENESSGnJ Benetton Lilliput Catmoss
Mean 2486 15714 3226 2714
Std Error 0111 00945 00891 015
Median 2 1 3 3
Mode 2 1 4 4
Std Dev 0928 07907 07454 1253
Variance 0862 06253 05557 1569
Kurtosis -0079 106 -109 -151
Skewness 032 13 -004 -0039
BRAND PERFORMANCE
FASHION INNOVATIONS
Use of cartoon characters in kidrsquos garments lsquoCharacter inspired merchandisingrsquo is emerging as one of the hottest market trends Mickey Mouse Powerpuff girls Spiderman Superman etc have all found their way into the kidswear market and are currently selling like hot cakes in the market
Coordinated Accessories This seasonrsquos style statement includes dressing up with accessories where everything from dress bag and hair clip is color and design coordinated
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 lsquoBack to Schoolrsquo promotion by Lifestyle
SUPPLY AND DISTRIBUTION In the domestic market the various
channels which are used to distribute the apparels are
bull Exclusive Brand Outlets (EBO)
bull Shop-in-Shops (SIS)
bull Multi Brand Outlets (MBO)
bull Distributors
LILLIPUT Set up in 1991 by the successful garment manufacturing and export enterprise called
ldquoAnand Internationalrdquo Lilliput has its presence in China Middle East amp 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 To produce quality kids wear the production facilities are equipped with more than 2000
modern machines Lilliput the dominant player in the Kidswear industry walked away with the prestigious
lsquoBrand of the Yearrsquo 2007 Award in the Kidswear category at the APEX Awards organised by the Clothing Manufacturers Association of India (CMAI)
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
Target Segment Primarily aimed at 0-11 years age group which
caters to middle and premium segment
Products 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
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
Retail Formats Besides the exclusive stores the brand is
available in major chains like Shopperrsquos Stop Westside Lifestyle Ebony Pantaloons etc
The brand plans to tap the potential of South India and intends to open more exclusive stores by 2010
Lilliput has always been synonymous with quality design and high-end kid apparels that satiate the fashion desires of the urban children and parents
The Adventure wear ranges from shorts amp capris to t-shirts amp bermudas all available in earthy as well as bright colours
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 amp trousers for boys
The character wear includes character licensed clothing from the likes of movies as Bhoothnath Incredible Hulk Spiderman Iron Man and many more
The casual wear has a vast range from jeans t-shirt skirts tops to choose from in the age group of 0-12 years
Lilliput has launched their Spring-Summer 09 Collection With a mood board ranging from adventure amp sports to feminine frills amp trims classic indo western to capricious bling Lilliput Spring-Summer 09 is an exuberant concoction of colors creativity and fashion
Details of the Collection Infant Boys the collection themes range from Pirates Cars amp
Beachwear Fun words Sportswear Animals Cranes to Thomas The Engine amp friends
Infant Girls get to choose from Spring Olive Spring Floral Romantic Pink Spring Red Spring Mix n Match Spring Pink and Denim
Toddler Boys get a taste of the outdoors with Motor Bikes Automobiles Aqua and Tropical and Bob the Builder
Toddler Girls can look pretty with Fuschia Fancy Strawberry Punch Orange Sizzle Play with Peach Floral Charm Mauve Magic and Patch Passion
Junior Boys can have their pick from themes like Red Hoax Skull Marine Racer Mix n Match They can further throw caution to the wind with Ben 10 No Rules amp Marvel Heroes (Spider Man The Hulk amp Iron Man)
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 ndash The Glitterati Collection
CATMOSS Established in 2004 by Mr Ashwini Chawla Owned by Catmoss Kids wear the brand has gained
popularity in a very short span of time
Target Segment Catmoss stocks apparels (ethnic party wear and casuals) and accessories (towels bed sheets bibs)
for the just-borns to even sixteen-year olds Caters to the middle and premium segments
Products It manufactures all kinds of knitted and woven garments while the production of accessories is
outsourced It also offers ethnic wear like ldquoLehenga chunrirdquo and ldquoKurta paijamasrdquo in its product portfolio
The brand plans to introduce formal wear for young boys as well as an economy range in casual wear
Retail Formats The brand is sold through various large format stores besides its exclusive stores
Catmoss also is planning international ventures and in a big way going to Australia Gulf countries and Nepal
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
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
Jackets for the new-borns are also available The new summer collection moves between
fashion statement and casual comfort Catmoss vision is to redifine the outdated
upscale childrens 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
Double thread hemlines and stitchesEpallauttesPatchwork yokes
GINI amp JONY One of Indiarsquos leading manufacturers of premium lifestyle
Kidswear Business activities primarily includes designing
manufacturing branding and selling of readymade apparels and other lifestyle accessories for kids under their various brands
Gini amp Jony has a range of brands like GJ Jeans Palm Tree Levirsquos 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
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
Gini amp Jony bagged the award for lsquoMost Admired Kidswear Brandrsquo at the Lycra Images Fashion Awards 2006 for the fourth year in a row
Background and Evolution 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 amp Jony Limited
The company caters mainly to four segments through in-house brands as given below
Super premium segment - lsquoGini amp Jonyrsquo Premium segment - lsquoGJ JEANS UNLTDrsquo Mid-market segment - lsquoPalm Treersquo amp Red River Niche segment - lsquoGini amp Jony Knowledge Wearrsquo
Diverse and wide distribution channel forms the backbone of the selling and marketing strategy
The company is also vendor to schools in India for supply of quality school uniforms under the brand ldquoGini amp Jony ndash Knowledge Wearrdquo
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 ldquoLevirsquos Sykes Juniorrdquo
The company is also all India distributors of Benetton India Private Limited and Reebok India Company for their kidswear category in India
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
Target Segment Targets kids up to 16 yrs of age It is exclusively
positioned in the category of premium kids wear segment
UNITED COLORS OF BENETTON The Italian label was formally launched in India in 1992 as a 5050 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
Target Segment Targets kids up to 16 yrs of age It is exclusively positioned in the category of
premium kids wear segment
Products Benetton launched ldquoBaby on Boardrdquo store which targets mothers to be and
kids wear store in Gurgaon The ldquoBaby on Boardrdquo 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
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
Retail Formats 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 Zapp presents an exciting range of apparel accessories and lifestyle products for
kids between the age group of 4 to 14 years 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
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
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
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
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
Raymondrsquos brand Zapp has an exclusive kids loyalty programme
LIL TOMATOES Born in December 1995 Lil Tomatoes a brand of Gunno
Group of Industries PvtLtd The Lil 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 Lil 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
They specialize in an impressive range of seasonal options for lil boys and girls aged 1 to 14 years with an added range of accessories and toys
Lirsquol 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
LEVIS SYKES JUNIOR Levisreg Sykesreg Junior was launched in the Indian Market
by ldquoGINI amp JONY Ltdrdquo as a licensee in the premium Kids wear segment Currently the brand is made available at all major A class stores amp premium malls across the country
Levisreg Kids is International kids wear face of Levisreg Brand
Levisreg Sykesreg Junior is targeted to Metro and Class I towns SEC ndash A amp B+ parents with boys and girls aged between 6-14 with active outgoing and socially inclusive lifestyle
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
The Brand is made available in the price range of Rs 349- upto Rs1799-
PALM TREE 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
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
Palm tree symbolizes the free spirited and active lifestyle of a kid in the age group of 2 to 14
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
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 Rs795-
SPYKAR OYO 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
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
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 ndash upons in the denim wear and cotton category they create complete magic in the kids wear category
This venture Spykar compete with established kids wear brands such as Gini and Jony Ruff Lilliput and Raymonds 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
Allen Solly has announced the launch of kidswear a funky cool fun and stylish collection amp aims at playing a key role in the branded Kidswear segment
Allen Solly has launched its apparels in four collections namely lsquoColour My World Urban Holiday Sports Academy and Enchantedrsquo being built around the numerous occasions in a childs life
Strict quality parameters are followed including testing for saliva and perspiration color fastness They make merchandise child safe for eg care has been taken to not provide any draw string around the neck and wherever it is included - it confirms to specified lengthrdquo
WEEKENDER KIDS 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
bull It is quite an attraction for the fashion savvy tiny totsbull A national survey conducted by images magazine for kids wear
said that weekender came out tops in popularity and availability
bull weekender is more of the design rangebull Weekender began with a single basement outlet on
Bangalorersquos Residency Road in 1987 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
Weekender advertises on the Cartoon Network a channel exclusively for kids for its brand Toon World
Apart from advertising they also run special promotions like Kid Fashion shows in collaboration with the Cartoon Networklsquo
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
MARKET SIZE AND GROWTH
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
Urban kids apparel market comprises about 60 of the total kidswear market
Branded kidswear are well established in I tier cities and are now experiencing a good growth in II amp 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
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 Lirsquol Tomatoes and Ruff Kids are all set to take the international market by storm
According to industry estimates the organised kidswear market in India is around Rs 4000 crore and it is growing at 20-30
CHARACTERISTICS OF KIDSWEAR MARKETS
The market for kidswear is classified as follows
1048707 Infants (0 - 6 months) 1048707 Toddlers (7 months - 2 years) 1048707 Kids (3 - 8 Years) 1048707 Pre-teens (9 - 12 Years) Childrenrsquos wear is mainly on a seasonal
basis Highest sales figures are usually recorded during the months of August ndash September The average annual expenditure on kidswear is approximately Rs 3 857
For childrenrsquos 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 survey states that the maximum sales in childrenrsquos wear market comes from smaller towns like Patiala Bhatinda Coimbatore Phagwara and Sonepat
Generally stores that offer a wide range of selection at discounts and low prices attract more traffic
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
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 kidsrsquo television channels
Market share of the Major Apparel Segments (2007)
Total size Rs 122 400 crore
BRAND AWARENESSGnJ Benetton Lilliput Catmoss
Mean 2486 15714 3226 2714
Std Error 0111 00945 00891 015
Median 2 1 3 3
Mode 2 1 4 4
Std Dev 0928 07907 07454 1253
Variance 0862 06253 05557 1569
Kurtosis -0079 106 -109 -151
Skewness 032 13 -004 -0039
BRAND PERFORMANCE
FASHION INNOVATIONS
Use of cartoon characters in kidrsquos garments lsquoCharacter inspired merchandisingrsquo is emerging as one of the hottest market trends Mickey Mouse Powerpuff girls Spiderman Superman etc have all found their way into the kidswear market and are currently selling like hot cakes in the market
Coordinated Accessories This seasonrsquos style statement includes dressing up with accessories where everything from dress bag and hair clip is color and design coordinated
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 lsquoBack to Schoolrsquo promotion by Lifestyle
SUPPLY AND DISTRIBUTION In the domestic market the various
channels which are used to distribute the apparels are
bull Exclusive Brand Outlets (EBO)
bull Shop-in-Shops (SIS)
bull Multi Brand Outlets (MBO)
bull Distributors
LILLIPUT Set up in 1991 by the successful garment manufacturing and export enterprise called
ldquoAnand Internationalrdquo Lilliput has its presence in China Middle East amp 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 To produce quality kids wear the production facilities are equipped with more than 2000
modern machines Lilliput the dominant player in the Kidswear industry walked away with the prestigious
lsquoBrand of the Yearrsquo 2007 Award in the Kidswear category at the APEX Awards organised by the Clothing Manufacturers Association of India (CMAI)
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
Target Segment Primarily aimed at 0-11 years age group which
caters to middle and premium segment
Products 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
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
Retail Formats Besides the exclusive stores the brand is
available in major chains like Shopperrsquos Stop Westside Lifestyle Ebony Pantaloons etc
The brand plans to tap the potential of South India and intends to open more exclusive stores by 2010
Lilliput has always been synonymous with quality design and high-end kid apparels that satiate the fashion desires of the urban children and parents
The Adventure wear ranges from shorts amp capris to t-shirts amp bermudas all available in earthy as well as bright colours
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 amp trousers for boys
The character wear includes character licensed clothing from the likes of movies as Bhoothnath Incredible Hulk Spiderman Iron Man and many more
The casual wear has a vast range from jeans t-shirt skirts tops to choose from in the age group of 0-12 years
Lilliput has launched their Spring-Summer 09 Collection With a mood board ranging from adventure amp sports to feminine frills amp trims classic indo western to capricious bling Lilliput Spring-Summer 09 is an exuberant concoction of colors creativity and fashion
Details of the Collection Infant Boys the collection themes range from Pirates Cars amp
Beachwear Fun words Sportswear Animals Cranes to Thomas The Engine amp friends
Infant Girls get to choose from Spring Olive Spring Floral Romantic Pink Spring Red Spring Mix n Match Spring Pink and Denim
Toddler Boys get a taste of the outdoors with Motor Bikes Automobiles Aqua and Tropical and Bob the Builder
Toddler Girls can look pretty with Fuschia Fancy Strawberry Punch Orange Sizzle Play with Peach Floral Charm Mauve Magic and Patch Passion
Junior Boys can have their pick from themes like Red Hoax Skull Marine Racer Mix n Match They can further throw caution to the wind with Ben 10 No Rules amp Marvel Heroes (Spider Man The Hulk amp Iron Man)
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 ndash The Glitterati Collection
CATMOSS Established in 2004 by Mr Ashwini Chawla Owned by Catmoss Kids wear the brand has gained
popularity in a very short span of time
Target Segment Catmoss stocks apparels (ethnic party wear and casuals) and accessories (towels bed sheets bibs)
for the just-borns to even sixteen-year olds Caters to the middle and premium segments
Products It manufactures all kinds of knitted and woven garments while the production of accessories is
outsourced It also offers ethnic wear like ldquoLehenga chunrirdquo and ldquoKurta paijamasrdquo in its product portfolio
The brand plans to introduce formal wear for young boys as well as an economy range in casual wear
Retail Formats The brand is sold through various large format stores besides its exclusive stores
Catmoss also is planning international ventures and in a big way going to Australia Gulf countries and Nepal
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
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
Jackets for the new-borns are also available The new summer collection moves between
fashion statement and casual comfort Catmoss vision is to redifine the outdated
upscale childrens 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
Double thread hemlines and stitchesEpallauttesPatchwork yokes
GINI amp JONY One of Indiarsquos leading manufacturers of premium lifestyle
Kidswear Business activities primarily includes designing
manufacturing branding and selling of readymade apparels and other lifestyle accessories for kids under their various brands
Gini amp Jony has a range of brands like GJ Jeans Palm Tree Levirsquos 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
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
Gini amp Jony bagged the award for lsquoMost Admired Kidswear Brandrsquo at the Lycra Images Fashion Awards 2006 for the fourth year in a row
Background and Evolution 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 amp Jony Limited
The company caters mainly to four segments through in-house brands as given below
Super premium segment - lsquoGini amp Jonyrsquo Premium segment - lsquoGJ JEANS UNLTDrsquo Mid-market segment - lsquoPalm Treersquo amp Red River Niche segment - lsquoGini amp Jony Knowledge Wearrsquo
Diverse and wide distribution channel forms the backbone of the selling and marketing strategy
The company is also vendor to schools in India for supply of quality school uniforms under the brand ldquoGini amp Jony ndash Knowledge Wearrdquo
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 ldquoLevirsquos Sykes Juniorrdquo
The company is also all India distributors of Benetton India Private Limited and Reebok India Company for their kidswear category in India
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
Target Segment Targets kids up to 16 yrs of age It is exclusively
positioned in the category of premium kids wear segment
UNITED COLORS OF BENETTON The Italian label was formally launched in India in 1992 as a 5050 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
Target Segment Targets kids up to 16 yrs of age It is exclusively positioned in the category of
premium kids wear segment
Products Benetton launched ldquoBaby on Boardrdquo store which targets mothers to be and
kids wear store in Gurgaon The ldquoBaby on Boardrdquo 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
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
Retail Formats 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 Zapp presents an exciting range of apparel accessories and lifestyle products for
kids between the age group of 4 to 14 years 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
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
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
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
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
Raymondrsquos brand Zapp has an exclusive kids loyalty programme
LIL TOMATOES Born in December 1995 Lil Tomatoes a brand of Gunno
Group of Industries PvtLtd The Lil 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 Lil 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
They specialize in an impressive range of seasonal options for lil boys and girls aged 1 to 14 years with an added range of accessories and toys
Lirsquol 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
LEVIS SYKES JUNIOR Levisreg Sykesreg Junior was launched in the Indian Market
by ldquoGINI amp JONY Ltdrdquo as a licensee in the premium Kids wear segment Currently the brand is made available at all major A class stores amp premium malls across the country
Levisreg Kids is International kids wear face of Levisreg Brand
Levisreg Sykesreg Junior is targeted to Metro and Class I towns SEC ndash A amp B+ parents with boys and girls aged between 6-14 with active outgoing and socially inclusive lifestyle
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
The Brand is made available in the price range of Rs 349- upto Rs1799-
PALM TREE 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
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
Palm tree symbolizes the free spirited and active lifestyle of a kid in the age group of 2 to 14
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
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 Rs795-
SPYKAR OYO 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
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
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 ndash upons in the denim wear and cotton category they create complete magic in the kids wear category
This venture Spykar compete with established kids wear brands such as Gini and Jony Ruff Lilliput and Raymonds 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
Allen Solly has announced the launch of kidswear a funky cool fun and stylish collection amp aims at playing a key role in the branded Kidswear segment
Allen Solly has launched its apparels in four collections namely lsquoColour My World Urban Holiday Sports Academy and Enchantedrsquo being built around the numerous occasions in a childs life
Strict quality parameters are followed including testing for saliva and perspiration color fastness They make merchandise child safe for eg care has been taken to not provide any draw string around the neck and wherever it is included - it confirms to specified lengthrdquo
WEEKENDER KIDS 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
bull It is quite an attraction for the fashion savvy tiny totsbull A national survey conducted by images magazine for kids wear
said that weekender came out tops in popularity and availability
bull weekender is more of the design rangebull Weekender began with a single basement outlet on
Bangalorersquos Residency Road in 1987 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
Weekender advertises on the Cartoon Network a channel exclusively for kids for its brand Toon World
Apart from advertising they also run special promotions like Kid Fashion shows in collaboration with the Cartoon Networklsquo
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
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 Lirsquol Tomatoes and Ruff Kids are all set to take the international market by storm
According to industry estimates the organised kidswear market in India is around Rs 4000 crore and it is growing at 20-30
CHARACTERISTICS OF KIDSWEAR MARKETS
The market for kidswear is classified as follows
1048707 Infants (0 - 6 months) 1048707 Toddlers (7 months - 2 years) 1048707 Kids (3 - 8 Years) 1048707 Pre-teens (9 - 12 Years) Childrenrsquos wear is mainly on a seasonal
basis Highest sales figures are usually recorded during the months of August ndash September The average annual expenditure on kidswear is approximately Rs 3 857
For childrenrsquos 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 survey states that the maximum sales in childrenrsquos wear market comes from smaller towns like Patiala Bhatinda Coimbatore Phagwara and Sonepat
Generally stores that offer a wide range of selection at discounts and low prices attract more traffic
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
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 kidsrsquo television channels
Market share of the Major Apparel Segments (2007)
Total size Rs 122 400 crore
BRAND AWARENESSGnJ Benetton Lilliput Catmoss
Mean 2486 15714 3226 2714
Std Error 0111 00945 00891 015
Median 2 1 3 3
Mode 2 1 4 4
Std Dev 0928 07907 07454 1253
Variance 0862 06253 05557 1569
Kurtosis -0079 106 -109 -151
Skewness 032 13 -004 -0039
BRAND PERFORMANCE
FASHION INNOVATIONS
Use of cartoon characters in kidrsquos garments lsquoCharacter inspired merchandisingrsquo is emerging as one of the hottest market trends Mickey Mouse Powerpuff girls Spiderman Superman etc have all found their way into the kidswear market and are currently selling like hot cakes in the market
Coordinated Accessories This seasonrsquos style statement includes dressing up with accessories where everything from dress bag and hair clip is color and design coordinated
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 lsquoBack to Schoolrsquo promotion by Lifestyle
SUPPLY AND DISTRIBUTION In the domestic market the various
channels which are used to distribute the apparels are
bull Exclusive Brand Outlets (EBO)
bull Shop-in-Shops (SIS)
bull Multi Brand Outlets (MBO)
bull Distributors
LILLIPUT Set up in 1991 by the successful garment manufacturing and export enterprise called
ldquoAnand Internationalrdquo Lilliput has its presence in China Middle East amp 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 To produce quality kids wear the production facilities are equipped with more than 2000
modern machines Lilliput the dominant player in the Kidswear industry walked away with the prestigious
lsquoBrand of the Yearrsquo 2007 Award in the Kidswear category at the APEX Awards organised by the Clothing Manufacturers Association of India (CMAI)
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
Target Segment Primarily aimed at 0-11 years age group which
caters to middle and premium segment
Products 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
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
Retail Formats Besides the exclusive stores the brand is
available in major chains like Shopperrsquos Stop Westside Lifestyle Ebony Pantaloons etc
The brand plans to tap the potential of South India and intends to open more exclusive stores by 2010
Lilliput has always been synonymous with quality design and high-end kid apparels that satiate the fashion desires of the urban children and parents
The Adventure wear ranges from shorts amp capris to t-shirts amp bermudas all available in earthy as well as bright colours
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 amp trousers for boys
The character wear includes character licensed clothing from the likes of movies as Bhoothnath Incredible Hulk Spiderman Iron Man and many more
The casual wear has a vast range from jeans t-shirt skirts tops to choose from in the age group of 0-12 years
Lilliput has launched their Spring-Summer 09 Collection With a mood board ranging from adventure amp sports to feminine frills amp trims classic indo western to capricious bling Lilliput Spring-Summer 09 is an exuberant concoction of colors creativity and fashion
Details of the Collection Infant Boys the collection themes range from Pirates Cars amp
Beachwear Fun words Sportswear Animals Cranes to Thomas The Engine amp friends
Infant Girls get to choose from Spring Olive Spring Floral Romantic Pink Spring Red Spring Mix n Match Spring Pink and Denim
Toddler Boys get a taste of the outdoors with Motor Bikes Automobiles Aqua and Tropical and Bob the Builder
Toddler Girls can look pretty with Fuschia Fancy Strawberry Punch Orange Sizzle Play with Peach Floral Charm Mauve Magic and Patch Passion
Junior Boys can have their pick from themes like Red Hoax Skull Marine Racer Mix n Match They can further throw caution to the wind with Ben 10 No Rules amp Marvel Heroes (Spider Man The Hulk amp Iron Man)
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 ndash The Glitterati Collection
CATMOSS Established in 2004 by Mr Ashwini Chawla Owned by Catmoss Kids wear the brand has gained
popularity in a very short span of time
Target Segment Catmoss stocks apparels (ethnic party wear and casuals) and accessories (towels bed sheets bibs)
for the just-borns to even sixteen-year olds Caters to the middle and premium segments
Products It manufactures all kinds of knitted and woven garments while the production of accessories is
outsourced It also offers ethnic wear like ldquoLehenga chunrirdquo and ldquoKurta paijamasrdquo in its product portfolio
The brand plans to introduce formal wear for young boys as well as an economy range in casual wear
Retail Formats The brand is sold through various large format stores besides its exclusive stores
Catmoss also is planning international ventures and in a big way going to Australia Gulf countries and Nepal
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
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
Jackets for the new-borns are also available The new summer collection moves between
fashion statement and casual comfort Catmoss vision is to redifine the outdated
upscale childrens 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
Double thread hemlines and stitchesEpallauttesPatchwork yokes
GINI amp JONY One of Indiarsquos leading manufacturers of premium lifestyle
Kidswear Business activities primarily includes designing
manufacturing branding and selling of readymade apparels and other lifestyle accessories for kids under their various brands
Gini amp Jony has a range of brands like GJ Jeans Palm Tree Levirsquos 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
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
Gini amp Jony bagged the award for lsquoMost Admired Kidswear Brandrsquo at the Lycra Images Fashion Awards 2006 for the fourth year in a row
Background and Evolution 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 amp Jony Limited
The company caters mainly to four segments through in-house brands as given below
Super premium segment - lsquoGini amp Jonyrsquo Premium segment - lsquoGJ JEANS UNLTDrsquo Mid-market segment - lsquoPalm Treersquo amp Red River Niche segment - lsquoGini amp Jony Knowledge Wearrsquo
Diverse and wide distribution channel forms the backbone of the selling and marketing strategy
The company is also vendor to schools in India for supply of quality school uniforms under the brand ldquoGini amp Jony ndash Knowledge Wearrdquo
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 ldquoLevirsquos Sykes Juniorrdquo
The company is also all India distributors of Benetton India Private Limited and Reebok India Company for their kidswear category in India
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
Target Segment Targets kids up to 16 yrs of age It is exclusively
positioned in the category of premium kids wear segment
UNITED COLORS OF BENETTON The Italian label was formally launched in India in 1992 as a 5050 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
Target Segment Targets kids up to 16 yrs of age It is exclusively positioned in the category of
premium kids wear segment
Products Benetton launched ldquoBaby on Boardrdquo store which targets mothers to be and
kids wear store in Gurgaon The ldquoBaby on Boardrdquo 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
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
Retail Formats 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 Zapp presents an exciting range of apparel accessories and lifestyle products for
kids between the age group of 4 to 14 years 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
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
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
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
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
Raymondrsquos brand Zapp has an exclusive kids loyalty programme
LIL TOMATOES Born in December 1995 Lil Tomatoes a brand of Gunno
Group of Industries PvtLtd The Lil 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 Lil 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
They specialize in an impressive range of seasonal options for lil boys and girls aged 1 to 14 years with an added range of accessories and toys
Lirsquol 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
LEVIS SYKES JUNIOR Levisreg Sykesreg Junior was launched in the Indian Market
by ldquoGINI amp JONY Ltdrdquo as a licensee in the premium Kids wear segment Currently the brand is made available at all major A class stores amp premium malls across the country
Levisreg Kids is International kids wear face of Levisreg Brand
Levisreg Sykesreg Junior is targeted to Metro and Class I towns SEC ndash A amp B+ parents with boys and girls aged between 6-14 with active outgoing and socially inclusive lifestyle
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
The Brand is made available in the price range of Rs 349- upto Rs1799-
PALM TREE 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
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
Palm tree symbolizes the free spirited and active lifestyle of a kid in the age group of 2 to 14
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
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 Rs795-
SPYKAR OYO 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
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
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 ndash upons in the denim wear and cotton category they create complete magic in the kids wear category
This venture Spykar compete with established kids wear brands such as Gini and Jony Ruff Lilliput and Raymonds 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
Allen Solly has announced the launch of kidswear a funky cool fun and stylish collection amp aims at playing a key role in the branded Kidswear segment
Allen Solly has launched its apparels in four collections namely lsquoColour My World Urban Holiday Sports Academy and Enchantedrsquo being built around the numerous occasions in a childs life
Strict quality parameters are followed including testing for saliva and perspiration color fastness They make merchandise child safe for eg care has been taken to not provide any draw string around the neck and wherever it is included - it confirms to specified lengthrdquo
WEEKENDER KIDS 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
bull It is quite an attraction for the fashion savvy tiny totsbull A national survey conducted by images magazine for kids wear
said that weekender came out tops in popularity and availability
bull weekender is more of the design rangebull Weekender began with a single basement outlet on
Bangalorersquos Residency Road in 1987 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
Weekender advertises on the Cartoon Network a channel exclusively for kids for its brand Toon World
Apart from advertising they also run special promotions like Kid Fashion shows in collaboration with the Cartoon Networklsquo
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
CHARACTERISTICS OF KIDSWEAR MARKETS
The market for kidswear is classified as follows
1048707 Infants (0 - 6 months) 1048707 Toddlers (7 months - 2 years) 1048707 Kids (3 - 8 Years) 1048707 Pre-teens (9 - 12 Years) Childrenrsquos wear is mainly on a seasonal
basis Highest sales figures are usually recorded during the months of August ndash September The average annual expenditure on kidswear is approximately Rs 3 857
For childrenrsquos 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 survey states that the maximum sales in childrenrsquos wear market comes from smaller towns like Patiala Bhatinda Coimbatore Phagwara and Sonepat
Generally stores that offer a wide range of selection at discounts and low prices attract more traffic
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
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 kidsrsquo television channels
Market share of the Major Apparel Segments (2007)
Total size Rs 122 400 crore
BRAND AWARENESSGnJ Benetton Lilliput Catmoss
Mean 2486 15714 3226 2714
Std Error 0111 00945 00891 015
Median 2 1 3 3
Mode 2 1 4 4
Std Dev 0928 07907 07454 1253
Variance 0862 06253 05557 1569
Kurtosis -0079 106 -109 -151
Skewness 032 13 -004 -0039
BRAND PERFORMANCE
FASHION INNOVATIONS
Use of cartoon characters in kidrsquos garments lsquoCharacter inspired merchandisingrsquo is emerging as one of the hottest market trends Mickey Mouse Powerpuff girls Spiderman Superman etc have all found their way into the kidswear market and are currently selling like hot cakes in the market
Coordinated Accessories This seasonrsquos style statement includes dressing up with accessories where everything from dress bag and hair clip is color and design coordinated
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 lsquoBack to Schoolrsquo promotion by Lifestyle
SUPPLY AND DISTRIBUTION In the domestic market the various
channels which are used to distribute the apparels are
bull Exclusive Brand Outlets (EBO)
bull Shop-in-Shops (SIS)
bull Multi Brand Outlets (MBO)
bull Distributors
LILLIPUT Set up in 1991 by the successful garment manufacturing and export enterprise called
ldquoAnand Internationalrdquo Lilliput has its presence in China Middle East amp 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 To produce quality kids wear the production facilities are equipped with more than 2000
modern machines Lilliput the dominant player in the Kidswear industry walked away with the prestigious
lsquoBrand of the Yearrsquo 2007 Award in the Kidswear category at the APEX Awards organised by the Clothing Manufacturers Association of India (CMAI)
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
Target Segment Primarily aimed at 0-11 years age group which
caters to middle and premium segment
Products 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
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
Retail Formats Besides the exclusive stores the brand is
available in major chains like Shopperrsquos Stop Westside Lifestyle Ebony Pantaloons etc
The brand plans to tap the potential of South India and intends to open more exclusive stores by 2010
Lilliput has always been synonymous with quality design and high-end kid apparels that satiate the fashion desires of the urban children and parents
The Adventure wear ranges from shorts amp capris to t-shirts amp bermudas all available in earthy as well as bright colours
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 amp trousers for boys
The character wear includes character licensed clothing from the likes of movies as Bhoothnath Incredible Hulk Spiderman Iron Man and many more
The casual wear has a vast range from jeans t-shirt skirts tops to choose from in the age group of 0-12 years
Lilliput has launched their Spring-Summer 09 Collection With a mood board ranging from adventure amp sports to feminine frills amp trims classic indo western to capricious bling Lilliput Spring-Summer 09 is an exuberant concoction of colors creativity and fashion
Details of the Collection Infant Boys the collection themes range from Pirates Cars amp
Beachwear Fun words Sportswear Animals Cranes to Thomas The Engine amp friends
Infant Girls get to choose from Spring Olive Spring Floral Romantic Pink Spring Red Spring Mix n Match Spring Pink and Denim
Toddler Boys get a taste of the outdoors with Motor Bikes Automobiles Aqua and Tropical and Bob the Builder
Toddler Girls can look pretty with Fuschia Fancy Strawberry Punch Orange Sizzle Play with Peach Floral Charm Mauve Magic and Patch Passion
Junior Boys can have their pick from themes like Red Hoax Skull Marine Racer Mix n Match They can further throw caution to the wind with Ben 10 No Rules amp Marvel Heroes (Spider Man The Hulk amp Iron Man)
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 ndash The Glitterati Collection
CATMOSS Established in 2004 by Mr Ashwini Chawla Owned by Catmoss Kids wear the brand has gained
popularity in a very short span of time
Target Segment Catmoss stocks apparels (ethnic party wear and casuals) and accessories (towels bed sheets bibs)
for the just-borns to even sixteen-year olds Caters to the middle and premium segments
Products It manufactures all kinds of knitted and woven garments while the production of accessories is
outsourced It also offers ethnic wear like ldquoLehenga chunrirdquo and ldquoKurta paijamasrdquo in its product portfolio
The brand plans to introduce formal wear for young boys as well as an economy range in casual wear
Retail Formats The brand is sold through various large format stores besides its exclusive stores
Catmoss also is planning international ventures and in a big way going to Australia Gulf countries and Nepal
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
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
Jackets for the new-borns are also available The new summer collection moves between
fashion statement and casual comfort Catmoss vision is to redifine the outdated
upscale childrens 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
Double thread hemlines and stitchesEpallauttesPatchwork yokes
GINI amp JONY One of Indiarsquos leading manufacturers of premium lifestyle
Kidswear Business activities primarily includes designing
manufacturing branding and selling of readymade apparels and other lifestyle accessories for kids under their various brands
Gini amp Jony has a range of brands like GJ Jeans Palm Tree Levirsquos 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
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
Gini amp Jony bagged the award for lsquoMost Admired Kidswear Brandrsquo at the Lycra Images Fashion Awards 2006 for the fourth year in a row
Background and Evolution 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 amp Jony Limited
The company caters mainly to four segments through in-house brands as given below
Super premium segment - lsquoGini amp Jonyrsquo Premium segment - lsquoGJ JEANS UNLTDrsquo Mid-market segment - lsquoPalm Treersquo amp Red River Niche segment - lsquoGini amp Jony Knowledge Wearrsquo
Diverse and wide distribution channel forms the backbone of the selling and marketing strategy
The company is also vendor to schools in India for supply of quality school uniforms under the brand ldquoGini amp Jony ndash Knowledge Wearrdquo
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 ldquoLevirsquos Sykes Juniorrdquo
The company is also all India distributors of Benetton India Private Limited and Reebok India Company for their kidswear category in India
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
Target Segment Targets kids up to 16 yrs of age It is exclusively
positioned in the category of premium kids wear segment
UNITED COLORS OF BENETTON The Italian label was formally launched in India in 1992 as a 5050 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
Target Segment Targets kids up to 16 yrs of age It is exclusively positioned in the category of
premium kids wear segment
Products Benetton launched ldquoBaby on Boardrdquo store which targets mothers to be and
kids wear store in Gurgaon The ldquoBaby on Boardrdquo 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
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
Retail Formats 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 Zapp presents an exciting range of apparel accessories and lifestyle products for
kids between the age group of 4 to 14 years 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
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
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
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
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
Raymondrsquos brand Zapp has an exclusive kids loyalty programme
LIL TOMATOES Born in December 1995 Lil Tomatoes a brand of Gunno
Group of Industries PvtLtd The Lil 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 Lil 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
They specialize in an impressive range of seasonal options for lil boys and girls aged 1 to 14 years with an added range of accessories and toys
Lirsquol 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
LEVIS SYKES JUNIOR Levisreg Sykesreg Junior was launched in the Indian Market
by ldquoGINI amp JONY Ltdrdquo as a licensee in the premium Kids wear segment Currently the brand is made available at all major A class stores amp premium malls across the country
Levisreg Kids is International kids wear face of Levisreg Brand
Levisreg Sykesreg Junior is targeted to Metro and Class I towns SEC ndash A amp B+ parents with boys and girls aged between 6-14 with active outgoing and socially inclusive lifestyle
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
The Brand is made available in the price range of Rs 349- upto Rs1799-
PALM TREE 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
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
Palm tree symbolizes the free spirited and active lifestyle of a kid in the age group of 2 to 14
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
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 Rs795-
SPYKAR OYO 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
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
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 ndash upons in the denim wear and cotton category they create complete magic in the kids wear category
This venture Spykar compete with established kids wear brands such as Gini and Jony Ruff Lilliput and Raymonds 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
Allen Solly has announced the launch of kidswear a funky cool fun and stylish collection amp aims at playing a key role in the branded Kidswear segment
Allen Solly has launched its apparels in four collections namely lsquoColour My World Urban Holiday Sports Academy and Enchantedrsquo being built around the numerous occasions in a childs life
Strict quality parameters are followed including testing for saliva and perspiration color fastness They make merchandise child safe for eg care has been taken to not provide any draw string around the neck and wherever it is included - it confirms to specified lengthrdquo
WEEKENDER KIDS 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
bull It is quite an attraction for the fashion savvy tiny totsbull A national survey conducted by images magazine for kids wear
said that weekender came out tops in popularity and availability
bull weekender is more of the design rangebull Weekender began with a single basement outlet on
Bangalorersquos Residency Road in 1987 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
Weekender advertises on the Cartoon Network a channel exclusively for kids for its brand Toon World
Apart from advertising they also run special promotions like Kid Fashion shows in collaboration with the Cartoon Networklsquo
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
For childrenrsquos 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 survey states that the maximum sales in childrenrsquos wear market comes from smaller towns like Patiala Bhatinda Coimbatore Phagwara and Sonepat
Generally stores that offer a wide range of selection at discounts and low prices attract more traffic
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
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 kidsrsquo television channels
Market share of the Major Apparel Segments (2007)
Total size Rs 122 400 crore
BRAND AWARENESSGnJ Benetton Lilliput Catmoss
Mean 2486 15714 3226 2714
Std Error 0111 00945 00891 015
Median 2 1 3 3
Mode 2 1 4 4
Std Dev 0928 07907 07454 1253
Variance 0862 06253 05557 1569
Kurtosis -0079 106 -109 -151
Skewness 032 13 -004 -0039
BRAND PERFORMANCE
FASHION INNOVATIONS
Use of cartoon characters in kidrsquos garments lsquoCharacter inspired merchandisingrsquo is emerging as one of the hottest market trends Mickey Mouse Powerpuff girls Spiderman Superman etc have all found their way into the kidswear market and are currently selling like hot cakes in the market
Coordinated Accessories This seasonrsquos style statement includes dressing up with accessories where everything from dress bag and hair clip is color and design coordinated
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 lsquoBack to Schoolrsquo promotion by Lifestyle
SUPPLY AND DISTRIBUTION In the domestic market the various
channels which are used to distribute the apparels are
bull Exclusive Brand Outlets (EBO)
bull Shop-in-Shops (SIS)
bull Multi Brand Outlets (MBO)
bull Distributors
LILLIPUT Set up in 1991 by the successful garment manufacturing and export enterprise called
ldquoAnand Internationalrdquo Lilliput has its presence in China Middle East amp 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 To produce quality kids wear the production facilities are equipped with more than 2000
modern machines Lilliput the dominant player in the Kidswear industry walked away with the prestigious
lsquoBrand of the Yearrsquo 2007 Award in the Kidswear category at the APEX Awards organised by the Clothing Manufacturers Association of India (CMAI)
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
Target Segment Primarily aimed at 0-11 years age group which
caters to middle and premium segment
Products 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
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
Retail Formats Besides the exclusive stores the brand is
available in major chains like Shopperrsquos Stop Westside Lifestyle Ebony Pantaloons etc
The brand plans to tap the potential of South India and intends to open more exclusive stores by 2010
Lilliput has always been synonymous with quality design and high-end kid apparels that satiate the fashion desires of the urban children and parents
The Adventure wear ranges from shorts amp capris to t-shirts amp bermudas all available in earthy as well as bright colours
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 amp trousers for boys
The character wear includes character licensed clothing from the likes of movies as Bhoothnath Incredible Hulk Spiderman Iron Man and many more
The casual wear has a vast range from jeans t-shirt skirts tops to choose from in the age group of 0-12 years
Lilliput has launched their Spring-Summer 09 Collection With a mood board ranging from adventure amp sports to feminine frills amp trims classic indo western to capricious bling Lilliput Spring-Summer 09 is an exuberant concoction of colors creativity and fashion
Details of the Collection Infant Boys the collection themes range from Pirates Cars amp
Beachwear Fun words Sportswear Animals Cranes to Thomas The Engine amp friends
Infant Girls get to choose from Spring Olive Spring Floral Romantic Pink Spring Red Spring Mix n Match Spring Pink and Denim
Toddler Boys get a taste of the outdoors with Motor Bikes Automobiles Aqua and Tropical and Bob the Builder
Toddler Girls can look pretty with Fuschia Fancy Strawberry Punch Orange Sizzle Play with Peach Floral Charm Mauve Magic and Patch Passion
Junior Boys can have their pick from themes like Red Hoax Skull Marine Racer Mix n Match They can further throw caution to the wind with Ben 10 No Rules amp Marvel Heroes (Spider Man The Hulk amp Iron Man)
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 ndash The Glitterati Collection
CATMOSS Established in 2004 by Mr Ashwini Chawla Owned by Catmoss Kids wear the brand has gained
popularity in a very short span of time
Target Segment Catmoss stocks apparels (ethnic party wear and casuals) and accessories (towels bed sheets bibs)
for the just-borns to even sixteen-year olds Caters to the middle and premium segments
Products It manufactures all kinds of knitted and woven garments while the production of accessories is
outsourced It also offers ethnic wear like ldquoLehenga chunrirdquo and ldquoKurta paijamasrdquo in its product portfolio
The brand plans to introduce formal wear for young boys as well as an economy range in casual wear
Retail Formats The brand is sold through various large format stores besides its exclusive stores
Catmoss also is planning international ventures and in a big way going to Australia Gulf countries and Nepal
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
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
Jackets for the new-borns are also available The new summer collection moves between
fashion statement and casual comfort Catmoss vision is to redifine the outdated
upscale childrens 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
Double thread hemlines and stitchesEpallauttesPatchwork yokes
GINI amp JONY One of Indiarsquos leading manufacturers of premium lifestyle
Kidswear Business activities primarily includes designing
manufacturing branding and selling of readymade apparels and other lifestyle accessories for kids under their various brands
Gini amp Jony has a range of brands like GJ Jeans Palm Tree Levirsquos 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
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
Gini amp Jony bagged the award for lsquoMost Admired Kidswear Brandrsquo at the Lycra Images Fashion Awards 2006 for the fourth year in a row
Background and Evolution 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 amp Jony Limited
The company caters mainly to four segments through in-house brands as given below
Super premium segment - lsquoGini amp Jonyrsquo Premium segment - lsquoGJ JEANS UNLTDrsquo Mid-market segment - lsquoPalm Treersquo amp Red River Niche segment - lsquoGini amp Jony Knowledge Wearrsquo
Diverse and wide distribution channel forms the backbone of the selling and marketing strategy
The company is also vendor to schools in India for supply of quality school uniforms under the brand ldquoGini amp Jony ndash Knowledge Wearrdquo
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 ldquoLevirsquos Sykes Juniorrdquo
The company is also all India distributors of Benetton India Private Limited and Reebok India Company for their kidswear category in India
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
Target Segment Targets kids up to 16 yrs of age It is exclusively
positioned in the category of premium kids wear segment
UNITED COLORS OF BENETTON The Italian label was formally launched in India in 1992 as a 5050 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
Target Segment Targets kids up to 16 yrs of age It is exclusively positioned in the category of
premium kids wear segment
Products Benetton launched ldquoBaby on Boardrdquo store which targets mothers to be and
kids wear store in Gurgaon The ldquoBaby on Boardrdquo 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
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
Retail Formats 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 Zapp presents an exciting range of apparel accessories and lifestyle products for
kids between the age group of 4 to 14 years 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
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
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
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
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
Raymondrsquos brand Zapp has an exclusive kids loyalty programme
LIL TOMATOES Born in December 1995 Lil Tomatoes a brand of Gunno
Group of Industries PvtLtd The Lil 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 Lil 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
They specialize in an impressive range of seasonal options for lil boys and girls aged 1 to 14 years with an added range of accessories and toys
Lirsquol 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
LEVIS SYKES JUNIOR Levisreg Sykesreg Junior was launched in the Indian Market
by ldquoGINI amp JONY Ltdrdquo as a licensee in the premium Kids wear segment Currently the brand is made available at all major A class stores amp premium malls across the country
Levisreg Kids is International kids wear face of Levisreg Brand
Levisreg Sykesreg Junior is targeted to Metro and Class I towns SEC ndash A amp B+ parents with boys and girls aged between 6-14 with active outgoing and socially inclusive lifestyle
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
The Brand is made available in the price range of Rs 349- upto Rs1799-
PALM TREE 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
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
Palm tree symbolizes the free spirited and active lifestyle of a kid in the age group of 2 to 14
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
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 Rs795-
SPYKAR OYO 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
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
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 ndash upons in the denim wear and cotton category they create complete magic in the kids wear category
This venture Spykar compete with established kids wear brands such as Gini and Jony Ruff Lilliput and Raymonds 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
Allen Solly has announced the launch of kidswear a funky cool fun and stylish collection amp aims at playing a key role in the branded Kidswear segment
Allen Solly has launched its apparels in four collections namely lsquoColour My World Urban Holiday Sports Academy and Enchantedrsquo being built around the numerous occasions in a childs life
Strict quality parameters are followed including testing for saliva and perspiration color fastness They make merchandise child safe for eg care has been taken to not provide any draw string around the neck and wherever it is included - it confirms to specified lengthrdquo
WEEKENDER KIDS 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
bull It is quite an attraction for the fashion savvy tiny totsbull A national survey conducted by images magazine for kids wear
said that weekender came out tops in popularity and availability
bull weekender is more of the design rangebull Weekender began with a single basement outlet on
Bangalorersquos Residency Road in 1987 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
Weekender advertises on the Cartoon Network a channel exclusively for kids for its brand Toon World
Apart from advertising they also run special promotions like Kid Fashion shows in collaboration with the Cartoon Networklsquo
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
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
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 kidsrsquo television channels
Market share of the Major Apparel Segments (2007)
Total size Rs 122 400 crore
BRAND AWARENESSGnJ Benetton Lilliput Catmoss
Mean 2486 15714 3226 2714
Std Error 0111 00945 00891 015
Median 2 1 3 3
Mode 2 1 4 4
Std Dev 0928 07907 07454 1253
Variance 0862 06253 05557 1569
Kurtosis -0079 106 -109 -151
Skewness 032 13 -004 -0039
BRAND PERFORMANCE
FASHION INNOVATIONS
Use of cartoon characters in kidrsquos garments lsquoCharacter inspired merchandisingrsquo is emerging as one of the hottest market trends Mickey Mouse Powerpuff girls Spiderman Superman etc have all found their way into the kidswear market and are currently selling like hot cakes in the market
Coordinated Accessories This seasonrsquos style statement includes dressing up with accessories where everything from dress bag and hair clip is color and design coordinated
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 lsquoBack to Schoolrsquo promotion by Lifestyle
SUPPLY AND DISTRIBUTION In the domestic market the various
channels which are used to distribute the apparels are
bull Exclusive Brand Outlets (EBO)
bull Shop-in-Shops (SIS)
bull Multi Brand Outlets (MBO)
bull Distributors
LILLIPUT Set up in 1991 by the successful garment manufacturing and export enterprise called
ldquoAnand Internationalrdquo Lilliput has its presence in China Middle East amp 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 To produce quality kids wear the production facilities are equipped with more than 2000
modern machines Lilliput the dominant player in the Kidswear industry walked away with the prestigious
lsquoBrand of the Yearrsquo 2007 Award in the Kidswear category at the APEX Awards organised by the Clothing Manufacturers Association of India (CMAI)
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
Target Segment Primarily aimed at 0-11 years age group which
caters to middle and premium segment
Products 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
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
Retail Formats Besides the exclusive stores the brand is
available in major chains like Shopperrsquos Stop Westside Lifestyle Ebony Pantaloons etc
The brand plans to tap the potential of South India and intends to open more exclusive stores by 2010
Lilliput has always been synonymous with quality design and high-end kid apparels that satiate the fashion desires of the urban children and parents
The Adventure wear ranges from shorts amp capris to t-shirts amp bermudas all available in earthy as well as bright colours
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 amp trousers for boys
The character wear includes character licensed clothing from the likes of movies as Bhoothnath Incredible Hulk Spiderman Iron Man and many more
The casual wear has a vast range from jeans t-shirt skirts tops to choose from in the age group of 0-12 years
Lilliput has launched their Spring-Summer 09 Collection With a mood board ranging from adventure amp sports to feminine frills amp trims classic indo western to capricious bling Lilliput Spring-Summer 09 is an exuberant concoction of colors creativity and fashion
Details of the Collection Infant Boys the collection themes range from Pirates Cars amp
Beachwear Fun words Sportswear Animals Cranes to Thomas The Engine amp friends
Infant Girls get to choose from Spring Olive Spring Floral Romantic Pink Spring Red Spring Mix n Match Spring Pink and Denim
Toddler Boys get a taste of the outdoors with Motor Bikes Automobiles Aqua and Tropical and Bob the Builder
Toddler Girls can look pretty with Fuschia Fancy Strawberry Punch Orange Sizzle Play with Peach Floral Charm Mauve Magic and Patch Passion
Junior Boys can have their pick from themes like Red Hoax Skull Marine Racer Mix n Match They can further throw caution to the wind with Ben 10 No Rules amp Marvel Heroes (Spider Man The Hulk amp Iron Man)
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 ndash The Glitterati Collection
CATMOSS Established in 2004 by Mr Ashwini Chawla Owned by Catmoss Kids wear the brand has gained
popularity in a very short span of time
Target Segment Catmoss stocks apparels (ethnic party wear and casuals) and accessories (towels bed sheets bibs)
for the just-borns to even sixteen-year olds Caters to the middle and premium segments
Products It manufactures all kinds of knitted and woven garments while the production of accessories is
outsourced It also offers ethnic wear like ldquoLehenga chunrirdquo and ldquoKurta paijamasrdquo in its product portfolio
The brand plans to introduce formal wear for young boys as well as an economy range in casual wear
Retail Formats The brand is sold through various large format stores besides its exclusive stores
Catmoss also is planning international ventures and in a big way going to Australia Gulf countries and Nepal
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
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
Jackets for the new-borns are also available The new summer collection moves between
fashion statement and casual comfort Catmoss vision is to redifine the outdated
upscale childrens 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
Double thread hemlines and stitchesEpallauttesPatchwork yokes
GINI amp JONY One of Indiarsquos leading manufacturers of premium lifestyle
Kidswear Business activities primarily includes designing
manufacturing branding and selling of readymade apparels and other lifestyle accessories for kids under their various brands
Gini amp Jony has a range of brands like GJ Jeans Palm Tree Levirsquos 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
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
Gini amp Jony bagged the award for lsquoMost Admired Kidswear Brandrsquo at the Lycra Images Fashion Awards 2006 for the fourth year in a row
Background and Evolution 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 amp Jony Limited
The company caters mainly to four segments through in-house brands as given below
Super premium segment - lsquoGini amp Jonyrsquo Premium segment - lsquoGJ JEANS UNLTDrsquo Mid-market segment - lsquoPalm Treersquo amp Red River Niche segment - lsquoGini amp Jony Knowledge Wearrsquo
Diverse and wide distribution channel forms the backbone of the selling and marketing strategy
The company is also vendor to schools in India for supply of quality school uniforms under the brand ldquoGini amp Jony ndash Knowledge Wearrdquo
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 ldquoLevirsquos Sykes Juniorrdquo
The company is also all India distributors of Benetton India Private Limited and Reebok India Company for their kidswear category in India
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
Target Segment Targets kids up to 16 yrs of age It is exclusively
positioned in the category of premium kids wear segment
UNITED COLORS OF BENETTON The Italian label was formally launched in India in 1992 as a 5050 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
Target Segment Targets kids up to 16 yrs of age It is exclusively positioned in the category of
premium kids wear segment
Products Benetton launched ldquoBaby on Boardrdquo store which targets mothers to be and
kids wear store in Gurgaon The ldquoBaby on Boardrdquo 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
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
Retail Formats 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 Zapp presents an exciting range of apparel accessories and lifestyle products for
kids between the age group of 4 to 14 years 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
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
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
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
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
Raymondrsquos brand Zapp has an exclusive kids loyalty programme
LIL TOMATOES Born in December 1995 Lil Tomatoes a brand of Gunno
Group of Industries PvtLtd The Lil 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 Lil 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
They specialize in an impressive range of seasonal options for lil boys and girls aged 1 to 14 years with an added range of accessories and toys
Lirsquol 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
LEVIS SYKES JUNIOR Levisreg Sykesreg Junior was launched in the Indian Market
by ldquoGINI amp JONY Ltdrdquo as a licensee in the premium Kids wear segment Currently the brand is made available at all major A class stores amp premium malls across the country
Levisreg Kids is International kids wear face of Levisreg Brand
Levisreg Sykesreg Junior is targeted to Metro and Class I towns SEC ndash A amp B+ parents with boys and girls aged between 6-14 with active outgoing and socially inclusive lifestyle
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
The Brand is made available in the price range of Rs 349- upto Rs1799-
PALM TREE 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
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
Palm tree symbolizes the free spirited and active lifestyle of a kid in the age group of 2 to 14
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
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 Rs795-
SPYKAR OYO 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
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
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 ndash upons in the denim wear and cotton category they create complete magic in the kids wear category
This venture Spykar compete with established kids wear brands such as Gini and Jony Ruff Lilliput and Raymonds 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
Allen Solly has announced the launch of kidswear a funky cool fun and stylish collection amp aims at playing a key role in the branded Kidswear segment
Allen Solly has launched its apparels in four collections namely lsquoColour My World Urban Holiday Sports Academy and Enchantedrsquo being built around the numerous occasions in a childs life
Strict quality parameters are followed including testing for saliva and perspiration color fastness They make merchandise child safe for eg care has been taken to not provide any draw string around the neck and wherever it is included - it confirms to specified lengthrdquo
WEEKENDER KIDS 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
bull It is quite an attraction for the fashion savvy tiny totsbull A national survey conducted by images magazine for kids wear
said that weekender came out tops in popularity and availability
bull weekender is more of the design rangebull Weekender began with a single basement outlet on
Bangalorersquos Residency Road in 1987 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
Weekender advertises on the Cartoon Network a channel exclusively for kids for its brand Toon World
Apart from advertising they also run special promotions like Kid Fashion shows in collaboration with the Cartoon Networklsquo
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
Market share of the Major Apparel Segments (2007)
Total size Rs 122 400 crore
BRAND AWARENESSGnJ Benetton Lilliput Catmoss
Mean 2486 15714 3226 2714
Std Error 0111 00945 00891 015
Median 2 1 3 3
Mode 2 1 4 4
Std Dev 0928 07907 07454 1253
Variance 0862 06253 05557 1569
Kurtosis -0079 106 -109 -151
Skewness 032 13 -004 -0039
BRAND PERFORMANCE
FASHION INNOVATIONS
Use of cartoon characters in kidrsquos garments lsquoCharacter inspired merchandisingrsquo is emerging as one of the hottest market trends Mickey Mouse Powerpuff girls Spiderman Superman etc have all found their way into the kidswear market and are currently selling like hot cakes in the market
Coordinated Accessories This seasonrsquos style statement includes dressing up with accessories where everything from dress bag and hair clip is color and design coordinated
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 lsquoBack to Schoolrsquo promotion by Lifestyle
SUPPLY AND DISTRIBUTION In the domestic market the various
channels which are used to distribute the apparels are
bull Exclusive Brand Outlets (EBO)
bull Shop-in-Shops (SIS)
bull Multi Brand Outlets (MBO)
bull Distributors
LILLIPUT Set up in 1991 by the successful garment manufacturing and export enterprise called
ldquoAnand Internationalrdquo Lilliput has its presence in China Middle East amp 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 To produce quality kids wear the production facilities are equipped with more than 2000
modern machines Lilliput the dominant player in the Kidswear industry walked away with the prestigious
lsquoBrand of the Yearrsquo 2007 Award in the Kidswear category at the APEX Awards organised by the Clothing Manufacturers Association of India (CMAI)
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
Target Segment Primarily aimed at 0-11 years age group which
caters to middle and premium segment
Products 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
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
Retail Formats Besides the exclusive stores the brand is
available in major chains like Shopperrsquos Stop Westside Lifestyle Ebony Pantaloons etc
The brand plans to tap the potential of South India and intends to open more exclusive stores by 2010
Lilliput has always been synonymous with quality design and high-end kid apparels that satiate the fashion desires of the urban children and parents
The Adventure wear ranges from shorts amp capris to t-shirts amp bermudas all available in earthy as well as bright colours
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 amp trousers for boys
The character wear includes character licensed clothing from the likes of movies as Bhoothnath Incredible Hulk Spiderman Iron Man and many more
The casual wear has a vast range from jeans t-shirt skirts tops to choose from in the age group of 0-12 years
Lilliput has launched their Spring-Summer 09 Collection With a mood board ranging from adventure amp sports to feminine frills amp trims classic indo western to capricious bling Lilliput Spring-Summer 09 is an exuberant concoction of colors creativity and fashion
Details of the Collection Infant Boys the collection themes range from Pirates Cars amp
Beachwear Fun words Sportswear Animals Cranes to Thomas The Engine amp friends
Infant Girls get to choose from Spring Olive Spring Floral Romantic Pink Spring Red Spring Mix n Match Spring Pink and Denim
Toddler Boys get a taste of the outdoors with Motor Bikes Automobiles Aqua and Tropical and Bob the Builder
Toddler Girls can look pretty with Fuschia Fancy Strawberry Punch Orange Sizzle Play with Peach Floral Charm Mauve Magic and Patch Passion
Junior Boys can have their pick from themes like Red Hoax Skull Marine Racer Mix n Match They can further throw caution to the wind with Ben 10 No Rules amp Marvel Heroes (Spider Man The Hulk amp Iron Man)
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 ndash The Glitterati Collection
CATMOSS Established in 2004 by Mr Ashwini Chawla Owned by Catmoss Kids wear the brand has gained
popularity in a very short span of time
Target Segment Catmoss stocks apparels (ethnic party wear and casuals) and accessories (towels bed sheets bibs)
for the just-borns to even sixteen-year olds Caters to the middle and premium segments
Products It manufactures all kinds of knitted and woven garments while the production of accessories is
outsourced It also offers ethnic wear like ldquoLehenga chunrirdquo and ldquoKurta paijamasrdquo in its product portfolio
The brand plans to introduce formal wear for young boys as well as an economy range in casual wear
Retail Formats The brand is sold through various large format stores besides its exclusive stores
Catmoss also is planning international ventures and in a big way going to Australia Gulf countries and Nepal
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
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
Jackets for the new-borns are also available The new summer collection moves between
fashion statement and casual comfort Catmoss vision is to redifine the outdated
upscale childrens 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
Double thread hemlines and stitchesEpallauttesPatchwork yokes
GINI amp JONY One of Indiarsquos leading manufacturers of premium lifestyle
Kidswear Business activities primarily includes designing
manufacturing branding and selling of readymade apparels and other lifestyle accessories for kids under their various brands
Gini amp Jony has a range of brands like GJ Jeans Palm Tree Levirsquos 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
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
Gini amp Jony bagged the award for lsquoMost Admired Kidswear Brandrsquo at the Lycra Images Fashion Awards 2006 for the fourth year in a row
Background and Evolution 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 amp Jony Limited
The company caters mainly to four segments through in-house brands as given below
Super premium segment - lsquoGini amp Jonyrsquo Premium segment - lsquoGJ JEANS UNLTDrsquo Mid-market segment - lsquoPalm Treersquo amp Red River Niche segment - lsquoGini amp Jony Knowledge Wearrsquo
Diverse and wide distribution channel forms the backbone of the selling and marketing strategy
The company is also vendor to schools in India for supply of quality school uniforms under the brand ldquoGini amp Jony ndash Knowledge Wearrdquo
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 ldquoLevirsquos Sykes Juniorrdquo
The company is also all India distributors of Benetton India Private Limited and Reebok India Company for their kidswear category in India
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
Target Segment Targets kids up to 16 yrs of age It is exclusively
positioned in the category of premium kids wear segment
UNITED COLORS OF BENETTON The Italian label was formally launched in India in 1992 as a 5050 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
Target Segment Targets kids up to 16 yrs of age It is exclusively positioned in the category of
premium kids wear segment
Products Benetton launched ldquoBaby on Boardrdquo store which targets mothers to be and
kids wear store in Gurgaon The ldquoBaby on Boardrdquo 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
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
Retail Formats 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 Zapp presents an exciting range of apparel accessories and lifestyle products for
kids between the age group of 4 to 14 years 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
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
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
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
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
Raymondrsquos brand Zapp has an exclusive kids loyalty programme
LIL TOMATOES Born in December 1995 Lil Tomatoes a brand of Gunno
Group of Industries PvtLtd The Lil 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 Lil 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
They specialize in an impressive range of seasonal options for lil boys and girls aged 1 to 14 years with an added range of accessories and toys
Lirsquol 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
LEVIS SYKES JUNIOR Levisreg Sykesreg Junior was launched in the Indian Market
by ldquoGINI amp JONY Ltdrdquo as a licensee in the premium Kids wear segment Currently the brand is made available at all major A class stores amp premium malls across the country
Levisreg Kids is International kids wear face of Levisreg Brand
Levisreg Sykesreg Junior is targeted to Metro and Class I towns SEC ndash A amp B+ parents with boys and girls aged between 6-14 with active outgoing and socially inclusive lifestyle
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
The Brand is made available in the price range of Rs 349- upto Rs1799-
PALM TREE 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
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
Palm tree symbolizes the free spirited and active lifestyle of a kid in the age group of 2 to 14
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
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 Rs795-
SPYKAR OYO 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
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
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 ndash upons in the denim wear and cotton category they create complete magic in the kids wear category
This venture Spykar compete with established kids wear brands such as Gini and Jony Ruff Lilliput and Raymonds 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
Allen Solly has announced the launch of kidswear a funky cool fun and stylish collection amp aims at playing a key role in the branded Kidswear segment
Allen Solly has launched its apparels in four collections namely lsquoColour My World Urban Holiday Sports Academy and Enchantedrsquo being built around the numerous occasions in a childs life
Strict quality parameters are followed including testing for saliva and perspiration color fastness They make merchandise child safe for eg care has been taken to not provide any draw string around the neck and wherever it is included - it confirms to specified lengthrdquo
WEEKENDER KIDS 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
bull It is quite an attraction for the fashion savvy tiny totsbull A national survey conducted by images magazine for kids wear
said that weekender came out tops in popularity and availability
bull weekender is more of the design rangebull Weekender began with a single basement outlet on
Bangalorersquos Residency Road in 1987 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
Weekender advertises on the Cartoon Network a channel exclusively for kids for its brand Toon World
Apart from advertising they also run special promotions like Kid Fashion shows in collaboration with the Cartoon Networklsquo
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
BRAND AWARENESSGnJ Benetton Lilliput Catmoss
Mean 2486 15714 3226 2714
Std Error 0111 00945 00891 015
Median 2 1 3 3
Mode 2 1 4 4
Std Dev 0928 07907 07454 1253
Variance 0862 06253 05557 1569
Kurtosis -0079 106 -109 -151
Skewness 032 13 -004 -0039
BRAND PERFORMANCE
FASHION INNOVATIONS
Use of cartoon characters in kidrsquos garments lsquoCharacter inspired merchandisingrsquo is emerging as one of the hottest market trends Mickey Mouse Powerpuff girls Spiderman Superman etc have all found their way into the kidswear market and are currently selling like hot cakes in the market
Coordinated Accessories This seasonrsquos style statement includes dressing up with accessories where everything from dress bag and hair clip is color and design coordinated
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 lsquoBack to Schoolrsquo promotion by Lifestyle
SUPPLY AND DISTRIBUTION In the domestic market the various
channels which are used to distribute the apparels are
bull Exclusive Brand Outlets (EBO)
bull Shop-in-Shops (SIS)
bull Multi Brand Outlets (MBO)
bull Distributors
LILLIPUT Set up in 1991 by the successful garment manufacturing and export enterprise called
ldquoAnand Internationalrdquo Lilliput has its presence in China Middle East amp 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 To produce quality kids wear the production facilities are equipped with more than 2000
modern machines Lilliput the dominant player in the Kidswear industry walked away with the prestigious
lsquoBrand of the Yearrsquo 2007 Award in the Kidswear category at the APEX Awards organised by the Clothing Manufacturers Association of India (CMAI)
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
Target Segment Primarily aimed at 0-11 years age group which
caters to middle and premium segment
Products 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
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
Retail Formats Besides the exclusive stores the brand is
available in major chains like Shopperrsquos Stop Westside Lifestyle Ebony Pantaloons etc
The brand plans to tap the potential of South India and intends to open more exclusive stores by 2010
Lilliput has always been synonymous with quality design and high-end kid apparels that satiate the fashion desires of the urban children and parents
The Adventure wear ranges from shorts amp capris to t-shirts amp bermudas all available in earthy as well as bright colours
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 amp trousers for boys
The character wear includes character licensed clothing from the likes of movies as Bhoothnath Incredible Hulk Spiderman Iron Man and many more
The casual wear has a vast range from jeans t-shirt skirts tops to choose from in the age group of 0-12 years
Lilliput has launched their Spring-Summer 09 Collection With a mood board ranging from adventure amp sports to feminine frills amp trims classic indo western to capricious bling Lilliput Spring-Summer 09 is an exuberant concoction of colors creativity and fashion
Details of the Collection Infant Boys the collection themes range from Pirates Cars amp
Beachwear Fun words Sportswear Animals Cranes to Thomas The Engine amp friends
Infant Girls get to choose from Spring Olive Spring Floral Romantic Pink Spring Red Spring Mix n Match Spring Pink and Denim
Toddler Boys get a taste of the outdoors with Motor Bikes Automobiles Aqua and Tropical and Bob the Builder
Toddler Girls can look pretty with Fuschia Fancy Strawberry Punch Orange Sizzle Play with Peach Floral Charm Mauve Magic and Patch Passion
Junior Boys can have their pick from themes like Red Hoax Skull Marine Racer Mix n Match They can further throw caution to the wind with Ben 10 No Rules amp Marvel Heroes (Spider Man The Hulk amp Iron Man)
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 ndash The Glitterati Collection
CATMOSS Established in 2004 by Mr Ashwini Chawla Owned by Catmoss Kids wear the brand has gained
popularity in a very short span of time
Target Segment Catmoss stocks apparels (ethnic party wear and casuals) and accessories (towels bed sheets bibs)
for the just-borns to even sixteen-year olds Caters to the middle and premium segments
Products It manufactures all kinds of knitted and woven garments while the production of accessories is
outsourced It also offers ethnic wear like ldquoLehenga chunrirdquo and ldquoKurta paijamasrdquo in its product portfolio
The brand plans to introduce formal wear for young boys as well as an economy range in casual wear
Retail Formats The brand is sold through various large format stores besides its exclusive stores
Catmoss also is planning international ventures and in a big way going to Australia Gulf countries and Nepal
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
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
Jackets for the new-borns are also available The new summer collection moves between
fashion statement and casual comfort Catmoss vision is to redifine the outdated
upscale childrens 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
Double thread hemlines and stitchesEpallauttesPatchwork yokes
GINI amp JONY One of Indiarsquos leading manufacturers of premium lifestyle
Kidswear Business activities primarily includes designing
manufacturing branding and selling of readymade apparels and other lifestyle accessories for kids under their various brands
Gini amp Jony has a range of brands like GJ Jeans Palm Tree Levirsquos 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
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
Gini amp Jony bagged the award for lsquoMost Admired Kidswear Brandrsquo at the Lycra Images Fashion Awards 2006 for the fourth year in a row
Background and Evolution 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 amp Jony Limited
The company caters mainly to four segments through in-house brands as given below
Super premium segment - lsquoGini amp Jonyrsquo Premium segment - lsquoGJ JEANS UNLTDrsquo Mid-market segment - lsquoPalm Treersquo amp Red River Niche segment - lsquoGini amp Jony Knowledge Wearrsquo
Diverse and wide distribution channel forms the backbone of the selling and marketing strategy
The company is also vendor to schools in India for supply of quality school uniforms under the brand ldquoGini amp Jony ndash Knowledge Wearrdquo
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 ldquoLevirsquos Sykes Juniorrdquo
The company is also all India distributors of Benetton India Private Limited and Reebok India Company for their kidswear category in India
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
Target Segment Targets kids up to 16 yrs of age It is exclusively
positioned in the category of premium kids wear segment
UNITED COLORS OF BENETTON The Italian label was formally launched in India in 1992 as a 5050 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
Target Segment Targets kids up to 16 yrs of age It is exclusively positioned in the category of
premium kids wear segment
Products Benetton launched ldquoBaby on Boardrdquo store which targets mothers to be and
kids wear store in Gurgaon The ldquoBaby on Boardrdquo 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
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
Retail Formats 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 Zapp presents an exciting range of apparel accessories and lifestyle products for
kids between the age group of 4 to 14 years 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
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
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
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
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
Raymondrsquos brand Zapp has an exclusive kids loyalty programme
LIL TOMATOES Born in December 1995 Lil Tomatoes a brand of Gunno
Group of Industries PvtLtd The Lil 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 Lil 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
They specialize in an impressive range of seasonal options for lil boys and girls aged 1 to 14 years with an added range of accessories and toys
Lirsquol 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
LEVIS SYKES JUNIOR Levisreg Sykesreg Junior was launched in the Indian Market
by ldquoGINI amp JONY Ltdrdquo as a licensee in the premium Kids wear segment Currently the brand is made available at all major A class stores amp premium malls across the country
Levisreg Kids is International kids wear face of Levisreg Brand
Levisreg Sykesreg Junior is targeted to Metro and Class I towns SEC ndash A amp B+ parents with boys and girls aged between 6-14 with active outgoing and socially inclusive lifestyle
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
The Brand is made available in the price range of Rs 349- upto Rs1799-
PALM TREE 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
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
Palm tree symbolizes the free spirited and active lifestyle of a kid in the age group of 2 to 14
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
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 Rs795-
SPYKAR OYO 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
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
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 ndash upons in the denim wear and cotton category they create complete magic in the kids wear category
This venture Spykar compete with established kids wear brands such as Gini and Jony Ruff Lilliput and Raymonds 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
Allen Solly has announced the launch of kidswear a funky cool fun and stylish collection amp aims at playing a key role in the branded Kidswear segment
Allen Solly has launched its apparels in four collections namely lsquoColour My World Urban Holiday Sports Academy and Enchantedrsquo being built around the numerous occasions in a childs life
Strict quality parameters are followed including testing for saliva and perspiration color fastness They make merchandise child safe for eg care has been taken to not provide any draw string around the neck and wherever it is included - it confirms to specified lengthrdquo
WEEKENDER KIDS 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
bull It is quite an attraction for the fashion savvy tiny totsbull A national survey conducted by images magazine for kids wear
said that weekender came out tops in popularity and availability
bull weekender is more of the design rangebull Weekender began with a single basement outlet on
Bangalorersquos Residency Road in 1987 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
Weekender advertises on the Cartoon Network a channel exclusively for kids for its brand Toon World
Apart from advertising they also run special promotions like Kid Fashion shows in collaboration with the Cartoon Networklsquo
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
BRAND PERFORMANCE
FASHION INNOVATIONS
Use of cartoon characters in kidrsquos garments lsquoCharacter inspired merchandisingrsquo is emerging as one of the hottest market trends Mickey Mouse Powerpuff girls Spiderman Superman etc have all found their way into the kidswear market and are currently selling like hot cakes in the market
Coordinated Accessories This seasonrsquos style statement includes dressing up with accessories where everything from dress bag and hair clip is color and design coordinated
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 lsquoBack to Schoolrsquo promotion by Lifestyle
SUPPLY AND DISTRIBUTION In the domestic market the various
channels which are used to distribute the apparels are
bull Exclusive Brand Outlets (EBO)
bull Shop-in-Shops (SIS)
bull Multi Brand Outlets (MBO)
bull Distributors
LILLIPUT Set up in 1991 by the successful garment manufacturing and export enterprise called
ldquoAnand Internationalrdquo Lilliput has its presence in China Middle East amp 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 To produce quality kids wear the production facilities are equipped with more than 2000
modern machines Lilliput the dominant player in the Kidswear industry walked away with the prestigious
lsquoBrand of the Yearrsquo 2007 Award in the Kidswear category at the APEX Awards organised by the Clothing Manufacturers Association of India (CMAI)
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
Target Segment Primarily aimed at 0-11 years age group which
caters to middle and premium segment
Products 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
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
Retail Formats Besides the exclusive stores the brand is
available in major chains like Shopperrsquos Stop Westside Lifestyle Ebony Pantaloons etc
The brand plans to tap the potential of South India and intends to open more exclusive stores by 2010
Lilliput has always been synonymous with quality design and high-end kid apparels that satiate the fashion desires of the urban children and parents
The Adventure wear ranges from shorts amp capris to t-shirts amp bermudas all available in earthy as well as bright colours
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 amp trousers for boys
The character wear includes character licensed clothing from the likes of movies as Bhoothnath Incredible Hulk Spiderman Iron Man and many more
The casual wear has a vast range from jeans t-shirt skirts tops to choose from in the age group of 0-12 years
Lilliput has launched their Spring-Summer 09 Collection With a mood board ranging from adventure amp sports to feminine frills amp trims classic indo western to capricious bling Lilliput Spring-Summer 09 is an exuberant concoction of colors creativity and fashion
Details of the Collection Infant Boys the collection themes range from Pirates Cars amp
Beachwear Fun words Sportswear Animals Cranes to Thomas The Engine amp friends
Infant Girls get to choose from Spring Olive Spring Floral Romantic Pink Spring Red Spring Mix n Match Spring Pink and Denim
Toddler Boys get a taste of the outdoors with Motor Bikes Automobiles Aqua and Tropical and Bob the Builder
Toddler Girls can look pretty with Fuschia Fancy Strawberry Punch Orange Sizzle Play with Peach Floral Charm Mauve Magic and Patch Passion
Junior Boys can have their pick from themes like Red Hoax Skull Marine Racer Mix n Match They can further throw caution to the wind with Ben 10 No Rules amp Marvel Heroes (Spider Man The Hulk amp Iron Man)
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 ndash The Glitterati Collection
CATMOSS Established in 2004 by Mr Ashwini Chawla Owned by Catmoss Kids wear the brand has gained
popularity in a very short span of time
Target Segment Catmoss stocks apparels (ethnic party wear and casuals) and accessories (towels bed sheets bibs)
for the just-borns to even sixteen-year olds Caters to the middle and premium segments
Products It manufactures all kinds of knitted and woven garments while the production of accessories is
outsourced It also offers ethnic wear like ldquoLehenga chunrirdquo and ldquoKurta paijamasrdquo in its product portfolio
The brand plans to introduce formal wear for young boys as well as an economy range in casual wear
Retail Formats The brand is sold through various large format stores besides its exclusive stores
Catmoss also is planning international ventures and in a big way going to Australia Gulf countries and Nepal
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
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
Jackets for the new-borns are also available The new summer collection moves between
fashion statement and casual comfort Catmoss vision is to redifine the outdated
upscale childrens 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
Double thread hemlines and stitchesEpallauttesPatchwork yokes
GINI amp JONY One of Indiarsquos leading manufacturers of premium lifestyle
Kidswear Business activities primarily includes designing
manufacturing branding and selling of readymade apparels and other lifestyle accessories for kids under their various brands
Gini amp Jony has a range of brands like GJ Jeans Palm Tree Levirsquos 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
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
Gini amp Jony bagged the award for lsquoMost Admired Kidswear Brandrsquo at the Lycra Images Fashion Awards 2006 for the fourth year in a row
Background and Evolution 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 amp Jony Limited
The company caters mainly to four segments through in-house brands as given below
Super premium segment - lsquoGini amp Jonyrsquo Premium segment - lsquoGJ JEANS UNLTDrsquo Mid-market segment - lsquoPalm Treersquo amp Red River Niche segment - lsquoGini amp Jony Knowledge Wearrsquo
Diverse and wide distribution channel forms the backbone of the selling and marketing strategy
The company is also vendor to schools in India for supply of quality school uniforms under the brand ldquoGini amp Jony ndash Knowledge Wearrdquo
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 ldquoLevirsquos Sykes Juniorrdquo
The company is also all India distributors of Benetton India Private Limited and Reebok India Company for their kidswear category in India
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
Target Segment Targets kids up to 16 yrs of age It is exclusively
positioned in the category of premium kids wear segment
UNITED COLORS OF BENETTON The Italian label was formally launched in India in 1992 as a 5050 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
Target Segment Targets kids up to 16 yrs of age It is exclusively positioned in the category of
premium kids wear segment
Products Benetton launched ldquoBaby on Boardrdquo store which targets mothers to be and
kids wear store in Gurgaon The ldquoBaby on Boardrdquo 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
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
Retail Formats 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 Zapp presents an exciting range of apparel accessories and lifestyle products for
kids between the age group of 4 to 14 years 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
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
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
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
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
Raymondrsquos brand Zapp has an exclusive kids loyalty programme
LIL TOMATOES Born in December 1995 Lil Tomatoes a brand of Gunno
Group of Industries PvtLtd The Lil 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 Lil 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
They specialize in an impressive range of seasonal options for lil boys and girls aged 1 to 14 years with an added range of accessories and toys
Lirsquol 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
LEVIS SYKES JUNIOR Levisreg Sykesreg Junior was launched in the Indian Market
by ldquoGINI amp JONY Ltdrdquo as a licensee in the premium Kids wear segment Currently the brand is made available at all major A class stores amp premium malls across the country
Levisreg Kids is International kids wear face of Levisreg Brand
Levisreg Sykesreg Junior is targeted to Metro and Class I towns SEC ndash A amp B+ parents with boys and girls aged between 6-14 with active outgoing and socially inclusive lifestyle
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
The Brand is made available in the price range of Rs 349- upto Rs1799-
PALM TREE 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
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
Palm tree symbolizes the free spirited and active lifestyle of a kid in the age group of 2 to 14
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
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 Rs795-
SPYKAR OYO 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
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
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 ndash upons in the denim wear and cotton category they create complete magic in the kids wear category
This venture Spykar compete with established kids wear brands such as Gini and Jony Ruff Lilliput and Raymonds 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
Allen Solly has announced the launch of kidswear a funky cool fun and stylish collection amp aims at playing a key role in the branded Kidswear segment
Allen Solly has launched its apparels in four collections namely lsquoColour My World Urban Holiday Sports Academy and Enchantedrsquo being built around the numerous occasions in a childs life
Strict quality parameters are followed including testing for saliva and perspiration color fastness They make merchandise child safe for eg care has been taken to not provide any draw string around the neck and wherever it is included - it confirms to specified lengthrdquo
WEEKENDER KIDS 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
bull It is quite an attraction for the fashion savvy tiny totsbull A national survey conducted by images magazine for kids wear
said that weekender came out tops in popularity and availability
bull weekender is more of the design rangebull Weekender began with a single basement outlet on
Bangalorersquos Residency Road in 1987 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
Weekender advertises on the Cartoon Network a channel exclusively for kids for its brand Toon World
Apart from advertising they also run special promotions like Kid Fashion shows in collaboration with the Cartoon Networklsquo
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
FASHION INNOVATIONS
Use of cartoon characters in kidrsquos garments lsquoCharacter inspired merchandisingrsquo is emerging as one of the hottest market trends Mickey Mouse Powerpuff girls Spiderman Superman etc have all found their way into the kidswear market and are currently selling like hot cakes in the market
Coordinated Accessories This seasonrsquos style statement includes dressing up with accessories where everything from dress bag and hair clip is color and design coordinated
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 lsquoBack to Schoolrsquo promotion by Lifestyle
SUPPLY AND DISTRIBUTION In the domestic market the various
channels which are used to distribute the apparels are
bull Exclusive Brand Outlets (EBO)
bull Shop-in-Shops (SIS)
bull Multi Brand Outlets (MBO)
bull Distributors
LILLIPUT Set up in 1991 by the successful garment manufacturing and export enterprise called
ldquoAnand Internationalrdquo Lilliput has its presence in China Middle East amp 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 To produce quality kids wear the production facilities are equipped with more than 2000
modern machines Lilliput the dominant player in the Kidswear industry walked away with the prestigious
lsquoBrand of the Yearrsquo 2007 Award in the Kidswear category at the APEX Awards organised by the Clothing Manufacturers Association of India (CMAI)
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
Target Segment Primarily aimed at 0-11 years age group which
caters to middle and premium segment
Products 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
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
Retail Formats Besides the exclusive stores the brand is
available in major chains like Shopperrsquos Stop Westside Lifestyle Ebony Pantaloons etc
The brand plans to tap the potential of South India and intends to open more exclusive stores by 2010
Lilliput has always been synonymous with quality design and high-end kid apparels that satiate the fashion desires of the urban children and parents
The Adventure wear ranges from shorts amp capris to t-shirts amp bermudas all available in earthy as well as bright colours
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 amp trousers for boys
The character wear includes character licensed clothing from the likes of movies as Bhoothnath Incredible Hulk Spiderman Iron Man and many more
The casual wear has a vast range from jeans t-shirt skirts tops to choose from in the age group of 0-12 years
Lilliput has launched their Spring-Summer 09 Collection With a mood board ranging from adventure amp sports to feminine frills amp trims classic indo western to capricious bling Lilliput Spring-Summer 09 is an exuberant concoction of colors creativity and fashion
Details of the Collection Infant Boys the collection themes range from Pirates Cars amp
Beachwear Fun words Sportswear Animals Cranes to Thomas The Engine amp friends
Infant Girls get to choose from Spring Olive Spring Floral Romantic Pink Spring Red Spring Mix n Match Spring Pink and Denim
Toddler Boys get a taste of the outdoors with Motor Bikes Automobiles Aqua and Tropical and Bob the Builder
Toddler Girls can look pretty with Fuschia Fancy Strawberry Punch Orange Sizzle Play with Peach Floral Charm Mauve Magic and Patch Passion
Junior Boys can have their pick from themes like Red Hoax Skull Marine Racer Mix n Match They can further throw caution to the wind with Ben 10 No Rules amp Marvel Heroes (Spider Man The Hulk amp Iron Man)
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 ndash The Glitterati Collection
CATMOSS Established in 2004 by Mr Ashwini Chawla Owned by Catmoss Kids wear the brand has gained
popularity in a very short span of time
Target Segment Catmoss stocks apparels (ethnic party wear and casuals) and accessories (towels bed sheets bibs)
for the just-borns to even sixteen-year olds Caters to the middle and premium segments
Products It manufactures all kinds of knitted and woven garments while the production of accessories is
outsourced It also offers ethnic wear like ldquoLehenga chunrirdquo and ldquoKurta paijamasrdquo in its product portfolio
The brand plans to introduce formal wear for young boys as well as an economy range in casual wear
Retail Formats The brand is sold through various large format stores besides its exclusive stores
Catmoss also is planning international ventures and in a big way going to Australia Gulf countries and Nepal
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
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
Jackets for the new-borns are also available The new summer collection moves between
fashion statement and casual comfort Catmoss vision is to redifine the outdated
upscale childrens 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
Double thread hemlines and stitchesEpallauttesPatchwork yokes
GINI amp JONY One of Indiarsquos leading manufacturers of premium lifestyle
Kidswear Business activities primarily includes designing
manufacturing branding and selling of readymade apparels and other lifestyle accessories for kids under their various brands
Gini amp Jony has a range of brands like GJ Jeans Palm Tree Levirsquos 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
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
Gini amp Jony bagged the award for lsquoMost Admired Kidswear Brandrsquo at the Lycra Images Fashion Awards 2006 for the fourth year in a row
Background and Evolution 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 amp Jony Limited
The company caters mainly to four segments through in-house brands as given below
Super premium segment - lsquoGini amp Jonyrsquo Premium segment - lsquoGJ JEANS UNLTDrsquo Mid-market segment - lsquoPalm Treersquo amp Red River Niche segment - lsquoGini amp Jony Knowledge Wearrsquo
Diverse and wide distribution channel forms the backbone of the selling and marketing strategy
The company is also vendor to schools in India for supply of quality school uniforms under the brand ldquoGini amp Jony ndash Knowledge Wearrdquo
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 ldquoLevirsquos Sykes Juniorrdquo
The company is also all India distributors of Benetton India Private Limited and Reebok India Company for their kidswear category in India
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
Target Segment Targets kids up to 16 yrs of age It is exclusively
positioned in the category of premium kids wear segment
UNITED COLORS OF BENETTON The Italian label was formally launched in India in 1992 as a 5050 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
Target Segment Targets kids up to 16 yrs of age It is exclusively positioned in the category of
premium kids wear segment
Products Benetton launched ldquoBaby on Boardrdquo store which targets mothers to be and
kids wear store in Gurgaon The ldquoBaby on Boardrdquo 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
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
Retail Formats 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 Zapp presents an exciting range of apparel accessories and lifestyle products for
kids between the age group of 4 to 14 years 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
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
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
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
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
Raymondrsquos brand Zapp has an exclusive kids loyalty programme
LIL TOMATOES Born in December 1995 Lil Tomatoes a brand of Gunno
Group of Industries PvtLtd The Lil 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 Lil 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
They specialize in an impressive range of seasonal options for lil boys and girls aged 1 to 14 years with an added range of accessories and toys
Lirsquol 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
LEVIS SYKES JUNIOR Levisreg Sykesreg Junior was launched in the Indian Market
by ldquoGINI amp JONY Ltdrdquo as a licensee in the premium Kids wear segment Currently the brand is made available at all major A class stores amp premium malls across the country
Levisreg Kids is International kids wear face of Levisreg Brand
Levisreg Sykesreg Junior is targeted to Metro and Class I towns SEC ndash A amp B+ parents with boys and girls aged between 6-14 with active outgoing and socially inclusive lifestyle
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
The Brand is made available in the price range of Rs 349- upto Rs1799-
PALM TREE 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
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
Palm tree symbolizes the free spirited and active lifestyle of a kid in the age group of 2 to 14
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
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 Rs795-
SPYKAR OYO 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
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
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 ndash upons in the denim wear and cotton category they create complete magic in the kids wear category
This venture Spykar compete with established kids wear brands such as Gini and Jony Ruff Lilliput and Raymonds 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
Allen Solly has announced the launch of kidswear a funky cool fun and stylish collection amp aims at playing a key role in the branded Kidswear segment
Allen Solly has launched its apparels in four collections namely lsquoColour My World Urban Holiday Sports Academy and Enchantedrsquo being built around the numerous occasions in a childs life
Strict quality parameters are followed including testing for saliva and perspiration color fastness They make merchandise child safe for eg care has been taken to not provide any draw string around the neck and wherever it is included - it confirms to specified lengthrdquo
WEEKENDER KIDS 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
bull It is quite an attraction for the fashion savvy tiny totsbull A national survey conducted by images magazine for kids wear
said that weekender came out tops in popularity and availability
bull weekender is more of the design rangebull Weekender began with a single basement outlet on
Bangalorersquos Residency Road in 1987 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
Weekender advertises on the Cartoon Network a channel exclusively for kids for its brand Toon World
Apart from advertising they also run special promotions like Kid Fashion shows in collaboration with the Cartoon Networklsquo
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
SUPPLY AND DISTRIBUTION In the domestic market the various
channels which are used to distribute the apparels are
bull Exclusive Brand Outlets (EBO)
bull Shop-in-Shops (SIS)
bull Multi Brand Outlets (MBO)
bull Distributors
LILLIPUT Set up in 1991 by the successful garment manufacturing and export enterprise called
ldquoAnand Internationalrdquo Lilliput has its presence in China Middle East amp 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 To produce quality kids wear the production facilities are equipped with more than 2000
modern machines Lilliput the dominant player in the Kidswear industry walked away with the prestigious
lsquoBrand of the Yearrsquo 2007 Award in the Kidswear category at the APEX Awards organised by the Clothing Manufacturers Association of India (CMAI)
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
Target Segment Primarily aimed at 0-11 years age group which
caters to middle and premium segment
Products 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
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
Retail Formats Besides the exclusive stores the brand is
available in major chains like Shopperrsquos Stop Westside Lifestyle Ebony Pantaloons etc
The brand plans to tap the potential of South India and intends to open more exclusive stores by 2010
Lilliput has always been synonymous with quality design and high-end kid apparels that satiate the fashion desires of the urban children and parents
The Adventure wear ranges from shorts amp capris to t-shirts amp bermudas all available in earthy as well as bright colours
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 amp trousers for boys
The character wear includes character licensed clothing from the likes of movies as Bhoothnath Incredible Hulk Spiderman Iron Man and many more
The casual wear has a vast range from jeans t-shirt skirts tops to choose from in the age group of 0-12 years
Lilliput has launched their Spring-Summer 09 Collection With a mood board ranging from adventure amp sports to feminine frills amp trims classic indo western to capricious bling Lilliput Spring-Summer 09 is an exuberant concoction of colors creativity and fashion
Details of the Collection Infant Boys the collection themes range from Pirates Cars amp
Beachwear Fun words Sportswear Animals Cranes to Thomas The Engine amp friends
Infant Girls get to choose from Spring Olive Spring Floral Romantic Pink Spring Red Spring Mix n Match Spring Pink and Denim
Toddler Boys get a taste of the outdoors with Motor Bikes Automobiles Aqua and Tropical and Bob the Builder
Toddler Girls can look pretty with Fuschia Fancy Strawberry Punch Orange Sizzle Play with Peach Floral Charm Mauve Magic and Patch Passion
Junior Boys can have their pick from themes like Red Hoax Skull Marine Racer Mix n Match They can further throw caution to the wind with Ben 10 No Rules amp Marvel Heroes (Spider Man The Hulk amp Iron Man)
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 ndash The Glitterati Collection
CATMOSS Established in 2004 by Mr Ashwini Chawla Owned by Catmoss Kids wear the brand has gained
popularity in a very short span of time
Target Segment Catmoss stocks apparels (ethnic party wear and casuals) and accessories (towels bed sheets bibs)
for the just-borns to even sixteen-year olds Caters to the middle and premium segments
Products It manufactures all kinds of knitted and woven garments while the production of accessories is
outsourced It also offers ethnic wear like ldquoLehenga chunrirdquo and ldquoKurta paijamasrdquo in its product portfolio
The brand plans to introduce formal wear for young boys as well as an economy range in casual wear
Retail Formats The brand is sold through various large format stores besides its exclusive stores
Catmoss also is planning international ventures and in a big way going to Australia Gulf countries and Nepal
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
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
Jackets for the new-borns are also available The new summer collection moves between
fashion statement and casual comfort Catmoss vision is to redifine the outdated
upscale childrens 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
Double thread hemlines and stitchesEpallauttesPatchwork yokes
GINI amp JONY One of Indiarsquos leading manufacturers of premium lifestyle
Kidswear Business activities primarily includes designing
manufacturing branding and selling of readymade apparels and other lifestyle accessories for kids under their various brands
Gini amp Jony has a range of brands like GJ Jeans Palm Tree Levirsquos 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
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
Gini amp Jony bagged the award for lsquoMost Admired Kidswear Brandrsquo at the Lycra Images Fashion Awards 2006 for the fourth year in a row
Background and Evolution 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 amp Jony Limited
The company caters mainly to four segments through in-house brands as given below
Super premium segment - lsquoGini amp Jonyrsquo Premium segment - lsquoGJ JEANS UNLTDrsquo Mid-market segment - lsquoPalm Treersquo amp Red River Niche segment - lsquoGini amp Jony Knowledge Wearrsquo
Diverse and wide distribution channel forms the backbone of the selling and marketing strategy
The company is also vendor to schools in India for supply of quality school uniforms under the brand ldquoGini amp Jony ndash Knowledge Wearrdquo
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 ldquoLevirsquos Sykes Juniorrdquo
The company is also all India distributors of Benetton India Private Limited and Reebok India Company for their kidswear category in India
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
Target Segment Targets kids up to 16 yrs of age It is exclusively
positioned in the category of premium kids wear segment
UNITED COLORS OF BENETTON The Italian label was formally launched in India in 1992 as a 5050 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
Target Segment Targets kids up to 16 yrs of age It is exclusively positioned in the category of
premium kids wear segment
Products Benetton launched ldquoBaby on Boardrdquo store which targets mothers to be and
kids wear store in Gurgaon The ldquoBaby on Boardrdquo 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
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
Retail Formats 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 Zapp presents an exciting range of apparel accessories and lifestyle products for
kids between the age group of 4 to 14 years 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
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
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
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
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
Raymondrsquos brand Zapp has an exclusive kids loyalty programme
LIL TOMATOES Born in December 1995 Lil Tomatoes a brand of Gunno
Group of Industries PvtLtd The Lil 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 Lil 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
They specialize in an impressive range of seasonal options for lil boys and girls aged 1 to 14 years with an added range of accessories and toys
Lirsquol 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
LEVIS SYKES JUNIOR Levisreg Sykesreg Junior was launched in the Indian Market
by ldquoGINI amp JONY Ltdrdquo as a licensee in the premium Kids wear segment Currently the brand is made available at all major A class stores amp premium malls across the country
Levisreg Kids is International kids wear face of Levisreg Brand
Levisreg Sykesreg Junior is targeted to Metro and Class I towns SEC ndash A amp B+ parents with boys and girls aged between 6-14 with active outgoing and socially inclusive lifestyle
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
The Brand is made available in the price range of Rs 349- upto Rs1799-
PALM TREE 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
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
Palm tree symbolizes the free spirited and active lifestyle of a kid in the age group of 2 to 14
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
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 Rs795-
SPYKAR OYO 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
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
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 ndash upons in the denim wear and cotton category they create complete magic in the kids wear category
This venture Spykar compete with established kids wear brands such as Gini and Jony Ruff Lilliput and Raymonds 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
Allen Solly has announced the launch of kidswear a funky cool fun and stylish collection amp aims at playing a key role in the branded Kidswear segment
Allen Solly has launched its apparels in four collections namely lsquoColour My World Urban Holiday Sports Academy and Enchantedrsquo being built around the numerous occasions in a childs life
Strict quality parameters are followed including testing for saliva and perspiration color fastness They make merchandise child safe for eg care has been taken to not provide any draw string around the neck and wherever it is included - it confirms to specified lengthrdquo
WEEKENDER KIDS 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
bull It is quite an attraction for the fashion savvy tiny totsbull A national survey conducted by images magazine for kids wear
said that weekender came out tops in popularity and availability
bull weekender is more of the design rangebull Weekender began with a single basement outlet on
Bangalorersquos Residency Road in 1987 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
Weekender advertises on the Cartoon Network a channel exclusively for kids for its brand Toon World
Apart from advertising they also run special promotions like Kid Fashion shows in collaboration with the Cartoon Networklsquo
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
LILLIPUT Set up in 1991 by the successful garment manufacturing and export enterprise called
ldquoAnand Internationalrdquo Lilliput has its presence in China Middle East amp 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 To produce quality kids wear the production facilities are equipped with more than 2000
modern machines Lilliput the dominant player in the Kidswear industry walked away with the prestigious
lsquoBrand of the Yearrsquo 2007 Award in the Kidswear category at the APEX Awards organised by the Clothing Manufacturers Association of India (CMAI)
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
Target Segment Primarily aimed at 0-11 years age group which
caters to middle and premium segment
Products 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
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
Retail Formats Besides the exclusive stores the brand is
available in major chains like Shopperrsquos Stop Westside Lifestyle Ebony Pantaloons etc
The brand plans to tap the potential of South India and intends to open more exclusive stores by 2010
Lilliput has always been synonymous with quality design and high-end kid apparels that satiate the fashion desires of the urban children and parents
The Adventure wear ranges from shorts amp capris to t-shirts amp bermudas all available in earthy as well as bright colours
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 amp trousers for boys
The character wear includes character licensed clothing from the likes of movies as Bhoothnath Incredible Hulk Spiderman Iron Man and many more
The casual wear has a vast range from jeans t-shirt skirts tops to choose from in the age group of 0-12 years
Lilliput has launched their Spring-Summer 09 Collection With a mood board ranging from adventure amp sports to feminine frills amp trims classic indo western to capricious bling Lilliput Spring-Summer 09 is an exuberant concoction of colors creativity and fashion
Details of the Collection Infant Boys the collection themes range from Pirates Cars amp
Beachwear Fun words Sportswear Animals Cranes to Thomas The Engine amp friends
Infant Girls get to choose from Spring Olive Spring Floral Romantic Pink Spring Red Spring Mix n Match Spring Pink and Denim
Toddler Boys get a taste of the outdoors with Motor Bikes Automobiles Aqua and Tropical and Bob the Builder
Toddler Girls can look pretty with Fuschia Fancy Strawberry Punch Orange Sizzle Play with Peach Floral Charm Mauve Magic and Patch Passion
Junior Boys can have their pick from themes like Red Hoax Skull Marine Racer Mix n Match They can further throw caution to the wind with Ben 10 No Rules amp Marvel Heroes (Spider Man The Hulk amp Iron Man)
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 ndash The Glitterati Collection
CATMOSS Established in 2004 by Mr Ashwini Chawla Owned by Catmoss Kids wear the brand has gained
popularity in a very short span of time
Target Segment Catmoss stocks apparels (ethnic party wear and casuals) and accessories (towels bed sheets bibs)
for the just-borns to even sixteen-year olds Caters to the middle and premium segments
Products It manufactures all kinds of knitted and woven garments while the production of accessories is
outsourced It also offers ethnic wear like ldquoLehenga chunrirdquo and ldquoKurta paijamasrdquo in its product portfolio
The brand plans to introduce formal wear for young boys as well as an economy range in casual wear
Retail Formats The brand is sold through various large format stores besides its exclusive stores
Catmoss also is planning international ventures and in a big way going to Australia Gulf countries and Nepal
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
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
Jackets for the new-borns are also available The new summer collection moves between
fashion statement and casual comfort Catmoss vision is to redifine the outdated
upscale childrens 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
Double thread hemlines and stitchesEpallauttesPatchwork yokes
GINI amp JONY One of Indiarsquos leading manufacturers of premium lifestyle
Kidswear Business activities primarily includes designing
manufacturing branding and selling of readymade apparels and other lifestyle accessories for kids under their various brands
Gini amp Jony has a range of brands like GJ Jeans Palm Tree Levirsquos 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
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
Gini amp Jony bagged the award for lsquoMost Admired Kidswear Brandrsquo at the Lycra Images Fashion Awards 2006 for the fourth year in a row
Background and Evolution 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 amp Jony Limited
The company caters mainly to four segments through in-house brands as given below
Super premium segment - lsquoGini amp Jonyrsquo Premium segment - lsquoGJ JEANS UNLTDrsquo Mid-market segment - lsquoPalm Treersquo amp Red River Niche segment - lsquoGini amp Jony Knowledge Wearrsquo
Diverse and wide distribution channel forms the backbone of the selling and marketing strategy
The company is also vendor to schools in India for supply of quality school uniforms under the brand ldquoGini amp Jony ndash Knowledge Wearrdquo
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 ldquoLevirsquos Sykes Juniorrdquo
The company is also all India distributors of Benetton India Private Limited and Reebok India Company for their kidswear category in India
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
Target Segment Targets kids up to 16 yrs of age It is exclusively
positioned in the category of premium kids wear segment
UNITED COLORS OF BENETTON The Italian label was formally launched in India in 1992 as a 5050 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
Target Segment Targets kids up to 16 yrs of age It is exclusively positioned in the category of
premium kids wear segment
Products Benetton launched ldquoBaby on Boardrdquo store which targets mothers to be and
kids wear store in Gurgaon The ldquoBaby on Boardrdquo 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
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
Retail Formats 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 Zapp presents an exciting range of apparel accessories and lifestyle products for
kids between the age group of 4 to 14 years 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
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
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
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
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
Raymondrsquos brand Zapp has an exclusive kids loyalty programme
LIL TOMATOES Born in December 1995 Lil Tomatoes a brand of Gunno
Group of Industries PvtLtd The Lil 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 Lil 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
They specialize in an impressive range of seasonal options for lil boys and girls aged 1 to 14 years with an added range of accessories and toys
Lirsquol 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
LEVIS SYKES JUNIOR Levisreg Sykesreg Junior was launched in the Indian Market
by ldquoGINI amp JONY Ltdrdquo as a licensee in the premium Kids wear segment Currently the brand is made available at all major A class stores amp premium malls across the country
Levisreg Kids is International kids wear face of Levisreg Brand
Levisreg Sykesreg Junior is targeted to Metro and Class I towns SEC ndash A amp B+ parents with boys and girls aged between 6-14 with active outgoing and socially inclusive lifestyle
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
The Brand is made available in the price range of Rs 349- upto Rs1799-
PALM TREE 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
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
Palm tree symbolizes the free spirited and active lifestyle of a kid in the age group of 2 to 14
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
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 Rs795-
SPYKAR OYO 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
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
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 ndash upons in the denim wear and cotton category they create complete magic in the kids wear category
This venture Spykar compete with established kids wear brands such as Gini and Jony Ruff Lilliput and Raymonds 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
Allen Solly has announced the launch of kidswear a funky cool fun and stylish collection amp aims at playing a key role in the branded Kidswear segment
Allen Solly has launched its apparels in four collections namely lsquoColour My World Urban Holiday Sports Academy and Enchantedrsquo being built around the numerous occasions in a childs life
Strict quality parameters are followed including testing for saliva and perspiration color fastness They make merchandise child safe for eg care has been taken to not provide any draw string around the neck and wherever it is included - it confirms to specified lengthrdquo
WEEKENDER KIDS 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
bull It is quite an attraction for the fashion savvy tiny totsbull A national survey conducted by images magazine for kids wear
said that weekender came out tops in popularity and availability
bull weekender is more of the design rangebull Weekender began with a single basement outlet on
Bangalorersquos Residency Road in 1987 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
Weekender advertises on the Cartoon Network a channel exclusively for kids for its brand Toon World
Apart from advertising they also run special promotions like Kid Fashion shows in collaboration with the Cartoon Networklsquo
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
Target Segment Primarily aimed at 0-11 years age group which
caters to middle and premium segment
Products 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
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
Retail Formats Besides the exclusive stores the brand is
available in major chains like Shopperrsquos Stop Westside Lifestyle Ebony Pantaloons etc
The brand plans to tap the potential of South India and intends to open more exclusive stores by 2010
Lilliput has always been synonymous with quality design and high-end kid apparels that satiate the fashion desires of the urban children and parents
The Adventure wear ranges from shorts amp capris to t-shirts amp bermudas all available in earthy as well as bright colours
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 amp trousers for boys
The character wear includes character licensed clothing from the likes of movies as Bhoothnath Incredible Hulk Spiderman Iron Man and many more
The casual wear has a vast range from jeans t-shirt skirts tops to choose from in the age group of 0-12 years
Lilliput has launched their Spring-Summer 09 Collection With a mood board ranging from adventure amp sports to feminine frills amp trims classic indo western to capricious bling Lilliput Spring-Summer 09 is an exuberant concoction of colors creativity and fashion
Details of the Collection Infant Boys the collection themes range from Pirates Cars amp
Beachwear Fun words Sportswear Animals Cranes to Thomas The Engine amp friends
Infant Girls get to choose from Spring Olive Spring Floral Romantic Pink Spring Red Spring Mix n Match Spring Pink and Denim
Toddler Boys get a taste of the outdoors with Motor Bikes Automobiles Aqua and Tropical and Bob the Builder
Toddler Girls can look pretty with Fuschia Fancy Strawberry Punch Orange Sizzle Play with Peach Floral Charm Mauve Magic and Patch Passion
Junior Boys can have their pick from themes like Red Hoax Skull Marine Racer Mix n Match They can further throw caution to the wind with Ben 10 No Rules amp Marvel Heroes (Spider Man The Hulk amp Iron Man)
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 ndash The Glitterati Collection
CATMOSS Established in 2004 by Mr Ashwini Chawla Owned by Catmoss Kids wear the brand has gained
popularity in a very short span of time
Target Segment Catmoss stocks apparels (ethnic party wear and casuals) and accessories (towels bed sheets bibs)
for the just-borns to even sixteen-year olds Caters to the middle and premium segments
Products It manufactures all kinds of knitted and woven garments while the production of accessories is
outsourced It also offers ethnic wear like ldquoLehenga chunrirdquo and ldquoKurta paijamasrdquo in its product portfolio
The brand plans to introduce formal wear for young boys as well as an economy range in casual wear
Retail Formats The brand is sold through various large format stores besides its exclusive stores
Catmoss also is planning international ventures and in a big way going to Australia Gulf countries and Nepal
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
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
Jackets for the new-borns are also available The new summer collection moves between
fashion statement and casual comfort Catmoss vision is to redifine the outdated
upscale childrens 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
Double thread hemlines and stitchesEpallauttesPatchwork yokes
GINI amp JONY One of Indiarsquos leading manufacturers of premium lifestyle
Kidswear Business activities primarily includes designing
manufacturing branding and selling of readymade apparels and other lifestyle accessories for kids under their various brands
Gini amp Jony has a range of brands like GJ Jeans Palm Tree Levirsquos 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
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
Gini amp Jony bagged the award for lsquoMost Admired Kidswear Brandrsquo at the Lycra Images Fashion Awards 2006 for the fourth year in a row
Background and Evolution 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 amp Jony Limited
The company caters mainly to four segments through in-house brands as given below
Super premium segment - lsquoGini amp Jonyrsquo Premium segment - lsquoGJ JEANS UNLTDrsquo Mid-market segment - lsquoPalm Treersquo amp Red River Niche segment - lsquoGini amp Jony Knowledge Wearrsquo
Diverse and wide distribution channel forms the backbone of the selling and marketing strategy
The company is also vendor to schools in India for supply of quality school uniforms under the brand ldquoGini amp Jony ndash Knowledge Wearrdquo
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 ldquoLevirsquos Sykes Juniorrdquo
The company is also all India distributors of Benetton India Private Limited and Reebok India Company for their kidswear category in India
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
Target Segment Targets kids up to 16 yrs of age It is exclusively
positioned in the category of premium kids wear segment
UNITED COLORS OF BENETTON The Italian label was formally launched in India in 1992 as a 5050 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
Target Segment Targets kids up to 16 yrs of age It is exclusively positioned in the category of
premium kids wear segment
Products Benetton launched ldquoBaby on Boardrdquo store which targets mothers to be and
kids wear store in Gurgaon The ldquoBaby on Boardrdquo 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
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
Retail Formats 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 Zapp presents an exciting range of apparel accessories and lifestyle products for
kids between the age group of 4 to 14 years 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
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
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
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
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
Raymondrsquos brand Zapp has an exclusive kids loyalty programme
LIL TOMATOES Born in December 1995 Lil Tomatoes a brand of Gunno
Group of Industries PvtLtd The Lil 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 Lil 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
They specialize in an impressive range of seasonal options for lil boys and girls aged 1 to 14 years with an added range of accessories and toys
Lirsquol 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
LEVIS SYKES JUNIOR Levisreg Sykesreg Junior was launched in the Indian Market
by ldquoGINI amp JONY Ltdrdquo as a licensee in the premium Kids wear segment Currently the brand is made available at all major A class stores amp premium malls across the country
Levisreg Kids is International kids wear face of Levisreg Brand
Levisreg Sykesreg Junior is targeted to Metro and Class I towns SEC ndash A amp B+ parents with boys and girls aged between 6-14 with active outgoing and socially inclusive lifestyle
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
The Brand is made available in the price range of Rs 349- upto Rs1799-
PALM TREE 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
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
Palm tree symbolizes the free spirited and active lifestyle of a kid in the age group of 2 to 14
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
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 Rs795-
SPYKAR OYO 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
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
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 ndash upons in the denim wear and cotton category they create complete magic in the kids wear category
This venture Spykar compete with established kids wear brands such as Gini and Jony Ruff Lilliput and Raymonds 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
Allen Solly has announced the launch of kidswear a funky cool fun and stylish collection amp aims at playing a key role in the branded Kidswear segment
Allen Solly has launched its apparels in four collections namely lsquoColour My World Urban Holiday Sports Academy and Enchantedrsquo being built around the numerous occasions in a childs life
Strict quality parameters are followed including testing for saliva and perspiration color fastness They make merchandise child safe for eg care has been taken to not provide any draw string around the neck and wherever it is included - it confirms to specified lengthrdquo
WEEKENDER KIDS 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
bull It is quite an attraction for the fashion savvy tiny totsbull A national survey conducted by images magazine for kids wear
said that weekender came out tops in popularity and availability
bull weekender is more of the design rangebull Weekender began with a single basement outlet on
Bangalorersquos Residency Road in 1987 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
Weekender advertises on the Cartoon Network a channel exclusively for kids for its brand Toon World
Apart from advertising they also run special promotions like Kid Fashion shows in collaboration with the Cartoon Networklsquo
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
Lilliput has always been synonymous with quality design and high-end kid apparels that satiate the fashion desires of the urban children and parents
The Adventure wear ranges from shorts amp capris to t-shirts amp bermudas all available in earthy as well as bright colours
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 amp trousers for boys
The character wear includes character licensed clothing from the likes of movies as Bhoothnath Incredible Hulk Spiderman Iron Man and many more
The casual wear has a vast range from jeans t-shirt skirts tops to choose from in the age group of 0-12 years
Lilliput has launched their Spring-Summer 09 Collection With a mood board ranging from adventure amp sports to feminine frills amp trims classic indo western to capricious bling Lilliput Spring-Summer 09 is an exuberant concoction of colors creativity and fashion
Details of the Collection Infant Boys the collection themes range from Pirates Cars amp
Beachwear Fun words Sportswear Animals Cranes to Thomas The Engine amp friends
Infant Girls get to choose from Spring Olive Spring Floral Romantic Pink Spring Red Spring Mix n Match Spring Pink and Denim
Toddler Boys get a taste of the outdoors with Motor Bikes Automobiles Aqua and Tropical and Bob the Builder
Toddler Girls can look pretty with Fuschia Fancy Strawberry Punch Orange Sizzle Play with Peach Floral Charm Mauve Magic and Patch Passion
Junior Boys can have their pick from themes like Red Hoax Skull Marine Racer Mix n Match They can further throw caution to the wind with Ben 10 No Rules amp Marvel Heroes (Spider Man The Hulk amp Iron Man)
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 ndash The Glitterati Collection
CATMOSS Established in 2004 by Mr Ashwini Chawla Owned by Catmoss Kids wear the brand has gained
popularity in a very short span of time
Target Segment Catmoss stocks apparels (ethnic party wear and casuals) and accessories (towels bed sheets bibs)
for the just-borns to even sixteen-year olds Caters to the middle and premium segments
Products It manufactures all kinds of knitted and woven garments while the production of accessories is
outsourced It also offers ethnic wear like ldquoLehenga chunrirdquo and ldquoKurta paijamasrdquo in its product portfolio
The brand plans to introduce formal wear for young boys as well as an economy range in casual wear
Retail Formats The brand is sold through various large format stores besides its exclusive stores
Catmoss also is planning international ventures and in a big way going to Australia Gulf countries and Nepal
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
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
Jackets for the new-borns are also available The new summer collection moves between
fashion statement and casual comfort Catmoss vision is to redifine the outdated
upscale childrens 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
Double thread hemlines and stitchesEpallauttesPatchwork yokes
GINI amp JONY One of Indiarsquos leading manufacturers of premium lifestyle
Kidswear Business activities primarily includes designing
manufacturing branding and selling of readymade apparels and other lifestyle accessories for kids under their various brands
Gini amp Jony has a range of brands like GJ Jeans Palm Tree Levirsquos 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
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
Gini amp Jony bagged the award for lsquoMost Admired Kidswear Brandrsquo at the Lycra Images Fashion Awards 2006 for the fourth year in a row
Background and Evolution 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 amp Jony Limited
The company caters mainly to four segments through in-house brands as given below
Super premium segment - lsquoGini amp Jonyrsquo Premium segment - lsquoGJ JEANS UNLTDrsquo Mid-market segment - lsquoPalm Treersquo amp Red River Niche segment - lsquoGini amp Jony Knowledge Wearrsquo
Diverse and wide distribution channel forms the backbone of the selling and marketing strategy
The company is also vendor to schools in India for supply of quality school uniforms under the brand ldquoGini amp Jony ndash Knowledge Wearrdquo
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 ldquoLevirsquos Sykes Juniorrdquo
The company is also all India distributors of Benetton India Private Limited and Reebok India Company for their kidswear category in India
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
Target Segment Targets kids up to 16 yrs of age It is exclusively
positioned in the category of premium kids wear segment
UNITED COLORS OF BENETTON The Italian label was formally launched in India in 1992 as a 5050 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
Target Segment Targets kids up to 16 yrs of age It is exclusively positioned in the category of
premium kids wear segment
Products Benetton launched ldquoBaby on Boardrdquo store which targets mothers to be and
kids wear store in Gurgaon The ldquoBaby on Boardrdquo 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
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
Retail Formats 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 Zapp presents an exciting range of apparel accessories and lifestyle products for
kids between the age group of 4 to 14 years 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
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
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
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
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
Raymondrsquos brand Zapp has an exclusive kids loyalty programme
LIL TOMATOES Born in December 1995 Lil Tomatoes a brand of Gunno
Group of Industries PvtLtd The Lil 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 Lil 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
They specialize in an impressive range of seasonal options for lil boys and girls aged 1 to 14 years with an added range of accessories and toys
Lirsquol 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
LEVIS SYKES JUNIOR Levisreg Sykesreg Junior was launched in the Indian Market
by ldquoGINI amp JONY Ltdrdquo as a licensee in the premium Kids wear segment Currently the brand is made available at all major A class stores amp premium malls across the country
Levisreg Kids is International kids wear face of Levisreg Brand
Levisreg Sykesreg Junior is targeted to Metro and Class I towns SEC ndash A amp B+ parents with boys and girls aged between 6-14 with active outgoing and socially inclusive lifestyle
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
The Brand is made available in the price range of Rs 349- upto Rs1799-
PALM TREE 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
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
Palm tree symbolizes the free spirited and active lifestyle of a kid in the age group of 2 to 14
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
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 Rs795-
SPYKAR OYO 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
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
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 ndash upons in the denim wear and cotton category they create complete magic in the kids wear category
This venture Spykar compete with established kids wear brands such as Gini and Jony Ruff Lilliput and Raymonds 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
Allen Solly has announced the launch of kidswear a funky cool fun and stylish collection amp aims at playing a key role in the branded Kidswear segment
Allen Solly has launched its apparels in four collections namely lsquoColour My World Urban Holiday Sports Academy and Enchantedrsquo being built around the numerous occasions in a childs life
Strict quality parameters are followed including testing for saliva and perspiration color fastness They make merchandise child safe for eg care has been taken to not provide any draw string around the neck and wherever it is included - it confirms to specified lengthrdquo
WEEKENDER KIDS 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
bull It is quite an attraction for the fashion savvy tiny totsbull A national survey conducted by images magazine for kids wear
said that weekender came out tops in popularity and availability
bull weekender is more of the design rangebull Weekender began with a single basement outlet on
Bangalorersquos Residency Road in 1987 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
Weekender advertises on the Cartoon Network a channel exclusively for kids for its brand Toon World
Apart from advertising they also run special promotions like Kid Fashion shows in collaboration with the Cartoon Networklsquo
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
Lilliput has launched their Spring-Summer 09 Collection With a mood board ranging from adventure amp sports to feminine frills amp trims classic indo western to capricious bling Lilliput Spring-Summer 09 is an exuberant concoction of colors creativity and fashion
Details of the Collection Infant Boys the collection themes range from Pirates Cars amp
Beachwear Fun words Sportswear Animals Cranes to Thomas The Engine amp friends
Infant Girls get to choose from Spring Olive Spring Floral Romantic Pink Spring Red Spring Mix n Match Spring Pink and Denim
Toddler Boys get a taste of the outdoors with Motor Bikes Automobiles Aqua and Tropical and Bob the Builder
Toddler Girls can look pretty with Fuschia Fancy Strawberry Punch Orange Sizzle Play with Peach Floral Charm Mauve Magic and Patch Passion
Junior Boys can have their pick from themes like Red Hoax Skull Marine Racer Mix n Match They can further throw caution to the wind with Ben 10 No Rules amp Marvel Heroes (Spider Man The Hulk amp Iron Man)
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 ndash The Glitterati Collection
CATMOSS Established in 2004 by Mr Ashwini Chawla Owned by Catmoss Kids wear the brand has gained
popularity in a very short span of time
Target Segment Catmoss stocks apparels (ethnic party wear and casuals) and accessories (towels bed sheets bibs)
for the just-borns to even sixteen-year olds Caters to the middle and premium segments
Products It manufactures all kinds of knitted and woven garments while the production of accessories is
outsourced It also offers ethnic wear like ldquoLehenga chunrirdquo and ldquoKurta paijamasrdquo in its product portfolio
The brand plans to introduce formal wear for young boys as well as an economy range in casual wear
Retail Formats The brand is sold through various large format stores besides its exclusive stores
Catmoss also is planning international ventures and in a big way going to Australia Gulf countries and Nepal
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
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
Jackets for the new-borns are also available The new summer collection moves between
fashion statement and casual comfort Catmoss vision is to redifine the outdated
upscale childrens 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
Double thread hemlines and stitchesEpallauttesPatchwork yokes
GINI amp JONY One of Indiarsquos leading manufacturers of premium lifestyle
Kidswear Business activities primarily includes designing
manufacturing branding and selling of readymade apparels and other lifestyle accessories for kids under their various brands
Gini amp Jony has a range of brands like GJ Jeans Palm Tree Levirsquos 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
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
Gini amp Jony bagged the award for lsquoMost Admired Kidswear Brandrsquo at the Lycra Images Fashion Awards 2006 for the fourth year in a row
Background and Evolution 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 amp Jony Limited
The company caters mainly to four segments through in-house brands as given below
Super premium segment - lsquoGini amp Jonyrsquo Premium segment - lsquoGJ JEANS UNLTDrsquo Mid-market segment - lsquoPalm Treersquo amp Red River Niche segment - lsquoGini amp Jony Knowledge Wearrsquo
Diverse and wide distribution channel forms the backbone of the selling and marketing strategy
The company is also vendor to schools in India for supply of quality school uniforms under the brand ldquoGini amp Jony ndash Knowledge Wearrdquo
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 ldquoLevirsquos Sykes Juniorrdquo
The company is also all India distributors of Benetton India Private Limited and Reebok India Company for their kidswear category in India
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
Target Segment Targets kids up to 16 yrs of age It is exclusively
positioned in the category of premium kids wear segment
UNITED COLORS OF BENETTON The Italian label was formally launched in India in 1992 as a 5050 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
Target Segment Targets kids up to 16 yrs of age It is exclusively positioned in the category of
premium kids wear segment
Products Benetton launched ldquoBaby on Boardrdquo store which targets mothers to be and
kids wear store in Gurgaon The ldquoBaby on Boardrdquo 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
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
Retail Formats 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 Zapp presents an exciting range of apparel accessories and lifestyle products for
kids between the age group of 4 to 14 years 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
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
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
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
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
Raymondrsquos brand Zapp has an exclusive kids loyalty programme
LIL TOMATOES Born in December 1995 Lil Tomatoes a brand of Gunno
Group of Industries PvtLtd The Lil 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 Lil 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
They specialize in an impressive range of seasonal options for lil boys and girls aged 1 to 14 years with an added range of accessories and toys
Lirsquol 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
LEVIS SYKES JUNIOR Levisreg Sykesreg Junior was launched in the Indian Market
by ldquoGINI amp JONY Ltdrdquo as a licensee in the premium Kids wear segment Currently the brand is made available at all major A class stores amp premium malls across the country
Levisreg Kids is International kids wear face of Levisreg Brand
Levisreg Sykesreg Junior is targeted to Metro and Class I towns SEC ndash A amp B+ parents with boys and girls aged between 6-14 with active outgoing and socially inclusive lifestyle
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
The Brand is made available in the price range of Rs 349- upto Rs1799-
PALM TREE 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
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
Palm tree symbolizes the free spirited and active lifestyle of a kid in the age group of 2 to 14
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
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 Rs795-
SPYKAR OYO 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
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
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 ndash upons in the denim wear and cotton category they create complete magic in the kids wear category
This venture Spykar compete with established kids wear brands such as Gini and Jony Ruff Lilliput and Raymonds 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
Allen Solly has announced the launch of kidswear a funky cool fun and stylish collection amp aims at playing a key role in the branded Kidswear segment
Allen Solly has launched its apparels in four collections namely lsquoColour My World Urban Holiday Sports Academy and Enchantedrsquo being built around the numerous occasions in a childs life
Strict quality parameters are followed including testing for saliva and perspiration color fastness They make merchandise child safe for eg care has been taken to not provide any draw string around the neck and wherever it is included - it confirms to specified lengthrdquo
WEEKENDER KIDS 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
bull It is quite an attraction for the fashion savvy tiny totsbull A national survey conducted by images magazine for kids wear
said that weekender came out tops in popularity and availability
bull weekender is more of the design rangebull Weekender began with a single basement outlet on
Bangalorersquos Residency Road in 1987 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
Weekender advertises on the Cartoon Network a channel exclusively for kids for its brand Toon World
Apart from advertising they also run special promotions like Kid Fashion shows in collaboration with the Cartoon Networklsquo
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
CATMOSS Established in 2004 by Mr Ashwini Chawla Owned by Catmoss Kids wear the brand has gained
popularity in a very short span of time
Target Segment Catmoss stocks apparels (ethnic party wear and casuals) and accessories (towels bed sheets bibs)
for the just-borns to even sixteen-year olds Caters to the middle and premium segments
Products It manufactures all kinds of knitted and woven garments while the production of accessories is
outsourced It also offers ethnic wear like ldquoLehenga chunrirdquo and ldquoKurta paijamasrdquo in its product portfolio
The brand plans to introduce formal wear for young boys as well as an economy range in casual wear
Retail Formats The brand is sold through various large format stores besides its exclusive stores
Catmoss also is planning international ventures and in a big way going to Australia Gulf countries and Nepal
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
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
Jackets for the new-borns are also available The new summer collection moves between
fashion statement and casual comfort Catmoss vision is to redifine the outdated
upscale childrens 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
Double thread hemlines and stitchesEpallauttesPatchwork yokes
GINI amp JONY One of Indiarsquos leading manufacturers of premium lifestyle
Kidswear Business activities primarily includes designing
manufacturing branding and selling of readymade apparels and other lifestyle accessories for kids under their various brands
Gini amp Jony has a range of brands like GJ Jeans Palm Tree Levirsquos 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
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
Gini amp Jony bagged the award for lsquoMost Admired Kidswear Brandrsquo at the Lycra Images Fashion Awards 2006 for the fourth year in a row
Background and Evolution 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 amp Jony Limited
The company caters mainly to four segments through in-house brands as given below
Super premium segment - lsquoGini amp Jonyrsquo Premium segment - lsquoGJ JEANS UNLTDrsquo Mid-market segment - lsquoPalm Treersquo amp Red River Niche segment - lsquoGini amp Jony Knowledge Wearrsquo
Diverse and wide distribution channel forms the backbone of the selling and marketing strategy
The company is also vendor to schools in India for supply of quality school uniforms under the brand ldquoGini amp Jony ndash Knowledge Wearrdquo
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 ldquoLevirsquos Sykes Juniorrdquo
The company is also all India distributors of Benetton India Private Limited and Reebok India Company for their kidswear category in India
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
Target Segment Targets kids up to 16 yrs of age It is exclusively
positioned in the category of premium kids wear segment
UNITED COLORS OF BENETTON The Italian label was formally launched in India in 1992 as a 5050 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
Target Segment Targets kids up to 16 yrs of age It is exclusively positioned in the category of
premium kids wear segment
Products Benetton launched ldquoBaby on Boardrdquo store which targets mothers to be and
kids wear store in Gurgaon The ldquoBaby on Boardrdquo 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
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
Retail Formats 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 Zapp presents an exciting range of apparel accessories and lifestyle products for
kids between the age group of 4 to 14 years 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
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
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
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
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
Raymondrsquos brand Zapp has an exclusive kids loyalty programme
LIL TOMATOES Born in December 1995 Lil Tomatoes a brand of Gunno
Group of Industries PvtLtd The Lil 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 Lil 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
They specialize in an impressive range of seasonal options for lil boys and girls aged 1 to 14 years with an added range of accessories and toys
Lirsquol 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
LEVIS SYKES JUNIOR Levisreg Sykesreg Junior was launched in the Indian Market
by ldquoGINI amp JONY Ltdrdquo as a licensee in the premium Kids wear segment Currently the brand is made available at all major A class stores amp premium malls across the country
Levisreg Kids is International kids wear face of Levisreg Brand
Levisreg Sykesreg Junior is targeted to Metro and Class I towns SEC ndash A amp B+ parents with boys and girls aged between 6-14 with active outgoing and socially inclusive lifestyle
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
The Brand is made available in the price range of Rs 349- upto Rs1799-
PALM TREE 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
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
Palm tree symbolizes the free spirited and active lifestyle of a kid in the age group of 2 to 14
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
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 Rs795-
SPYKAR OYO 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
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
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 ndash upons in the denim wear and cotton category they create complete magic in the kids wear category
This venture Spykar compete with established kids wear brands such as Gini and Jony Ruff Lilliput and Raymonds 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
Allen Solly has announced the launch of kidswear a funky cool fun and stylish collection amp aims at playing a key role in the branded Kidswear segment
Allen Solly has launched its apparels in four collections namely lsquoColour My World Urban Holiday Sports Academy and Enchantedrsquo being built around the numerous occasions in a childs life
Strict quality parameters are followed including testing for saliva and perspiration color fastness They make merchandise child safe for eg care has been taken to not provide any draw string around the neck and wherever it is included - it confirms to specified lengthrdquo
WEEKENDER KIDS 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
bull It is quite an attraction for the fashion savvy tiny totsbull A national survey conducted by images magazine for kids wear
said that weekender came out tops in popularity and availability
bull weekender is more of the design rangebull Weekender began with a single basement outlet on
Bangalorersquos Residency Road in 1987 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
Weekender advertises on the Cartoon Network a channel exclusively for kids for its brand Toon World
Apart from advertising they also run special promotions like Kid Fashion shows in collaboration with the Cartoon Networklsquo
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
Catmoss also is planning international ventures and in a big way going to Australia Gulf countries and Nepal
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
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
Jackets for the new-borns are also available The new summer collection moves between
fashion statement and casual comfort Catmoss vision is to redifine the outdated
upscale childrens 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
Double thread hemlines and stitchesEpallauttesPatchwork yokes
GINI amp JONY One of Indiarsquos leading manufacturers of premium lifestyle
Kidswear Business activities primarily includes designing
manufacturing branding and selling of readymade apparels and other lifestyle accessories for kids under their various brands
Gini amp Jony has a range of brands like GJ Jeans Palm Tree Levirsquos 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
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
Gini amp Jony bagged the award for lsquoMost Admired Kidswear Brandrsquo at the Lycra Images Fashion Awards 2006 for the fourth year in a row
Background and Evolution 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 amp Jony Limited
The company caters mainly to four segments through in-house brands as given below
Super premium segment - lsquoGini amp Jonyrsquo Premium segment - lsquoGJ JEANS UNLTDrsquo Mid-market segment - lsquoPalm Treersquo amp Red River Niche segment - lsquoGini amp Jony Knowledge Wearrsquo
Diverse and wide distribution channel forms the backbone of the selling and marketing strategy
The company is also vendor to schools in India for supply of quality school uniforms under the brand ldquoGini amp Jony ndash Knowledge Wearrdquo
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 ldquoLevirsquos Sykes Juniorrdquo
The company is also all India distributors of Benetton India Private Limited and Reebok India Company for their kidswear category in India
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
Target Segment Targets kids up to 16 yrs of age It is exclusively
positioned in the category of premium kids wear segment
UNITED COLORS OF BENETTON The Italian label was formally launched in India in 1992 as a 5050 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
Target Segment Targets kids up to 16 yrs of age It is exclusively positioned in the category of
premium kids wear segment
Products Benetton launched ldquoBaby on Boardrdquo store which targets mothers to be and
kids wear store in Gurgaon The ldquoBaby on Boardrdquo 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
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
Retail Formats 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 Zapp presents an exciting range of apparel accessories and lifestyle products for
kids between the age group of 4 to 14 years 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
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
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
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
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
Raymondrsquos brand Zapp has an exclusive kids loyalty programme
LIL TOMATOES Born in December 1995 Lil Tomatoes a brand of Gunno
Group of Industries PvtLtd The Lil 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 Lil 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
They specialize in an impressive range of seasonal options for lil boys and girls aged 1 to 14 years with an added range of accessories and toys
Lirsquol 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
LEVIS SYKES JUNIOR Levisreg Sykesreg Junior was launched in the Indian Market
by ldquoGINI amp JONY Ltdrdquo as a licensee in the premium Kids wear segment Currently the brand is made available at all major A class stores amp premium malls across the country
Levisreg Kids is International kids wear face of Levisreg Brand
Levisreg Sykesreg Junior is targeted to Metro and Class I towns SEC ndash A amp B+ parents with boys and girls aged between 6-14 with active outgoing and socially inclusive lifestyle
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
The Brand is made available in the price range of Rs 349- upto Rs1799-
PALM TREE 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
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
Palm tree symbolizes the free spirited and active lifestyle of a kid in the age group of 2 to 14
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
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 Rs795-
SPYKAR OYO 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
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
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 ndash upons in the denim wear and cotton category they create complete magic in the kids wear category
This venture Spykar compete with established kids wear brands such as Gini and Jony Ruff Lilliput and Raymonds 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
Allen Solly has announced the launch of kidswear a funky cool fun and stylish collection amp aims at playing a key role in the branded Kidswear segment
Allen Solly has launched its apparels in four collections namely lsquoColour My World Urban Holiday Sports Academy and Enchantedrsquo being built around the numerous occasions in a childs life
Strict quality parameters are followed including testing for saliva and perspiration color fastness They make merchandise child safe for eg care has been taken to not provide any draw string around the neck and wherever it is included - it confirms to specified lengthrdquo
WEEKENDER KIDS 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
bull It is quite an attraction for the fashion savvy tiny totsbull A national survey conducted by images magazine for kids wear
said that weekender came out tops in popularity and availability
bull weekender is more of the design rangebull Weekender began with a single basement outlet on
Bangalorersquos Residency Road in 1987 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
Weekender advertises on the Cartoon Network a channel exclusively for kids for its brand Toon World
Apart from advertising they also run special promotions like Kid Fashion shows in collaboration with the Cartoon Networklsquo
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
GINI amp JONY One of Indiarsquos leading manufacturers of premium lifestyle
Kidswear Business activities primarily includes designing
manufacturing branding and selling of readymade apparels and other lifestyle accessories for kids under their various brands
Gini amp Jony has a range of brands like GJ Jeans Palm Tree Levirsquos 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
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
Gini amp Jony bagged the award for lsquoMost Admired Kidswear Brandrsquo at the Lycra Images Fashion Awards 2006 for the fourth year in a row
Background and Evolution 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 amp Jony Limited
The company caters mainly to four segments through in-house brands as given below
Super premium segment - lsquoGini amp Jonyrsquo Premium segment - lsquoGJ JEANS UNLTDrsquo Mid-market segment - lsquoPalm Treersquo amp Red River Niche segment - lsquoGini amp Jony Knowledge Wearrsquo
Diverse and wide distribution channel forms the backbone of the selling and marketing strategy
The company is also vendor to schools in India for supply of quality school uniforms under the brand ldquoGini amp Jony ndash Knowledge Wearrdquo
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 ldquoLevirsquos Sykes Juniorrdquo
The company is also all India distributors of Benetton India Private Limited and Reebok India Company for their kidswear category in India
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
Target Segment Targets kids up to 16 yrs of age It is exclusively
positioned in the category of premium kids wear segment
UNITED COLORS OF BENETTON The Italian label was formally launched in India in 1992 as a 5050 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
Target Segment Targets kids up to 16 yrs of age It is exclusively positioned in the category of
premium kids wear segment
Products Benetton launched ldquoBaby on Boardrdquo store which targets mothers to be and
kids wear store in Gurgaon The ldquoBaby on Boardrdquo 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
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
Retail Formats 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 Zapp presents an exciting range of apparel accessories and lifestyle products for
kids between the age group of 4 to 14 years 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
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
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
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
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
Raymondrsquos brand Zapp has an exclusive kids loyalty programme
LIL TOMATOES Born in December 1995 Lil Tomatoes a brand of Gunno
Group of Industries PvtLtd The Lil 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 Lil 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
They specialize in an impressive range of seasonal options for lil boys and girls aged 1 to 14 years with an added range of accessories and toys
Lirsquol 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
LEVIS SYKES JUNIOR Levisreg Sykesreg Junior was launched in the Indian Market
by ldquoGINI amp JONY Ltdrdquo as a licensee in the premium Kids wear segment Currently the brand is made available at all major A class stores amp premium malls across the country
Levisreg Kids is International kids wear face of Levisreg Brand
Levisreg Sykesreg Junior is targeted to Metro and Class I towns SEC ndash A amp B+ parents with boys and girls aged between 6-14 with active outgoing and socially inclusive lifestyle
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
The Brand is made available in the price range of Rs 349- upto Rs1799-
PALM TREE 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
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
Palm tree symbolizes the free spirited and active lifestyle of a kid in the age group of 2 to 14
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
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 Rs795-
SPYKAR OYO 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
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
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 ndash upons in the denim wear and cotton category they create complete magic in the kids wear category
This venture Spykar compete with established kids wear brands such as Gini and Jony Ruff Lilliput and Raymonds 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
Allen Solly has announced the launch of kidswear a funky cool fun and stylish collection amp aims at playing a key role in the branded Kidswear segment
Allen Solly has launched its apparels in four collections namely lsquoColour My World Urban Holiday Sports Academy and Enchantedrsquo being built around the numerous occasions in a childs life
Strict quality parameters are followed including testing for saliva and perspiration color fastness They make merchandise child safe for eg care has been taken to not provide any draw string around the neck and wherever it is included - it confirms to specified lengthrdquo
WEEKENDER KIDS 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
bull It is quite an attraction for the fashion savvy tiny totsbull A national survey conducted by images magazine for kids wear
said that weekender came out tops in popularity and availability
bull weekender is more of the design rangebull Weekender began with a single basement outlet on
Bangalorersquos Residency Road in 1987 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
Weekender advertises on the Cartoon Network a channel exclusively for kids for its brand Toon World
Apart from advertising they also run special promotions like Kid Fashion shows in collaboration with the Cartoon Networklsquo
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
Diverse and wide distribution channel forms the backbone of the selling and marketing strategy
The company is also vendor to schools in India for supply of quality school uniforms under the brand ldquoGini amp Jony ndash Knowledge Wearrdquo
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 ldquoLevirsquos Sykes Juniorrdquo
The company is also all India distributors of Benetton India Private Limited and Reebok India Company for their kidswear category in India
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
Target Segment Targets kids up to 16 yrs of age It is exclusively
positioned in the category of premium kids wear segment
UNITED COLORS OF BENETTON The Italian label was formally launched in India in 1992 as a 5050 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
Target Segment Targets kids up to 16 yrs of age It is exclusively positioned in the category of
premium kids wear segment
Products Benetton launched ldquoBaby on Boardrdquo store which targets mothers to be and
kids wear store in Gurgaon The ldquoBaby on Boardrdquo 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
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
Retail Formats 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 Zapp presents an exciting range of apparel accessories and lifestyle products for
kids between the age group of 4 to 14 years 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
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
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
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
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
Raymondrsquos brand Zapp has an exclusive kids loyalty programme
LIL TOMATOES Born in December 1995 Lil Tomatoes a brand of Gunno
Group of Industries PvtLtd The Lil 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 Lil 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
They specialize in an impressive range of seasonal options for lil boys and girls aged 1 to 14 years with an added range of accessories and toys
Lirsquol 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
LEVIS SYKES JUNIOR Levisreg Sykesreg Junior was launched in the Indian Market
by ldquoGINI amp JONY Ltdrdquo as a licensee in the premium Kids wear segment Currently the brand is made available at all major A class stores amp premium malls across the country
Levisreg Kids is International kids wear face of Levisreg Brand
Levisreg Sykesreg Junior is targeted to Metro and Class I towns SEC ndash A amp B+ parents with boys and girls aged between 6-14 with active outgoing and socially inclusive lifestyle
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
The Brand is made available in the price range of Rs 349- upto Rs1799-
PALM TREE 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
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
Palm tree symbolizes the free spirited and active lifestyle of a kid in the age group of 2 to 14
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
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 Rs795-
SPYKAR OYO 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
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
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 ndash upons in the denim wear and cotton category they create complete magic in the kids wear category
This venture Spykar compete with established kids wear brands such as Gini and Jony Ruff Lilliput and Raymonds 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
Allen Solly has announced the launch of kidswear a funky cool fun and stylish collection amp aims at playing a key role in the branded Kidswear segment
Allen Solly has launched its apparels in four collections namely lsquoColour My World Urban Holiday Sports Academy and Enchantedrsquo being built around the numerous occasions in a childs life
Strict quality parameters are followed including testing for saliva and perspiration color fastness They make merchandise child safe for eg care has been taken to not provide any draw string around the neck and wherever it is included - it confirms to specified lengthrdquo
WEEKENDER KIDS 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
bull It is quite an attraction for the fashion savvy tiny totsbull A national survey conducted by images magazine for kids wear
said that weekender came out tops in popularity and availability
bull weekender is more of the design rangebull Weekender began with a single basement outlet on
Bangalorersquos Residency Road in 1987 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
Weekender advertises on the Cartoon Network a channel exclusively for kids for its brand Toon World
Apart from advertising they also run special promotions like Kid Fashion shows in collaboration with the Cartoon Networklsquo
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
UNITED COLORS OF BENETTON The Italian label was formally launched in India in 1992 as a 5050 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
Target Segment Targets kids up to 16 yrs of age It is exclusively positioned in the category of
premium kids wear segment
Products Benetton launched ldquoBaby on Boardrdquo store which targets mothers to be and
kids wear store in Gurgaon The ldquoBaby on Boardrdquo 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
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
Retail Formats 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 Zapp presents an exciting range of apparel accessories and lifestyle products for
kids between the age group of 4 to 14 years 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
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
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
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
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
Raymondrsquos brand Zapp has an exclusive kids loyalty programme
LIL TOMATOES Born in December 1995 Lil Tomatoes a brand of Gunno
Group of Industries PvtLtd The Lil 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 Lil 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
They specialize in an impressive range of seasonal options for lil boys and girls aged 1 to 14 years with an added range of accessories and toys
Lirsquol 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
LEVIS SYKES JUNIOR Levisreg Sykesreg Junior was launched in the Indian Market
by ldquoGINI amp JONY Ltdrdquo as a licensee in the premium Kids wear segment Currently the brand is made available at all major A class stores amp premium malls across the country
Levisreg Kids is International kids wear face of Levisreg Brand
Levisreg Sykesreg Junior is targeted to Metro and Class I towns SEC ndash A amp B+ parents with boys and girls aged between 6-14 with active outgoing and socially inclusive lifestyle
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
The Brand is made available in the price range of Rs 349- upto Rs1799-
PALM TREE 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
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
Palm tree symbolizes the free spirited and active lifestyle of a kid in the age group of 2 to 14
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
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 Rs795-
SPYKAR OYO 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
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
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 ndash upons in the denim wear and cotton category they create complete magic in the kids wear category
This venture Spykar compete with established kids wear brands such as Gini and Jony Ruff Lilliput and Raymonds 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
Allen Solly has announced the launch of kidswear a funky cool fun and stylish collection amp aims at playing a key role in the branded Kidswear segment
Allen Solly has launched its apparels in four collections namely lsquoColour My World Urban Holiday Sports Academy and Enchantedrsquo being built around the numerous occasions in a childs life
Strict quality parameters are followed including testing for saliva and perspiration color fastness They make merchandise child safe for eg care has been taken to not provide any draw string around the neck and wherever it is included - it confirms to specified lengthrdquo
WEEKENDER KIDS 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
bull It is quite an attraction for the fashion savvy tiny totsbull A national survey conducted by images magazine for kids wear
said that weekender came out tops in popularity and availability
bull weekender is more of the design rangebull Weekender began with a single basement outlet on
Bangalorersquos Residency Road in 1987 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
Weekender advertises on the Cartoon Network a channel exclusively for kids for its brand Toon World
Apart from advertising they also run special promotions like Kid Fashion shows in collaboration with the Cartoon Networklsquo
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
ZAPP Zapp presents an exciting range of apparel accessories and lifestyle products for
kids between the age group of 4 to 14 years 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
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
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
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
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
Raymondrsquos brand Zapp has an exclusive kids loyalty programme
LIL TOMATOES Born in December 1995 Lil Tomatoes a brand of Gunno
Group of Industries PvtLtd The Lil 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 Lil 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
They specialize in an impressive range of seasonal options for lil boys and girls aged 1 to 14 years with an added range of accessories and toys
Lirsquol 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
LEVIS SYKES JUNIOR Levisreg Sykesreg Junior was launched in the Indian Market
by ldquoGINI amp JONY Ltdrdquo as a licensee in the premium Kids wear segment Currently the brand is made available at all major A class stores amp premium malls across the country
Levisreg Kids is International kids wear face of Levisreg Brand
Levisreg Sykesreg Junior is targeted to Metro and Class I towns SEC ndash A amp B+ parents with boys and girls aged between 6-14 with active outgoing and socially inclusive lifestyle
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
The Brand is made available in the price range of Rs 349- upto Rs1799-
PALM TREE 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
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
Palm tree symbolizes the free spirited and active lifestyle of a kid in the age group of 2 to 14
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
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 Rs795-
SPYKAR OYO 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
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
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 ndash upons in the denim wear and cotton category they create complete magic in the kids wear category
This venture Spykar compete with established kids wear brands such as Gini and Jony Ruff Lilliput and Raymonds 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
Allen Solly has announced the launch of kidswear a funky cool fun and stylish collection amp aims at playing a key role in the branded Kidswear segment
Allen Solly has launched its apparels in four collections namely lsquoColour My World Urban Holiday Sports Academy and Enchantedrsquo being built around the numerous occasions in a childs life
Strict quality parameters are followed including testing for saliva and perspiration color fastness They make merchandise child safe for eg care has been taken to not provide any draw string around the neck and wherever it is included - it confirms to specified lengthrdquo
WEEKENDER KIDS 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
bull It is quite an attraction for the fashion savvy tiny totsbull A national survey conducted by images magazine for kids wear
said that weekender came out tops in popularity and availability
bull weekender is more of the design rangebull Weekender began with a single basement outlet on
Bangalorersquos Residency Road in 1987 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
Weekender advertises on the Cartoon Network a channel exclusively for kids for its brand Toon World
Apart from advertising they also run special promotions like Kid Fashion shows in collaboration with the Cartoon Networklsquo
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
LIL TOMATOES Born in December 1995 Lil Tomatoes a brand of Gunno
Group of Industries PvtLtd The Lil 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 Lil 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
They specialize in an impressive range of seasonal options for lil boys and girls aged 1 to 14 years with an added range of accessories and toys
Lirsquol 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
LEVIS SYKES JUNIOR Levisreg Sykesreg Junior was launched in the Indian Market
by ldquoGINI amp JONY Ltdrdquo as a licensee in the premium Kids wear segment Currently the brand is made available at all major A class stores amp premium malls across the country
Levisreg Kids is International kids wear face of Levisreg Brand
Levisreg Sykesreg Junior is targeted to Metro and Class I towns SEC ndash A amp B+ parents with boys and girls aged between 6-14 with active outgoing and socially inclusive lifestyle
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
The Brand is made available in the price range of Rs 349- upto Rs1799-
PALM TREE 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
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
Palm tree symbolizes the free spirited and active lifestyle of a kid in the age group of 2 to 14
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
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 Rs795-
SPYKAR OYO 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
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
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 ndash upons in the denim wear and cotton category they create complete magic in the kids wear category
This venture Spykar compete with established kids wear brands such as Gini and Jony Ruff Lilliput and Raymonds 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
Allen Solly has announced the launch of kidswear a funky cool fun and stylish collection amp aims at playing a key role in the branded Kidswear segment
Allen Solly has launched its apparels in four collections namely lsquoColour My World Urban Holiday Sports Academy and Enchantedrsquo being built around the numerous occasions in a childs life
Strict quality parameters are followed including testing for saliva and perspiration color fastness They make merchandise child safe for eg care has been taken to not provide any draw string around the neck and wherever it is included - it confirms to specified lengthrdquo
WEEKENDER KIDS 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
bull It is quite an attraction for the fashion savvy tiny totsbull A national survey conducted by images magazine for kids wear
said that weekender came out tops in popularity and availability
bull weekender is more of the design rangebull Weekender began with a single basement outlet on
Bangalorersquos Residency Road in 1987 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
Weekender advertises on the Cartoon Network a channel exclusively for kids for its brand Toon World
Apart from advertising they also run special promotions like Kid Fashion shows in collaboration with the Cartoon Networklsquo
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
LEVIS SYKES JUNIOR Levisreg Sykesreg Junior was launched in the Indian Market
by ldquoGINI amp JONY Ltdrdquo as a licensee in the premium Kids wear segment Currently the brand is made available at all major A class stores amp premium malls across the country
Levisreg Kids is International kids wear face of Levisreg Brand
Levisreg Sykesreg Junior is targeted to Metro and Class I towns SEC ndash A amp B+ parents with boys and girls aged between 6-14 with active outgoing and socially inclusive lifestyle
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
The Brand is made available in the price range of Rs 349- upto Rs1799-
PALM TREE 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
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
Palm tree symbolizes the free spirited and active lifestyle of a kid in the age group of 2 to 14
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
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 Rs795-
SPYKAR OYO 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
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
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 ndash upons in the denim wear and cotton category they create complete magic in the kids wear category
This venture Spykar compete with established kids wear brands such as Gini and Jony Ruff Lilliput and Raymonds 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
Allen Solly has announced the launch of kidswear a funky cool fun and stylish collection amp aims at playing a key role in the branded Kidswear segment
Allen Solly has launched its apparels in four collections namely lsquoColour My World Urban Holiday Sports Academy and Enchantedrsquo being built around the numerous occasions in a childs life
Strict quality parameters are followed including testing for saliva and perspiration color fastness They make merchandise child safe for eg care has been taken to not provide any draw string around the neck and wherever it is included - it confirms to specified lengthrdquo
WEEKENDER KIDS 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
bull It is quite an attraction for the fashion savvy tiny totsbull A national survey conducted by images magazine for kids wear
said that weekender came out tops in popularity and availability
bull weekender is more of the design rangebull Weekender began with a single basement outlet on
Bangalorersquos Residency Road in 1987 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
Weekender advertises on the Cartoon Network a channel exclusively for kids for its brand Toon World
Apart from advertising they also run special promotions like Kid Fashion shows in collaboration with the Cartoon Networklsquo
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
PALM TREE 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
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
Palm tree symbolizes the free spirited and active lifestyle of a kid in the age group of 2 to 14
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
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 Rs795-
SPYKAR OYO 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
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
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 ndash upons in the denim wear and cotton category they create complete magic in the kids wear category
This venture Spykar compete with established kids wear brands such as Gini and Jony Ruff Lilliput and Raymonds 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
Allen Solly has announced the launch of kidswear a funky cool fun and stylish collection amp aims at playing a key role in the branded Kidswear segment
Allen Solly has launched its apparels in four collections namely lsquoColour My World Urban Holiday Sports Academy and Enchantedrsquo being built around the numerous occasions in a childs life
Strict quality parameters are followed including testing for saliva and perspiration color fastness They make merchandise child safe for eg care has been taken to not provide any draw string around the neck and wherever it is included - it confirms to specified lengthrdquo
WEEKENDER KIDS 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
bull It is quite an attraction for the fashion savvy tiny totsbull A national survey conducted by images magazine for kids wear
said that weekender came out tops in popularity and availability
bull weekender is more of the design rangebull Weekender began with a single basement outlet on
Bangalorersquos Residency Road in 1987 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
Weekender advertises on the Cartoon Network a channel exclusively for kids for its brand Toon World
Apart from advertising they also run special promotions like Kid Fashion shows in collaboration with the Cartoon Networklsquo
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
SPYKAR OYO 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
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
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 ndash upons in the denim wear and cotton category they create complete magic in the kids wear category
This venture Spykar compete with established kids wear brands such as Gini and Jony Ruff Lilliput and Raymonds 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
Allen Solly has announced the launch of kidswear a funky cool fun and stylish collection amp aims at playing a key role in the branded Kidswear segment
Allen Solly has launched its apparels in four collections namely lsquoColour My World Urban Holiday Sports Academy and Enchantedrsquo being built around the numerous occasions in a childs life
Strict quality parameters are followed including testing for saliva and perspiration color fastness They make merchandise child safe for eg care has been taken to not provide any draw string around the neck and wherever it is included - it confirms to specified lengthrdquo
WEEKENDER KIDS 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
bull It is quite an attraction for the fashion savvy tiny totsbull A national survey conducted by images magazine for kids wear
said that weekender came out tops in popularity and availability
bull weekender is more of the design rangebull Weekender began with a single basement outlet on
Bangalorersquos Residency Road in 1987 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
Weekender advertises on the Cartoon Network a channel exclusively for kids for its brand Toon World
Apart from advertising they also run special promotions like Kid Fashion shows in collaboration with the Cartoon Networklsquo
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
ALLEN SOLLY
Allen Solly has announced the launch of kidswear a funky cool fun and stylish collection amp aims at playing a key role in the branded Kidswear segment
Allen Solly has launched its apparels in four collections namely lsquoColour My World Urban Holiday Sports Academy and Enchantedrsquo being built around the numerous occasions in a childs life
Strict quality parameters are followed including testing for saliva and perspiration color fastness They make merchandise child safe for eg care has been taken to not provide any draw string around the neck and wherever it is included - it confirms to specified lengthrdquo
WEEKENDER KIDS 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
bull It is quite an attraction for the fashion savvy tiny totsbull A national survey conducted by images magazine for kids wear
said that weekender came out tops in popularity and availability
bull weekender is more of the design rangebull Weekender began with a single basement outlet on
Bangalorersquos Residency Road in 1987 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
Weekender advertises on the Cartoon Network a channel exclusively for kids for its brand Toon World
Apart from advertising they also run special promotions like Kid Fashion shows in collaboration with the Cartoon Networklsquo
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
Allen Solly has launched its apparels in four collections namely lsquoColour My World Urban Holiday Sports Academy and Enchantedrsquo being built around the numerous occasions in a childs life
Strict quality parameters are followed including testing for saliva and perspiration color fastness They make merchandise child safe for eg care has been taken to not provide any draw string around the neck and wherever it is included - it confirms to specified lengthrdquo
WEEKENDER KIDS 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
bull It is quite an attraction for the fashion savvy tiny totsbull A national survey conducted by images magazine for kids wear
said that weekender came out tops in popularity and availability
bull weekender is more of the design rangebull Weekender began with a single basement outlet on
Bangalorersquos Residency Road in 1987 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
Weekender advertises on the Cartoon Network a channel exclusively for kids for its brand Toon World
Apart from advertising they also run special promotions like Kid Fashion shows in collaboration with the Cartoon Networklsquo
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
WEEKENDER KIDS 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
bull It is quite an attraction for the fashion savvy tiny totsbull A national survey conducted by images magazine for kids wear
said that weekender came out tops in popularity and availability
bull weekender is more of the design rangebull Weekender began with a single basement outlet on
Bangalorersquos Residency Road in 1987 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
Weekender advertises on the Cartoon Network a channel exclusively for kids for its brand Toon World
Apart from advertising they also run special promotions like Kid Fashion shows in collaboration with the Cartoon Networklsquo
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
DESIGN AESTHETICS FABRICS amp TRIMSbull Their in-house designers constantly keep in touch with the latest
trends to deliver the best for their consumers bull For the little girls they have floral spaghettis blouses and shirts
that could be teamed with capris pedal pushers etcbull 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
bull Favourite `toons and super heroes are the popularly used motifs designs on T-shirts They also have apparel and accessories from Disney
bull 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
The youth segment identified with the age group of 15-25 years is more closely associated with street fashion
Smart sensible trendy and comfortable - as characterised by Weekender 2-12 years are the kids wear section
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
RUFF KIDS Ruff Kids is another Indian brand that is
making its presence felt in the global market
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
RUFF KIDS products are manufactured and marketed under the labels of RUFF BABY amp RUFF KIDS to cater to the needs of children from 1-3 yrs amp 4 -16 yrs age respectively
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 amp products
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
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
RUFF KIDS range of clothing comprises of trendy designer wear trousers denims Caprirsquos 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
The trendy innovative amp 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
Layered garmentsStole (in the new collection)Patches on hemlines and sleeves
