National Institute Of Fashion Technology

Research Methodology Page 1

Kids Merchandise Mix For National Brands

Ahmedabad Region

Arpit Jinal Satendra amp Vishal

National Institute Of Fashion Technology

Research Methodology Page 2

CONTENTS

TOPIC Executive Summary 3 Literature Review 4 Title Of The Project 15 Problem Statement 16 Research Objective 17 Research Sub-Objective 18 Research Design 19 Nature and Form of Result 20 Budget 21 Schedule 21 Bibliography 22

National Institute Of Fashion Technology

Research Methodology Page 3

Executive Summary

Merchandize mix is the breadth and depth of the products carried by retailers It requires planning of the quantity and type of stocks in the retail store Managing the merchandize mix in the kids wear is challenging There is a high demand of kids wear It is estimated that kids wear market will be of 30510 crore by 2013 and the volume of kids wear contributes to 249 compared to other apparels Thus it becomes necessary to manage and plan stocks in the optimum way to make higher profits and tap the market

Here we have conducted a study of Ahmedabad malls that carry kids wear merchandize From the study we are trying to understand what types of kids wear apparels customerrsquos prefer (willing to buy) according to which the retailers can stock those products as per the required quantity of that style product There are times that certain product is stocked more than the other in which case sale opportunity is lost

National Institute Of Fashion Technology

Research Methodology Page 4

Literature Review

Introduction

Scanning through the streets of any town or city one can see a mind boggling array of kids apparels Spaghetti tops Crystal studded denims Italian cuts Capris and exclusive party wears Kids fashion is a diminutive version of adults wear They have all the clothing as like that of adults and even much more Children of today are much more intelligent than their previous generation They like to have their own choice of clothing This metamorphosis of children becoming independent buyers is enhancing the kidswear market Double income increase in the amount of disposable income and one or two kids are the supporting factors to the growth of the kidswear market

Global kidswear market during 2006 was estimated to be around US$ 16392 billion which was a small contribution of 36 of the total clothing industry Kidswear segment of the Asia-Pacific region is 351 of the global market and is considered by industry analysts as one of the fastest growing segment due to increase in child population supported by many other factors

National Institute Of Fashion Technology

Research Methodology Page 5

Indian Kidswear Market

Good times for the Indian kids apparel market are in the offing The evolution in the buying behavior of children and their influence over their parents results in a big difference in purchase decisions Media exposures and promotions also cause a significant influence in the market Evolving dynamics in this market have made it necessary for the manufacturers and retailers to evolve their business strategiesrsquo in order to sustain themselves in the market Many manufacturers come up with their own brands while some others enter into business through joint ventures Todayrsquos kids are more fashion conscious and are ready to experiment with clothing Increase in the amount of disposable income and retail blitz has brought a sea change in the Indian kids apparel market With kidswear being considered as a part of the lifestyle segment and a strong emphasis is being placed on brands this segment proves to be a potential business

National Institute Of Fashion Technology

Research Methodology Page 6

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 Childrenrsquos garments are available in various forms and designs Kids apparel market is more unorganized than any other segment of apparels The market is a proposition of the good bad and the ugly A huge volume of kids apparel in India is being dominated by local and unorganized players This gives an excellent opportunity for the organized players to lay a strong foundation in this segment Indian market is now moving towards an international look in terms of childrenrsquos apparel Cotton plays a major role in the clothing of children Approximately 86 of the kidswear are of cotton

Branded kids apparel market is in its nascent stage in India with a handful of national and international brands Industry analyst estimate that market size of branded kidswear in India including brands like Ruff Kids Ruff Baby Planet Kids Gini amp Jony ZAPP Lirsquol Tomatoes and Weekender Kids is estimated to be around Rs 1000 crore They positively assert that branded market for kids is growing at 15 per annum International brands including Barbie Mothercare Benetton Kids Pepe Lee Kids Tommy Hilfiger and Adams Kids have also entered the Indian market

National Institute Of Fashion Technology

Research Methodology Page 7

Market size and Growth

According to the India Apparel Report 2009 (Images Year Book Vol VII) the size of kidswear market is estimated to be at Rs 30 510 crore Industry experts predict that the market will further grow to reach Rs 45 000 crore by 2013 with braded apparels contributing to a major share The volume of market share of kids apparels in the total apparel market is at 249 as against a 15 share in 2005 Urban kids apparel market comprises about 60 of the total kidswear market A research states that more than 30 of the countryrsquos population is below 15 years of age The density of population makes kidswear to be one of the fastest growing segments in the Indian market scenario

Branded kidswear are well established in I tier cities and are now experiencing a good growth in II amp III tier cities as well Wanting the best outfit for their children parents are seeking a variety of garments offered by new brands and are shopping in exclusive outlets dedicated for childrenrsquos apparel Industry players further predict that the market is set to grow by 12 annually and reach its peak by 2010

The Indian children-wear market generated total revenues of $6 billion in 2009 representing a compound annual growth rate (CAGR) of 10 for the period spanning 2005-2009 In comparison the Chinese market increased with a CAGR of 65 and the Japanese market declined with a compound annual rate of change (CARC) of -07 over the same period to reach respective values of $324 billion and $109 billion in 2009

National Institute Of Fashion Technology

Research Methodology Page 8

Market share of the Major Apparel Segments (2009) Total size Rs 122 400 crore

Sales by clothing and accessories specialists proved the most lucrative for the Indian childrenswear market in 2009 with total revenues of $51 billion equivalent to 847 of the markets overall value

National Institute Of Fashion Technology

Research Methodology Page 9

Characteristics of Kidswear Markets The market for kidswear is classified as follows

992256 Infants (0 - 6 months) 992256 Toddlers (7 months - 2 years) 992256 Kids (3 - 8 Years) 992256 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

National Institute Of Fashion Technology

Research Methodology Page 10

Average budget for kids apparel

For childrenrsquos wear cotton is the most preferred material due to its non-allergic comfortable and easy caring virtues But with the advent of more and more fads emerging in the market this fibre faces competition with other synthetic ones which are preferred for its washability and non-creasing abilities

National Institute Of Fashion Technology

Research Methodology Page 11

Growth Drivers

Children always keep growing So the possibility of this market being strong even in tough times is evident as there is always a demand for kids apparel

Demography

A survey states that the maximum sales in childrenrsquos wear market comes from smaller towns Patiala Bhatinda Coimbatore Phagwara and Sonepat are a few to name Branded wears are well established in tier I cities and are now emerging into the II tier and III tier cities as well In I tier cities boutiques are emerging to be a popular trend Consumers expect these retailers to have a cutting-edge of garments and exclusive collection of clothes

Generally stores that offer a wide range of selection at discounts and low prices attract more traffic As kids grow quickly and are less attentive in keeping their clothes safe parents consider kids apparel as functional and disposable as well In case of infant and toddler wears general merchandise and supermarkets dominate the sales Specialty stores are successful in this segment as they are focused on a particular section in the apparel segment Few retailers dominate the kids apparel market in any one particular area

National Institute Of Fashion Technology

Research Methodology Page 12

Untapped market potential With a promising future for kids apparels the market has attracted international brands into India Global brands like Mothercare Mona Lisa Benetton Espirit Bossini and Kans have entered the Indian kids apparel market While international brands eye Indian kidswear market domestic brands like Lilliput Lirsquol Tomatoes and Catmoss are gearing up to have a share in the global market Representing Indian brands abroad higher profit margins and succulent opportunities are assumed to be the reasons behind their foreign march India has a vast potential for export of kids apparel to foreign markets like US and EU Brands like Lilliput and Koutons are exploring opportunities for joint venture options to tap the childrenrsquos apparel market in China Indian players spot lucrative manufacturing capabilities in China supported by strong purchasing power Hence Indian business units are planning to acquire manufacturing units in China to gain production scale for its operations in the lsquodragon nationrsquo

National Institute Of Fashion Technology

Research Methodology Page 13

Media Proliferation

A brand positioning itself in the market depends on the level of differentiation it is able to establish The manufacturer must also ascertain a sizable amount of promotional budget to gain eyeballs There are no boundaries for the scope of merchandising activities for kidswear With the effective publicity of mediums like TV channels video games blockbuster of superheroes and peer influence children are aware of the latest fashion in apparels and other accessories Generally parents like to dress their children like themselves They further seek to buy brands they are already aware of and have confidence in Popular brands like Gap Diesel and many others plan to extend into this segment With the emergence of many TV channels promotional strategies of companies have become more intense Innovative promotions which encourage the kids involvement finds more acceptance

National Institute Of Fashion Technology

Research Methodology Page 14

Success Factors

Craving for a niche new entrants as well as existing players follow distinct strategies to market their brand Marketing task lies in capturing the imagination of the children with fashionable patterns and of the parents with quality apparels supplemented by reasonable prices All these determine the success of the manufacturer in this segment

National Institute Of Fashion Technology

Research Methodology Page 15

Title of the Project

ldquoTo suggest the merchandise mix for kids-wear section for the national

brands in ahmedabad regionrdquo

National Institute Of Fashion Technology

Research Methodology Page 16

Problem Statement

ldquoWhat are the most preferred merchandise mix for the different apparel product

categories in relation to consumer buying preferences and behavior with respect to

purchase of kids-wear garments in Ahmedabad Region ldquo

National Institute Of Fashion Technology

Research Methodology Page 17

Research Objective

The primary objective of the project was ldquoto suggest the merchandise mix for the Apparel product categories for kidsrdquo This includes

To suggest a broad merchandise mix in terms of assortment categories classes and sub classes

To prepare an assortment distribution plan to breakdown the merchandise classes defined in the previous step into assortment factors-style sizes colors and price lines

National Institute Of Fashion Technology

Research Methodology Page 18

Sub objective

To analyze forecast of silhouette style color fabric for the merchandise (for the particular season)

To understand the consumer buying preferences and behavior with respect to purchase of garments

To study the merchandise mix of the probable competitors for the brand

National Institute Of Fashion Technology

Research Methodology Page 19

Methodology

Exploratory research

Studying related literature on retail merchandising and fashion buying in books magazines and journals in order to understand the merchandise planning process

Understanding the merchandising policies of the store by interviewing the key decision makers

Study will be basically Analytical research based on Qualitative attributes

Descriptive research

bull Competitor analysis- An analysis of probable competitors to style the merchandise assortment in terms of stocked the style sizes and colors and pricing of these items relative allocation of the garments

bull Consumer survey-To understand the preferences and purchase behavior of consumer in respect of garments

National Institute Of Fashion Technology

Research Methodology Page 20

Nature and Form of Result

Quantity in each brand and percentage

Girls

Jeans

T-shirt

Capri

T-shirt

Skirt

Jeans

Frocks Shirt

Capri

Product Type Kids Wear

Product Category Boys

Brands Ginni ampJohny GAP Lilliput

Boys

National Institute Of Fashion Technology

Research Methodology Page 21

Budget

Paper Photocopy 500

Transportation 400

Miscellaneous 500

Total 1400

Schedule

bull Total research project will span for 5 regular days that will consist of surveys interviews and data analysis with advent on the conclusions and recommendations

bull Date 070111 to 130111

National Institute Of Fashion Technology

Research Methodology Page 22

Bibliography

1 Fibretofashion

httpwwwfibre2fashioncomindustry-article155childrens-apparel-market-in-india1asp

httpwwwfibre2fashioncomindustry-articlemarket-research-industry-reportsindian-kidswear-market-is-growingasp

2 India Today wwwindiatodayinkidswear-market-to-touch-rs-58k-cr-by-2014html 3 The Hindu Business Line

httpwwwthehindubusinesslinecomiw20030119stories2003011900580700htm

National Institute Of Fashion Technology

Research Methodology Page 2

CONTENTS

TOPIC Executive Summary 3 Literature Review 4 Title Of The Project 15 Problem Statement 16 Research Objective 17 Research Sub-Objective 18 Research Design 19 Nature and Form of Result 20 Budget 21 Schedule 21 Bibliography 22

National Institute Of Fashion Technology

Research Methodology Page 3

Executive Summary

Merchandize mix is the breadth and depth of the products carried by retailers It requires planning of the quantity and type of stocks in the retail store Managing the merchandize mix in the kids wear is challenging There is a high demand of kids wear It is estimated that kids wear market will be of 30510 crore by 2013 and the volume of kids wear contributes to 249 compared to other apparels Thus it becomes necessary to manage and plan stocks in the optimum way to make higher profits and tap the market

Here we have conducted a study of Ahmedabad malls that carry kids wear merchandize From the study we are trying to understand what types of kids wear apparels customerrsquos prefer (willing to buy) according to which the retailers can stock those products as per the required quantity of that style product There are times that certain product is stocked more than the other in which case sale opportunity is lost

National Institute Of Fashion Technology

Research Methodology Page 4

Literature Review

Introduction

Scanning through the streets of any town or city one can see a mind boggling array of kids apparels Spaghetti tops Crystal studded denims Italian cuts Capris and exclusive party wears Kids fashion is a diminutive version of adults wear They have all the clothing as like that of adults and even much more Children of today are much more intelligent than their previous generation They like to have their own choice of clothing This metamorphosis of children becoming independent buyers is enhancing the kidswear market Double income increase in the amount of disposable income and one or two kids are the supporting factors to the growth of the kidswear market

Global kidswear market during 2006 was estimated to be around US$ 16392 billion which was a small contribution of 36 of the total clothing industry Kidswear segment of the Asia-Pacific region is 351 of the global market and is considered by industry analysts as one of the fastest growing segment due to increase in child population supported by many other factors

National Institute Of Fashion Technology

Research Methodology Page 5

Indian Kidswear Market

Good times for the Indian kids apparel market are in the offing The evolution in the buying behavior of children and their influence over their parents results in a big difference in purchase decisions Media exposures and promotions also cause a significant influence in the market Evolving dynamics in this market have made it necessary for the manufacturers and retailers to evolve their business strategiesrsquo in order to sustain themselves in the market Many manufacturers come up with their own brands while some others enter into business through joint ventures Todayrsquos kids are more fashion conscious and are ready to experiment with clothing Increase in the amount of disposable income and retail blitz has brought a sea change in the Indian kids apparel market With kidswear being considered as a part of the lifestyle segment and a strong emphasis is being placed on brands this segment proves to be a potential business

National Institute Of Fashion Technology

Research Methodology Page 6

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 Childrenrsquos garments are available in various forms and designs Kids apparel market is more unorganized than any other segment of apparels The market is a proposition of the good bad and the ugly A huge volume of kids apparel in India is being dominated by local and unorganized players This gives an excellent opportunity for the organized players to lay a strong foundation in this segment Indian market is now moving towards an international look in terms of childrenrsquos apparel Cotton plays a major role in the clothing of children Approximately 86 of the kidswear are of cotton

Branded kids apparel market is in its nascent stage in India with a handful of national and international brands Industry analyst estimate that market size of branded kidswear in India including brands like Ruff Kids Ruff Baby Planet Kids Gini amp Jony ZAPP Lirsquol Tomatoes and Weekender Kids is estimated to be around Rs 1000 crore They positively assert that branded market for kids is growing at 15 per annum International brands including Barbie Mothercare Benetton Kids Pepe Lee Kids Tommy Hilfiger and Adams Kids have also entered the Indian market

National Institute Of Fashion Technology

Research Methodology Page 7

Market size and Growth

According to the India Apparel Report 2009 (Images Year Book Vol VII) the size of kidswear market is estimated to be at Rs 30 510 crore Industry experts predict that the market will further grow to reach Rs 45 000 crore by 2013 with braded apparels contributing to a major share The volume of market share of kids apparels in the total apparel market is at 249 as against a 15 share in 2005 Urban kids apparel market comprises about 60 of the total kidswear market A research states that more than 30 of the countryrsquos population is below 15 years of age The density of population makes kidswear to be one of the fastest growing segments in the Indian market scenario

Branded kidswear are well established in I tier cities and are now experiencing a good growth in II amp III tier cities as well Wanting the best outfit for their children parents are seeking a variety of garments offered by new brands and are shopping in exclusive outlets dedicated for childrenrsquos apparel Industry players further predict that the market is set to grow by 12 annually and reach its peak by 2010

The Indian children-wear market generated total revenues of $6 billion in 2009 representing a compound annual growth rate (CAGR) of 10 for the period spanning 2005-2009 In comparison the Chinese market increased with a CAGR of 65 and the Japanese market declined with a compound annual rate of change (CARC) of -07 over the same period to reach respective values of $324 billion and $109 billion in 2009

National Institute Of Fashion Technology

Research Methodology Page 8

Market share of the Major Apparel Segments (2009) Total size Rs 122 400 crore

Sales by clothing and accessories specialists proved the most lucrative for the Indian childrenswear market in 2009 with total revenues of $51 billion equivalent to 847 of the markets overall value

National Institute Of Fashion Technology

Research Methodology Page 9

Characteristics of Kidswear Markets The market for kidswear is classified as follows

992256 Infants (0 - 6 months) 992256 Toddlers (7 months - 2 years) 992256 Kids (3 - 8 Years) 992256 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

National Institute Of Fashion Technology

Research Methodology Page 10

Average budget for kids apparel

For childrenrsquos wear cotton is the most preferred material due to its non-allergic comfortable and easy caring virtues But with the advent of more and more fads emerging in the market this fibre faces competition with other synthetic ones which are preferred for its washability and non-creasing abilities

National Institute Of Fashion Technology

Research Methodology Page 11

Growth Drivers

Children always keep growing So the possibility of this market being strong even in tough times is evident as there is always a demand for kids apparel

Demography

A survey states that the maximum sales in childrenrsquos wear market comes from smaller towns Patiala Bhatinda Coimbatore Phagwara and Sonepat are a few to name Branded wears are well established in tier I cities and are now emerging into the II tier and III tier cities as well In I tier cities boutiques are emerging to be a popular trend Consumers expect these retailers to have a cutting-edge of garments and exclusive collection of clothes

Generally stores that offer a wide range of selection at discounts and low prices attract more traffic As kids grow quickly and are less attentive in keeping their clothes safe parents consider kids apparel as functional and disposable as well In case of infant and toddler wears general merchandise and supermarkets dominate the sales Specialty stores are successful in this segment as they are focused on a particular section in the apparel segment Few retailers dominate the kids apparel market in any one particular area

National Institute Of Fashion Technology

Research Methodology Page 12

Untapped market potential With a promising future for kids apparels the market has attracted international brands into India Global brands like Mothercare Mona Lisa Benetton Espirit Bossini and Kans have entered the Indian kids apparel market While international brands eye Indian kidswear market domestic brands like Lilliput Lirsquol Tomatoes and Catmoss are gearing up to have a share in the global market Representing Indian brands abroad higher profit margins and succulent opportunities are assumed to be the reasons behind their foreign march India has a vast potential for export of kids apparel to foreign markets like US and EU Brands like Lilliput and Koutons are exploring opportunities for joint venture options to tap the childrenrsquos apparel market in China Indian players spot lucrative manufacturing capabilities in China supported by strong purchasing power Hence Indian business units are planning to acquire manufacturing units in China to gain production scale for its operations in the lsquodragon nationrsquo

National Institute Of Fashion Technology

Research Methodology Page 13

Media Proliferation

A brand positioning itself in the market depends on the level of differentiation it is able to establish The manufacturer must also ascertain a sizable amount of promotional budget to gain eyeballs There are no boundaries for the scope of merchandising activities for kidswear With the effective publicity of mediums like TV channels video games blockbuster of superheroes and peer influence children are aware of the latest fashion in apparels and other accessories Generally parents like to dress their children like themselves They further seek to buy brands they are already aware of and have confidence in Popular brands like Gap Diesel and many others plan to extend into this segment With the emergence of many TV channels promotional strategies of companies have become more intense Innovative promotions which encourage the kids involvement finds more acceptance

National Institute Of Fashion Technology

Research Methodology Page 14

Success Factors

Craving for a niche new entrants as well as existing players follow distinct strategies to market their brand Marketing task lies in capturing the imagination of the children with fashionable patterns and of the parents with quality apparels supplemented by reasonable prices All these determine the success of the manufacturer in this segment

National Institute Of Fashion Technology

Research Methodology Page 15

Title of the Project

ldquoTo suggest the merchandise mix for kids-wear section for the national

brands in ahmedabad regionrdquo

National Institute Of Fashion Technology

Research Methodology Page 16

Problem Statement

ldquoWhat are the most preferred merchandise mix for the different apparel product

categories in relation to consumer buying preferences and behavior with respect to

purchase of kids-wear garments in Ahmedabad Region ldquo

National Institute Of Fashion Technology

Research Methodology Page 17

Research Objective

The primary objective of the project was ldquoto suggest the merchandise mix for the Apparel product categories for kidsrdquo This includes

To suggest a broad merchandise mix in terms of assortment categories classes and sub classes

To prepare an assortment distribution plan to breakdown the merchandise classes defined in the previous step into assortment factors-style sizes colors and price lines

National Institute Of Fashion Technology

Research Methodology Page 18

Sub objective

To analyze forecast of silhouette style color fabric for the merchandise (for the particular season)

To understand the consumer buying preferences and behavior with respect to purchase of garments

To study the merchandise mix of the probable competitors for the brand

National Institute Of Fashion Technology

Research Methodology Page 19

Methodology

Exploratory research

Studying related literature on retail merchandising and fashion buying in books magazines and journals in order to understand the merchandise planning process

Understanding the merchandising policies of the store by interviewing the key decision makers

Study will be basically Analytical research based on Qualitative attributes

Descriptive research

bull Competitor analysis- An analysis of probable competitors to style the merchandise assortment in terms of stocked the style sizes and colors and pricing of these items relative allocation of the garments

bull Consumer survey-To understand the preferences and purchase behavior of consumer in respect of garments

National Institute Of Fashion Technology

Research Methodology Page 20

Nature and Form of Result

Quantity in each brand and percentage

Girls

Jeans

T-shirt

Capri

T-shirt

Skirt

Jeans

Frocks Shirt

Capri

Product Type Kids Wear

Product Category Boys

Brands Ginni ampJohny GAP Lilliput

Boys

National Institute Of Fashion Technology

Research Methodology Page 21

Budget

Paper Photocopy 500

Transportation 400

Miscellaneous 500

Total 1400

Schedule

bull Total research project will span for 5 regular days that will consist of surveys interviews and data analysis with advent on the conclusions and recommendations

bull Date 070111 to 130111

National Institute Of Fashion Technology

Research Methodology Page 22

Bibliography

1 Fibretofashion

httpwwwfibre2fashioncomindustry-article155childrens-apparel-market-in-india1asp

httpwwwfibre2fashioncomindustry-articlemarket-research-industry-reportsindian-kidswear-market-is-growingasp

2 India Today wwwindiatodayinkidswear-market-to-touch-rs-58k-cr-by-2014html 3 The Hindu Business Line

httpwwwthehindubusinesslinecomiw20030119stories2003011900580700htm

National Institute Of Fashion Technology

Research Methodology Page 3

Executive Summary

Merchandize mix is the breadth and depth of the products carried by retailers It requires planning of the quantity and type of stocks in the retail store Managing the merchandize mix in the kids wear is challenging There is a high demand of kids wear It is estimated that kids wear market will be of 30510 crore by 2013 and the volume of kids wear contributes to 249 compared to other apparels Thus it becomes necessary to manage and plan stocks in the optimum way to make higher profits and tap the market

Here we have conducted a study of Ahmedabad malls that carry kids wear merchandize From the study we are trying to understand what types of kids wear apparels customerrsquos prefer (willing to buy) according to which the retailers can stock those products as per the required quantity of that style product There are times that certain product is stocked more than the other in which case sale opportunity is lost

National Institute Of Fashion Technology

Research Methodology Page 4

Literature Review

Introduction

Scanning through the streets of any town or city one can see a mind boggling array of kids apparels Spaghetti tops Crystal studded denims Italian cuts Capris and exclusive party wears Kids fashion is a diminutive version of adults wear They have all the clothing as like that of adults and even much more Children of today are much more intelligent than their previous generation They like to have their own choice of clothing This metamorphosis of children becoming independent buyers is enhancing the kidswear market Double income increase in the amount of disposable income and one or two kids are the supporting factors to the growth of the kidswear market

Global kidswear market during 2006 was estimated to be around US$ 16392 billion which was a small contribution of 36 of the total clothing industry Kidswear segment of the Asia-Pacific region is 351 of the global market and is considered by industry analysts as one of the fastest growing segment due to increase in child population supported by many other factors

National Institute Of Fashion Technology

Research Methodology Page 5

Indian Kidswear Market

Good times for the Indian kids apparel market are in the offing The evolution in the buying behavior of children and their influence over their parents results in a big difference in purchase decisions Media exposures and promotions also cause a significant influence in the market Evolving dynamics in this market have made it necessary for the manufacturers and retailers to evolve their business strategiesrsquo in order to sustain themselves in the market Many manufacturers come up with their own brands while some others enter into business through joint ventures Todayrsquos kids are more fashion conscious and are ready to experiment with clothing Increase in the amount of disposable income and retail blitz has brought a sea change in the Indian kids apparel market With kidswear being considered as a part of the lifestyle segment and a strong emphasis is being placed on brands this segment proves to be a potential business

National Institute Of Fashion Technology

Research Methodology Page 6

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 Childrenrsquos garments are available in various forms and designs Kids apparel market is more unorganized than any other segment of apparels The market is a proposition of the good bad and the ugly A huge volume of kids apparel in India is being dominated by local and unorganized players This gives an excellent opportunity for the organized players to lay a strong foundation in this segment Indian market is now moving towards an international look in terms of childrenrsquos apparel Cotton plays a major role in the clothing of children Approximately 86 of the kidswear are of cotton

Branded kids apparel market is in its nascent stage in India with a handful of national and international brands Industry analyst estimate that market size of branded kidswear in India including brands like Ruff Kids Ruff Baby Planet Kids Gini amp Jony ZAPP Lirsquol Tomatoes and Weekender Kids is estimated to be around Rs 1000 crore They positively assert that branded market for kids is growing at 15 per annum International brands including Barbie Mothercare Benetton Kids Pepe Lee Kids Tommy Hilfiger and Adams Kids have also entered the Indian market

National Institute Of Fashion Technology

Research Methodology Page 7

Market size and Growth

According to the India Apparel Report 2009 (Images Year Book Vol VII) the size of kidswear market is estimated to be at Rs 30 510 crore Industry experts predict that the market will further grow to reach Rs 45 000 crore by 2013 with braded apparels contributing to a major share The volume of market share of kids apparels in the total apparel market is at 249 as against a 15 share in 2005 Urban kids apparel market comprises about 60 of the total kidswear market A research states that more than 30 of the countryrsquos population is below 15 years of age The density of population makes kidswear to be one of the fastest growing segments in the Indian market scenario

Branded kidswear are well established in I tier cities and are now experiencing a good growth in II amp III tier cities as well Wanting the best outfit for their children parents are seeking a variety of garments offered by new brands and are shopping in exclusive outlets dedicated for childrenrsquos apparel Industry players further predict that the market is set to grow by 12 annually and reach its peak by 2010

The Indian children-wear market generated total revenues of $6 billion in 2009 representing a compound annual growth rate (CAGR) of 10 for the period spanning 2005-2009 In comparison the Chinese market increased with a CAGR of 65 and the Japanese market declined with a compound annual rate of change (CARC) of -07 over the same period to reach respective values of $324 billion and $109 billion in 2009

National Institute Of Fashion Technology

Research Methodology Page 8

Market share of the Major Apparel Segments (2009) Total size Rs 122 400 crore

Sales by clothing and accessories specialists proved the most lucrative for the Indian childrenswear market in 2009 with total revenues of $51 billion equivalent to 847 of the markets overall value

National Institute Of Fashion Technology

Research Methodology Page 9

Characteristics of Kidswear Markets The market for kidswear is classified as follows

992256 Infants (0 - 6 months) 992256 Toddlers (7 months - 2 years) 992256 Kids (3 - 8 Years) 992256 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

National Institute Of Fashion Technology

Research Methodology Page 10

Average budget for kids apparel

For childrenrsquos wear cotton is the most preferred material due to its non-allergic comfortable and easy caring virtues But with the advent of more and more fads emerging in the market this fibre faces competition with other synthetic ones which are preferred for its washability and non-creasing abilities

National Institute Of Fashion Technology

Research Methodology Page 11

Growth Drivers

Children always keep growing So the possibility of this market being strong even in tough times is evident as there is always a demand for kids apparel

Demography

A survey states that the maximum sales in childrenrsquos wear market comes from smaller towns Patiala Bhatinda Coimbatore Phagwara and Sonepat are a few to name Branded wears are well established in tier I cities and are now emerging into the II tier and III tier cities as well In I tier cities boutiques are emerging to be a popular trend Consumers expect these retailers to have a cutting-edge of garments and exclusive collection of clothes

Generally stores that offer a wide range of selection at discounts and low prices attract more traffic As kids grow quickly and are less attentive in keeping their clothes safe parents consider kids apparel as functional and disposable as well In case of infant and toddler wears general merchandise and supermarkets dominate the sales Specialty stores are successful in this segment as they are focused on a particular section in the apparel segment Few retailers dominate the kids apparel market in any one particular area

National Institute Of Fashion Technology

Research Methodology Page 12

Untapped market potential With a promising future for kids apparels the market has attracted international brands into India Global brands like Mothercare Mona Lisa Benetton Espirit Bossini and Kans have entered the Indian kids apparel market While international brands eye Indian kidswear market domestic brands like Lilliput Lirsquol Tomatoes and Catmoss are gearing up to have a share in the global market Representing Indian brands abroad higher profit margins and succulent opportunities are assumed to be the reasons behind their foreign march India has a vast potential for export of kids apparel to foreign markets like US and EU Brands like Lilliput and Koutons are exploring opportunities for joint venture options to tap the childrenrsquos apparel market in China Indian players spot lucrative manufacturing capabilities in China supported by strong purchasing power Hence Indian business units are planning to acquire manufacturing units in China to gain production scale for its operations in the lsquodragon nationrsquo

National Institute Of Fashion Technology

Research Methodology Page 13

Media Proliferation

A brand positioning itself in the market depends on the level of differentiation it is able to establish The manufacturer must also ascertain a sizable amount of promotional budget to gain eyeballs There are no boundaries for the scope of merchandising activities for kidswear With the effective publicity of mediums like TV channels video games blockbuster of superheroes and peer influence children are aware of the latest fashion in apparels and other accessories Generally parents like to dress their children like themselves They further seek to buy brands they are already aware of and have confidence in Popular brands like Gap Diesel and many others plan to extend into this segment With the emergence of many TV channels promotional strategies of companies have become more intense Innovative promotions which encourage the kids involvement finds more acceptance

National Institute Of Fashion Technology

Research Methodology Page 14

Success Factors

Craving for a niche new entrants as well as existing players follow distinct strategies to market their brand Marketing task lies in capturing the imagination of the children with fashionable patterns and of the parents with quality apparels supplemented by reasonable prices All these determine the success of the manufacturer in this segment

National Institute Of Fashion Technology

Research Methodology Page 15

Title of the Project

ldquoTo suggest the merchandise mix for kids-wear section for the national

brands in ahmedabad regionrdquo

National Institute Of Fashion Technology

Research Methodology Page 16

Problem Statement

ldquoWhat are the most preferred merchandise mix for the different apparel product

categories in relation to consumer buying preferences and behavior with respect to

purchase of kids-wear garments in Ahmedabad Region ldquo

National Institute Of Fashion Technology

Research Methodology Page 17

Research Objective

The primary objective of the project was ldquoto suggest the merchandise mix for the Apparel product categories for kidsrdquo This includes

To suggest a broad merchandise mix in terms of assortment categories classes and sub classes

To prepare an assortment distribution plan to breakdown the merchandise classes defined in the previous step into assortment factors-style sizes colors and price lines

National Institute Of Fashion Technology

Research Methodology Page 18

Sub objective

To analyze forecast of silhouette style color fabric for the merchandise (for the particular season)

To understand the consumer buying preferences and behavior with respect to purchase of garments

To study the merchandise mix of the probable competitors for the brand

National Institute Of Fashion Technology

Research Methodology Page 19

Methodology

Exploratory research

Studying related literature on retail merchandising and fashion buying in books magazines and journals in order to understand the merchandise planning process

Understanding the merchandising policies of the store by interviewing the key decision makers

Study will be basically Analytical research based on Qualitative attributes

Descriptive research

bull Competitor analysis- An analysis of probable competitors to style the merchandise assortment in terms of stocked the style sizes and colors and pricing of these items relative allocation of the garments

bull Consumer survey-To understand the preferences and purchase behavior of consumer in respect of garments

National Institute Of Fashion Technology

Research Methodology Page 20

Nature and Form of Result

Quantity in each brand and percentage

Girls

Jeans

T-shirt

Capri

T-shirt

Skirt

Jeans

Frocks Shirt

Capri

Product Type Kids Wear

Product Category Boys

Brands Ginni ampJohny GAP Lilliput

Boys

National Institute Of Fashion Technology

Research Methodology Page 21

Budget

Paper Photocopy 500

Transportation 400

Miscellaneous 500

Total 1400

Schedule

bull Total research project will span for 5 regular days that will consist of surveys interviews and data analysis with advent on the conclusions and recommendations

bull Date 070111 to 130111

National Institute Of Fashion Technology

Research Methodology Page 22

Bibliography

1 Fibretofashion

httpwwwfibre2fashioncomindustry-article155childrens-apparel-market-in-india1asp

httpwwwfibre2fashioncomindustry-articlemarket-research-industry-reportsindian-kidswear-market-is-growingasp

2 India Today wwwindiatodayinkidswear-market-to-touch-rs-58k-cr-by-2014html 3 The Hindu Business Line

httpwwwthehindubusinesslinecomiw20030119stories2003011900580700htm

National Institute Of Fashion Technology

Research Methodology Page 4

Literature Review

Introduction

Scanning through the streets of any town or city one can see a mind boggling array of kids apparels Spaghetti tops Crystal studded denims Italian cuts Capris and exclusive party wears Kids fashion is a diminutive version of adults wear They have all the clothing as like that of adults and even much more Children of today are much more intelligent than their previous generation They like to have their own choice of clothing This metamorphosis of children becoming independent buyers is enhancing the kidswear market Double income increase in the amount of disposable income and one or two kids are the supporting factors to the growth of the kidswear market

Global kidswear market during 2006 was estimated to be around US$ 16392 billion which was a small contribution of 36 of the total clothing industry Kidswear segment of the Asia-Pacific region is 351 of the global market and is considered by industry analysts as one of the fastest growing segment due to increase in child population supported by many other factors

National Institute Of Fashion Technology

Research Methodology Page 5

Indian Kidswear Market

Good times for the Indian kids apparel market are in the offing The evolution in the buying behavior of children and their influence over their parents results in a big difference in purchase decisions Media exposures and promotions also cause a significant influence in the market Evolving dynamics in this market have made it necessary for the manufacturers and retailers to evolve their business strategiesrsquo in order to sustain themselves in the market Many manufacturers come up with their own brands while some others enter into business through joint ventures Todayrsquos kids are more fashion conscious and are ready to experiment with clothing Increase in the amount of disposable income and retail blitz has brought a sea change in the Indian kids apparel market With kidswear being considered as a part of the lifestyle segment and a strong emphasis is being placed on brands this segment proves to be a potential business

National Institute Of Fashion Technology

Research Methodology Page 6

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 Childrenrsquos garments are available in various forms and designs Kids apparel market is more unorganized than any other segment of apparels The market is a proposition of the good bad and the ugly A huge volume of kids apparel in India is being dominated by local and unorganized players This gives an excellent opportunity for the organized players to lay a strong foundation in this segment Indian market is now moving towards an international look in terms of childrenrsquos apparel Cotton plays a major role in the clothing of children Approximately 86 of the kidswear are of cotton

Branded kids apparel market is in its nascent stage in India with a handful of national and international brands Industry analyst estimate that market size of branded kidswear in India including brands like Ruff Kids Ruff Baby Planet Kids Gini amp Jony ZAPP Lirsquol Tomatoes and Weekender Kids is estimated to be around Rs 1000 crore They positively assert that branded market for kids is growing at 15 per annum International brands including Barbie Mothercare Benetton Kids Pepe Lee Kids Tommy Hilfiger and Adams Kids have also entered the Indian market

National Institute Of Fashion Technology

Research Methodology Page 7

Market size and Growth

According to the India Apparel Report 2009 (Images Year Book Vol VII) the size of kidswear market is estimated to be at Rs 30 510 crore Industry experts predict that the market will further grow to reach Rs 45 000 crore by 2013 with braded apparels contributing to a major share The volume of market share of kids apparels in the total apparel market is at 249 as against a 15 share in 2005 Urban kids apparel market comprises about 60 of the total kidswear market A research states that more than 30 of the countryrsquos population is below 15 years of age The density of population makes kidswear to be one of the fastest growing segments in the Indian market scenario

Branded kidswear are well established in I tier cities and are now experiencing a good growth in II amp III tier cities as well Wanting the best outfit for their children parents are seeking a variety of garments offered by new brands and are shopping in exclusive outlets dedicated for childrenrsquos apparel Industry players further predict that the market is set to grow by 12 annually and reach its peak by 2010

The Indian children-wear market generated total revenues of $6 billion in 2009 representing a compound annual growth rate (CAGR) of 10 for the period spanning 2005-2009 In comparison the Chinese market increased with a CAGR of 65 and the Japanese market declined with a compound annual rate of change (CARC) of -07 over the same period to reach respective values of $324 billion and $109 billion in 2009

National Institute Of Fashion Technology

Research Methodology Page 8

Market share of the Major Apparel Segments (2009) Total size Rs 122 400 crore

Sales by clothing and accessories specialists proved the most lucrative for the Indian childrenswear market in 2009 with total revenues of $51 billion equivalent to 847 of the markets overall value

National Institute Of Fashion Technology

Research Methodology Page 9

Characteristics of Kidswear Markets The market for kidswear is classified as follows

992256 Infants (0 - 6 months) 992256 Toddlers (7 months - 2 years) 992256 Kids (3 - 8 Years) 992256 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

National Institute Of Fashion Technology

Research Methodology Page 10

Average budget for kids apparel

For childrenrsquos wear cotton is the most preferred material due to its non-allergic comfortable and easy caring virtues But with the advent of more and more fads emerging in the market this fibre faces competition with other synthetic ones which are preferred for its washability and non-creasing abilities

National Institute Of Fashion Technology

Research Methodology Page 11

Growth Drivers

Children always keep growing So the possibility of this market being strong even in tough times is evident as there is always a demand for kids apparel

Demography

A survey states that the maximum sales in childrenrsquos wear market comes from smaller towns Patiala Bhatinda Coimbatore Phagwara and Sonepat are a few to name Branded wears are well established in tier I cities and are now emerging into the II tier and III tier cities as well In I tier cities boutiques are emerging to be a popular trend Consumers expect these retailers to have a cutting-edge of garments and exclusive collection of clothes

Generally stores that offer a wide range of selection at discounts and low prices attract more traffic As kids grow quickly and are less attentive in keeping their clothes safe parents consider kids apparel as functional and disposable as well In case of infant and toddler wears general merchandise and supermarkets dominate the sales Specialty stores are successful in this segment as they are focused on a particular section in the apparel segment Few retailers dominate the kids apparel market in any one particular area

National Institute Of Fashion Technology

Research Methodology Page 12

Untapped market potential With a promising future for kids apparels the market has attracted international brands into India Global brands like Mothercare Mona Lisa Benetton Espirit Bossini and Kans have entered the Indian kids apparel market While international brands eye Indian kidswear market domestic brands like Lilliput Lirsquol Tomatoes and Catmoss are gearing up to have a share in the global market Representing Indian brands abroad higher profit margins and succulent opportunities are assumed to be the reasons behind their foreign march India has a vast potential for export of kids apparel to foreign markets like US and EU Brands like Lilliput and Koutons are exploring opportunities for joint venture options to tap the childrenrsquos apparel market in China Indian players spot lucrative manufacturing capabilities in China supported by strong purchasing power Hence Indian business units are planning to acquire manufacturing units in China to gain production scale for its operations in the lsquodragon nationrsquo

National Institute Of Fashion Technology

Research Methodology Page 13

Media Proliferation

A brand positioning itself in the market depends on the level of differentiation it is able to establish The manufacturer must also ascertain a sizable amount of promotional budget to gain eyeballs There are no boundaries for the scope of merchandising activities for kidswear With the effective publicity of mediums like TV channels video games blockbuster of superheroes and peer influence children are aware of the latest fashion in apparels and other accessories Generally parents like to dress their children like themselves They further seek to buy brands they are already aware of and have confidence in Popular brands like Gap Diesel and many others plan to extend into this segment With the emergence of many TV channels promotional strategies of companies have become more intense Innovative promotions which encourage the kids involvement finds more acceptance

National Institute Of Fashion Technology

Research Methodology Page 14

Success Factors

Craving for a niche new entrants as well as existing players follow distinct strategies to market their brand Marketing task lies in capturing the imagination of the children with fashionable patterns and of the parents with quality apparels supplemented by reasonable prices All these determine the success of the manufacturer in this segment

National Institute Of Fashion Technology

Research Methodology Page 15

Title of the Project

ldquoTo suggest the merchandise mix for kids-wear section for the national

brands in ahmedabad regionrdquo

National Institute Of Fashion Technology

Research Methodology Page 16

Problem Statement

ldquoWhat are the most preferred merchandise mix for the different apparel product

categories in relation to consumer buying preferences and behavior with respect to

purchase of kids-wear garments in Ahmedabad Region ldquo

National Institute Of Fashion Technology

Research Methodology Page 17

Research Objective

The primary objective of the project was ldquoto suggest the merchandise mix for the Apparel product categories for kidsrdquo This includes

To suggest a broad merchandise mix in terms of assortment categories classes and sub classes

To prepare an assortment distribution plan to breakdown the merchandise classes defined in the previous step into assortment factors-style sizes colors and price lines

National Institute Of Fashion Technology

Research Methodology Page 18

Sub objective

To analyze forecast of silhouette style color fabric for the merchandise (for the particular season)

To understand the consumer buying preferences and behavior with respect to purchase of garments

To study the merchandise mix of the probable competitors for the brand

National Institute Of Fashion Technology

Research Methodology Page 19

Methodology

Exploratory research

Studying related literature on retail merchandising and fashion buying in books magazines and journals in order to understand the merchandise planning process

Understanding the merchandising policies of the store by interviewing the key decision makers

Study will be basically Analytical research based on Qualitative attributes

Descriptive research

bull Competitor analysis- An analysis of probable competitors to style the merchandise assortment in terms of stocked the style sizes and colors and pricing of these items relative allocation of the garments

bull Consumer survey-To understand the preferences and purchase behavior of consumer in respect of garments

National Institute Of Fashion Technology

Research Methodology Page 20

Nature and Form of Result

Quantity in each brand and percentage

Girls

Jeans

T-shirt

Capri

T-shirt

Skirt

Jeans

Frocks Shirt

Capri

Product Type Kids Wear

Product Category Boys

Brands Ginni ampJohny GAP Lilliput

Boys

National Institute Of Fashion Technology

Research Methodology Page 21

Budget

Paper Photocopy 500

Transportation 400

Miscellaneous 500

Total 1400

Schedule

bull Total research project will span for 5 regular days that will consist of surveys interviews and data analysis with advent on the conclusions and recommendations

bull Date 070111 to 130111

National Institute Of Fashion Technology

Research Methodology Page 22

Bibliography

1 Fibretofashion

httpwwwfibre2fashioncomindustry-article155childrens-apparel-market-in-india1asp

httpwwwfibre2fashioncomindustry-articlemarket-research-industry-reportsindian-kidswear-market-is-growingasp

2 India Today wwwindiatodayinkidswear-market-to-touch-rs-58k-cr-by-2014html 3 The Hindu Business Line

httpwwwthehindubusinesslinecomiw20030119stories2003011900580700htm

National Institute Of Fashion Technology

Research Methodology Page 5

Indian Kidswear Market

Good times for the Indian kids apparel market are in the offing The evolution in the buying behavior of children and their influence over their parents results in a big difference in purchase decisions Media exposures and promotions also cause a significant influence in the market Evolving dynamics in this market have made it necessary for the manufacturers and retailers to evolve their business strategiesrsquo in order to sustain themselves in the market Many manufacturers come up with their own brands while some others enter into business through joint ventures Todayrsquos kids are more fashion conscious and are ready to experiment with clothing Increase in the amount of disposable income and retail blitz has brought a sea change in the Indian kids apparel market With kidswear being considered as a part of the lifestyle segment and a strong emphasis is being placed on brands this segment proves to be a potential business

National Institute Of Fashion Technology

Research Methodology Page 6

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 Childrenrsquos garments are available in various forms and designs Kids apparel market is more unorganized than any other segment of apparels The market is a proposition of the good bad and the ugly A huge volume of kids apparel in India is being dominated by local and unorganized players This gives an excellent opportunity for the organized players to lay a strong foundation in this segment Indian market is now moving towards an international look in terms of childrenrsquos apparel Cotton plays a major role in the clothing of children Approximately 86 of the kidswear are of cotton

Branded kids apparel market is in its nascent stage in India with a handful of national and international brands Industry analyst estimate that market size of branded kidswear in India including brands like Ruff Kids Ruff Baby Planet Kids Gini amp Jony ZAPP Lirsquol Tomatoes and Weekender Kids is estimated to be around Rs 1000 crore They positively assert that branded market for kids is growing at 15 per annum International brands including Barbie Mothercare Benetton Kids Pepe Lee Kids Tommy Hilfiger and Adams Kids have also entered the Indian market

National Institute Of Fashion Technology

Research Methodology Page 7

Market size and Growth

According to the India Apparel Report 2009 (Images Year Book Vol VII) the size of kidswear market is estimated to be at Rs 30 510 crore Industry experts predict that the market will further grow to reach Rs 45 000 crore by 2013 with braded apparels contributing to a major share The volume of market share of kids apparels in the total apparel market is at 249 as against a 15 share in 2005 Urban kids apparel market comprises about 60 of the total kidswear market A research states that more than 30 of the countryrsquos population is below 15 years of age The density of population makes kidswear to be one of the fastest growing segments in the Indian market scenario

Branded kidswear are well established in I tier cities and are now experiencing a good growth in II amp III tier cities as well Wanting the best outfit for their children parents are seeking a variety of garments offered by new brands and are shopping in exclusive outlets dedicated for childrenrsquos apparel Industry players further predict that the market is set to grow by 12 annually and reach its peak by 2010

The Indian children-wear market generated total revenues of $6 billion in 2009 representing a compound annual growth rate (CAGR) of 10 for the period spanning 2005-2009 In comparison the Chinese market increased with a CAGR of 65 and the Japanese market declined with a compound annual rate of change (CARC) of -07 over the same period to reach respective values of $324 billion and $109 billion in 2009

National Institute Of Fashion Technology

Research Methodology Page 8

Market share of the Major Apparel Segments (2009) Total size Rs 122 400 crore

Sales by clothing and accessories specialists proved the most lucrative for the Indian childrenswear market in 2009 with total revenues of $51 billion equivalent to 847 of the markets overall value

National Institute Of Fashion Technology

Research Methodology Page 9

Characteristics of Kidswear Markets The market for kidswear is classified as follows

992256 Infants (0 - 6 months) 992256 Toddlers (7 months - 2 years) 992256 Kids (3 - 8 Years) 992256 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

National Institute Of Fashion Technology

Research Methodology Page 10

Average budget for kids apparel

For childrenrsquos wear cotton is the most preferred material due to its non-allergic comfortable and easy caring virtues But with the advent of more and more fads emerging in the market this fibre faces competition with other synthetic ones which are preferred for its washability and non-creasing abilities

National Institute Of Fashion Technology

Research Methodology Page 11

Growth Drivers

Children always keep growing So the possibility of this market being strong even in tough times is evident as there is always a demand for kids apparel

Demography

A survey states that the maximum sales in childrenrsquos wear market comes from smaller towns Patiala Bhatinda Coimbatore Phagwara and Sonepat are a few to name Branded wears are well established in tier I cities and are now emerging into the II tier and III tier cities as well In I tier cities boutiques are emerging to be a popular trend Consumers expect these retailers to have a cutting-edge of garments and exclusive collection of clothes

Generally stores that offer a wide range of selection at discounts and low prices attract more traffic As kids grow quickly and are less attentive in keeping their clothes safe parents consider kids apparel as functional and disposable as well In case of infant and toddler wears general merchandise and supermarkets dominate the sales Specialty stores are successful in this segment as they are focused on a particular section in the apparel segment Few retailers dominate the kids apparel market in any one particular area

National Institute Of Fashion Technology

Research Methodology Page 12

Untapped market potential With a promising future for kids apparels the market has attracted international brands into India Global brands like Mothercare Mona Lisa Benetton Espirit Bossini and Kans have entered the Indian kids apparel market While international brands eye Indian kidswear market domestic brands like Lilliput Lirsquol Tomatoes and Catmoss are gearing up to have a share in the global market Representing Indian brands abroad higher profit margins and succulent opportunities are assumed to be the reasons behind their foreign march India has a vast potential for export of kids apparel to foreign markets like US and EU Brands like Lilliput and Koutons are exploring opportunities for joint venture options to tap the childrenrsquos apparel market in China Indian players spot lucrative manufacturing capabilities in China supported by strong purchasing power Hence Indian business units are planning to acquire manufacturing units in China to gain production scale for its operations in the lsquodragon nationrsquo

National Institute Of Fashion Technology

Research Methodology Page 13

Media Proliferation

A brand positioning itself in the market depends on the level of differentiation it is able to establish The manufacturer must also ascertain a sizable amount of promotional budget to gain eyeballs There are no boundaries for the scope of merchandising activities for kidswear With the effective publicity of mediums like TV channels video games blockbuster of superheroes and peer influence children are aware of the latest fashion in apparels and other accessories Generally parents like to dress their children like themselves They further seek to buy brands they are already aware of and have confidence in Popular brands like Gap Diesel and many others plan to extend into this segment With the emergence of many TV channels promotional strategies of companies have become more intense Innovative promotions which encourage the kids involvement finds more acceptance

National Institute Of Fashion Technology

Research Methodology Page 14

Success Factors

Craving for a niche new entrants as well as existing players follow distinct strategies to market their brand Marketing task lies in capturing the imagination of the children with fashionable patterns and of the parents with quality apparels supplemented by reasonable prices All these determine the success of the manufacturer in this segment

National Institute Of Fashion Technology

Research Methodology Page 15

Title of the Project

ldquoTo suggest the merchandise mix for kids-wear section for the national

brands in ahmedabad regionrdquo

National Institute Of Fashion Technology

Research Methodology Page 16

Problem Statement

ldquoWhat are the most preferred merchandise mix for the different apparel product

categories in relation to consumer buying preferences and behavior with respect to

purchase of kids-wear garments in Ahmedabad Region ldquo

National Institute Of Fashion Technology

Research Methodology Page 17

Research Objective

The primary objective of the project was ldquoto suggest the merchandise mix for the Apparel product categories for kidsrdquo This includes

To suggest a broad merchandise mix in terms of assortment categories classes and sub classes

To prepare an assortment distribution plan to breakdown the merchandise classes defined in the previous step into assortment factors-style sizes colors and price lines

National Institute Of Fashion Technology

Research Methodology Page 18

Sub objective

To analyze forecast of silhouette style color fabric for the merchandise (for the particular season)

To understand the consumer buying preferences and behavior with respect to purchase of garments

To study the merchandise mix of the probable competitors for the brand

National Institute Of Fashion Technology

Research Methodology Page 19

Methodology

Exploratory research

Studying related literature on retail merchandising and fashion buying in books magazines and journals in order to understand the merchandise planning process

Understanding the merchandising policies of the store by interviewing the key decision makers

Study will be basically Analytical research based on Qualitative attributes

Descriptive research

bull Competitor analysis- An analysis of probable competitors to style the merchandise assortment in terms of stocked the style sizes and colors and pricing of these items relative allocation of the garments

bull Consumer survey-To understand the preferences and purchase behavior of consumer in respect of garments

National Institute Of Fashion Technology

Research Methodology Page 20

Nature and Form of Result

Quantity in each brand and percentage

Girls

Jeans

T-shirt

Capri

T-shirt

Skirt

Jeans

Frocks Shirt

Capri

Product Type Kids Wear

Product Category Boys

Brands Ginni ampJohny GAP Lilliput

Boys

National Institute Of Fashion Technology

Research Methodology Page 21

Budget

Paper Photocopy 500

Transportation 400

Miscellaneous 500

Total 1400

Schedule

bull Total research project will span for 5 regular days that will consist of surveys interviews and data analysis with advent on the conclusions and recommendations

bull Date 070111 to 130111

National Institute Of Fashion Technology

Research Methodology Page 22

Bibliography

1 Fibretofashion

httpwwwfibre2fashioncomindustry-article155childrens-apparel-market-in-india1asp

httpwwwfibre2fashioncomindustry-articlemarket-research-industry-reportsindian-kidswear-market-is-growingasp

2 India Today wwwindiatodayinkidswear-market-to-touch-rs-58k-cr-by-2014html 3 The Hindu Business Line

httpwwwthehindubusinesslinecomiw20030119stories2003011900580700htm

National Institute Of Fashion Technology

Research Methodology Page 6

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 Childrenrsquos garments are available in various forms and designs Kids apparel market is more unorganized than any other segment of apparels The market is a proposition of the good bad and the ugly A huge volume of kids apparel in India is being dominated by local and unorganized players This gives an excellent opportunity for the organized players to lay a strong foundation in this segment Indian market is now moving towards an international look in terms of childrenrsquos apparel Cotton plays a major role in the clothing of children Approximately 86 of the kidswear are of cotton

Branded kids apparel market is in its nascent stage in India with a handful of national and international brands Industry analyst estimate that market size of branded kidswear in India including brands like Ruff Kids Ruff Baby Planet Kids Gini amp Jony ZAPP Lirsquol Tomatoes and Weekender Kids is estimated to be around Rs 1000 crore They positively assert that branded market for kids is growing at 15 per annum International brands including Barbie Mothercare Benetton Kids Pepe Lee Kids Tommy Hilfiger and Adams Kids have also entered the Indian market

National Institute Of Fashion Technology

Research Methodology Page 7

Market size and Growth

According to the India Apparel Report 2009 (Images Year Book Vol VII) the size of kidswear market is estimated to be at Rs 30 510 crore Industry experts predict that the market will further grow to reach Rs 45 000 crore by 2013 with braded apparels contributing to a major share The volume of market share of kids apparels in the total apparel market is at 249 as against a 15 share in 2005 Urban kids apparel market comprises about 60 of the total kidswear market A research states that more than 30 of the countryrsquos population is below 15 years of age The density of population makes kidswear to be one of the fastest growing segments in the Indian market scenario

Branded kidswear are well established in I tier cities and are now experiencing a good growth in II amp III tier cities as well Wanting the best outfit for their children parents are seeking a variety of garments offered by new brands and are shopping in exclusive outlets dedicated for childrenrsquos apparel Industry players further predict that the market is set to grow by 12 annually and reach its peak by 2010

The Indian children-wear market generated total revenues of $6 billion in 2009 representing a compound annual growth rate (CAGR) of 10 for the period spanning 2005-2009 In comparison the Chinese market increased with a CAGR of 65 and the Japanese market declined with a compound annual rate of change (CARC) of -07 over the same period to reach respective values of $324 billion and $109 billion in 2009

National Institute Of Fashion Technology

Research Methodology Page 8

Market share of the Major Apparel Segments (2009) Total size Rs 122 400 crore

Sales by clothing and accessories specialists proved the most lucrative for the Indian childrenswear market in 2009 with total revenues of $51 billion equivalent to 847 of the markets overall value

National Institute Of Fashion Technology

Research Methodology Page 9

Characteristics of Kidswear Markets The market for kidswear is classified as follows

992256 Infants (0 - 6 months) 992256 Toddlers (7 months - 2 years) 992256 Kids (3 - 8 Years) 992256 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

National Institute Of Fashion Technology

Research Methodology Page 10

Average budget for kids apparel

For childrenrsquos wear cotton is the most preferred material due to its non-allergic comfortable and easy caring virtues But with the advent of more and more fads emerging in the market this fibre faces competition with other synthetic ones which are preferred for its washability and non-creasing abilities

National Institute Of Fashion Technology

Research Methodology Page 11

Growth Drivers

Children always keep growing So the possibility of this market being strong even in tough times is evident as there is always a demand for kids apparel

Demography

A survey states that the maximum sales in childrenrsquos wear market comes from smaller towns Patiala Bhatinda Coimbatore Phagwara and Sonepat are a few to name Branded wears are well established in tier I cities and are now emerging into the II tier and III tier cities as well In I tier cities boutiques are emerging to be a popular trend Consumers expect these retailers to have a cutting-edge of garments and exclusive collection of clothes

Generally stores that offer a wide range of selection at discounts and low prices attract more traffic As kids grow quickly and are less attentive in keeping their clothes safe parents consider kids apparel as functional and disposable as well In case of infant and toddler wears general merchandise and supermarkets dominate the sales Specialty stores are successful in this segment as they are focused on a particular section in the apparel segment Few retailers dominate the kids apparel market in any one particular area

National Institute Of Fashion Technology

Research Methodology Page 12

Untapped market potential With a promising future for kids apparels the market has attracted international brands into India Global brands like Mothercare Mona Lisa Benetton Espirit Bossini and Kans have entered the Indian kids apparel market While international brands eye Indian kidswear market domestic brands like Lilliput Lirsquol Tomatoes and Catmoss are gearing up to have a share in the global market Representing Indian brands abroad higher profit margins and succulent opportunities are assumed to be the reasons behind their foreign march India has a vast potential for export of kids apparel to foreign markets like US and EU Brands like Lilliput and Koutons are exploring opportunities for joint venture options to tap the childrenrsquos apparel market in China Indian players spot lucrative manufacturing capabilities in China supported by strong purchasing power Hence Indian business units are planning to acquire manufacturing units in China to gain production scale for its operations in the lsquodragon nationrsquo

National Institute Of Fashion Technology

Research Methodology Page 13

Media Proliferation

A brand positioning itself in the market depends on the level of differentiation it is able to establish The manufacturer must also ascertain a sizable amount of promotional budget to gain eyeballs There are no boundaries for the scope of merchandising activities for kidswear With the effective publicity of mediums like TV channels video games blockbuster of superheroes and peer influence children are aware of the latest fashion in apparels and other accessories Generally parents like to dress their children like themselves They further seek to buy brands they are already aware of and have confidence in Popular brands like Gap Diesel and many others plan to extend into this segment With the emergence of many TV channels promotional strategies of companies have become more intense Innovative promotions which encourage the kids involvement finds more acceptance

National Institute Of Fashion Technology

Research Methodology Page 14

Success Factors

Craving for a niche new entrants as well as existing players follow distinct strategies to market their brand Marketing task lies in capturing the imagination of the children with fashionable patterns and of the parents with quality apparels supplemented by reasonable prices All these determine the success of the manufacturer in this segment

National Institute Of Fashion Technology

Research Methodology Page 15

Title of the Project

ldquoTo suggest the merchandise mix for kids-wear section for the national

brands in ahmedabad regionrdquo

National Institute Of Fashion Technology

Research Methodology Page 16

Problem Statement

ldquoWhat are the most preferred merchandise mix for the different apparel product

categories in relation to consumer buying preferences and behavior with respect to

purchase of kids-wear garments in Ahmedabad Region ldquo

National Institute Of Fashion Technology

Research Methodology Page 17

Research Objective

The primary objective of the project was ldquoto suggest the merchandise mix for the Apparel product categories for kidsrdquo This includes

To suggest a broad merchandise mix in terms of assortment categories classes and sub classes

To prepare an assortment distribution plan to breakdown the merchandise classes defined in the previous step into assortment factors-style sizes colors and price lines

National Institute Of Fashion Technology

Research Methodology Page 18

Sub objective

To analyze forecast of silhouette style color fabric for the merchandise (for the particular season)

To understand the consumer buying preferences and behavior with respect to purchase of garments

To study the merchandise mix of the probable competitors for the brand

National Institute Of Fashion Technology

Research Methodology Page 19

Methodology

Exploratory research

Studying related literature on retail merchandising and fashion buying in books magazines and journals in order to understand the merchandise planning process

Understanding the merchandising policies of the store by interviewing the key decision makers

Study will be basically Analytical research based on Qualitative attributes

Descriptive research

bull Competitor analysis- An analysis of probable competitors to style the merchandise assortment in terms of stocked the style sizes and colors and pricing of these items relative allocation of the garments

bull Consumer survey-To understand the preferences and purchase behavior of consumer in respect of garments

National Institute Of Fashion Technology

Research Methodology Page 20

Nature and Form of Result

Quantity in each brand and percentage

Girls

Jeans

T-shirt

Capri

T-shirt

Skirt

Jeans

Frocks Shirt

Capri

Product Type Kids Wear

Product Category Boys

Brands Ginni ampJohny GAP Lilliput

Boys

National Institute Of Fashion Technology

Research Methodology Page 21

Budget

Paper Photocopy 500

Transportation 400

Miscellaneous 500

Total 1400

Schedule

bull Total research project will span for 5 regular days that will consist of surveys interviews and data analysis with advent on the conclusions and recommendations

bull Date 070111 to 130111

National Institute Of Fashion Technology

Research Methodology Page 22

Bibliography

1 Fibretofashion

httpwwwfibre2fashioncomindustry-article155childrens-apparel-market-in-india1asp

httpwwwfibre2fashioncomindustry-articlemarket-research-industry-reportsindian-kidswear-market-is-growingasp

2 India Today wwwindiatodayinkidswear-market-to-touch-rs-58k-cr-by-2014html 3 The Hindu Business Line

httpwwwthehindubusinesslinecomiw20030119stories2003011900580700htm

National Institute Of Fashion Technology

Research Methodology Page 7

Market size and Growth

According to the India Apparel Report 2009 (Images Year Book Vol VII) the size of kidswear market is estimated to be at Rs 30 510 crore Industry experts predict that the market will further grow to reach Rs 45 000 crore by 2013 with braded apparels contributing to a major share The volume of market share of kids apparels in the total apparel market is at 249 as against a 15 share in 2005 Urban kids apparel market comprises about 60 of the total kidswear market A research states that more than 30 of the countryrsquos population is below 15 years of age The density of population makes kidswear to be one of the fastest growing segments in the Indian market scenario

Branded kidswear are well established in I tier cities and are now experiencing a good growth in II amp III tier cities as well Wanting the best outfit for their children parents are seeking a variety of garments offered by new brands and are shopping in exclusive outlets dedicated for childrenrsquos apparel Industry players further predict that the market is set to grow by 12 annually and reach its peak by 2010

The Indian children-wear market generated total revenues of $6 billion in 2009 representing a compound annual growth rate (CAGR) of 10 for the period spanning 2005-2009 In comparison the Chinese market increased with a CAGR of 65 and the Japanese market declined with a compound annual rate of change (CARC) of -07 over the same period to reach respective values of $324 billion and $109 billion in 2009

National Institute Of Fashion Technology

Research Methodology Page 8

Market share of the Major Apparel Segments (2009) Total size Rs 122 400 crore

Sales by clothing and accessories specialists proved the most lucrative for the Indian childrenswear market in 2009 with total revenues of $51 billion equivalent to 847 of the markets overall value

National Institute Of Fashion Technology

Research Methodology Page 9

Characteristics of Kidswear Markets The market for kidswear is classified as follows

992256 Infants (0 - 6 months) 992256 Toddlers (7 months - 2 years) 992256 Kids (3 - 8 Years) 992256 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

National Institute Of Fashion Technology

Research Methodology Page 10

Average budget for kids apparel

For childrenrsquos wear cotton is the most preferred material due to its non-allergic comfortable and easy caring virtues But with the advent of more and more fads emerging in the market this fibre faces competition with other synthetic ones which are preferred for its washability and non-creasing abilities

National Institute Of Fashion Technology

Research Methodology Page 11

Growth Drivers

Children always keep growing So the possibility of this market being strong even in tough times is evident as there is always a demand for kids apparel

Demography

A survey states that the maximum sales in childrenrsquos wear market comes from smaller towns Patiala Bhatinda Coimbatore Phagwara and Sonepat are a few to name Branded wears are well established in tier I cities and are now emerging into the II tier and III tier cities as well In I tier cities boutiques are emerging to be a popular trend Consumers expect these retailers to have a cutting-edge of garments and exclusive collection of clothes

Generally stores that offer a wide range of selection at discounts and low prices attract more traffic As kids grow quickly and are less attentive in keeping their clothes safe parents consider kids apparel as functional and disposable as well In case of infant and toddler wears general merchandise and supermarkets dominate the sales Specialty stores are successful in this segment as they are focused on a particular section in the apparel segment Few retailers dominate the kids apparel market in any one particular area

National Institute Of Fashion Technology

Research Methodology Page 12

Untapped market potential With a promising future for kids apparels the market has attracted international brands into India Global brands like Mothercare Mona Lisa Benetton Espirit Bossini and Kans have entered the Indian kids apparel market While international brands eye Indian kidswear market domestic brands like Lilliput Lirsquol Tomatoes and Catmoss are gearing up to have a share in the global market Representing Indian brands abroad higher profit margins and succulent opportunities are assumed to be the reasons behind their foreign march India has a vast potential for export of kids apparel to foreign markets like US and EU Brands like Lilliput and Koutons are exploring opportunities for joint venture options to tap the childrenrsquos apparel market in China Indian players spot lucrative manufacturing capabilities in China supported by strong purchasing power Hence Indian business units are planning to acquire manufacturing units in China to gain production scale for its operations in the lsquodragon nationrsquo

National Institute Of Fashion Technology

Research Methodology Page 13

Media Proliferation

A brand positioning itself in the market depends on the level of differentiation it is able to establish The manufacturer must also ascertain a sizable amount of promotional budget to gain eyeballs There are no boundaries for the scope of merchandising activities for kidswear With the effective publicity of mediums like TV channels video games blockbuster of superheroes and peer influence children are aware of the latest fashion in apparels and other accessories Generally parents like to dress their children like themselves They further seek to buy brands they are already aware of and have confidence in Popular brands like Gap Diesel and many others plan to extend into this segment With the emergence of many TV channels promotional strategies of companies have become more intense Innovative promotions which encourage the kids involvement finds more acceptance

National Institute Of Fashion Technology

Research Methodology Page 14

Success Factors

Craving for a niche new entrants as well as existing players follow distinct strategies to market their brand Marketing task lies in capturing the imagination of the children with fashionable patterns and of the parents with quality apparels supplemented by reasonable prices All these determine the success of the manufacturer in this segment

National Institute Of Fashion Technology

Research Methodology Page 15

Title of the Project

ldquoTo suggest the merchandise mix for kids-wear section for the national

brands in ahmedabad regionrdquo

National Institute Of Fashion Technology

Research Methodology Page 16

Problem Statement

ldquoWhat are the most preferred merchandise mix for the different apparel product

categories in relation to consumer buying preferences and behavior with respect to

purchase of kids-wear garments in Ahmedabad Region ldquo

National Institute Of Fashion Technology

Research Methodology Page 17

Research Objective

The primary objective of the project was ldquoto suggest the merchandise mix for the Apparel product categories for kidsrdquo This includes

To suggest a broad merchandise mix in terms of assortment categories classes and sub classes

To prepare an assortment distribution plan to breakdown the merchandise classes defined in the previous step into assortment factors-style sizes colors and price lines

National Institute Of Fashion Technology

Research Methodology Page 18

Sub objective

To analyze forecast of silhouette style color fabric for the merchandise (for the particular season)

To understand the consumer buying preferences and behavior with respect to purchase of garments

To study the merchandise mix of the probable competitors for the brand

National Institute Of Fashion Technology

Research Methodology Page 19

Methodology

Exploratory research

Studying related literature on retail merchandising and fashion buying in books magazines and journals in order to understand the merchandise planning process

Understanding the merchandising policies of the store by interviewing the key decision makers

Study will be basically Analytical research based on Qualitative attributes

Descriptive research

bull Competitor analysis- An analysis of probable competitors to style the merchandise assortment in terms of stocked the style sizes and colors and pricing of these items relative allocation of the garments

bull Consumer survey-To understand the preferences and purchase behavior of consumer in respect of garments

National Institute Of Fashion Technology

Research Methodology Page 20

Nature and Form of Result

Quantity in each brand and percentage

Girls

Jeans

T-shirt

Capri

T-shirt

Skirt

Jeans

Frocks Shirt

Capri

Product Type Kids Wear

Product Category Boys

Brands Ginni ampJohny GAP Lilliput

Boys

National Institute Of Fashion Technology

Research Methodology Page 21

Budget

Paper Photocopy 500

Transportation 400

Miscellaneous 500

Total 1400

Schedule

bull Total research project will span for 5 regular days that will consist of surveys interviews and data analysis with advent on the conclusions and recommendations

bull Date 070111 to 130111

National Institute Of Fashion Technology

Research Methodology Page 22

Bibliography

1 Fibretofashion

httpwwwfibre2fashioncomindustry-article155childrens-apparel-market-in-india1asp

httpwwwfibre2fashioncomindustry-articlemarket-research-industry-reportsindian-kidswear-market-is-growingasp

2 India Today wwwindiatodayinkidswear-market-to-touch-rs-58k-cr-by-2014html 3 The Hindu Business Line

httpwwwthehindubusinesslinecomiw20030119stories2003011900580700htm

National Institute Of Fashion Technology

Research Methodology Page 8

Market share of the Major Apparel Segments (2009) Total size Rs 122 400 crore

Sales by clothing and accessories specialists proved the most lucrative for the Indian childrenswear market in 2009 with total revenues of $51 billion equivalent to 847 of the markets overall value

National Institute Of Fashion Technology

Research Methodology Page 9

Characteristics of Kidswear Markets The market for kidswear is classified as follows

992256 Infants (0 - 6 months) 992256 Toddlers (7 months - 2 years) 992256 Kids (3 - 8 Years) 992256 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

National Institute Of Fashion Technology

Research Methodology Page 10

Average budget for kids apparel

For childrenrsquos wear cotton is the most preferred material due to its non-allergic comfortable and easy caring virtues But with the advent of more and more fads emerging in the market this fibre faces competition with other synthetic ones which are preferred for its washability and non-creasing abilities

National Institute Of Fashion Technology

Research Methodology Page 11

Growth Drivers

Children always keep growing So the possibility of this market being strong even in tough times is evident as there is always a demand for kids apparel

Demography

A survey states that the maximum sales in childrenrsquos wear market comes from smaller towns Patiala Bhatinda Coimbatore Phagwara and Sonepat are a few to name Branded wears are well established in tier I cities and are now emerging into the II tier and III tier cities as well In I tier cities boutiques are emerging to be a popular trend Consumers expect these retailers to have a cutting-edge of garments and exclusive collection of clothes

Generally stores that offer a wide range of selection at discounts and low prices attract more traffic As kids grow quickly and are less attentive in keeping their clothes safe parents consider kids apparel as functional and disposable as well In case of infant and toddler wears general merchandise and supermarkets dominate the sales Specialty stores are successful in this segment as they are focused on a particular section in the apparel segment Few retailers dominate the kids apparel market in any one particular area

National Institute Of Fashion Technology

Research Methodology Page 12

Untapped market potential With a promising future for kids apparels the market has attracted international brands into India Global brands like Mothercare Mona Lisa Benetton Espirit Bossini and Kans have entered the Indian kids apparel market While international brands eye Indian kidswear market domestic brands like Lilliput Lirsquol Tomatoes and Catmoss are gearing up to have a share in the global market Representing Indian brands abroad higher profit margins and succulent opportunities are assumed to be the reasons behind their foreign march India has a vast potential for export of kids apparel to foreign markets like US and EU Brands like Lilliput and Koutons are exploring opportunities for joint venture options to tap the childrenrsquos apparel market in China Indian players spot lucrative manufacturing capabilities in China supported by strong purchasing power Hence Indian business units are planning to acquire manufacturing units in China to gain production scale for its operations in the lsquodragon nationrsquo

National Institute Of Fashion Technology

Research Methodology Page 13

Media Proliferation

A brand positioning itself in the market depends on the level of differentiation it is able to establish The manufacturer must also ascertain a sizable amount of promotional budget to gain eyeballs There are no boundaries for the scope of merchandising activities for kidswear With the effective publicity of mediums like TV channels video games blockbuster of superheroes and peer influence children are aware of the latest fashion in apparels and other accessories Generally parents like to dress their children like themselves They further seek to buy brands they are already aware of and have confidence in Popular brands like Gap Diesel and many others plan to extend into this segment With the emergence of many TV channels promotional strategies of companies have become more intense Innovative promotions which encourage the kids involvement finds more acceptance

National Institute Of Fashion Technology

Research Methodology Page 14

Success Factors

Craving for a niche new entrants as well as existing players follow distinct strategies to market their brand Marketing task lies in capturing the imagination of the children with fashionable patterns and of the parents with quality apparels supplemented by reasonable prices All these determine the success of the manufacturer in this segment

National Institute Of Fashion Technology

Research Methodology Page 15

Title of the Project

ldquoTo suggest the merchandise mix for kids-wear section for the national

brands in ahmedabad regionrdquo

National Institute Of Fashion Technology

Research Methodology Page 16

Problem Statement

ldquoWhat are the most preferred merchandise mix for the different apparel product

categories in relation to consumer buying preferences and behavior with respect to

purchase of kids-wear garments in Ahmedabad Region ldquo

National Institute Of Fashion Technology

Research Methodology Page 17

Research Objective

The primary objective of the project was ldquoto suggest the merchandise mix for the Apparel product categories for kidsrdquo This includes

To suggest a broad merchandise mix in terms of assortment categories classes and sub classes

To prepare an assortment distribution plan to breakdown the merchandise classes defined in the previous step into assortment factors-style sizes colors and price lines

National Institute Of Fashion Technology

Research Methodology Page 18

Sub objective

To analyze forecast of silhouette style color fabric for the merchandise (for the particular season)

To understand the consumer buying preferences and behavior with respect to purchase of garments

To study the merchandise mix of the probable competitors for the brand

National Institute Of Fashion Technology

Research Methodology Page 19

Methodology

Exploratory research

Studying related literature on retail merchandising and fashion buying in books magazines and journals in order to understand the merchandise planning process

Understanding the merchandising policies of the store by interviewing the key decision makers

Study will be basically Analytical research based on Qualitative attributes

Descriptive research

bull Competitor analysis- An analysis of probable competitors to style the merchandise assortment in terms of stocked the style sizes and colors and pricing of these items relative allocation of the garments

bull Consumer survey-To understand the preferences and purchase behavior of consumer in respect of garments

National Institute Of Fashion Technology

Research Methodology Page 20

Nature and Form of Result

Quantity in each brand and percentage

Girls

Jeans

T-shirt

Capri

T-shirt

Skirt

Jeans

Frocks Shirt

Capri

Product Type Kids Wear

Product Category Boys

Brands Ginni ampJohny GAP Lilliput

Boys

National Institute Of Fashion Technology

Research Methodology Page 21

Budget

Paper Photocopy 500

Transportation 400

Miscellaneous 500

Total 1400

Schedule

bull Total research project will span for 5 regular days that will consist of surveys interviews and data analysis with advent on the conclusions and recommendations

bull Date 070111 to 130111

National Institute Of Fashion Technology

Research Methodology Page 22

Bibliography

1 Fibretofashion

httpwwwfibre2fashioncomindustry-article155childrens-apparel-market-in-india1asp

httpwwwfibre2fashioncomindustry-articlemarket-research-industry-reportsindian-kidswear-market-is-growingasp

2 India Today wwwindiatodayinkidswear-market-to-touch-rs-58k-cr-by-2014html 3 The Hindu Business Line

httpwwwthehindubusinesslinecomiw20030119stories2003011900580700htm

National Institute Of Fashion Technology

Research Methodology Page 9

Characteristics of Kidswear Markets The market for kidswear is classified as follows

992256 Infants (0 - 6 months) 992256 Toddlers (7 months - 2 years) 992256 Kids (3 - 8 Years) 992256 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

National Institute Of Fashion Technology

Research Methodology Page 10

Average budget for kids apparel

For childrenrsquos wear cotton is the most preferred material due to its non-allergic comfortable and easy caring virtues But with the advent of more and more fads emerging in the market this fibre faces competition with other synthetic ones which are preferred for its washability and non-creasing abilities

National Institute Of Fashion Technology

Research Methodology Page 11

Growth Drivers

Children always keep growing So the possibility of this market being strong even in tough times is evident as there is always a demand for kids apparel

Demography

A survey states that the maximum sales in childrenrsquos wear market comes from smaller towns Patiala Bhatinda Coimbatore Phagwara and Sonepat are a few to name Branded wears are well established in tier I cities and are now emerging into the II tier and III tier cities as well In I tier cities boutiques are emerging to be a popular trend Consumers expect these retailers to have a cutting-edge of garments and exclusive collection of clothes

Generally stores that offer a wide range of selection at discounts and low prices attract more traffic As kids grow quickly and are less attentive in keeping their clothes safe parents consider kids apparel as functional and disposable as well In case of infant and toddler wears general merchandise and supermarkets dominate the sales Specialty stores are successful in this segment as they are focused on a particular section in the apparel segment Few retailers dominate the kids apparel market in any one particular area

National Institute Of Fashion Technology

Research Methodology Page 12

Untapped market potential With a promising future for kids apparels the market has attracted international brands into India Global brands like Mothercare Mona Lisa Benetton Espirit Bossini and Kans have entered the Indian kids apparel market While international brands eye Indian kidswear market domestic brands like Lilliput Lirsquol Tomatoes and Catmoss are gearing up to have a share in the global market Representing Indian brands abroad higher profit margins and succulent opportunities are assumed to be the reasons behind their foreign march India has a vast potential for export of kids apparel to foreign markets like US and EU Brands like Lilliput and Koutons are exploring opportunities for joint venture options to tap the childrenrsquos apparel market in China Indian players spot lucrative manufacturing capabilities in China supported by strong purchasing power Hence Indian business units are planning to acquire manufacturing units in China to gain production scale for its operations in the lsquodragon nationrsquo

National Institute Of Fashion Technology

Research Methodology Page 13

Media Proliferation

A brand positioning itself in the market depends on the level of differentiation it is able to establish The manufacturer must also ascertain a sizable amount of promotional budget to gain eyeballs There are no boundaries for the scope of merchandising activities for kidswear With the effective publicity of mediums like TV channels video games blockbuster of superheroes and peer influence children are aware of the latest fashion in apparels and other accessories Generally parents like to dress their children like themselves They further seek to buy brands they are already aware of and have confidence in Popular brands like Gap Diesel and many others plan to extend into this segment With the emergence of many TV channels promotional strategies of companies have become more intense Innovative promotions which encourage the kids involvement finds more acceptance

National Institute Of Fashion Technology

Research Methodology Page 14

Success Factors

Craving for a niche new entrants as well as existing players follow distinct strategies to market their brand Marketing task lies in capturing the imagination of the children with fashionable patterns and of the parents with quality apparels supplemented by reasonable prices All these determine the success of the manufacturer in this segment

National Institute Of Fashion Technology

Research Methodology Page 15

Title of the Project

ldquoTo suggest the merchandise mix for kids-wear section for the national

brands in ahmedabad regionrdquo

National Institute Of Fashion Technology

Research Methodology Page 16

Problem Statement

ldquoWhat are the most preferred merchandise mix for the different apparel product

categories in relation to consumer buying preferences and behavior with respect to

purchase of kids-wear garments in Ahmedabad Region ldquo

National Institute Of Fashion Technology

Research Methodology Page 17

Research Objective

The primary objective of the project was ldquoto suggest the merchandise mix for the Apparel product categories for kidsrdquo This includes

To suggest a broad merchandise mix in terms of assortment categories classes and sub classes

To prepare an assortment distribution plan to breakdown the merchandise classes defined in the previous step into assortment factors-style sizes colors and price lines

National Institute Of Fashion Technology

Research Methodology Page 18

Sub objective

To analyze forecast of silhouette style color fabric for the merchandise (for the particular season)

To understand the consumer buying preferences and behavior with respect to purchase of garments

To study the merchandise mix of the probable competitors for the brand

National Institute Of Fashion Technology

Research Methodology Page 19

Methodology

Exploratory research

Studying related literature on retail merchandising and fashion buying in books magazines and journals in order to understand the merchandise planning process

Understanding the merchandising policies of the store by interviewing the key decision makers

Study will be basically Analytical research based on Qualitative attributes

Descriptive research

bull Competitor analysis- An analysis of probable competitors to style the merchandise assortment in terms of stocked the style sizes and colors and pricing of these items relative allocation of the garments

bull Consumer survey-To understand the preferences and purchase behavior of consumer in respect of garments

National Institute Of Fashion Technology

Research Methodology Page 20

Nature and Form of Result

Quantity in each brand and percentage

Girls

Jeans

T-shirt

Capri

T-shirt

Skirt

Jeans

Frocks Shirt

Capri

Product Type Kids Wear

Product Category Boys

Brands Ginni ampJohny GAP Lilliput

Boys

National Institute Of Fashion Technology

Research Methodology Page 21

Budget

Paper Photocopy 500

Transportation 400

Miscellaneous 500

Total 1400

Schedule

bull Total research project will span for 5 regular days that will consist of surveys interviews and data analysis with advent on the conclusions and recommendations

bull Date 070111 to 130111

National Institute Of Fashion Technology

Research Methodology Page 22

Bibliography

1 Fibretofashion

httpwwwfibre2fashioncomindustry-article155childrens-apparel-market-in-india1asp

httpwwwfibre2fashioncomindustry-articlemarket-research-industry-reportsindian-kidswear-market-is-growingasp

2 India Today wwwindiatodayinkidswear-market-to-touch-rs-58k-cr-by-2014html 3 The Hindu Business Line

httpwwwthehindubusinesslinecomiw20030119stories2003011900580700htm

National Institute Of Fashion Technology

Research Methodology Page 10

Average budget for kids apparel

For childrenrsquos wear cotton is the most preferred material due to its non-allergic comfortable and easy caring virtues But with the advent of more and more fads emerging in the market this fibre faces competition with other synthetic ones which are preferred for its washability and non-creasing abilities

National Institute Of Fashion Technology

Research Methodology Page 11

Growth Drivers

Children always keep growing So the possibility of this market being strong even in tough times is evident as there is always a demand for kids apparel

Demography

A survey states that the maximum sales in childrenrsquos wear market comes from smaller towns Patiala Bhatinda Coimbatore Phagwara and Sonepat are a few to name Branded wears are well established in tier I cities and are now emerging into the II tier and III tier cities as well In I tier cities boutiques are emerging to be a popular trend Consumers expect these retailers to have a cutting-edge of garments and exclusive collection of clothes

Generally stores that offer a wide range of selection at discounts and low prices attract more traffic As kids grow quickly and are less attentive in keeping their clothes safe parents consider kids apparel as functional and disposable as well In case of infant and toddler wears general merchandise and supermarkets dominate the sales Specialty stores are successful in this segment as they are focused on a particular section in the apparel segment Few retailers dominate the kids apparel market in any one particular area

National Institute Of Fashion Technology

Research Methodology Page 12

Untapped market potential With a promising future for kids apparels the market has attracted international brands into India Global brands like Mothercare Mona Lisa Benetton Espirit Bossini and Kans have entered the Indian kids apparel market While international brands eye Indian kidswear market domestic brands like Lilliput Lirsquol Tomatoes and Catmoss are gearing up to have a share in the global market Representing Indian brands abroad higher profit margins and succulent opportunities are assumed to be the reasons behind their foreign march India has a vast potential for export of kids apparel to foreign markets like US and EU Brands like Lilliput and Koutons are exploring opportunities for joint venture options to tap the childrenrsquos apparel market in China Indian players spot lucrative manufacturing capabilities in China supported by strong purchasing power Hence Indian business units are planning to acquire manufacturing units in China to gain production scale for its operations in the lsquodragon nationrsquo

National Institute Of Fashion Technology

Research Methodology Page 13

Media Proliferation

A brand positioning itself in the market depends on the level of differentiation it is able to establish The manufacturer must also ascertain a sizable amount of promotional budget to gain eyeballs There are no boundaries for the scope of merchandising activities for kidswear With the effective publicity of mediums like TV channels video games blockbuster of superheroes and peer influence children are aware of the latest fashion in apparels and other accessories Generally parents like to dress their children like themselves They further seek to buy brands they are already aware of and have confidence in Popular brands like Gap Diesel and many others plan to extend into this segment With the emergence of many TV channels promotional strategies of companies have become more intense Innovative promotions which encourage the kids involvement finds more acceptance

National Institute Of Fashion Technology

Research Methodology Page 14

Success Factors

Craving for a niche new entrants as well as existing players follow distinct strategies to market their brand Marketing task lies in capturing the imagination of the children with fashionable patterns and of the parents with quality apparels supplemented by reasonable prices All these determine the success of the manufacturer in this segment

National Institute Of Fashion Technology

Research Methodology Page 15

Title of the Project

ldquoTo suggest the merchandise mix for kids-wear section for the national

brands in ahmedabad regionrdquo

National Institute Of Fashion Technology

Research Methodology Page 16

Problem Statement

ldquoWhat are the most preferred merchandise mix for the different apparel product

categories in relation to consumer buying preferences and behavior with respect to

purchase of kids-wear garments in Ahmedabad Region ldquo

National Institute Of Fashion Technology

Research Methodology Page 17

Research Objective

The primary objective of the project was ldquoto suggest the merchandise mix for the Apparel product categories for kidsrdquo This includes

To suggest a broad merchandise mix in terms of assortment categories classes and sub classes

To prepare an assortment distribution plan to breakdown the merchandise classes defined in the previous step into assortment factors-style sizes colors and price lines

National Institute Of Fashion Technology

Research Methodology Page 18

Sub objective

To analyze forecast of silhouette style color fabric for the merchandise (for the particular season)

To understand the consumer buying preferences and behavior with respect to purchase of garments

To study the merchandise mix of the probable competitors for the brand

National Institute Of Fashion Technology

Research Methodology Page 19

Methodology

Exploratory research

Studying related literature on retail merchandising and fashion buying in books magazines and journals in order to understand the merchandise planning process

Understanding the merchandising policies of the store by interviewing the key decision makers

Study will be basically Analytical research based on Qualitative attributes

Descriptive research

bull Competitor analysis- An analysis of probable competitors to style the merchandise assortment in terms of stocked the style sizes and colors and pricing of these items relative allocation of the garments

bull Consumer survey-To understand the preferences and purchase behavior of consumer in respect of garments

National Institute Of Fashion Technology

Research Methodology Page 20

Nature and Form of Result

Quantity in each brand and percentage

Girls

Jeans

T-shirt

Capri

T-shirt

Skirt

Jeans

Frocks Shirt

Capri

Product Type Kids Wear

Product Category Boys

Brands Ginni ampJohny GAP Lilliput

Boys

National Institute Of Fashion Technology

Research Methodology Page 21

Budget

Paper Photocopy 500

Transportation 400

Miscellaneous 500

Total 1400

Schedule

bull Total research project will span for 5 regular days that will consist of surveys interviews and data analysis with advent on the conclusions and recommendations

bull Date 070111 to 130111

National Institute Of Fashion Technology

Research Methodology Page 22

Bibliography

1 Fibretofashion

httpwwwfibre2fashioncomindustry-article155childrens-apparel-market-in-india1asp

httpwwwfibre2fashioncomindustry-articlemarket-research-industry-reportsindian-kidswear-market-is-growingasp

2 India Today wwwindiatodayinkidswear-market-to-touch-rs-58k-cr-by-2014html 3 The Hindu Business Line

httpwwwthehindubusinesslinecomiw20030119stories2003011900580700htm

National Institute Of Fashion Technology

Research Methodology Page 11

Growth Drivers

Children always keep growing So the possibility of this market being strong even in tough times is evident as there is always a demand for kids apparel

Demography

A survey states that the maximum sales in childrenrsquos wear market comes from smaller towns Patiala Bhatinda Coimbatore Phagwara and Sonepat are a few to name Branded wears are well established in tier I cities and are now emerging into the II tier and III tier cities as well In I tier cities boutiques are emerging to be a popular trend Consumers expect these retailers to have a cutting-edge of garments and exclusive collection of clothes

Generally stores that offer a wide range of selection at discounts and low prices attract more traffic As kids grow quickly and are less attentive in keeping their clothes safe parents consider kids apparel as functional and disposable as well In case of infant and toddler wears general merchandise and supermarkets dominate the sales Specialty stores are successful in this segment as they are focused on a particular section in the apparel segment Few retailers dominate the kids apparel market in any one particular area

National Institute Of Fashion Technology

Research Methodology Page 12

Untapped market potential With a promising future for kids apparels the market has attracted international brands into India Global brands like Mothercare Mona Lisa Benetton Espirit Bossini and Kans have entered the Indian kids apparel market While international brands eye Indian kidswear market domestic brands like Lilliput Lirsquol Tomatoes and Catmoss are gearing up to have a share in the global market Representing Indian brands abroad higher profit margins and succulent opportunities are assumed to be the reasons behind their foreign march India has a vast potential for export of kids apparel to foreign markets like US and EU Brands like Lilliput and Koutons are exploring opportunities for joint venture options to tap the childrenrsquos apparel market in China Indian players spot lucrative manufacturing capabilities in China supported by strong purchasing power Hence Indian business units are planning to acquire manufacturing units in China to gain production scale for its operations in the lsquodragon nationrsquo

National Institute Of Fashion Technology

Research Methodology Page 13

Media Proliferation

A brand positioning itself in the market depends on the level of differentiation it is able to establish The manufacturer must also ascertain a sizable amount of promotional budget to gain eyeballs There are no boundaries for the scope of merchandising activities for kidswear With the effective publicity of mediums like TV channels video games blockbuster of superheroes and peer influence children are aware of the latest fashion in apparels and other accessories Generally parents like to dress their children like themselves They further seek to buy brands they are already aware of and have confidence in Popular brands like Gap Diesel and many others plan to extend into this segment With the emergence of many TV channels promotional strategies of companies have become more intense Innovative promotions which encourage the kids involvement finds more acceptance

National Institute Of Fashion Technology

Research Methodology Page 14

Success Factors

Craving for a niche new entrants as well as existing players follow distinct strategies to market their brand Marketing task lies in capturing the imagination of the children with fashionable patterns and of the parents with quality apparels supplemented by reasonable prices All these determine the success of the manufacturer in this segment

National Institute Of Fashion Technology

Research Methodology Page 15

Title of the Project

ldquoTo suggest the merchandise mix for kids-wear section for the national

brands in ahmedabad regionrdquo

National Institute Of Fashion Technology

Research Methodology Page 16

Problem Statement

ldquoWhat are the most preferred merchandise mix for the different apparel product

categories in relation to consumer buying preferences and behavior with respect to

purchase of kids-wear garments in Ahmedabad Region ldquo

National Institute Of Fashion Technology

Research Methodology Page 17

Research Objective

The primary objective of the project was ldquoto suggest the merchandise mix for the Apparel product categories for kidsrdquo This includes

To suggest a broad merchandise mix in terms of assortment categories classes and sub classes

To prepare an assortment distribution plan to breakdown the merchandise classes defined in the previous step into assortment factors-style sizes colors and price lines

National Institute Of Fashion Technology

Research Methodology Page 18

Sub objective

To analyze forecast of silhouette style color fabric for the merchandise (for the particular season)

To understand the consumer buying preferences and behavior with respect to purchase of garments

To study the merchandise mix of the probable competitors for the brand

National Institute Of Fashion Technology

Research Methodology Page 19

Methodology

Exploratory research

Studying related literature on retail merchandising and fashion buying in books magazines and journals in order to understand the merchandise planning process

Understanding the merchandising policies of the store by interviewing the key decision makers

Study will be basically Analytical research based on Qualitative attributes

Descriptive research

bull Competitor analysis- An analysis of probable competitors to style the merchandise assortment in terms of stocked the style sizes and colors and pricing of these items relative allocation of the garments

bull Consumer survey-To understand the preferences and purchase behavior of consumer in respect of garments

National Institute Of Fashion Technology

Research Methodology Page 20

Nature and Form of Result

Quantity in each brand and percentage

Girls

Jeans

T-shirt

Capri

T-shirt

Skirt

Jeans

Frocks Shirt

Capri

Product Type Kids Wear

Product Category Boys

Brands Ginni ampJohny GAP Lilliput

Boys

National Institute Of Fashion Technology

Research Methodology Page 21

Budget

Paper Photocopy 500

Transportation 400

Miscellaneous 500

Total 1400

Schedule

bull Total research project will span for 5 regular days that will consist of surveys interviews and data analysis with advent on the conclusions and recommendations

bull Date 070111 to 130111

National Institute Of Fashion Technology

Research Methodology Page 22

Bibliography

1 Fibretofashion

httpwwwfibre2fashioncomindustry-article155childrens-apparel-market-in-india1asp

httpwwwfibre2fashioncomindustry-articlemarket-research-industry-reportsindian-kidswear-market-is-growingasp

2 India Today wwwindiatodayinkidswear-market-to-touch-rs-58k-cr-by-2014html 3 The Hindu Business Line

httpwwwthehindubusinesslinecomiw20030119stories2003011900580700htm

National Institute Of Fashion Technology

Research Methodology Page 12

Untapped market potential With a promising future for kids apparels the market has attracted international brands into India Global brands like Mothercare Mona Lisa Benetton Espirit Bossini and Kans have entered the Indian kids apparel market While international brands eye Indian kidswear market domestic brands like Lilliput Lirsquol Tomatoes and Catmoss are gearing up to have a share in the global market Representing Indian brands abroad higher profit margins and succulent opportunities are assumed to be the reasons behind their foreign march India has a vast potential for export of kids apparel to foreign markets like US and EU Brands like Lilliput and Koutons are exploring opportunities for joint venture options to tap the childrenrsquos apparel market in China Indian players spot lucrative manufacturing capabilities in China supported by strong purchasing power Hence Indian business units are planning to acquire manufacturing units in China to gain production scale for its operations in the lsquodragon nationrsquo

National Institute Of Fashion Technology

Research Methodology Page 13

Media Proliferation

A brand positioning itself in the market depends on the level of differentiation it is able to establish The manufacturer must also ascertain a sizable amount of promotional budget to gain eyeballs There are no boundaries for the scope of merchandising activities for kidswear With the effective publicity of mediums like TV channels video games blockbuster of superheroes and peer influence children are aware of the latest fashion in apparels and other accessories Generally parents like to dress their children like themselves They further seek to buy brands they are already aware of and have confidence in Popular brands like Gap Diesel and many others plan to extend into this segment With the emergence of many TV channels promotional strategies of companies have become more intense Innovative promotions which encourage the kids involvement finds more acceptance

National Institute Of Fashion Technology

Research Methodology Page 14

Success Factors

Craving for a niche new entrants as well as existing players follow distinct strategies to market their brand Marketing task lies in capturing the imagination of the children with fashionable patterns and of the parents with quality apparels supplemented by reasonable prices All these determine the success of the manufacturer in this segment

National Institute Of Fashion Technology

Research Methodology Page 15

Title of the Project

ldquoTo suggest the merchandise mix for kids-wear section for the national

brands in ahmedabad regionrdquo

National Institute Of Fashion Technology

Research Methodology Page 16

Problem Statement

ldquoWhat are the most preferred merchandise mix for the different apparel product

categories in relation to consumer buying preferences and behavior with respect to

purchase of kids-wear garments in Ahmedabad Region ldquo

National Institute Of Fashion Technology

Research Methodology Page 17

Research Objective

The primary objective of the project was ldquoto suggest the merchandise mix for the Apparel product categories for kidsrdquo This includes

To suggest a broad merchandise mix in terms of assortment categories classes and sub classes

To prepare an assortment distribution plan to breakdown the merchandise classes defined in the previous step into assortment factors-style sizes colors and price lines

National Institute Of Fashion Technology

Research Methodology Page 18

Sub objective

To analyze forecast of silhouette style color fabric for the merchandise (for the particular season)

To understand the consumer buying preferences and behavior with respect to purchase of garments

To study the merchandise mix of the probable competitors for the brand

National Institute Of Fashion Technology

Research Methodology Page 19

Methodology

Exploratory research

Studying related literature on retail merchandising and fashion buying in books magazines and journals in order to understand the merchandise planning process

Understanding the merchandising policies of the store by interviewing the key decision makers

Study will be basically Analytical research based on Qualitative attributes

Descriptive research

bull Competitor analysis- An analysis of probable competitors to style the merchandise assortment in terms of stocked the style sizes and colors and pricing of these items relative allocation of the garments

bull Consumer survey-To understand the preferences and purchase behavior of consumer in respect of garments

National Institute Of Fashion Technology

Research Methodology Page 20

Nature and Form of Result

Quantity in each brand and percentage

Girls

Jeans

T-shirt

Capri

T-shirt

Skirt

Jeans

Frocks Shirt

Capri

Product Type Kids Wear

Product Category Boys

Brands Ginni ampJohny GAP Lilliput

Boys

National Institute Of Fashion Technology

Research Methodology Page 21

Budget

Paper Photocopy 500

Transportation 400

Miscellaneous 500

Total 1400

Schedule

bull Total research project will span for 5 regular days that will consist of surveys interviews and data analysis with advent on the conclusions and recommendations

bull Date 070111 to 130111

National Institute Of Fashion Technology

Research Methodology Page 22

Bibliography

1 Fibretofashion

httpwwwfibre2fashioncomindustry-article155childrens-apparel-market-in-india1asp

httpwwwfibre2fashioncomindustry-articlemarket-research-industry-reportsindian-kidswear-market-is-growingasp

2 India Today wwwindiatodayinkidswear-market-to-touch-rs-58k-cr-by-2014html 3 The Hindu Business Line

httpwwwthehindubusinesslinecomiw20030119stories2003011900580700htm

National Institute Of Fashion Technology

Research Methodology Page 13

Media Proliferation

A brand positioning itself in the market depends on the level of differentiation it is able to establish The manufacturer must also ascertain a sizable amount of promotional budget to gain eyeballs There are no boundaries for the scope of merchandising activities for kidswear With the effective publicity of mediums like TV channels video games blockbuster of superheroes and peer influence children are aware of the latest fashion in apparels and other accessories Generally parents like to dress their children like themselves They further seek to buy brands they are already aware of and have confidence in Popular brands like Gap Diesel and many others plan to extend into this segment With the emergence of many TV channels promotional strategies of companies have become more intense Innovative promotions which encourage the kids involvement finds more acceptance

National Institute Of Fashion Technology

Research Methodology Page 14

Success Factors

Craving for a niche new entrants as well as existing players follow distinct strategies to market their brand Marketing task lies in capturing the imagination of the children with fashionable patterns and of the parents with quality apparels supplemented by reasonable prices All these determine the success of the manufacturer in this segment

National Institute Of Fashion Technology

Research Methodology Page 15

Title of the Project

ldquoTo suggest the merchandise mix for kids-wear section for the national

brands in ahmedabad regionrdquo

National Institute Of Fashion Technology

Research Methodology Page 16

Problem Statement

ldquoWhat are the most preferred merchandise mix for the different apparel product

categories in relation to consumer buying preferences and behavior with respect to

purchase of kids-wear garments in Ahmedabad Region ldquo

National Institute Of Fashion Technology

Research Methodology Page 17

Research Objective

The primary objective of the project was ldquoto suggest the merchandise mix for the Apparel product categories for kidsrdquo This includes

To suggest a broad merchandise mix in terms of assortment categories classes and sub classes

To prepare an assortment distribution plan to breakdown the merchandise classes defined in the previous step into assortment factors-style sizes colors and price lines

National Institute Of Fashion Technology

Research Methodology Page 18

Sub objective

To analyze forecast of silhouette style color fabric for the merchandise (for the particular season)

To understand the consumer buying preferences and behavior with respect to purchase of garments

To study the merchandise mix of the probable competitors for the brand

National Institute Of Fashion Technology

Research Methodology Page 19

Methodology

Exploratory research

Studying related literature on retail merchandising and fashion buying in books magazines and journals in order to understand the merchandise planning process

Understanding the merchandising policies of the store by interviewing the key decision makers

Study will be basically Analytical research based on Qualitative attributes

Descriptive research

bull Competitor analysis- An analysis of probable competitors to style the merchandise assortment in terms of stocked the style sizes and colors and pricing of these items relative allocation of the garments

bull Consumer survey-To understand the preferences and purchase behavior of consumer in respect of garments

National Institute Of Fashion Technology

Research Methodology Page 20

Nature and Form of Result

Quantity in each brand and percentage

Girls

Jeans

T-shirt

Capri

T-shirt

Skirt

Jeans

Frocks Shirt

Capri

Product Type Kids Wear

Product Category Boys

Brands Ginni ampJohny GAP Lilliput

Boys

National Institute Of Fashion Technology

Research Methodology Page 21

Budget

Paper Photocopy 500

Transportation 400

Miscellaneous 500

Total 1400

Schedule

bull Total research project will span for 5 regular days that will consist of surveys interviews and data analysis with advent on the conclusions and recommendations

bull Date 070111 to 130111

National Institute Of Fashion Technology

Research Methodology Page 22

Bibliography

1 Fibretofashion

httpwwwfibre2fashioncomindustry-article155childrens-apparel-market-in-india1asp

httpwwwfibre2fashioncomindustry-articlemarket-research-industry-reportsindian-kidswear-market-is-growingasp

2 India Today wwwindiatodayinkidswear-market-to-touch-rs-58k-cr-by-2014html 3 The Hindu Business Line

httpwwwthehindubusinesslinecomiw20030119stories2003011900580700htm

National Institute Of Fashion Technology

Research Methodology Page 14

Success Factors

Craving for a niche new entrants as well as existing players follow distinct strategies to market their brand Marketing task lies in capturing the imagination of the children with fashionable patterns and of the parents with quality apparels supplemented by reasonable prices All these determine the success of the manufacturer in this segment

National Institute Of Fashion Technology

Research Methodology Page 15

Title of the Project

ldquoTo suggest the merchandise mix for kids-wear section for the national

brands in ahmedabad regionrdquo

National Institute Of Fashion Technology

Research Methodology Page 16

Problem Statement

ldquoWhat are the most preferred merchandise mix for the different apparel product

categories in relation to consumer buying preferences and behavior with respect to

purchase of kids-wear garments in Ahmedabad Region ldquo

National Institute Of Fashion Technology

Research Methodology Page 17

Research Objective

The primary objective of the project was ldquoto suggest the merchandise mix for the Apparel product categories for kidsrdquo This includes

To suggest a broad merchandise mix in terms of assortment categories classes and sub classes

To prepare an assortment distribution plan to breakdown the merchandise classes defined in the previous step into assortment factors-style sizes colors and price lines

National Institute Of Fashion Technology

Research Methodology Page 18

Sub objective

To analyze forecast of silhouette style color fabric for the merchandise (for the particular season)

To understand the consumer buying preferences and behavior with respect to purchase of garments

To study the merchandise mix of the probable competitors for the brand

National Institute Of Fashion Technology

Research Methodology Page 19

Methodology

Exploratory research

Studying related literature on retail merchandising and fashion buying in books magazines and journals in order to understand the merchandise planning process

Understanding the merchandising policies of the store by interviewing the key decision makers

Study will be basically Analytical research based on Qualitative attributes

Descriptive research

bull Competitor analysis- An analysis of probable competitors to style the merchandise assortment in terms of stocked the style sizes and colors and pricing of these items relative allocation of the garments

bull Consumer survey-To understand the preferences and purchase behavior of consumer in respect of garments

National Institute Of Fashion Technology

Research Methodology Page 20

Nature and Form of Result

Quantity in each brand and percentage

Girls

Jeans

T-shirt

Capri

T-shirt

Skirt

Jeans

Frocks Shirt

Capri

Product Type Kids Wear

Product Category Boys

Brands Ginni ampJohny GAP Lilliput

Boys

National Institute Of Fashion Technology

Research Methodology Page 21

Budget

Paper Photocopy 500

Transportation 400

Miscellaneous 500

Total 1400

Schedule

bull Total research project will span for 5 regular days that will consist of surveys interviews and data analysis with advent on the conclusions and recommendations

bull Date 070111 to 130111

National Institute Of Fashion Technology

Research Methodology Page 22

Bibliography

1 Fibretofashion

httpwwwfibre2fashioncomindustry-article155childrens-apparel-market-in-india1asp

httpwwwfibre2fashioncomindustry-articlemarket-research-industry-reportsindian-kidswear-market-is-growingasp

2 India Today wwwindiatodayinkidswear-market-to-touch-rs-58k-cr-by-2014html 3 The Hindu Business Line

httpwwwthehindubusinesslinecomiw20030119stories2003011900580700htm

National Institute Of Fashion Technology

Research Methodology Page 15

Title of the Project

ldquoTo suggest the merchandise mix for kids-wear section for the national

brands in ahmedabad regionrdquo

National Institute Of Fashion Technology

Research Methodology Page 16

Problem Statement

ldquoWhat are the most preferred merchandise mix for the different apparel product

categories in relation to consumer buying preferences and behavior with respect to

purchase of kids-wear garments in Ahmedabad Region ldquo

National Institute Of Fashion Technology

Research Methodology Page 17

Research Objective

The primary objective of the project was ldquoto suggest the merchandise mix for the Apparel product categories for kidsrdquo This includes

To suggest a broad merchandise mix in terms of assortment categories classes and sub classes

To prepare an assortment distribution plan to breakdown the merchandise classes defined in the previous step into assortment factors-style sizes colors and price lines

National Institute Of Fashion Technology

Research Methodology Page 18

Sub objective

To analyze forecast of silhouette style color fabric for the merchandise (for the particular season)

To understand the consumer buying preferences and behavior with respect to purchase of garments

To study the merchandise mix of the probable competitors for the brand

National Institute Of Fashion Technology

Research Methodology Page 19

Methodology

Exploratory research

Studying related literature on retail merchandising and fashion buying in books magazines and journals in order to understand the merchandise planning process

Understanding the merchandising policies of the store by interviewing the key decision makers

Study will be basically Analytical research based on Qualitative attributes

Descriptive research

bull Competitor analysis- An analysis of probable competitors to style the merchandise assortment in terms of stocked the style sizes and colors and pricing of these items relative allocation of the garments

bull Consumer survey-To understand the preferences and purchase behavior of consumer in respect of garments

National Institute Of Fashion Technology

Research Methodology Page 20

Nature and Form of Result

Quantity in each brand and percentage

Girls

Jeans

T-shirt

Capri

T-shirt

Skirt

Jeans

Frocks Shirt

Capri

Product Type Kids Wear

Product Category Boys

Brands Ginni ampJohny GAP Lilliput

Boys

National Institute Of Fashion Technology

Research Methodology Page 21

Budget

Paper Photocopy 500

Transportation 400

Miscellaneous 500

Total 1400

Schedule

bull Total research project will span for 5 regular days that will consist of surveys interviews and data analysis with advent on the conclusions and recommendations

bull Date 070111 to 130111

National Institute Of Fashion Technology

Research Methodology Page 22

Bibliography

1 Fibretofashion

httpwwwfibre2fashioncomindustry-article155childrens-apparel-market-in-india1asp

httpwwwfibre2fashioncomindustry-articlemarket-research-industry-reportsindian-kidswear-market-is-growingasp

2 India Today wwwindiatodayinkidswear-market-to-touch-rs-58k-cr-by-2014html 3 The Hindu Business Line

httpwwwthehindubusinesslinecomiw20030119stories2003011900580700htm

National Institute Of Fashion Technology

Research Methodology Page 16

Problem Statement

ldquoWhat are the most preferred merchandise mix for the different apparel product

categories in relation to consumer buying preferences and behavior with respect to

purchase of kids-wear garments in Ahmedabad Region ldquo

National Institute Of Fashion Technology

Research Methodology Page 17

Research Objective

The primary objective of the project was ldquoto suggest the merchandise mix for the Apparel product categories for kidsrdquo This includes

To suggest a broad merchandise mix in terms of assortment categories classes and sub classes

To prepare an assortment distribution plan to breakdown the merchandise classes defined in the previous step into assortment factors-style sizes colors and price lines

National Institute Of Fashion Technology

Research Methodology Page 18

Sub objective

To analyze forecast of silhouette style color fabric for the merchandise (for the particular season)

To understand the consumer buying preferences and behavior with respect to purchase of garments

To study the merchandise mix of the probable competitors for the brand

National Institute Of Fashion Technology

Research Methodology Page 19

Methodology

Exploratory research

Studying related literature on retail merchandising and fashion buying in books magazines and journals in order to understand the merchandise planning process

Understanding the merchandising policies of the store by interviewing the key decision makers

Study will be basically Analytical research based on Qualitative attributes

Descriptive research

bull Competitor analysis- An analysis of probable competitors to style the merchandise assortment in terms of stocked the style sizes and colors and pricing of these items relative allocation of the garments

bull Consumer survey-To understand the preferences and purchase behavior of consumer in respect of garments

National Institute Of Fashion Technology

Research Methodology Page 20

Nature and Form of Result

Quantity in each brand and percentage

Girls

Jeans

T-shirt

Capri

T-shirt

Skirt

Jeans

Frocks Shirt

Capri

Product Type Kids Wear

Product Category Boys

Brands Ginni ampJohny GAP Lilliput

Boys

National Institute Of Fashion Technology

Research Methodology Page 21

Budget

Paper Photocopy 500

Transportation 400

Miscellaneous 500

Total 1400

Schedule

bull Total research project will span for 5 regular days that will consist of surveys interviews and data analysis with advent on the conclusions and recommendations

bull Date 070111 to 130111

National Institute Of Fashion Technology

Research Methodology Page 22

Bibliography

1 Fibretofashion

httpwwwfibre2fashioncomindustry-article155childrens-apparel-market-in-india1asp

httpwwwfibre2fashioncomindustry-articlemarket-research-industry-reportsindian-kidswear-market-is-growingasp

2 India Today wwwindiatodayinkidswear-market-to-touch-rs-58k-cr-by-2014html 3 The Hindu Business Line

httpwwwthehindubusinesslinecomiw20030119stories2003011900580700htm

National Institute Of Fashion Technology

Research Methodology Page 17

Research Objective

The primary objective of the project was ldquoto suggest the merchandise mix for the Apparel product categories for kidsrdquo This includes

To suggest a broad merchandise mix in terms of assortment categories classes and sub classes

To prepare an assortment distribution plan to breakdown the merchandise classes defined in the previous step into assortment factors-style sizes colors and price lines

National Institute Of Fashion Technology

Research Methodology Page 18

Sub objective

To analyze forecast of silhouette style color fabric for the merchandise (for the particular season)

To understand the consumer buying preferences and behavior with respect to purchase of garments

To study the merchandise mix of the probable competitors for the brand

National Institute Of Fashion Technology

Research Methodology Page 19

Methodology

Exploratory research

Studying related literature on retail merchandising and fashion buying in books magazines and journals in order to understand the merchandise planning process

Understanding the merchandising policies of the store by interviewing the key decision makers

Study will be basically Analytical research based on Qualitative attributes

Descriptive research

bull Competitor analysis- An analysis of probable competitors to style the merchandise assortment in terms of stocked the style sizes and colors and pricing of these items relative allocation of the garments

bull Consumer survey-To understand the preferences and purchase behavior of consumer in respect of garments

National Institute Of Fashion Technology

Research Methodology Page 20

Nature and Form of Result

Quantity in each brand and percentage

Girls

Jeans

T-shirt

Capri

T-shirt

Skirt

Jeans

Frocks Shirt

Capri

Product Type Kids Wear

Product Category Boys

Brands Ginni ampJohny GAP Lilliput

Boys

National Institute Of Fashion Technology

Research Methodology Page 21

Budget

Paper Photocopy 500

Transportation 400

Miscellaneous 500

Total 1400

Schedule

bull Total research project will span for 5 regular days that will consist of surveys interviews and data analysis with advent on the conclusions and recommendations

bull Date 070111 to 130111

National Institute Of Fashion Technology

Research Methodology Page 22

Bibliography

1 Fibretofashion

httpwwwfibre2fashioncomindustry-article155childrens-apparel-market-in-india1asp

httpwwwfibre2fashioncomindustry-articlemarket-research-industry-reportsindian-kidswear-market-is-growingasp

2 India Today wwwindiatodayinkidswear-market-to-touch-rs-58k-cr-by-2014html 3 The Hindu Business Line

httpwwwthehindubusinesslinecomiw20030119stories2003011900580700htm

National Institute Of Fashion Technology

Research Methodology Page 18

Sub objective

To analyze forecast of silhouette style color fabric for the merchandise (for the particular season)

To understand the consumer buying preferences and behavior with respect to purchase of garments

To study the merchandise mix of the probable competitors for the brand

National Institute Of Fashion Technology

Research Methodology Page 19

Methodology

Exploratory research

Studying related literature on retail merchandising and fashion buying in books magazines and journals in order to understand the merchandise planning process

Understanding the merchandising policies of the store by interviewing the key decision makers

Study will be basically Analytical research based on Qualitative attributes

Descriptive research

bull Competitor analysis- An analysis of probable competitors to style the merchandise assortment in terms of stocked the style sizes and colors and pricing of these items relative allocation of the garments

bull Consumer survey-To understand the preferences and purchase behavior of consumer in respect of garments

National Institute Of Fashion Technology

Research Methodology Page 20

Nature and Form of Result

Quantity in each brand and percentage

Girls

Jeans

T-shirt

Capri

T-shirt

Skirt

Jeans

Frocks Shirt

Capri

Product Type Kids Wear

Product Category Boys

Brands Ginni ampJohny GAP Lilliput

Boys

National Institute Of Fashion Technology

Research Methodology Page 21

Budget

Paper Photocopy 500

Transportation 400

Miscellaneous 500

Total 1400

Schedule

bull Total research project will span for 5 regular days that will consist of surveys interviews and data analysis with advent on the conclusions and recommendations

bull Date 070111 to 130111

National Institute Of Fashion Technology

Research Methodology Page 22

Bibliography

1 Fibretofashion

httpwwwfibre2fashioncomindustry-article155childrens-apparel-market-in-india1asp

httpwwwfibre2fashioncomindustry-articlemarket-research-industry-reportsindian-kidswear-market-is-growingasp

2 India Today wwwindiatodayinkidswear-market-to-touch-rs-58k-cr-by-2014html 3 The Hindu Business Line

httpwwwthehindubusinesslinecomiw20030119stories2003011900580700htm

National Institute Of Fashion Technology

Research Methodology Page 19

Methodology

Exploratory research

Studying related literature on retail merchandising and fashion buying in books magazines and journals in order to understand the merchandise planning process

Understanding the merchandising policies of the store by interviewing the key decision makers

Study will be basically Analytical research based on Qualitative attributes

Descriptive research

bull Competitor analysis- An analysis of probable competitors to style the merchandise assortment in terms of stocked the style sizes and colors and pricing of these items relative allocation of the garments

bull Consumer survey-To understand the preferences and purchase behavior of consumer in respect of garments

National Institute Of Fashion Technology

Research Methodology Page 20

Nature and Form of Result

Quantity in each brand and percentage

Girls

Jeans

T-shirt

Capri

T-shirt

Skirt

Jeans

Frocks Shirt

Capri

Product Type Kids Wear

Product Category Boys

Brands Ginni ampJohny GAP Lilliput

Boys

National Institute Of Fashion Technology

Research Methodology Page 21

Budget

Paper Photocopy 500

Transportation 400

Miscellaneous 500

Total 1400

Schedule

bull Total research project will span for 5 regular days that will consist of surveys interviews and data analysis with advent on the conclusions and recommendations

bull Date 070111 to 130111

National Institute Of Fashion Technology

Research Methodology Page 22

Bibliography

1 Fibretofashion

httpwwwfibre2fashioncomindustry-article155childrens-apparel-market-in-india1asp

httpwwwfibre2fashioncomindustry-articlemarket-research-industry-reportsindian-kidswear-market-is-growingasp

2 India Today wwwindiatodayinkidswear-market-to-touch-rs-58k-cr-by-2014html 3 The Hindu Business Line

httpwwwthehindubusinesslinecomiw20030119stories2003011900580700htm

National Institute Of Fashion Technology

Research Methodology Page 20

Nature and Form of Result

Quantity in each brand and percentage

Girls

Jeans

T-shirt

Capri

T-shirt

Skirt

Jeans

Frocks Shirt

Capri

Product Type Kids Wear

Product Category Boys

Brands Ginni ampJohny GAP Lilliput

Boys

National Institute Of Fashion Technology

Research Methodology Page 21

Budget

Paper Photocopy 500

Transportation 400

Miscellaneous 500

Total 1400

Schedule

bull Total research project will span for 5 regular days that will consist of surveys interviews and data analysis with advent on the conclusions and recommendations

bull Date 070111 to 130111

National Institute Of Fashion Technology

Research Methodology Page 22

Bibliography

1 Fibretofashion

httpwwwfibre2fashioncomindustry-article155childrens-apparel-market-in-india1asp

httpwwwfibre2fashioncomindustry-articlemarket-research-industry-reportsindian-kidswear-market-is-growingasp

2 India Today wwwindiatodayinkidswear-market-to-touch-rs-58k-cr-by-2014html 3 The Hindu Business Line

httpwwwthehindubusinesslinecomiw20030119stories2003011900580700htm

National Institute Of Fashion Technology

Research Methodology Page 21

Budget

Paper Photocopy 500

Transportation 400

Miscellaneous 500

Total 1400

Schedule

bull Total research project will span for 5 regular days that will consist of surveys interviews and data analysis with advent on the conclusions and recommendations

bull Date 070111 to 130111

National Institute Of Fashion Technology

Research Methodology Page 22

Bibliography

1 Fibretofashion

httpwwwfibre2fashioncomindustry-article155childrens-apparel-market-in-india1asp

httpwwwfibre2fashioncomindustry-articlemarket-research-industry-reportsindian-kidswear-market-is-growingasp

2 India Today wwwindiatodayinkidswear-market-to-touch-rs-58k-cr-by-2014html 3 The Hindu Business Line

httpwwwthehindubusinesslinecomiw20030119stories2003011900580700htm

National Institute Of Fashion Technology

Research Methodology Page 22

Bibliography

1 Fibretofashion

httpwwwfibre2fashioncomindustry-article155childrens-apparel-market-in-india1asp

httpwwwfibre2fashioncomindustry-articlemarket-research-industry-reportsindian-kidswear-market-is-growingasp

2 India Today wwwindiatodayinkidswear-market-to-touch-rs-58k-cr-by-2014html 3 The Hindu Business Line

httpwwwthehindubusinesslinecomiw20030119stories2003011900580700htm

National Institute Of Fashion Technology

Research Methodology Page 23

THANK YOU