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Kids wear industry expected to touch Rs 80,000 crore by 2015
Nov '11
Growing at a compound annual growth rate (CAGR) of about 20 per cent the kids apparel market in India is likely to reach Rs. 80,000 crore by 2015 from the current level of about Rs 38,000 crore, apex industry body ASSOCHAM said.

Rising media exposure, high disposable income of the parents, peer pressure, growing fashion and brand consciousness among children are together driving the growth of kids apparel market in India, according to The Associated Chambers of Commerce and Industry of India (ASSOCHAM).

In an analysis carried out by ASSOCHAM on “Market of Indian kids wear”, it has been pointed out that Kids fashion has percolated down to Tier II and Tier III cities like Dehradun, Chandigarh, Pune, Nashik and Indore, Varanasi etc.

Releasing the paper, ASSOCHAM secretary general, Mr. D S Rawat said that kids are aware of branded goods and brands are also realising the potential of market and are increasing their presence in this segment. Children's apparel includes clothing for kids between 1 and 14 years of age.

The market for kids' apparel in India exceeds Rs. 38,000 crore, of which around Rs. 5,000 crore is constituted by branded kids' wear. The kids' wear market is growing at the rate of 20% per annum, which makes it one of the fastest growing markets.

One of the important changes is increasing preference for branded apparels are rise in the disposable income of the people and the increasing influence of foreign culture. The other important change that is taking place in this area is the emergence of kids as an independent buyer group. Influenced by mass media and peer pressure, today's kids are more informed and self-conscious.

Earlier, the trend was that most of the people prefer buying functional kids' apparel rather than branded ones. Children's garments were usually purchased from small stores and from street shops, while branded garments were only bought by the very high status families. This trend is gradually changing and the market for branded kids' clothing is growing.

Dungarees, shorts and shirts are the evergreen fashions in kids' apparel. Short skirts, tops with puffed volume, halter tops, lace trims and cropped trousers are the in things in the world of children's apparel in today's times. In terms of prints, butterflies, flowers, polka dots, skulls and pirates and stripes are popular in kids' apparel, highlights the paper.

Moreover, kids outgrow their clothes very rapidly. Hence it is necessary that a kids' apparel range be reasonably priced.

As per ASSOCHAM assessment, mothers are now spending enormous amounts on clothing for their children, as they believe that the way a kid is dressed is often a reflection of the parents' sense of style. Higher-cost brands are generally reserved for special occasions this is due to the fact that parents tend to dress their children like themselves, and will seek to incorporate brands that fit with the family's lifestyle.

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