Premium kidswear brands meet India’s growing demand with style
S.P. Apparels was started as a garment export business by P. Sundararajan in 1989. Since then, the company has lived up to its stakeholders’ expectations and trust across the world. Through innovation and creative approaches, the company has consistently delivered high-quality products to customers time and again. In 2018, it launched the UK-based premium kidswear brand Angel & Rocket in India. In a talk with Fibre2Fashion, SP Retails’ Managing Director S. Chendhuran discusses the growth of the premium kidswear market in India, the influence of global fashion trends, the role of social media in brand visibility, and challenges faced by premium kidswear brands.
What factors have contributed to the growing popularity of premium kidswear in India?
Every parent strives to provide the best for their child, and this includes choosing high-quality clothing. In India, the demand for superior kidswear has grown, leading to an expanding and evolving market with numerous reputable brands. The overall desire for well-made clothing has significantly contributed to the growth of the premium kidswear category in India.
How has the rise of e-commerce impacted the premium kidswear market in India?
E-commerce has proven to be a valuable asset for the market. By maintaining an online portfolio, brands like Angel & Rocket can showcase their offerings to potential customers who may reside in cities without a physical store. This enables individuals seeking high-quality, trendy clothing to explore the brand, an opportunity made possible only through e-commerce and a strong online presence. While offline store sales remain important, online sales via brand websites or third-party platforms contribute to a unique and essential growth process.
Are there any specific trends or styles in premium kidswear that are particularly popular in India?
Currently, the trend seems to be focused on Summer and Spring/Summer casual collections. Keep an eye out for charming babywear, mini, and accessory lines. This summer, Angel & Rocket’s SS23 collection promises to bring a burst of sunshine to your children’s wardrobes, offering the perfect blend of style and comfort.
How are Indian and international brands catering to the growing demand for premium kidswear in the country?
Homegrown and start-up Indian brands have been excelling in delivering quality, trendy kidswear clothing while offering easily accessible options for parents. The entry of international brands into the market introduces a variety of shapes, styles, prints, and designs, further expanding the choices available for parents. By supplying fashionable and premium clothing, both Indian and international brands are successfully meeting the growing demand for premium kidswear in India.
In what ways has increased exposure to global fashion trends influenced the Indian premium kidswear market?
Global fashion trends play a significant role in influencing the premium kidswear market in India, which allows international brands to thrive. At Angel & Rocket, all designs and collections are discussed at the headquarters located in the United Kingdom. The management team focuses on introducing trends to the Indian market that are both appealing and marketable. Each collection is carefully handpicked and thoughtfully curated, ensuring that the brand meets the demands and preferences of its customers.
How do changing parental attitudes towards children’s clothing contribute to the growth of premium kidswear?
Rather than solely parental attitudes, it is the influence of society, social media, OTT platforms, magazines, and movies that contribute to the desire to stay on-trend and stylish. These factors play a significant role in driving the growth of the premium kidswear market, as they shape consumer preferences and expectations for children's clothing.
What role does social media play in the popularity and marketing of premium kidswear brands?
Social media has become an essential tool for increasing brand awareness and visibility today. Through promotions, content creation, product photoshoots, and advertisements, brands with physical stores can reach a larger, untapped audience. Additionally, social media trends significantly impact parents' purchasing decisions; if they see something they like, they will search for it. In today's digital age, social media has effectively bridged the gap between inspiration and access to products, making it easier than ever for consumers to find what they desire.
Can we expect the premium kidswear market in India to continue its growth in the coming years? Why or why not?
Of course, it will continue to grow. Family planning and expanding families are experiences that many people look forward to, and global trends will persist in influencing the design and fashion industry in India. This dynamic landscape provides opportunities for Indian brands to grow, while international brands continue to introduce variety and quality to the market, catering to the evolving needs and preferences of consumers.
How do economic factors, such as disposable income and consumer spending, affect the premium kidswear market in India?
Parents often prioritise their children's clothing over their own, and the positioning of a premium kidswear brand doesn't necessarily imply that it is exclusively affordable for affluent families. Instead, it is more about the perception of quality, imagery, and aspirational values that the brand conveys. A premium kidswear brand can still provide good value for money, making it accessible to a wider range of customers while maintaining its premium image.
Are there any challenges or barriers that premium kidswear brands face in the Indian market?
From a business standpoint, particularly for those involved in importing and merchandising brands like Angel & Rocket from the UK, several hurdles may be encountered along the journey:
a. Rising input costs and manufacturing expenses make it challenging to maintain product margins.
b. High costs of retail spaces and occupancy, especially in premium high street retail locations and malls.
c. Inventory management and SKU considerations, given the variety of sizes needed for each style.
d. Markdowns and discounts during end-of-season sales can impact profitability.
What inspired you to specifically focus on premium kidswear when starting Angel & Rocket?
Despite the abundance of options in the kids’ fashion industry, it can be surprisingly difficult to find clothing that combines style, comfort, and high-quality materials. Recognising this gap, Lewis Bostock and I were determined to create a kidswear brand that excelled in all these three aspects. This led to the establishment of Angel & Rocket, a UK-based kidswear brand that embodies these values and delivers exceptional products for children.
How do you ensure that the ethical factories you work with maintain high standards in terms of labour practices and environmental impact?
1. We work with only SEDEX approved factories.
2. We also make sure the factories do follow a certain ethical, social and environmental compliance standards working for an international brand like ours.
3. We do frequent audits, both internally and with external agencies randomly to make sure all the factories follow the required ethical practices.
As a family-run business, how do you balance the need for growth and expansion with maintaining the personal touch and values that make Angel & Rocket unique?
Angel & Rocket was founded and operated until 2018 as a family-run business, but since its launch in India, Angel & Rocket has made its presence clear on various channels and platforms like Shoppers Stop, Lifestyle, Centro, Kapsons, Myntra, FirstCry, Ajio and TataCliq in India and Zalora in Malaysia and Singapore. Angel & Rocket’s first flagship store opened in Indiranagar, Bengaluru. The inauguration of two more stores in other major Indian cities followed. The brand also launched on NEXT online, John Lewis, Joules online and also began trading in Debenhams stores in the Middle East through its partnership with Alshaya. The core design team working in the UK have been with the brand since our inception and we as a brand have a very good rapport with the top UK retailers who sell Angel & Rocket over the years. These two factors have helped us in ensuring our core values and maintaining the individuality of the brand in spite of accelerated expansion and growth in different geographies.
Expansion isn’t stopping anytime soon. We want to be the preferred shopping destination for premium children’s clothing and plan to open five standalone stores in the UK as well as India. We are also keen to build on the sustainability the brand offers.
Can you share some of the initiatives or innovations the company has implemented to reduce its environmental footprint and promote circular fashion?
One of our core principles is to promote sustainable, trendy fashion that can be ‘handed down’. This concept of ‘handing down’ encourages recycling clothes by passing them on to younger siblings once they have been outgrown. We are also committed to using only BCI cotton in the future and have initiated circular fashion practices in the UK, which involve returning used clothes for repurposing or recycling.
How do you plan to differentiate yourself from other brands and continue to appeal to customers who prioritise quality, design, and sustainability?
In the Indian market, we set ourselves apart with our unique designs created specifically for children, instead of offering mini versions of women's and men's apparel for girls and boys, a practice commonly seen among other brands. We believe that Angel & Rocket kids will appreciate our distinctive designs, which incorporate quality and design elements inspired by international trends. Our logo, imagery, and other marketing materials also stand out, emphasising our unwavering focus on fashionable, trendy, and premium kidswear.
