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Disney enters kids' apparel market

Sep '06
Targeting the Rs3,000 crore branded kids wear market, the Walt Disney Company (India) is launching for the first time its fashion wear brand, Disney Jeans with elements like a Mickey Mouse comic strip on the pocket lining or inner cuff of the jeans.

Besides, the range will include shirts and jackets as well as accessories like bags, caps and socks. The products, which aim at the 4-14 years age group, are priced from Rs 99 onwards.

Disney, which ranks among the top 20 apparel brands, will also launch footwear under the brand.

Indus Clothing is the brand licensee that will market and distribute and retails the brands with exclusive brand stores.

Indus Clothing, the brand licensee will invest Rs 21 crore for the initial expansion of 30 Disney Jeans Stores which were planned till the end of 2007.

By 2008, the company is planning to have 50 stores across all the key cities in India starting with the metros, in addition to a few Disney branded corners in department stores like Lifestyle.

The $600 million kids branded apparel market in India is estimated to touch $850 million by 2010.

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