Business of Fashion - February 2019

The kidswear industry is booming around the
world. What used to be just functional outfi ts
a few years ago are now a variety of modish
cuts, colors, styles, patterns and even designer
tags – and with good reason. While the sector
was just non-existent till a few years ago
especially in India, it has now embossed itself
as the most propitious segment of the Indian
fashion industry – with even a dedicated
annual fashion show to its name.
I personally believe that this transition
from passive to demanding was inevitable.
As a developing country, India has myriad
advantages – right from a promising
economic outlook to a growing kids
population. Hence, it’s only natural that as
fi nancial stability and purchasing power of
modern parents grew over the last decades,
a long-awaited shift from need based to
aspiration based shopping manifested,
resulting in a boost hitherto irrelevant to the
Indian kidswear industry.
Modern parents exhibit a considerable brand
awareness and inclination towards high
quality apparel products for their kids. This
has even trickled down to the kids as well,
who have now emerged as a new, independent
buyer group altogether.