Analysis Of The Market For Kids Apparel Marketing Essay

Analysis Of The Market For Kids Apparel Marketing Essay Popular culture is no longer regional. The advent of cable television, syndicated radio programs, and the Internet has created a world where a fashion statement in New York will be on the streets in a small mid-western town in a matter days. The speed of our telecommunication system has increased young customers’ expectations and demands for products that represent their own cultural statement. This clothing store business plan details how Smoke Jumpers will offer young customers the youth-oriented products and clothing that are popular in large urban areas but not available locally. The target customer is â€Å"Generation Y,† age 11-18, who listens to alternative music, participates in youth sports like skateboarding and snowboarding, and looks toward alternative clothing trends in large urban areas for inspiration. Smoke Jumpers will provide the distinctive clothing, shoes and products that are just ahead of the fashion curve. Introduction Good times for the Indian k ids’ 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 strategies’ 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. Today’s 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 Objective of Feasibility study Products SmokeJumpers will off er young customers the following youth-oriented products and clothing: Shoes Jackets Sweaters Shirts Pants Bags Hats T-shirts Dresses and skirts Shorts Kids Wear Industry/Market Analysis 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. Children’s 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 children’s apparel. Cotton plays a major role in the clothing of children. Approximately, 86% of the kidswear are of co tton. 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 & Jony, ZAPP, Li’l Tomatoes, and Weekender Kids is estimated to be around Rs 1,000 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.