The streets of the tube and non-metro metropoliss present an astonishing show of dress for the childs. No longer is the kidswear industry a kid ‘s drama. It has come to presume a competitory place among the work forces ‘s and adult females ‘s dress industries. It is about a one-fourth of the whole dress industry in India. Newer manners take no clip to hotfoot to the child clients. Yes the child clients. Now the childs have their ain penchants and shopping front-runners and this means no pull the leg ofing for the parents. Childs are going more cognizant of the manner sense through active promotional steps by the dress companies. Kidswear manner market is now viewed as an equal to adults manner market. They are acquiring to take from an dress scope which is even more thorough than the grownups. Indian childs are open uping this phenomenon and they are taking their ain vesture and manner manners.
This can be described as a kind of development of today ‘s kids because now they do n’t merely purchase what is selected by their parents. They have become their ain Masterss and have become independent clients of dress companies. Most important grounds for growing in the kidswear market are the addition in disposable income of parents, dual income of both the parents and less figure of childs in a household compared to earlier.
Besides, the popularity of any manner construct no longer remains within the peripheries of a peculiar sector or part. Manner in kidswear is going cosmopolitan. This can be attributed to the growing and incursion of overseas telegram telecasting, cyberspace advertisement, out-of-door advertisement and other media propagated publicities. No manner can be contained merely to the bigger metropoliss in these times, it flows quickly and adapts to the smaller metropoliss and towns every bit good. A outstanding ground for such a growing in kidswear market is the increased outlooks of immature kids as dress clients as they demand the merchandises that represent their ain manner statement.
In the undermentioned subdivisions of this study, I will reflect on the feasibleness of our new kidswear vesture shop named- “ PLAY ” . In the concern concept statement I will prove the undertaking ‘s viability as a possible concern thought that will function as a one-stop store entirely for our small clients ( aged between 0-14 old ages ) in the metropolis of Gurgaon, India. “ PLAY ” will offer its immature clients the youth-oriented stylish dress that is popular in larger urban countries such as Delhi, Kolkata, Mumbai, etc. PLAY will be a vesture shop entirely for the immature clients ( 0-14 old ages of age ) .
Why PLAY?
My new concern venture is a vesture shop entirely dedicated to the childs manner. The thought comes from the growing of Indian kidswear market. The immature coevals childs have undergone a metabolism from inactive to active determination shapers in fabric buying and the parents have been influenced by the childs therefore at that place has occurred a displacement of buying determination pick from parents to the kids. However I do non wish to vie along with national and international dress trade names, alternatively bring forthing a new market of kidswear that is fashionable yet low-cost. “ PLAY ” will engage local talented interior decorators and use their accomplishments to develop first-class manner constructs for childs. Indian dress industry in the kidswear section offers a possible chance for the concern where untapped potency can be harnessed by explicating effectual market incursion schemes. By aiming the right immature and manner witting clients the concern can deduce value. Kidswear market has become a constituent of life style that today ‘s childs are unfastened to. Though a batch of accent is already been placed on the celebrated trade names, PLAY will function a market in an low-cost mode but still keeping quality of merchandises and develop its market easy but certainly.
Aim of PLAY ‘s Feasibility survey
To analyze the potency of the prospective kidswear shop and to judge the credence degrees of childs and their parents towards our shop.
To measure the viability of the thought of affecting local interior decorators into the fabrication concatenation of PLAY in order to maintain the direct costs low.
To carry on a research to analyze the costs and benefits of PLAY.
To thoroughly and intensively research the kidswear industry/market conditions and happen out what is favorable and unfavorable for the kidswear shop.
To derive initial pre-launch feedback from the mark market in order to determine shop ‘s opportunities of success in the background of competition from bigger but expensive kidswear trade names.
PLAY ‘s scope of kidswear merchandises
The undermentioned list is a contemplation of PLAY ‘s merchandise offerings for immature childs in the stylish dress sector.
Jerseies
Sleeveless jerseies
Half arm and Full sleeve Shirts
Skirts
Tops
Miniskirt
Blouses
Capris
Spaghetti tops
Trousers
Chinos
Jeans
Short pantss
Pajama
Jumpers
Sweaters
Cardigans
Coats
Jackets
Places
Sandals
Bags
Belts
Caps
Hats
Features of Kidswear Markets
PLAY ‘s scope of manner vesture for childs will be classified under the undermentioned classs:
Babies ( 0 – 6 months )
Toddlers ( 7 months – 2 old ages )
Kids ( 3 – 8 Old ages )
Pre-teens ( 9 – 14 Old ages )
It is worthy to detect that in India kids ‘s wear market is affected on a seasonal footing. Gross saless for kidswear are recorded to be highest in the period of August and September each twelvemonth. In India, the mean outgo of a in-between category and upper in-between category household on kidswear is approximately Rs. 4,000 per twelvemonth. Most figure of purchases are made in the scope of Rs. 1001 and Rs. 2000 and besides Rs. 2001 and Rs. 5000 with the several figures of 33 % and 39 % . Beyond the scope of Rs. 10,000, there are merely 4 % of recorded purchases.
Harmonizing to Cygnus Consulting study on India ‘s kidswear industry, it is among the top 10 turning markets in India, entering a growing of 6-7 % on an one-year footing. By 2012, Indian kidswear market is expected to touch 131.5 billion US dollars. This has been facilitated by the increased exposure of childs apparel market to international trade names including Adams Kids, Benetton, Pepe, Lee Kids and Tommy Hilfiger. The market is immense and the chances are non scarce. With our echt effort to present choice manner dress at low-cost monetary values, we will be on our manner to going a valued concern within 3-4 old ages of operation.
Industry/Market Feasibility
Kids manner dress is one of the fastest turning sections in the dress retailing market. More and more makers and retail merchants are coming up with advanced thoughts in planing, merchandizing and retailing the kidswear merchandises to pull the mark market efficaciously. The garments industry in India is mostly unorganised and scattered. In fact kidswear section is most to a great extent fragmented compared to work forces and adult females apparel section. The kidswear market is made up of little and big makers and retail merchants. There is a range for PLAY to present itself as an sole dress shop for the childs and acquire established in the market. It attempts to work as an organized concern with programs to spread out under the same trade name name in hereafter. Since there is no form in the big portion of kidswear section, it presents the shop with an attractive chance to place itself as a one-stop store for childs manner dress at sensible monetary values. With client ‘s penchants going more distinguishable and fashionable, PLAY will function those demands. An interesting characteristic of childs vesture is that around 86 % kidswear is made up of cotton.
The branded kidswear market in India is still in its initial phases with merely few national and international makers and retail merchants runing in the industry. The industry analysis assumes the branded kidswear market size to be valued at about 1,000 Crore. The major national childs manner wear trade names include Gini & A ; Jony, Allen Solly, Li’l Tomatoes, Weekender Kids, Ruff Kids, Ruff Baby, Planet Kids and Zapp. Reports from India Apparel Industry assume that childs wear market in the branded section is turning at reeling 15 % one-year rate. International trade names such as Adams Kids, Benetton, Pepe, Lee Kids and Tommy Hilfiger have besides eyes the turning Indian kidswear market.
Harmonizing to the India Apparel Report ( 2008 ) , the size of kidswear market is projected at Rs. 30, 510 Crore. The dress industry experts forecast this figure to farther grow and by the terminal of 2013, it will make Rs. 45,000 Crore. Majority of this growing will be due to the branded dresss. In the twelvemonth 2005, kidswear market portion was 15 % , which reached to 24.9 % by 2008. This has been made possible due to a big proportion of immature childs in the Indian population. More than 30 % of the entire population is below 15 old ages of age and the kidswear manner is more highlighted in the urban India. Urban subdivision of kidswear market comprises about 60 % of the entire kidswear market. The growing experienced in kidswear market is unusually affected by this immature population.
The presence of branded retail merchants in kidswear market is rather strong in the Tier I metro metropoliss of India where people are more flush with high disposable incomes and are therefore willing to pass higher sums on their kids ‘s vesture. However the branded vesture for childs is besides going celebrated in the Tier-II and Tier-III metropoliss every bit good. High incomes are taking clients towards branded kidswear. PLAY will step in to derive advantage from this feature of kidswear market and extract benefits by opening an sole kidswear shopping shop.
Market cleavage
PLAY segments its mark markets in the undermentioned classs:
Babies ( 0 – 6 months )
Toddlers ( 7 months – 2 old ages )
Kids ( 3 – 8 Old ages )
Pre-teens ( 9 – 14 Old ages )
Another of import facet of kidswear includes the uniform section which is Rs. 1,14,500 million which increased by 22.5 % in 2007 over 2006. The kidswear has experienced a growing rate of around 35 % in the premium vesture, 21.5 % in medium section and 6.7 % in mass vesture. There is besides a demand spread in the kidswear market in the context of doing available branded quality dress ware for childs in India.
Market portion of the Major Apparel Segments ( 2007 )
Entire size Rs. 122, 400 Crore
Determinants of feasibleness of our concern venture
Market- The childs ‘ dress market includes dressing for childs between 0 and 14 old ages of age. As of now, the kidswear market is mostly disconnected and unorganised with largely local retail merchants. Childs wear market comprises about 25 % of the entire dress retailing market.
Drivers of growth-
Favorable demographic form
Rise in discretional income
Growth in organized retail
Changing manner tendencies
Childs emerging as independent purchasers
Challenges-
Rising monetary values of natural stuffs
Competition from the unorganised participants
Import of cheaper machinery
Absence of planetary export subsidies
Trends-
Entry of international participants
Adult branded dress shapers come ining the section
Players binding up with the amusement fraternity
Increase in private equity investings
Manner interior decorators concentrating on kidswear
Competition- Most of the branded participants present in the market are engaged in both fabrication and retailing.