Kidswear is evolving into an independent segment with brands adopting cool and vibrant designs in their collections. “Brands are following the right trends and carefully choosing their color combinations,” says Sohail Patca, Director, Ruff. The brand adorns its street smart garments with funky detailing, cool prints and bright colors inspired by the diversity of the Indian youth culture. “Just adding the right accessories like belts, caps, bags and cool badges to these clothes makes our consumers ready to Rock-n-Roll,” adds Patca.
Fascination for personal style leads to innovative themes
Increasingly fascinated by the idea of a personal style, brands are adopting innovative themes for their collections. A case in point is Tantra, whose new collection is inspired by the current events happening in the country “Aptly titled as India, our collection incorporates all these events in our t-shirt designs,” notes Ranjiv Ramchandani, Director.
Adopting a similar theme, Ruff prints thoughtful slogans on its kids’ clothing. “These slogans dwell on the various issues faced by kids today and deal with matters close to their heart,” explains Patca. The brand has also developed textile prints especially for kids. “We offer denims of the right Oz with skin-friendly embroidered prints on them. Our fittings and patterns make our kids as smart as any other kid in the global arena,” adds Patca.
On the other hand, Toonz Retail’s new A/W’19 collection focuses on creating a comfortable party ensemble. “Colorful, vibrant and energetic, the collection offers various style options as per occasion. Its garments, though heavy on style are lighter on the body,” states Sharad Venkta, Managing Director & CEO.
Comfort scores high in kidswear
Venkta says, winter wear is not just about beating the cold nowadays. “It’s the season to socialise and calls for a higher style quotient,” he says. The brand’s new winter collection includes multiple layering on warm and light weight fabrics that offer a rich look, and a comfortable feel. “We have transformed our silhouettes into more comfortable and easy to wear garments,” adds Venkta. The brand’s range is also embellished with 3D elements with extensive use of embroidery badges. It has also introduced stretch corduroys keeping comfort in minds.
Brand Tantra is experimenting with fluorescent inks, and fabric count and compositions.“Licensing is a key to success in this segment as superheroes and Disney characters call the shots in design. However, licensing only makes sense if all other parameters are in place,” adds Ramchandani.
Earthy colors with warm fabrics
The palette for kidswear this season includes a lot of earthy, dark, and warm colors that resonate with the season. Toonz Retail has used a lot of red, black, bright pinks and dazzling blue in its designs. “Our designs are built upon corduroys, fleece, faux fur detailing, high density twills, brushed fabrics for sweatshirts and pullovers, quilted materials for intricate designs, etc,” notes Venkta. On its part, Ruff has added a touch of florescence in all shades in its new collection. “This makes garments more funky and attractive, “Patca observes. The brand is also experimenting with new colors like violet, cobalt and a touch of green here-n-there for detailing.
Every kidswear brand promises to introduce innovations in fabric. “Cotton is eternal and perennial favorite fabric for kidswear,” says Ramchandani. However, a lot of blended fabrics are also being used to keep the garments light and enable them to retain their warmness. “Laces and schifflis are being used to add a rich feel of a festivity, with plush fabrics like satin/silk and georgette coming into play,” adds Venkta. The brand has also introduced stretch corduroys keeping the comfort of kids in minds.
The kidswear segment is expected to remain lucrative in the coming years. However, to penetrate deeper into the market, brands need to adopt a cautious approach. Managing a diverse product portfolio in kidswear segment requires a well-structured approach which can adapt with the ever changing Indian retail scenario.