Meaning ‘little royal’ in French, kids wear brand Petit Royal believes every child should feel special and royal wearing their products. The brand, launched in February 2016 in Mumbai, plans to launch a new collection in pastel colors for the forthcoming season. “As the unicorn theme for girls is trending, we plan to customise something for them,” says Ritu Ajbani, Co-founder of the brand. The brand expects a positive response from the forthcoming season “as we look forward to a huge demand for kids T-shirts, specially personalised and organic cotton ones,” adds Ajbani.
Ajbani feels, t-shirts plays an indispensible role in kids clothing as no other garment can replace the comfort level it offers. “No matter how soft the fabric of a shirt, suit, sherwani may be, wearing a T-shirt makes you feel at ease like nothing else,” she adds.
Growth to triple in five years
In the last five years, the T-shirt segment in India has evolved from plain to graphic, vintage and even personalised. “The market size, with support from fashion industry from across the world, is likely to triple in the next five years,” states Ajbani. This growth will be concentrated in the super premium and premium categories as consumers in these segments are willing to pay a premium for customising their clothing according to their personality.
The kids T-shirt segment in India is more experimental in terms of bold prints and colors compared to the global market. “Organic cotton has become very popular along with V-neck and long sleeves. Personalised tees are also trending. Emerging trends include hand-painted and T-shirts that emit light.”
Importance of both domestic and international players
Ajbani feels a brand can solely be in T-shirts and be profitable and establish itself. “It is also possible to build a brand on the capability of knits. We don’t have any big names in the kids T-shirts segment as nobody has till now solely focused on this segment. Though both domestic and international players are equally involved, domestic players are better placed as they are experimenting much more than he global players,” she says.
Catering to the age group 0 to 13 years, Petit Royal targets mothers who want their kids to look different and stylish. “Trending designs, high quality products, personalised service, notable after-sales support, riveting content among other aspects have enabled us to build a strong and sustainable brand and we aim to continue doing so,” adds Ajbani. In future, the brand plans to start an online portal to offer its overseas clients the convenience they need. It also plans to explore new born segment as it offers a large product range.