“Kid’s T-shirt category has shifted from basics to fashion,” points out Sharad Venkta, Managing Director and CEO, Toonz Retail – one of India’s premium kids wear brands. “The kids segment today demands more funky and quirky designs,” he adds. To cater to this demand, Toonz Retail recently launched its S/S’19 collection which has quirky and cool designed that are not only comfortable but also stylish enough to fulfill every kid’s fashion needs.
The brand has divided its collections into two major themes: beach and outdoor. The beach collection known as ‘Summertales’, has cool and breezy silhouettes in pastel and light shades. The designs are majorly inspired by the sea and sand elements. The ‘Outdoor’ collection, on the other hand, comprises ready-to-go silhouettes in bright and subtle colors. The designs in this collection, focuses on the summer holidays and street concepts, that takes one on a journey to explore to learn.
A variety of colors and styles
Venkta says, T-shirt is the most important category in terms of comfort and durability. “The category, which constitutes 30-40 per cent of the total kids’ wear market, offers a huge variety in colors and styles. It has always been trending in terms of market growth due to its usage and improved fabrics and manufacturing technologies,” he adds.
Elaborating on upcoming trends in the kids’ T-shirt category, Venkta says, “Having a futuristic approach, the kids T-shirt category is a canvas for upcoming trends and ideas. Glow in the dark, Neons, LED screen, Artificial intelligence, Heat sensitive hypercolor T-shirt are some of the upcoming trends. “Although licensing doesn’t lead to extra premium, it helps brands achieve higher brand positioning in global market,” he adds.
Growth of corporatised retail
The Indian fashion retail industry is witnessing a shift from unorganised to corporatised retail. Corporatised retail is growing in semi-urban markets also. Toonz has a presence of around 100+ stores in 64 cities, 16 states. “Our core strength comes from Tier II, III towns as people from these areas are aspirational in nature. They prefer comfort clothing at affordable rates.”
Meanwhile, Toonz is also expanding rapidly in other markets on a monthly basis. The brand is opening speciality stores in cities where the reach is minimal. “We recently launched stores in Jodhpur, Gurugram and Bijnor and further plan to set up stores in Jaipur, Nagpur and Noida,” he adds.