Kidology, the designer brand for children, is focusing on controlling a major share in this niche segment in terms of its product and price positioning. Based on the tremendous response generated from their maiden flagship store at DLF Promenade Mall in New Delhi that was started in January 2010, the company is rapidly expanding. It may be noted that the Indian kids wear market is estimated at around Rs 22,000 crores and is growing at about 20 per cent per annum. The branded segment accounts for only 12-15 per cent of the total market. And Kidology is now looking at a bigger pie.
Buoyed by the response to their brand in its first year, the company will soon be opening its second store in Mumbai. Nearly two to three additional exclusive Kidology stores are in line for 2011. The company is also retailing out of Chennai and will soon be entering Kolkata, Hyderabad and Bangalore. Their kids wear apparel collections in exhibitions in Coimbatore, Indore, London, Dubai and Moscow, have also received encouraging response. “We have a shop-in-shop at Theory in Chennai, Zoya and Only Kids Allowed (OKA) in Mumbai and are soon opening a new exclusive Kidology store in Mumbai as well as other locations in India within the next two years,” says Karina Rajpal, Joint Managing Director of the company .
“Kidology’s collection is inspired by silhouettes from the past, enhanced by the comfort of today’s shapes. We aim to make kids feel at ease while looking their best. There are four main themes this summer– nostalgic, hippie, organic and nautical. Our summer collection focuses on Nostalgia with beautiful dresses for girls which have elements such as flowers, lace and pearls, while our boys’ collection consists of classical linen suits, pants, vests and formal shirts as well as accessories such as bow-ties and berets,” says Rajpal.
Although the Indian market is at par with international trends and forecasts in adult wear, however, players in the mass market have not really focused on these factors for the kids wear segment. As a niche designer brand, Kidology aims to keep abreast with the latest trends, although a certain percentage of their line is based on classic favorites that never go out of style. In general Kidology does not design clothing or accessories with mainstream cartoon and TV characters however, since kids relate to fun characters, the company has created some of its own.
“Both in India as well as internationally, a certain degree of inspiration may come from adult clothing, however, designing for kids is completely different and adult versions cannot be miniaturized. Comfort and fit is the key and a lot of time goes into these aspects of the garment. Styles also incorporate youthful details such as frills and layers for girls, convenient concepts such as adjustable waists for boys etc. The segment that we are in – designer wear for kids and expecting mothers – is still a largely unexploited one. A few leading fashion designers have developed their own kids brand with moderate success, but this is not even close to the phenomenon that exists internationally,” sums up Neha Sachar Mittal, Joint Managing Director.