There remains huge potential for childrenswear in internet retailing in India thanks to changing shopping preferences and buying behaviour among parents and their children. Convenience and discounts are the two major factors driving more people online, especially time-pressed and price-conscious parents.
Traditionally, adults were the main decision makers in India when it came to choosing children’s clothing, taking into account factors such as style, comfort and quality. Even the marketing and advertising activities of childrenswear brand owners were targeted at parents.
The number of children in the 0-14 age group in India fell over the review period. More women in the country are joining the workforce and focusing on their careers, leading to delayed parenthood.
Lifestyle International remained the leading player in childrenswear in 2018 thanks largely to offering attractive seasonal-based apparel under its Max brand. The company continuously updates its offering to keep up with the latest trends and designs.
Childrenswear in India remained a highly fragmented category in 2018 but many private label players are consolidating their positions despite strong competition from small local companies. Companies such as Trent, Shoppers Stop and Lifestyle International offer competitively priced and fashionable childrenswear due to greater control over their supply chains and margins.
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This industry report originates from Passport, our Apparel and Footwear market research database.