High inflation fails to dampen kidswear market

BOOM TIME: Brands like Reebok, which is launching Reebok Juniors are trying to cash in on the growing market.

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Keywords: Zapp, Reebok Juniors

New Delhi: High input costs and higher inflation is impacting the Indian retail story but retailers are already looking at unexplored options to maintain their growth margins.

Apparel seems to be the answer and some retailers are now pushing on new initiatives on the kidswear market to drive sales.

Even parents admit that they prefer buying branded clothes for their children.

"Inflation hasn't stopped me from buying for my baby, I buy less but want to buy branded," a parent says.

So parents are clearly resisting the inflation effect - especially when it comes to dressing up their kids.

It is a haven for inflation-weary retail giants who are looking for solutions to save themselves from the slowdown. So kiddie apparel brands are stitching a new design for themselves.

''There is tremendous potential in kids' market. We are planning some branded stores along with foreign partners. We will be expanding in this segment," says Rakesh Biyani, CEO, Future Retail.

The Indian kidswear market is expected to grow by upto 30 per cent and trying to cash are brands like Reebok, which is launching Reebok Juniors - only for kids while Zapp is Raymond's answer to the baby boom.

''Our focus is on expanding Zapp even further and adding a new kids brands for toddlers with name Baby Zapp," Vineeth Nair, Director, Raymond Apparel says.

Spencer's Apparel VP Anurag Rajpal adds, "'Parents don't have time these days. So they want to pamper their children."

So at a time when shoppers are tightening their purse strings, big brands like Allen Solly and Peter England are hoping some child's play will bring back a reluctant Indian consumer.