Kids On Roll

A comprehensive study on Kids Innerwear Market

Kids innerwear are no more looked upon as a necessity, rather today, it is considered more of a fashion product. According to a report by Intimate Apparel Association of India (IAAI), The intimate apparel industry on a whole currently stands at Rs 24000 crores and is expected to touch Rs 47000 crores by 2020 and Kids’ intimate wear market merely holds a 4% share in this market. Kids intimate wear market was pegged around Rs 900 crores in 2016 and is estimated to reach Rs 2300 crores by 2020.

Over the years, the steady increasing demand in the developing countries has made it necessary to create a separate Kidswear category. After recording an impetus y-o-y growth in past decade, retailers are now aware that the kids’ innerwear segment possess great potential in India. Many international brands are seeking entry in the country and are flooding the market with new varieties of innerwear products for kids. A steep growth in the kids’ innerwear category can be predicted in the future, but, the question yet remains as to why it is experiencing such a slow or sluggish growth as compared to other segments in the intimate apparel industry? In an exclusive study, Inner Secrets delves into the Kids’ innerwear segment to see what our little junior customers are shopping and what are the factors that influence their shopping cart? A survey conducted by our team, studies the factors influencing the decision-making process.

LITTLE WAVERING MINDS

Kids are known to be fickle minded who don’t understand the difference between what’s good or bad for them Hence, all the decisions for kids are generally taken by their parents. Most of the kids have do not have any authority to make a final decision when it comes to buying innerwear.

BRAND VS. LOCAL LABELS