Exploratory research on Fashion accessories for children clothing.

Presented by—Bishwajeet

Objective of the research….The objective of the research was to figure out

the general behavior of parents about the fashion accessories of their children.

The research was aimed at identifying the uses and types of children fashion accessories which are more prevalent among the children.

It also aimed at studying the role of BRAND for the parents when it came to children's stuff.

Methods and Procedure of the research The research process proceeded in three forms:1. We did the secondary research. The secondary research was done on the internet. It

aimed at defining the brands operating in the market. 2. Then expert interviews were done. People who are in the business of children fashion

accessories were interviewed. They were mainly shopkeepers. This aimed at defining the market trend and size, the buying behavior and the brand role.

3. A survey was conducted for 500 parents. This was done to find out buying behavior of the parents

Limitations of the methodology“The audience is cautioned that the findings presented

here are more qualitative, and less quantitative in nature. The study was designed to explore the behavior of the respondents and not on the causes of such behavior. Therefore, the findings cannot serve as a basis for statistical generalizations, but should instead be viewed as working hypotheses, subject to quantitative validation.”

“Respondents constitute a small non random sample of relevant customers and are therefore not statistically representative of the population from which they have been drawn.”

The Secondary ResearchThe secondary research was done on the internet,

google.com being the major information provider.

The brands operating in Indian market are:– Disney – Barbie– Weekender kids– Gini & Jony– Catmos– Lilliput– Wear House

Continued…. The kids branded apparel & accessories market in

India was estimated at $ 600 million in FY ‘ 05. It is estimated to grow to $ 850 million by 2010.The market is driven by both character and non-

character merchandise.The non-character segment constitutes almost

85% share of the total market size.According to census.gov.in the population of

children from age group of 5 to 12 in Bangalore was 9.20 lakh in 2002.

Expert InterviewPeople who were in the business of children

apparel and accessories for a considerable time were interviewed. e.g. shopkeepers .

We received the following information:– The buyers are not very particular about brand.– There is a regular demand in the market but it increases

in seasons.– This business is not a success if there is no variety in

the store.– The demand for character based accessories depends

on individuals and events. While the non-character based accessories have a flat demand.

Continued…– Girls accessories are more in demand as compared to

boys accessories.– Foreign brands are generally preferred by the upper

middle class and the local brands are preferred by the lower middle class.

– The buyers usually follow the latest trends in fashion accessories for children’s clothing.

The shops that we approached:

Kids Kemp, Urbanite, Kid City

Market SurveyThe survey was conducted for sample size of 500.The areas in which the survey was done are:

– Koramangala– Madhav Nagar– HAL– Brigade Road– Hanumanth Nagar

• The respondents were selected on the basis of age group of their children (i.e. 5– 12 years).

Questionnaire Dear Respondent,   We kindly request you to fill in the details for the following questions on fashion accessories for children’s clothing.   NAME: _________________________   PHONE NO: _______________________   Do your children use fashion accessories?   Yes No  

If yes, do you decide the accessories for your children or do they decide? We They Both   Do you buy accessories only for your children or as a gift also? Only for my children Also as a gift  

Which are the accessories used by your children? Girls: Hair bands hair clips earrings bangles Bracelets Watches wrist bands goggles Belts Fancy footwear others ______________ Boys: Caps Belts Watches goggles Wrist bands Fancy footwear others ________________   Who & what are the main influencers in your child’s choice of fashion accessories? TV shows & advertisements Movies Friends Classmates Shopping malls  

Do you prefer branded items? Yes No   Do you keep up with the latest trends? Yes No Thank you.

Who decides the accessories?

Accessories are bought for whom?

150

For our children

As a gifts also

500

Most commonly used accessories for Girls***

280 298 288215 185

253165 135

250 280

050

100150200250300350

No. of Respondents

No. of Respondents

Most commonly used accessories by boys###

250 283220

163 165218

0

50

100

150

200

250

300

Number of Respondents

Number of Respondents

050

100150200250300350

328238

293230 235

Number of Respondents

Number of Respondents

Influencing agents!

Analysis…. The children’s fashion world is equally trend

driven as may be the world of men or women.The market for Fashion Accessories for children

is highly competitive.The competition is between the foreign brands

and the local brands.

The kid’s apparel and accessories market in India stands at almost 15% of the total apparel market.

It is poised for a yearly growth of approx. 40%

Conclusion

From the study we can say there exists a huge opportunities to launch powerful Indian brand for children accessories. The aim should be to create a line of products that meet the quality and value standards of the Indian costumers matching the international fashion trends

We therefore recommend that the concept be further developed and formal executions be tested.

THANK YOU