i

TREND SPOTTING AND DESIGN COLLECTION FOR

KIDS KNIT WEAR DOMESTIC MARKET

By

AKHIL JAYACHANDRAN

SUBMITTED TO NIFT IN PARTIAL FULFILMENT OF THE

REQUIREMENTS FOR THE DEGREE OF

MASTER OF DESIGN

FACULTY MENTOR: RANJAN KUMAR SAHA

(ASSOC PROFESSOR)

CO-MENTOR: DISHA GUPTA (ASSIST PROFESSOR)

NATIONAL INSTITUTE OF FASHION TECHNOLOGY

MUMBAI

2011-13

ii

DECLARATION

The work in this project titled “TREND SPOTTING AND DESIGN COLLECTION

FOR KIDS KNIT WEAR DOMESTIC MARKET” is authentic and original and is

the outcome of my contribution & research. The project was carried out under the

mentorship of Associate Professor Ranjan Kumar Saha and Assistant professor

Disha Gupta at NIFT Mumbai. No portion of this work has been submitted in

support of an application for another degree / qualification to NIFT or any other

university or professional organization.

_____________________

Name: AKHIL JAYACHANDRAN

Place: Mumbai

Date:

iii

NATIONAL INSTITUTE OF FASHION TECHNOLOGY

MUMBAI

2013

TREND SPOTTING AND DESIGN COLLECTION FOR KIDS KNIT WEAR

DOMESTIC MARKET

By Akhil Jayachadran

M.Des

2011-13

Submitted by Akhil Jayachandran to NIFT in partial fulfillment of the requirements

for the degree of Master of Design of the National Institute of Fashion

Technology at Mumbai and hereby certify that in the judgment of the following

members of jury it is worthy of acceptance.

Name & Date Institute / Organization Signature

________________ ____________________ ____________

________________ ____________________ ____________

________________ ____________________ ____________

________________ ____________________ ____________

________________ ____________________ ____________

Remarks regarding fulfilling ( further requirements), if any.

______________________________________________________________

______________________________________________________________

Signature of Head – PG Design Space Date:

iv

ACKNOWLEDGEMENT

I would like to thank my mentor Mr. Ranjan Kumar Saha, Assoc Professor, and

Course co-ordinator of Bachelor of Fashion Technology and my co-mentor

Mrs. Disha Gupta, Assist Professor and Course co-ordinator of Master of

Design Space, who have given much support and valuable guidance for the

completion of the study.

I would specially like to thank the three manufacturers: Menthol, Estiqe Rabana,

and Sree Rajkondal, who had given me the opportunity to develop a process of

design strategy for the unorganized sector of Tirupur industry.

Last but not the least my gratitude to the manufacturers, retailers and the

industry associations, who had gave their valuable time to discuss their

perceptions on Tirupur knitwear market.

v

ABSTRACT

Tirupur is the ‘knitwear capital’ of India. It has spurred up the textile industry in

India for the past three decades. Traditionally, Indian retail knit wear sector has

been characterized by the presence of a large number of small unorganized

retailers. Half of the available sectors are in the unorganized sector. Their

awareness level, regarding the changes that are taking place in the industry, in

terms of technology, competition and economy is very limited. The study

attempts to explore the present socio-economic status of the garment

manufacturers. It is based mainly on the need for fashion spotting and design

development for three Tirupur based domestic garment manufacturers: Menthol,

Estiqe Rabana and Sree Rajkondal. The companies were interviewed to

understand their requirements and their design strategies as they now want to

enter the Bangalore market.

The comparative market study of five domestic kids wear brands was done with

reference to fabric, color, design elements and pricing. Fashion shows related to

the kids wear have been covered to identify the designer view on the trend. And

also the Bangalore street fashion ware also studied to understand the trend in

the market.

The findings from the market study and fashion spotting did on different areas

shows the interest area of children and the dressing behavior of the children like

the youngster. This paper also analyses the impact of fashion spotting and the

trend study to design a range of kids knit wear (girls) collection for the

manufacturers who are catering to Bangalore market .Based on the findings , a

collection for the festive wear for kidswear (girls) for the Bangalore market has

been designed .

vi

No List of plates Page no

1 http://www.zimbio.com 20 2 http://www.zimbio.com 20

3 http://www.zimbio.com 21 4 http://www.zimbio.com 21 5 http://www.zimbio.com 22 6 www.globalkidsfashionweek.com 23 7 www.globalkidsfashionweek.com 23 8 www.globalkidsfashionweek.com 24

9 www.globalkidsfashionweek.com 25 10 www.globalkidsfashionweek.com 25 11 http://www.promostyl.com 25 12 http://www.promostyl.com 26 13 http://www.promostyl.com 26 14 www.stylemeindia.com 27

15 www.stylemeindia.com 28 16 www.idiva.com 29 17 www.idiva.com 30 18 www.idiva.com 30 19 www.jabong.com 31 20 www.jabong.com 32 21 www.jabong.com 34

22 www.jabong.com 35

23 www.beebaykids.com 36 24 www.beebaykids.com 37

25 www.beebaykids.com 38 26 www.redlily.com 39 27 www.redlily.com 40 28 www.redlily.com 42 29 GINI AND JONY COLORS 43

30 GINI AND JONT PRINTS 44 31 SILHOUETTE AND EMBELLISHMENTS 44 32 MOTHER CARE STYLE 45 33 MOTHER CARE PRINTS 46

34 Mother care SILHOUETTE

47

35 WESTSIDE COLOUR 48

36 WESTSIDE PRINTS 48

37 WESTSIDE SILHOUETTE AND EMBILISHMENTS 49

38 MOM AND ME COLOR 50

39 MOM AND ME PRINTS 50

40 BARBEI COLOR 51

41 BARBEI PRITS 51

vii

42 BARBEI SILHOUETTE AND EMBELISHMENT 52

43 BANGALORE STREET FASHION 53

44 RESULTS AND FINDINGS LAYERS 54

45 RESULT AND FINDINGS FLORAL PRINTS 55

46 BOWS 57

47 FRILLS, FLARES, PLEATS 58

48 POLKA DOTS 59

49 MOOD BOARD 60

50 COLOR BOARD 61

LIST OF TABLES

NO LIST OF TABLES PAGE NO

1 SWOT ANALISIS OF THE TIRUPUR MANUFACTURERS 12

2 PROFILE OF THE INTERVIEWED MANUFACTURERS 15

LIST OF FIGURES

NO FIGURES Page no

1 GROWTH OF BOYS WEAR MARKET, www.technopak.com 4

2 GROWTH OF GIRLS WEAR MARKET, www.technopak.com 5

3 RESEARCH METHODOLOGY 13

4 SUPPLY CHAIN OF TIRUPUR MARKET 17

5 FLOW CHART OF TREND SPOTTING 19

6 DESIGN DEVELOPMENT 62

7 DESIGN DEVELOPMENT 63

8 DESIGN DEVELOPMENT 64

9 DESIGN DEVELOPMENT 65

10 DESIGN DEVELOPMENT 66

11 DESIGN DEVELOPMENT 67

12 DESIGN DEVELOPMENT 68

13 DESIGN DEVELOPMENT 69

viii

INTRODUCTION TO THE TOPIC

Researches show that there is a boom in the domestic kids wear market

and that Tirupur has the advantageous position in terms of infrastructure,

manufacturing capabilities to cater to this need. Tirupur has been catering to the

export market since long back. Lately there has been an interest to diversify into

the domestic retail sector. The organized sector has the capability to subscribe

and avail of trend forecasting facilities; however the unorganized sector does not

have this advantage.

Knowledge of the fashion trends is necessary in order to cater to the ready-made

garment business, even in the domestic sector. Trend forecasting services are

expensive and many of the smaller manufacturers are looking at alternate ways of

getting this information at a lower cost. With foreign brands coming to India, the

manufacturers would have to face a lot of competition. It therefore becomes very

necessary for the local manufacturers to have access to good designs, in terms of

fabric, colors, silhouettes, embellishments and prints

I met three manufacturers in Tirupur - Menthol, Estiqe Rabana, and Sree

Rajkondal - that have shown an interest in coming up with new strategies for

designing kids-wear garments for the Bangalore market.

Through trend spotting it is possible to understand the current market and the

observations can be used to provide an insight of what would be in vogue in the

coming season.

This study is an effort to provide information to the manufacturers about the trends

that would be useful for the next season. The information is collected through

fashion spotting which comprises of observation of street fashion, analyzing

fashion shows and on line stores. Blogs and articles are also referred to get the

information of the trends in vogue and the opinions of designers.

ix

The complied information would be used to design party-wear for kids waer

manufacturers for the coming festive season.

OBJECTIVE:

To study the contribution of Tirupur industry in terms of kids knit wears

domestic market.

To develop a process for creating kids wear collection for the Indian

market.

Design a range of kids knit wear garment for domestic market (Bangalore)

for festive season 2013-14.

SIGNIFICANCE:

The study will give the opportunity to develop the design for the domestic

kids wear manufactures.

It helps to understand the need of the competitive market and upcoming

trends in Kids wear for retail market.

LIMITATION OF THE STUDY:

The study is limited to Bangalore market

The age group catered is 4-10 years (girls)

The study is limited to girls’ party wear.

x

CHAPTER-2

REVIEW OF LITERATURE

2.1 INDUSTRY OVERVIEW

Fashion in kids wear is becoming universal. This can be attributed to the

growth and penetration of cable television, internet advertising, outdoor

advertising and other media propagated promotions. No fashion can be

contained only to the bigger cities in these times, it flows rapidly and adapts to

the smaller cities and towns as well. A prominent reason for such a growth in kids

wear market is the increased expectations of young children as apparel

customers as they demand the products that represent their own style statement.

The garments industry in India is largely unorganized and scattered. In fact kids

wear segment is most heavily fragmented compared to men and women apparel

segment. The kids wear market is made up of small and large manufacturers and

retailers.

The industry analysis assumes the branded kids wear market size to be valued

at approximately 1,000 Crore. The major national kids fashion wear brands

include Gini & Jony, Allen Solly, Li’l Tomatoes, Weekender Kids, Ruff Kids, Ruff

Baby, Planet Kids and Zapp. Reports from India Apparel Industry assume that

kids wear market in the branded segment is growing at staggering 15% annual

rate. International brands such as Adams Kids, Benetton, Pepe, Lee Kids and

Tommy Hilfiger have also eyes the growing Indian kids wear market.

2.1.1 KIDS WEAR MARKET IN INDIA

Market for kids apparel is the fastest growing industry in India. Manufacturers are

coming up with fancy materials targeting kids who are more interested in the

upcoming fashion trends. Children’s garments are available in various forms and

designs. Market for kids apparel is the fastest growing industry in India.

Manufacturers are coming up with fancy materials targeting kids who are more

xi

interested in the upcoming fashion trends. Children’s garments are available in

various forms and designs. Kids apparel market is more unorganized than any

other segment of apparels. A huge volume of kids apparel in India is being

dominated by local and unorganized players. Kids apparel market is more

unorganized than any other segment of apparels. The market is a proposition of

the good, bad and the ugly. A huge volume of kids apparel in India is being

dominated by local and unorganized players.

2.1.2 GROWTH OF THE KIDS WEAR MARKET

Garment exporters are increasingly turning their attention to the more profitable

domestic market. The reason for this is slowdown currency fluctuations that are

hampering the prospects in world market and the export market. Moreover,

Indian consumers are ready to spend more on apparels. Recent research shows

that the children’s wear market is getting stronger against men’s and women’

wear categories in the past one year. With the domestic market growing at 15 to

20 per cent, even the larger, organized apparel exporters are increasing their

presence within the country.

Source: www.technopak.com Fig 1

xii

Source: www.technopak.com Fig 2

One of the important changes is increasing preference for branded apparels due

to rise in the disposable income of the people and the increasing influence of

foreign culture. The other important change that is taking place in this area is the

emergence of kids as an independent buyer group. Influenced by mass media

and peer pressure, today's kids are more informed and self conscious.

The current apparel market is pegged at about Rs. 1,710 billion. Of this, about

15% is Kids Wear valued at Rs. 300 billion. The branded Kids Wear however is

minuscule at about Rs. 30 billion. The rest 90% is all unorganized. The current

contribution is not much to the overall garment sector, if we consider the sheer

population between ages 0-14 years. Also, given the fact that the frequency of

purchase is much higher as we go down the age groups, there is large untapped

potential. There isn’t much difference in value of merchandise between grown-

ups and kids, as the difference in consumption of raw materials (fabric) is largely

compensated by the large amount of value additions required in kids garments.

xiii

The Associated Chambers of Commerce and Industry estimates that the kids’

wear industry is worth Rs 38,000 crores, and growing at a compound annual rate

of about 20 percent to reach Rs 80,000 crores by 2015. Similarly, the Global

Industry Analysts (GIA), a US-based market research company predicts the

global market for children’s wear is projected to reach 156.8 billion dollars (above

Rs 800,000 crores) by 2015. . The market for kids' apparel in India exceeds Rs.

38,000 crore, of which around Rs. 5,000 crore is constituted by branded kids'

wear.

Overall, the baby and children’s market in India is pegged at over 5 billion dollars

(above Rs 27,000 crores), growing at 20-25 percent a year. A Technopak Report

reveals, the overall children’s market in India can be broadly divided into five

segments: super premium (above Rs 2,500), premium (Rs 1,000-2,500), mid (Rs

500-1,000), economy (Rs 250-500) and lower (up to Rs 250). The research firm

said by far the mid-segment, with a market share of 31 percent, is expected to

reach 58 percent by 2020.

The consumers have now become much aware, be it fashion, products or

pricing. The internet penetration along with proliferation of TV and social media

has increased the awareness of consumers to a new paradigm now and the state

is only going up.

Children's apparel is a market that is growing rapidly today. Trends in the market

are fast changing. This article aims to analyze the market for kids' apparel in

detail and explaining the shift in focus that is taking place. Children's apparel

includes clothing for kids between 1 and 14 years of age.

‘Market of Indian kids wear’, kids’ fashion has percolated down to Tier II, III cities

like Dehradun, Chandigarh, Pune, Nashik, Indore and Varanasi, which is a

catalyst for growth. And like for other segments of retail, the growth is led by

increasing brand awareness, rising income levels, nuclear families and parents’

wanting to fulfil their children’s expectations by giving them the best. Another

reason is the emergence of kids as an independent buyer group owing to

xiv

increased media exposure, peer pressure and rise in nuclear families as well as

disposable incomes

.

2.1.3 DRIVING FORCES IN THE INDUSTRY

Kids today are more mobile than before. They may have to attend classes and

tuitions, celebrate birthday and indulge in sport activities, art and craft and other

creative activities. This provides them with formidable exposure to the outside

world, thereby increasing their awareness of the latest trend, fashion, food and

other sources of entertainment.

These are various areas that a retailer should explore and build strategies in

order to become a leader in its area of core competence.

2.1.3.1 COSMIC GENERATION

Today’s generation can be termed as the ‘cosmic generation’, as kids now

mature at an early age and gain knowledge quickly within a short span. The rapid

development in technology, easy availability of information and ease of travelling

are some of the reasons supporting the brisk expansion of today’s cosmic

generation. This can be considered to be a major driving force that is

continuously boosting the kids’ retail segment. The varied styles and ways of

fashion adopted by the kids generation is because of the wide interaction

between the people through social networking.

2.1.3.2 CELEBRATIONS

The idea of celebrations and parties creates a feeling of happiness, playfulness

and the desire to spend time with the family. Today, kids enjoy considerable

freedom, and hence they can interact and make friends with other kids in their

surrounding environment and through social networking sites. Kids tend to

celebrate the most as they are largely engaged in birthday parties, treats, various

occasions and festivals. This helps them gain knowledge about the latest trends

from their friends and peers

xv

2.1.3.3 AUTONOMY

Today, most urban kids are brought up in nuclear families. Thus, they have a lot

of freedom at an early age. An increasing degree of autonomy prompts them to

experiment and explore the world to a larger extent. Nowadays, parents act

merely as guides, helping children discriminate between what is right and wrong.

Whatever a child explores using his/her freedom, if regarded as positive, will be

welcomed by the parents.

Working parents Changing lifestyles, nuclear families, increase in disposable

income and the expanding working population are some of the other aspects that

indirectly help in alleviating growth in the kids’ market.

2.1.3.4 PEER PRESSURE

Kids are very sensitive and innocent, but they have a competitive mind. Their

actions are related to what they see and perceive in the outside world. Hence,

every child thrives to be the best, desires to possess the best products and tends

to compare his/her belongings with that of his peers. One of the prominent

features of the kids’ segment is that parents are the customers who end up

paying the price, but children are the deciders.

2.1.3.5 THE FUTURE OF KIDS’ RETAILING The future of this sector seems bright. The industry is growing at a rate of 35

percent, which is a fairly good indicator for the prospects of this segment. The

industry is in a growth phase and has not yet reached saturation, thereby

facilitating new players to enter this market. With a steady market growth and an

increase in market share, most companies would strategically see these products

as ‘stars’. However, it is necessary to continuously nurture these products in

order to sustain the competition in the long run. The scope of this segment is

widening day-by-day with the driving forces playing a dominant role. Hence, it is

necessary for every retailer to understand the changing demands, trends and

growing needs of the kids segment and accordingly revise their product

strategies regularly.

xvi

2.2 TIRUPUR KNIT WEAR INDUSTRY

Textile accounts showing 30% of the total exports of the country, and on the

volume wise knitwear comprises 45% of the exports. The role of knitwear within

textile sector shows an increasing pace, as being preferred comparatively over

woven garments due to their virtues of comfort, stretch ability, easy care, and the

pattern of being built within the knitted fabric structure. Despite all the

competition, India has carved a niche for its knitted apparels in the global market

on the foundation of its quality, competitive pricing, and innovative styles. While

style plays an important role in the domestic market, fabric quality, and finish of

the apparel is given prime consideration in the foreign markets. The diverse

nature of the industry aids its manufacturing facilities, apparels made, cost, fabric

needs, and the quality of its output. On the contrary, its fragmented nature, due

to reservation of production for small companies has distorted its

competitiveness. Globalization is now posing a threat to the local markets, and

exporters.

Tirupur can be easily classified as an industrial cluster that typifies an organic

relationship between firms, both horizontally and vertically. This is because of the

dense network of production organization that exists within the region. The

production of garments in the cluster is segmented into separate modules and

firms participate indifferent portions of the value chain. Everywhere in the small

town one can easily notice how activities revolve around the production and sale

of knitwear garments. There are a large number of suppliers selling different

grades of yarn and these yarns are procured by producers to initiate the

production process. Most of the garment producers or exporters generally

confine to stages such as cutting, stitching and finishing activities and get the

prior stages done by specialized firms. The first stage can be termed as

fabrication or knitting. The knitted fabric is then sent to processing units which

include operations such as mercerization, dyeing and compacting Printing is the

xvii

next stage in the production process. This is done after the garments are cut

according to specific designs by the firms. In most of the cases printing job is

outsourced but in some cases the manufacturing units do the printing job in

house. The final stage is the CMT process comprises of cutting according to the

pattern and there after stitching.

Knitwear constitutes 45 percent of the total Indian textile exports. Among all the

important centers of knitwear industry in India, Tirupur is the epicenter for cotton

knitwear. It provides employment to more than 3,00,000 people directly and

indirectly and is earning a considerable amount of foreign exchange by

contributing more than 50% cotton knitwear exports from India. Since three

decades Tirupur has grown by leaps & bounds as a knitwear outsourcing hub in

the World. It has attracted the attention of both the policy makers and

businessmen at the national and international levels, mainly because of its

continuous business growth. The overall support by government and exporters

supported the accelerated growth of Knitwear export’s in Tirupur. However, a

recent newspaper report stated that several apparel and fashion accessory

manufacturers catering to global brands at Tirupur are increasingly shifting their

focus to the domestic retail market due to slowing overseas demand and rising

consumption at home. The booming stage of Indian Retail sector will be getting a

great opportunity for the domestic brands. Moreover, this shifting focus of the top

garment companies towards domestic retail market gives Tirupur a chance for

diversification in to domestic retail market. Since the Tirupur’s knitwear market

was largely export centric market the diversification towards domestic knitwear

market would reduce the impact of recessionary trends of Europe and American

market on Tirupur market.

2.3 SWOT ANALYSIS OF THE TIRUPUR KNIT WEAR MANUFACTURERS

xviii

SWOT ANALYSIS

STRENGTH WEAKNESS OPPORTUNITY THREATS

1.Mass production

setup

1.uncomfortable

work environment

1.Market orders

exports / locals

1.Market

competition

2.Cost conscious

business

2. Design

development

2. Technical textile 2.Social

awareness

3.Low labor cost 3.Availability of

water

3.Mass production

capacity

3.

High water

consumption /

effluent

generation

4. Easy availability

of raw material

4.Irregular power

shutdown

4. Diversification of

product

4. Availability fuel

for steam

generation

5.High

performance

machinery

5.Cost of

maintenance and

spare parts

5.Global market 5. Small size of

unit

6.production of

value added

textiles

6.Product

diversification

6.increase in

awareness in use

of eco friendly raw

materials

6. Availability of

electrical power

7.skilled labor 7.Absence of

branding

7. opportunity to

start new venture

8. supportive

management

8.Small scale

industry

8. Unique design

xix

9. Effective

technical

support(dyeing

and finishing)

9.Textile

engineering skills

9. Product

innovation

Table 1

SWOT analysis of the Tirupur manufacturers

CHAPTER-3- DESIGN RESEARCH AND METHODOLOGY

3.1 DESIGN RESEARCH

- The method of collecting the data was qualitative, the type of study is

exploratory hence; the overall research design will be flexible to provide

opportunity for considering different aspects of the problem.

- The data collection will be through observation method for identifying trend

and also interviews were conducted with manufacturers and retailers.

3.2 RESEARCH METHODOLOGY

xx

The research was conducted in three phases which is as following:

Fig 3

Research methodology

3.3 DATA COLLECTION

3.3.1 PHASE -1- Study existing scenario of Tirupur Kids Wear Mark

3.3.1.1- Secondary Data

Referred to the websites of 15 kids wear manufactures in Tirupur for the following

information

- `Styles manufactured

- Types of fabrics

- costing

xxi

- Prints & embellishment

3.3.1.2 Primary Data

15 manufacture have been interviewed to understand

- the supply chain of Tirupur market,

- their design strategy

- types of fabrics used

- costing

- Styles, prints and patterns

The following are the companies which are been interviewed to collect the above

mention data

NO NAME OF THE COMPANY NAME OF THE INTERVIEWED

PERSON

1 LOYAL B. GANESAN

2 JAY JAY MILLS M. VASANTH KUMAR

3 SARKAS GARMENT

COMPANY

VK JAYAKUMAR

4 SUBHASHREE RAM

GARMENTS

S. RAMASWAMY

5 SMART GARMENTS P. SIVASUBRAMANIANM

6 STYLE N JOY SHANAVAS

7 ARVINTH ARUL

8 AUREA FASHION BABU

9 VANTAGE FABS SAJEESH KG

10 ARUL GARMENTS MANOHAR

11 CANIMARA GIRISH KUMAR

12 SANGEETHA CREATION RAMASWAMY

xxii

13 MENTHOL SANJAY JOSHI

14 ESTIQE RABANA M.VICTOR

15 SREE RAJKONDAL NANDA KUMAR

Table 2

Profile of the interviewed manufacturers

3.3.2 PHASE II- TREND STUDY AND SPOTTING

3.3.2.1 Secondary data

- Referred to the articles, blogs and online store to get the overall idea

about the kids wear trend and fashion

- Study the trend of international market

o Global kids fashion week

o WGSN

o PROMOSTYLE.

- Indian kids fashion week

- On line store

o Myntra

o Jabong

o Redlily

o Kidsoye

3.3.2.2 Primary data

- To study the Bangalore street market to understand the kids wear trend

in street fashion. The street market studied was:

o Brigade

o Commercial

o Majestic

- Brand comparitative studies on famous kids wear domestic brands.

o Gini and jony

o Mother care

o Westside kids

o Bossini kids

xxiii

o Barbei

o UCB kids

PHASE -3- DESIGN DEVELOPMENT

o Mood board

o Color board

o Style board

o Fabric board

o Trims, Embellishments and patterns

Chapter- 4- ANALYSIS AND FINDINGS

4.1 DATA ANALYSIS (phase -1)

4.1.1 SUPPLY CHAIN OF TIRUPUR MARKET

xxiv

Fig 4

Supply chain of Tirupur manufacturers

Supply chain of the Tirupur market showing the product flow from the

manufacturers to the export market, Retail/Domestic market and the Whole sale

market.

The manufacturers supply the products mainly to the Domestic/Retail market

(Bangalore, Coimbatore, Erode, Mumbai), according to the design and

specification that had given by the buyer or the design that had developed by the

international buyer.

The wholesalers collect the surplus product from the different local

manufacturers and distributed among the local retailers for half of the cost.

4.1.2 DESIGN SRATEGY FOLLOWED BY THE MANUFACTURERS

The designs developed for the export market are altered and used for the

domestic market according to the local market need.

xxv

The production is based on the order that is given by the local retailers

and wholesalers.

Designs that do well in the local market are redeveloped in new colours

and fabrics.

There are some classic designs which are created every year, like solid

colour T-shirts and cartoon prints.

Most of the time ideas for new designs are taken from the international

brands.

4.1.3 Kids wear categories

The Kids wear Categories can be divided on the following basis:

1) Gender: Boys/ Girls

2) Age Group- 4-10

3) Types of Kid wear: Undergarment, Infant wear, Casual wear, Nightwear &

Party wear

3.2. PHASE-2- TREND SPOTTING

xxvi

Fig 5

Flow chart of trend spotting

The trend study had started with the observation method to understand the

market and also to know about the trend going in the Bangalore market. Covered

the main streets and market to understand the fashion and trend in the kids wear.

After the part, the study had done on the kids wear brand to understand the trend

in terms of style, color, print and the embellishments.

Then did the study on Indian kids fashion week-2012, International fashion trend

for the kids and also with the online stores and blogs to study the kids trend.

3.2.1 GLOBAL KIDS FASHION WEEK

xxvii

Visuals of the Global fashion week were analyzed to find the design

features that are in trend.

-LAYERED STYLE

Source: http://www.zimbio.com plates 1

A model wearing Mischka Aoki Spring/Summer '13 walks the ramp at the Global

Kids Fashion Week SS13 public show in aid of Kids Company at The

Freemason's Hall on March 20, 2013 in London, England.

Source: http://www.zimbio.com plates 2

xxviii

A model wearing I Pinco Pallino Spring/Summer '13 walks the runway at the

Global Kids Fashion Week SS13 public show in aid of Kids Company at The

Freemason's Hall on March 20, 2013 in London, England.

-FLORAL PRINTS

Source: http://www.zimbio.com plates 3

A model wearing Rachel Riley Spring/Summer '13 walks the runway at the

Global Kids Fashion Week SS13 public show in aid of Kids Company at The

Freemason's Hall on March 20, 2013 in London, England.

Source: http://www.zimbio.com plates 4

xxix

A model wearing Marni Spring/Summer '13 walks the runway at the Global Kids

Fashion Week SS13 public show in aid of Kids Company at The Freemason's

Hall on March 20, 2013 in London, England.

Source: http://www.zimbio.com plates 5

A model wearing Roberto Cavalli Spring/Summer '13 walks the runway at the

Global Kids Fashion Week SS13 public show in aid of Kids Company at The

Freemason's Hall on March 20, 2013 in London, England.

-COLORS

xxx

SOURCE: www.globalkidsfashionweek.com plates 6

The ramp displays more of pastels - pale colours, more of peach, light orange,

sky blues, Corn yellow, green yellows light beige colours were reflect constantly

in different designers collection.

-EMBELLISHMENTS

xxxi

SOURCE: www.globalkidsfashionweek.com plates 7

The Tucks have been used to decorate the front bodice near to neck line.

SOURCE: www.globalkidsfashionweek.com plates 8 A ribbon sash with a bow

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SOURCE: www.globalkidsfashionweek.com plates 9 Bow at the neckline

SOURCE: http://www.globalfashionreport.com plates 10 large bow at the waist

3.2.2 PROMOSTYLE TREND 2014

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Source: http://www.promostyl.com plates 11- colors that are followed by the international

trend for 2013-14

SILHOUETTE

source: http://www.promostyl.com plates 12 silhouette predicted by promostyl for the kids

wear

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KIDS COLOURS

Source: http://www.promostyl.com plates 13

3.2.4 INDIAN KIDS WEAR FASHION WEEK

- STYLE

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Source: www.stylemeindia.com plates 14

Layers and frills are the common style that seen in all the designers

collection.

-COLOURS

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Source: www.Stylemeindia.com plates 15

Coral, pista green, pink, peach, white are seen on the ramp study.

-EMBELLISHMENT

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plates 16

source: www.idiva.com Ruffles on the lower part of the dress and on the upper

part near to the front neck line.

plates 17

Embroidery with a sequins which spreads the

plates 18, Flower pattern at the

shoulder line and golden work on the frills of the skirt. Plates

3.2.5 ONLINE STORES

3.2.5.1 JABONG

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-LAYERED STYLE

Source: www.jabong.com plates 19

The style found was the layered and flowing structure of the silhouettes in the

dress as well as the skirt.

-FLORAL PRINTS

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Source: www.jabong.com plates 20

The floral patterns in different colors are attractive for kids.

Floral patterns range from small ditsy to large vintage patterns. A lot of graphics

and also in water color effects.

-COLORS

xl

Source: www.jabong.com plates 21

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A wide range of colors is seen – blues, pink, violets, greens, red, yellows- on a

variety of silhouettes.

-EMBELISHMENTS

Bows on the right hand side of

the hip line of the skirt

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Source: www.jabong.com

A ribbon belt with rosettes at the waist and a sequined bow near the neckline

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Source: www.jabong.com

Plates 22

The embellishments used are bows, flowers, and sequins on the

bodice. The sequin on the bow adds a glitter.

3.2.5.2 BEEBAY

-STYLE

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source: www.beebaykids.com plates 23

The combination of pleats and the layering is most found in the beebay online

store.

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-COLORS

source: www.beebaykids.com plates 24

The colours found on the particular online store was with the range of red, yellow,

blue, pink, cream, and pale blue.

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-EMBILISHMENTS

plates 25 source: www.beebaykids.com

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3.2.5.3 REDLILY

-STYLE

source: www.redlily.com

plates 26

-COLOR

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A range of colors seen are -red, pink, orange, blue, green, peach, lavender,

lemon green.

source: www.redlily.com

plates 27

-EMBILISHMENTS

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Line prints on the layered style, and the ruffles at the bottom of the skirt.

Satin bows on the hip line and the ruffles on the neck line.

Bow on the bottom left part of the dress.

l

Plates 28

source: www.redlily.com

Flower at the front bodice and the silhouettes is in the asymmetrical layering

which gives the effect of inter connection.

3.2,6 BRAND STUDY

MAJOR PLAYERS

3.2.6.1 GIN AND JONY

3.2.6.2 MOTHER CARE

3.2.6.3 WESTSIDE KIDS

3.2.6.4 MOM AND ME

3.2.6.5 BARBEI

When it comes to the marketing for Kidswear , emphasis given on factors that

are related directly to children and are eye catching for them. Character licencing

is a strategy that is on an upswing which is helping the retailors for more sales.

All the major Kidswear brands have tie-up with hello kitty, dora, chota bheem,

Disney and barbie etc.

3.2.6.1 GIN AND JONY

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-Colors-

Plates 29

The brand is filled with more red, sky blue and varieties of pink shades and

zeebra Stripes.

-Prints

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Plates 30

The collection for the season includes the chest print with characters and with

abstract

Image in ink effect. Polka dots and floral print is also is also there in the brand.

The zeebra stripes with thick and thin lines are in the trend now.

-SILHOUETTE AND EMBELLISHMENTS:

Plates 31

Basic tees with stripes and prints are inn for girls as well as boys, and the

embellishments here more is with layers, feathers and ribbon work and the bow

is on the right , left or centre of the hip possition.

3.2.6.2 MOTHER CARE

COLORS:

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Plates 32

Mother Care has come out with more soft colors like corn yellow, pinks, river

blues; in addition with some strong colors like calypso, red and indigo blue.

Prints:

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Plates 33

All over floral prints rule the collection from the small ditsy prints to large patterns

in water color effects to beautiful hem prints. Some floral patterns are printed on

stripes. Polka dots are something which we can’t avoid for Kidswear in any

season. The brand has used same print patterns for both age groups.

SILHOUETTE AND EMBELLISHMENTS:

lv

Plates 34

Layers and simple a-line dresses mostly sleeveless or with cap sleeve have

seen more. Woven tops with cut and sew panel with lace or jersy trimming. Color

blocked tunics and dresses. Layered and tiered patterns, Knitted and denim

shorts with drawstring.

3.2.6.3 WESTSIDE KIDS

Color :

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Plates 35

The brand highlighting the most powerful bright colors and the shades and hues

of Blue, yellow and pink. Next following colors are white and cream.

PRINTS:

plates 36

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All over prints in the girls dress and the casual tees is having either chest print or

stripes with different colors and different sizes. Embroidery on the shoulder part

are very much highlighted.

SILHOUETTE AND EMBELLISHMENTS:

Plates 37

Dresses are with more contemporized effect in terms of frills, layers, ruffles and

asymmetrical shapes. Sleeves are playing a good role in terms of puff , layered,

and cap sleeve with ruffles on the bottom sleeve.

3.2.6.4 MOM AND ME

-COLOR:

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Plates 38

calypso red rules this season in mom and me. Other than normal bright , this

summer brands are more light and pale colors like corn yellow, kiwi, calypso,

lavender and pink.

Prints:

Plates 39

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Like many other brands mom and me also follows flowers as their major print but

in a cuter way. Butterflies and hearts follow the list. Woven badges are major

trend from the brand. It can be seen either on top of solid body or on top of all

over prints. They are using licenced characters like dora and Vinnie the poo.

Another trend found was perfumed tees, which smells like apple, bubble-gum

and lemon.

3.2.6.5 BARBEI

COLORS:

Plates 40

Pink and the gradation of pink to grey is the dominating colors . Blue, white and

yellow brown were the other important colors.

PRINTS:

lx

Plates 41

Barbei character is playing on majority of the garments and also following

With florals and animal prints on the top as well as on the bottom.

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3.2.7 BANGALORE STREET FASHION

Plates 42

lxii

Polka dots found in the Bangalore street market, BRIGADE MARKET AND COMMERCIAL

STREET.

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Plates 43

Prints seen many in the market, lot of polka dots, animal prints, stripes, character

and butterfly prints.

CHAPTER-5

RESULT AND FINDINGS

LAYERS

lxiv

Plates 44

The layer style reflected on the study from the international trend, Indian kids

fashion week, articles and blogs, online stores and Bangalore street study.

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FLORAL PRINTS

Plates 45

Floral prints have been seen commonly in the trend study in various

silhouettes and in various effects in the pattern of the print.

lxvi

BOWS

Plates 46

The bows are playing a prominent role in the kid’s clothes as a more preferable

design element.

lxvii

Frills, pleats, and ruffles are the following elements after the layers, floral and

bows.

Plates 47

Polka dots, butterfly prints, color blocking was more found in the Bangalore street

market.

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Plates 48

FINDINGS

The finding from the study shows that the kids clothing’s are in the extreme end

in retailing, because of the common reason of peer Pressure, globalization, High

income parents, technological impact in the changing behavior of the kids etc.

Kids today are growing up with the fashion; they know what is in and what is out.

And they are very keen about to imitate the elder generation.

The kids wear market is a direct reflection of the hottest trends making rounds in

the adult clothing market. In fact, with parents choosing their kids clothing early

on, they help to develop a child's fashion sense very early in life. Parents, today,

look for easy and comfortable clothing for their children. The idea is to dress

smart. This is mainly because a lot of international brands have come into the

Indian market, influencing the dressing style on international lines. Shift and

smart cut dresses, and track pants and hooded jackets are extremely popular.

Designers are taking kidswear to the next level, aided by the fact that today kids

are treated as adults, exposed to branded apparel, fashion media, rise in

lxix

international travel, and enhanced awareness from peers, all contributing to the

growing fashion-consciousness among children in a very big way. Mainstream

fashion is having an increasing influence on all types of clothing for children, from

infant wear to clothing for school, and celebrities too add to the trend. With

children wanting to dress up as adults and desiring to see latest fashion trends

reflected in their own clothing and wardrobes, several high-profile designers have

launched their kid’s line which more or less focuses on creating miniature versions of adult designs.

CHAPTER-6

DESIGN DEVELOPMENT (PHASE 3)

STORY BOARD

One of the most annoying things about kids, is their indifference. They stare at

anything with those round eyes, and smile when pleased with foolish antics of the

grown up. This true nature of human being, to express happiness only when

happy has been shoved away given the name of manners. What made a child

different was that he did not know any manners. But today, there is a certain

sense of obsession that has risen from the indifferent nature involving egocentric

happiness. Today the foolish antics bore them. They have their own world,

copying out the way their elders live, trying to create a niche for themselves

much before a direction comes into the head. Their attempts to do things that

they see, portray their loss of originality. The feigned sense of living involving

material happiness has crept into the children from us.

lxx

They want to be young men. Not kids.

This is for the childhood that has lost its innocence, and knows what they want,

and how to get them.

MOOD BOARD

lxxi

Plate 50

COLOR BOARD

lxxii

Plates 51

DESIGN EXPLORATION

lxxiii

FIG 6

lxxiv

FIG 7

lxxv

FIG 8

lxxvi

FIG 9

lxxvii

FIG 10

lxxviii

FIG 11

lxxix

FIG 12

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FIG 13

CONCLUSION AND RECOMENDATION

lxxxi

Kids wear is not a small business anymore. It is driven by huge demand from the

brand conscious and fashionable children. Because of the peer pressure,

growing income rate, globalization. Working parents Changing lifestyles, nuclear

families, increase in disposable income and the expanding working population

are some of the other aspects. I believe that this particular period of time is the

peak of what the fashion world can expect from this Tirupur kids unorganized

domestic sector. This is what that has driven the manufactures to the concept of

trend spotting, and venturing into forecasting,

The objective of providing a strategy for designs in the kids wear market,

achieved through various trend spotting activities performed around the cities

where the domestic market prevails has been the priority of this project. The

development of a few designs from the currents trends spotted is what that can

be done so as to facilitate the easy assimilation of the concept of forecasting

before further venturing into it.

lxxxii

BIBLIOGRAPHY

1. A diagnostic study on Tirupur Knitwear & Apparel Cluster prepared by

Apex Cluster development services for Small Industries Development

Bank of India (SIDBI) in 2009.

2. An Economic Times report on Aug 4,2010 on “Garment cos. shift focus to

domestic retail market, http://articles.economictimes.indiatimes.com/2010-

08 04/news/27631272_1_classic-polo-global-brands-royal-classic-group

3. Maria Mackinney-Valentin (2010) ON THE NATURE OF TRENDS -A

Study of Trend Mechanisms in Contemporary Fashion.

4. Adity3dham. Scope of fashion forecasting. November 2009.

http://www.studymode.com/essays/Scope-Of-Fashion-Forecasting-

253875.html

5. Udit choudury. Design Research - A Relentless Quest, January 3, 2012,

http://www.indiaartndesign.com/2012/01/design-research-relentless-

quest.html

6. Kids prefer to dress up like grownups, April 15, 2013,

http://articles.timesofindia.indiatimes.com/2013-04-15/style-

guide/38009137_1_kids-skinny-jeans-clothing

7. http://knowledgetoday.wharton.upenn.edu/2013/02/indias-kids-clothing-

market-grows-up/

8. India’s Kid’s Clothing Market Grows Up, Feb 7, 2013, http://knowledgetoday.wharton.upenn.edu/2013/02/indias-kids-clothing-

market-grows-up/

9. Kids Wear Market.To Boom With Luxury,

http://apparelresources.wordpress.com/retail/kids-wear-market/ 10. Trendy knitwear for children, march 11,

2013,http://www.articlesbase.com/fashion-articles/trendy-knitwear-for-

children-6496044.html

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11. Indian kids take to luxury fashion ,Wednesday, 06 February 2013,

http://www.fashionunited.in/news/fashion/indian-kids-take-to-luxury-

fashion-060220134914

12. Indian luxury kids’ segment looks up ,Tuesday, 11 September 2012,

http://www.fashionunited.in/news/apparel/indian-luxury-kids-segment-

looks-up-110920124202