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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
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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
xli
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
xliii
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.
xlv
-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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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:
liv
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.
lxi
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.
lxv
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