Life is to be enjoyed and it definitely is too short to dress up in
boring, and uninteresting clothes. For kids even more, because they outgrow
their sizes in leaps and bounds. In the eighteenth century, children's clothing
underwent a gradual evolution from constricting garments patterned after those
worn by adults to apparel designed specifically for them.
In the present times, the kids have all clothing options like that of
adults, and even much more. They are much more aware than the previous
generations, and like to make their shopping decisions for styling by
themselves. Excessive exposure to the plethora of brands and the latest kids fashion trends, kids of today have become brand conscious.
Today's parents are happy to overindulge in keeping their kids stylish,
and chic. This flaw has been well realized by the fashion retailers. They are
well aware of this metamorphosis of children; their near magnetic attraction to
wards prominent brands. Today's kids are consumers who guarantee a purchase and
are mostly independent buyers.
It is estimated by market studies that casual wear segment of kids wear
is going to be the fastest growing segment and till 2016 it will maintain an
average of 13 percent growth. Increasing media awareness, growing amount of
disposable income due to double income families, and growing brand consciousness
among kids are the major accelerators in the market for kids wear.
Earlier, children's garments were purchased from local stores, and
neighborhood shops based on the convenience factor. Branded clothing was only
bought by affluent people. This trend is evolving gradually into a market where
branded clothing holds the top most position. Along with it, shopping and
purchasing methods are also going through extensive changes. The initiation of
e-commerce in India has created an outburst of online shopping websites
bringing trendy clothes even more accessible to everyone.
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