Introduction

Kids have never been so happening before. Earlier kids did not have
any choice about their clothes.It was their parents job to get their
clothes,But with the change of time,kids have too learnt the terms
of fashion and they compete with the adults in this aspect too.

This revolution has made kids more confident and choosy about the
clothes and things they have.They now enjoy their clothes.

This has made a way for the designers in this area too.The designers
now have started to design kids clothes in a funky way to match with
fashion industry every season.

From infants to toddlers,from kids to teens ,all have entered the

world of fashion now.With designer brands pouring in this area
too,children now look up to date in the verge of fashion.

ENJOY THE WORLD OF

KIDS FASHION….
 Trends in kids wear

Boyz
CHECK IT OUT
Checking into playful and spirited details. Check it out.
Bright yellow and fluorescent orange hues of make a stand and
checkered past give vinyl and unconventional grommets added
kitsch. Fire-red tones of fashionable fixation on a checked backdrop
of grosgrain satin ribbon soften sharp, metallic edges. Royal blue
and green-yellow tints of iconoclast and individualist exude a
defiant energy. Checking the elements. Check It Out.

GRAPHIC TEE-Z
Graffiti illustrations of inspiration. Graffic Tee-Z.
Cool blue and pale turquoise tones of calligraphic and eclectic
scripture give added texture to smooth surfaces. Lime green and
crimson tints of inner city and sidewalk scribble accentuate urban
features with a sporty spirit of youth and vitality. Orange and
yellow monochromatic variations exude artful contrasts on multi-
dimensional surfaces. Graffic details. Graffic Tee-Z.
HAPPY TRAILS
Light hearted travels with happiness in tow. Happy Trails.
White and light beige tones of lucky charm and beautiful journey
resonate with joyous clarity on a backdrop of knit jersey. Khaki and
Olive hues of jubilant youth and blissful pursuit create the perfect
unison between plaid gingham and plaited yarn. Bright green hues
of charmed lad add the perfect touch to patch pockets. Happy
voyages of youthful times. Happy Trails.

SURF'S UP
Perfect tides and rolling waves. Surf's Up.
Brown and turquoise tones of surfboard and foamy water inspire
dreams to swim, play and bathe in the surf. Green and yellow shades
of ride along a wave and high tide illuminate a backdrop of polished
cotton while accentuating smooth, rounded edges. Coral and pink
hues suggest a pleasant reminder of sand castles and sunsets. Time
to surf. Surf's up.

Girlz
A celebration of eclectic surprises. Fiesta Girl.
Cornflower blue and teal shades of pinata and elaborate holiday
mingle festively on a resonating palette of organdie and voile.
Intricate embroidery mixed within a cornucopia of tulle and crepe-
backed satin, exudes bountiful joy and lightheartedness. Yellow-
green and aqua tones of Mardi gras and good cheer are reminiscent
of youthful days gone by. A jovial girl. Fiesta Girl.

FURRY TAILS
Soft and delicate essences of perfection. Furry Tails.
Light pale violet and radiant blue hues of dainty and charming
create a delightful combination on a blossoming palette of vibrant
sateen. Sea green and blushed pink tones of cleverness and coy give
added texture and exuberance to fine spun silks. Boucle trim and
plaited yarn create perfect unison on a canvas of yellow and
subdued hints of green. Fuzzy and furry. Furry Tails.

GLOBAL PLAYGROUND
A universal playground of eclectic gatherings. Global Playground.
Royal blue and lime green shades of merry-go-round and
ubiquitous give elements of unity and freedom to pima cotton.
Brilliant red and pink tones of planetary and worldwide provide
added universality to beaded trim. Vivid tints of yellow and orange
accentuate intricate details on lush embroidery. A realm of hope.
Global Playground.
SWEET DREAMS
Charming, illusory images existing within. Sweet Dreams.
Pale pink and succulent peach shades of daydream and ambrosia
evoke a wistful feeling on wisps of organdy and floral printed
percale. Light green and baby blue tones of fervent hope and
harmonious wishes give playful backdrops an added touch. Muted
purple tints give added luster to canton crepe and georgette.
Enchanting and precious. Sweet Dreams.

This is all about the International ternds for kids but

Indians kids also have their own trends apart from these in
traditional wears like salwar kameez ,lehengas,half
sarees,kurtis,sherwanis etc.
 GLOBAL KIDS WEAR
MARKET
Industry overview
The too 10 children’s wear markets are growing at around 6-7%
each year –and are expected to generate retail sales of US $131.5
by 2012.

The children’s wear market is highly fragmented on a global scale

,but its growth is being fuelled by two key trends:

 Retail development in emerging countries , and

 Increasing luxury sales in already developed markets.

In emerging countries ,not only do parents have more money to

spend,but they also inherently want to spend money on their
children.This gives retailers at all levels,from discount to
luxury,the opportunity to expand into new geographical regions.

In already developed markets,Luxury trend is on the rise.This is a

“tickle-down” effect from growth in the luxury market for womens
and mens wear,as well as other categories,like home décor.
According to the ‘Global market review of children’s wear forecasts
to 2012’,the top ten global markets US, UK, France, Germany,
Spain, Italy, China, India, Russia and Japan-accounted for an
estimated US $131.5 bn in children apparel retail sales.

The kids apparel market is divided into organised and unorganised

segment which exceeds Rs 17,000 crore, of which Rs3,000 – 4,000
crore is constituted by branded kids wear. The kids wear market is
growing at the rate of 10 per cent per annum, which makes it one of
the fastest growing markets.

The unorganised players have always dominated the market. Cheap

manufacturing, high volumes and offering myriad of styles, these
players have had an upper hand in the industry. Today bigger
companies have started venturing into this market. The scenario is
changing and consumer awareness towards branded kids wear has
definitely grown- thanks to the world being a global village. Kids
along with the parents are becoming extremely brand and quality
conscious paving the way for the industry to become more
organised.

Growth factors
Style is an aspect, which has become very important, as children
nowdays are aware what is in vogue and what is not. Another reason
why the kids wear in the branded segment is fast growing is because
of higher disposable incomes and changing lifestyles.
Both in India and abroad, with development in technology, the
world is becoming increasingly smaller by the day. Kids today
belong to the screenage and thus are more aware of the latest
trends and fashion. Children being vulnerable are easily influenced
by advertisements on television and this activates "pester power",
i.e. where the children harass their parents to purchase products
they want. With the increase in number of working couples and
their respective disposable incomes, the child's pester power
becomes inversely proportionate to the time available with parents.
These factors are the major drivers in the growth of the Kids wear
segment, be it in India, or abroad. Heena Nayar, Director,
Woolways India Ltd says, “Kids wear is not as focused upon as it
should be and Unikid hopes to change that.” With so many
contributing factors this industry is on the rise.

Innovative strategies
Marketing for every section and category of product varies from
the other. When it comes to marketing for kids wear, emphasis is
given on factors that are related directly to children and are eye
catching for them. Association with Bollywood is a good technique,
which sells like hot cakes. Bollywood has a great impact on
everyone in the country and partnering with a movie or a star sure
works for a brand.
Lilliput had sponsored clothes for the movie Bhootnath. Walt
Disney’s retail outlets around the world are being turned into
miniature theme parks while we see that the brand Zapp! has
introduced igloo-shaped trial rooms. Character licensing is a
strategy that is on an upswing lately which is helping the retailers
rake in more sales. More and more tie-ups are coming to light in this
respect. Kids Media India (KMI), a subsidiary of Dubai-based
Spacetoon Media Group has entered into partnership with Paws
Incorporated, Indiana US to represent Licensing, Advertising, and
Publishing Rights for the renowned cartoon character Garfield. The
rights also include friends of Garfield Odie, Jon, Liz, Arlene,
Pooky, and Nermal. Speaking on the alliance, Rajiv Sangari, MD and
CEO, Kids Media India, said “We are delighted to be associated with
lovable character –Garfield. Kids Media India has always served its
clients with the best services. And I am confident that using our
expertise, we will be able to help Paws, Inc. reach out to a wider
client base across all sections for its licensees.”

Ramp shows
Ramp shows when spoken of are associated with tall and smart
models showcasing collections by various brands and designers. But
now we also have kids on the ramp. There are many kids wear
brands that are following this trend. Lilliput showcased its exclusive
collection at the Kid's Fashion Show held in the capital a few months
back. The show witnessed kids' walking the ramp in stylish Lilliput
garments. Darsheel Safary the star from 'Taare Zameen Par' and a
group of other kids walked the ramp for Catmoss.

In the times to come…….

There is still a large part of the market that needs to be tapped

which means a lot of opportunities for more players to enter the
market. According to the 'Global market review of children's wear -
forecasts to 2012', the top ten global markets - the US, the UK,
France, Germany, Spain, Italy, China, India, Russia and Japan are
expected to account for an estimated US$131.5billion in children's
apparel retail sales by 2012. There is a lot to look forward to in the
kids wear market as it holds immense potential within the country
and also across the oceans.
 INDIAN KIDS WEAR
MARKET
Earlier, kids would accept every item handed to them by their
parents. While buying apparel or accessories for kids, the purchase
decision at the point-of-sale remained with the parents. Today, the
younger generation, especially kids, have become conscious of the
clothes they wear the accessories they flaunt.

Nowadays, children are more socially aware than what they were
half a decade ago. They are exposed to a plethora of avenues,
which has fueled their imagination like never before. Moreover,
they have become very conscious and expressive about their choice
and demands. Anupam Bansal, Director, Liberty Retail, says,
“Today, kids have become brand-conscious. They may be able to
travel often, and hence are aware of the styles and trends around
the globe.” It can be said with surety that psychological evolution is
taking place quickly among kids nowadays, which is primarily due to
the increasing sphere of learning and innovative product
development in the global kids’ market. This situation has ushered
ample opportunities for retailers, and has pushed them to improve
the merchandise quality that they deliver to highly demanding
children.
Indian kids apparel brands are creating a niche by themselves by
changing the face of Indian kids wear in India.These brands
dominate the kidswear market in India and have earned consumer
confidence,trust and loyalty towards the brands ,thus earning
laurels from its consumers.

Prominent Kids wear Brands In India

 Gini and Jony

 Lilliput

 Catmoss

 Zapp

 Weekender Kids

 Ruff kids

 Lil Tomatoes

 Levis Sykes

 Kanz

 Freedom wear etc………

 Gini and Jony

India’s No 1 brand of clothes, for kids and young adults. Our

products define the future fashion statements of kids and young
adults. We cater to needs of both boys and girls in the age group
from 6 months to 16 years.

PRODUCT RANGE

Gini & Jony houses an entire range of apparel for Boys and Girls.
There are varied collections from national and international brands
to choose from.

Their collections are: Gini & Jony Happy Style - a range of apparel,
accessories and footwear; rugged and youthful collection of denims
from GJ Jeans; valuable wear from Palm Tree; accessories and baby
products from GJ Baby.
Gini & Jony has also got in three well know international brands
under one roof - Levi's Kids which is known world over for 'freedom
& self'; United Colors of Benetton known for its distinct Italian
collection and Puma Kids a sportswear lifestyle brand of apparel
and accessories.

ABOUT

Gini & Jony India Ltd. was founded by the Lakhani brothers in 1980.
Over the past 3 decades, the company have emerged as a brand with
a strong identity, progressive management and dynamic growth.
Gini & Jony ventured into organised retail, by launching an
exclusive Gini & Jony Store and thereafter there has been no
looking back. Key attributes of this brand are innocence, happiness,
energy, cutting-edge style and superior fabric for their target
customers, which are in the age group of 0 to 14 years.

BRAND IDEOLOGY
The brand firmly believes that children must be happy.
It’s the only goal they have set for themselves. And
therefore the Brand’s Mantra is Gini & Jony Happy
Style.
Target Segment
 Establish brand in Kids wear segment
 Design and Merchandise expertise
 Widespread and multichannel distribution network
 Tie –up with reputed international brands
Although unbranded goods are available in Indian markets, a
majority of the middle and upper classes, who are the major
contributors to Indian economy, are opting for branded
products. Moreover, with the level of competence required to
satisfy the variety of tastes in the market and the type of
investment required to create and promote a brand, local
unbranded goods have now become an obscurity. Branded
retailing for kids unfolds into two competing segments: the
organised and unorganised retail sectors.

A further analysis of the branded kids’ retailing exposes the

seething competition between domestic brands and their
international counterparts. Though backed by huge pools of
international currency and marketing exposure, the
sustenance of international kids’ brands in India and their
success with Indian consumers is still a topic for speculation.
“Competition from international brands is not much of a threat
to the Indian brands in today’s scenario. There is still a lot
that needs to be understood with regard to Indian consumers.
They are in the learning phase, and therefore it will take them
some time before they can comprehend the psychology of
Indian consumers.”

Price for Happy Style

Gini and jony happy style price range starts from 325/-
to1345/-

Other Brands of Gini and Jony in kids section are :

 Palm tree

 GJ jeans UNLTD

 Red river

 Knowledge wear

Palm Tree

Positioned as a mid market product targeted to the

customers who seek unique selling proposition like
affordable pricingwithout compromising on quality and style
thus competing other brands in economy segment.
 o It symbolizes the free sprited and active lifestyle of a kid
in the age group of 2-14 years

o Designed in bright undiluted colours one can find

solids,prints stripes,checks,denims,and chinos.Fabrics are
soft and light so adventure at the camp or a forest safari
or just playing in the garden will keep one cool and
trendy.

o The range of daywear for kids is casual and stylish and is

made available in a very competitive piece range.

Price range

Between Rs.175/- to 795/-

Gj jeans
GJ Jeans Unltd. is mainly a denim-based brand which focuses on
international styling & fits, innovative treatments and washes on
denim fabric. It is positioned as a premium offering to the up market
SEC A, A+ section of customers in kids wear segment. The Brand is
focused on the kids in the age group of 2 to 14years.

Price Range:

The price range is from Rs. 295/- up to Rs.1295/-.

Red River
Red river offers value proposition ,for day to day use with no
compromise on quality.It gives contemporary designs which are
trendy and provide a comfortable feel and a pleasant look.

Knowledge wear
Mostly developed a school uniform brand to provide branded
uniforms with good quality fabric for daily use.
 LILLIPUT

Lilliput, a dominant player in the Indian Kidswear industry. Lilliput

has always been synonymous with quality, design and high-end kid
apparels that satiate the fashion desires of the urban children and
parents. Offering a complete wardrobe that includes dresses,
trousers, skirts, tops and several matching accessories, the
creations are available in all sizes for the kids falling between the
age group of 0 to12 years.

Lilliput Kidswear Ltd. was incorporated in 1991 by the dynamic

visionary Sanjeev Narula and is one of the largest Kidswear groups
in India. Besides India where Lilliput has a large number of 210
stores, Lilliput has its presence in China, Middle East, Kingdom of
Saudi Arabia and Egypt and a turnover of Rs 265 crores.
Throughout the range of their products, the quality is maintained
at a consistent level to ensure optimum care for their sensitive
customers. Lilliput has a strong workforce of 7500 people in more
than 150 cities throughout the country. In Exports, Lilliput is very
active in Europe; The USA, and other countries. Lilliput partnered
with private equity firm INDIVISION in October of 2006.
INDIVISION is the financial arm of Future group. Lilliput partnered
with private equity firm INDIVISION which is a financial arm of
Future group.
It invests heavily on design and development of new garments every
season with the help of international designers and its own team of
merchandisers.The idea is to provide the buyers a wide choice in
terms of design ,fabric,trimmings and accessories.The brand also
plans to launch home furnishing for kids shortly.

Details of the Collection:

Infant Boys, the collection themes range from Pirates, Cars &
Beachwear, Fun words, Sportswear, Animals, Cranes to Thomas The
Engine & friends.

Infant Girls get to choose from Spring Olive, Spring Floral, Romantic
Pink, Spring Red, Spring Mix n Match, Spring Pink and Denim.

Toddler Boys get a taste of the outdoors with Motor Bikes,

Automobiles, Aqua and Tropical and Bob the Builder.

Toddler Girls can look pretty with Fuschia Fancy, Strawberry

Punch, Orange Sizzle, Play with Peach, Floral Charm, Mauve Magic
and Patch Passion

Junior Boys can have their pick from themes like Red Hoax, Skull,
Marine, Racer, Mix n Match. They can further throw caution to the
wind with Ben 10, No Rules & Marvel Heroes (Spider Man, The Hulk
& Iron Man).

Junior Girls get to strut their stuff with themes like Colorful
Butterfly, Bubblegum Pink, Chocolate Muffin, The Red Fever,
Shimmer n Shine, Rainbow, True Blues, Powerpuff Girls and the
premium party wear ensemble – The Glitterati Collection.

Price: Rs. 245/- to Rs. 945/-

Available: At all Lilliput outlets
Size: Age group: 0-12 years

……………………………………………………
 CATMOSS

Said Mr. Ashwani Chawla, Director, CATMOSS Retail Ltd, “Kids are
God’s most beautiful creation and we at CATMOSS are delighted to
be the pioneers in giving them a wide and vibrant range of fun
clothing to choose from.

We at CATMOSS understand both Kids and their Moms well. Our

robust growth in the last few years is evident from the confidence
that our discerning customers have in us”.

CATMOSS took its first step in 2004 and and has been climbing the
ladder ever since.

CATMOSS gave birth to kids wear in the country and is now the
fastest growing Kids wear brand in the country that caters to the
kids between the age group of 0-14 years.

The company plans to set its footprints in the International market

soon. CATMOSS will also be shortly introducing its new range of
accessories and footwear for Kids, to further make mom’s work
easier.

Today’s kids are very selfassured, have a highdegree of

confidence, are quite aware of their choices and are as discerning
as any adult, when it comes to deciding about their clothes.
CATMOSS came into existence for this demanding and discerning
generation of kids who want the very best in kids wear.

It all started with small steps for CATMOSS, a part of the Ashwani
Sarees Group of Industries, one of the leading names in the Indian
textile industry. With such a strong lineage, CATMOSS Retail Ltd.
began its journey in 2004 with its first store in Delhi. Today,
CATMOSS has become a benchmark in the kids wear segment
catering to the age group of 0-14 years. The emphasis of
CATMOSS is to offer stylish fashion wear as well as ethnic wear for
kid’s at affordable prices.

CATMOSS apparel is manufactured in its state-of-the-art unit at

Patparganj industrial area, Delhi, which has an impressive capacity
of 6000 pieces per day. The brand has 150 exclusive stores all
over India. It has the distinction of being the fastest growing kids
wear brand in the country and has registered a whopping 78%
growth.

This success story would not have been possible without the
relentless marketing efforts of the talented CATMOSS team. The
strategic marketing efforts, which have helped CATMOSS in
registering its presence in the kids wear market includes a shop-in-
shop, with some of the big format retail outlets like Lifestyle,
Shoppers Stop, Globus, Reliance trends, Spencers, Ritu Wears,
Chunmun, Ebony, Central, Brand Factory etc. Today CATMOSS
retail stores are present in leading malls, major cities and other
upcoming markets in India.

The future for CATMOSS includes expansion plans, as well as

targeting the international market in the coming years. CATMOSS
is committed to providing valuefor- money, global quality to its
esteemed customers, to achieve sound financial gains and to fulfil
social objectives. Their future plan includes making CATMOSS a
global brand in the kids wear segment. Their financial goal include
reaching a turnover of Rs 150 crore by the end of 2009-10 along
with the launch of 75 new stores. The future is full of ambitious
plans, innovations in kids wear and great success, as CATMOSS is
ready to go to the next level of excellence ..

It plans to introduce formal wear for young boys as well as an

economy range in casual wear.
It offers ethnic wear like “lehenga Chunari”and “kurta pyjama” in
its products range.

Price range
The price range of Rs 300/-to Rs 1,000/-.
 ZAPP!

Zapp! presents an exciting range of apparel, accessories and

lifestyle products for kids between the age group of 4 to 14 years.

With season focused offerings that blend in both key fashion inputs
dictated by International trends and the highest quality standards,
Zapp! has established itself as a leading player in the kidswear
segment today. Zapp! retails through 20 exclusive stores, is
available across Shoppers Stop, Lifestyle, Pantaloon and Central
and the top 120 multibrand kidswear stores in the country.

Baby Zapp! consolidates the offering as a specialized category

targeted at the 0 to 3 infant segment with great care on safety and
comfort. This specially crafted range includes a miniature fashion
line, utility apparel and accessories and a home line.

The Zapp! stores offer both fun while shopping and the best product
available in terms of choice, design and quality. With changing
rooms designed as igloos, and others suspended over glass floors
with pebbles, the stores allow the child to conjure up an adventure!
With Zapp! Raymond has taken its first steps into the relatively
nascent market of kids wear in India. Zapp! like all other brands
under Raymond is committed to the Raymond values.

Here comfort in clothing is given top priority and there are also
accessories like blankets and give away packs.There is also a range
of caps, bandanas, socks and irresistible nightwear. For the older
kids the clothes are simple and smart in colours like blacks, browns,
fuchsia and in fabrics like denim, lycra, corduroy and satin.The kids
are allowed their own swipe cards (a part of their loyalty program)
which is popular as it makes them feel important. My son loved the
changing room which was in the shape of an igloo.

Prices range from Rs.249/--Rs.1500/-.

 LEVI ‘S SYKES Jr.

Launched in Indian market by “Gini and Jony”Ltd as a licensee in

the premium kids wear segment.

Target Segment

 Levi’s sykes is targeted to metro and class 1 towns,sec-A and B+

parents with boys and girls aged between 6-14 years with
active,outgoing and socially inclusive lifestyle.

 A cross over collection enthused by zeal and vigor, one can

find tees, shirts, cargos, jeans, for boys and girls in themes
ranging from sports, street wear and gala day wear.

Levi's Sykes Junior at Freedom Fashions will give children the most
cool and funky clothes to be in, while they are out having fun with
friends. With Levi's Sykes Junior, your child will have his or her
own distinct identity and personality in the friend's circle -
something they strongly desire.

This brand is made available in the price range of Rs.349/- to

Rs.1799/- only.
 WEEKENDER KIDS

The brand was launched in 1992 and is one of the most popular and
well established brands in India today. Wholly owned by Primus,
Weekender Kids offers a vibrant range of children's clothing that's
trendy, competitively priced, and of high quality.

Weekender has been clothing for both youth and children. In the
children’s category Weekender also has licensee with Disney and
Warner Brothers in its portfolio. Weekender Kids, launched in 1992
is an exclusive kidswear brand targeted at two-12-year-olds. The
brand offers trendy kidswear and is currently available across the
country in over 40 exclusive stores and premier multi-brand
outlets.

Toonworld is a retail concept launched in October 2002 and

targeted at boys and girls between 2 and 12 years and consists of
apparel and accessories featuring popular cartoon characters such
as Tom & Jerry, Mickey & Minnie, Bugs & Daffy and Donald & Daisy..

The Toonworld apparel and accessories are available at Toonworld

corners in all Weekender stores, premier departmental stores such
as Shoppers Stop, Pantaloons, Ebony and Pyramid and leading
multi-brand outlets.It advertises on the cartoon network channel
which is exclusively for children.

Design, Aesthetics, Fabrics, and trims

Their in house designers constantly keep in touch with the latest

trends to deliver the best for their consumers.

 For little girls, they have floral spaghetti’s, blouses and shirts
that could be teemed with capris, pedal pushers etc.
 For boys, they have shirts with prints and checks, T-shirts with
skateboarding, airplanes, and formula1 images imprinted on
them.
 Favorite “TOONS” and super heroes are popularly the motifs/
design for tees.They also have apparel and accessories from
Disney.
 They offer contemporary fashion for children.The kiddly lok is
out and has been replaced by smart look which means mature
prints,checks and even oranges and greys.

Price range is between Rs. 995/- to Rs 1500/-

 RUFF KIDS

RUFF KIDS" is the largest selling kids wear brand in India today and
the success has been achieved in a very short span. This is a symbol
of consumer confidence, trust & loyalty to the brand, thus making it
a brand earning many laurels from its value consumers.

Being the trend setters in kids wears segment we create the latest
international fashion trends providing the fashion conscious kids
stylish clothing co-ordinate accessories with ever changing styles &
products.

"RUFF KIDS" has always nurtured futuristic outlook by maintaining

constant innovation, creation and stringent quality control measure,
coupled by dynamic marketing approach providing complete
customer satisfaction.

D. S. Corporation is the flagship company of DEARSON group of

companies engaged in manufacturing of garments since the last 25
years. The group started manufacturing party wear & formal co-
ordinates way back in 1980. Managed by the Patca Brothers, its
products have reached all parts of India & beyond.

It was the first in this industry to recognize & satisfy the need of the
hitherto neglected segment of kids wear from 1 to 16 years. Keeping
pace with the changing requirements of the market, the group
ventured in the field of casuals in 1995 under the Brand label of
"RUFF KIDS" and has never looked back since.

BRAND
"RUFF KIDS" products are manufactured and marketed under the
labels of "RUFF BABY" & "RUFF KIDS" to cater to the needs of
children from 1-3 yrs & 4 -16 yrs age respectively. "RUFF KIDS" is
the largest selling kids wear brand in India today and the success
has been achieved in a very short span. This is a symbol of
consumer’s confidence, trust & loyalty towards the excellence of
the brand, thus making it a brand earning many laurels from its
valued consumers.

VISION

 To create an international market presence & expand our

market share exponentially to embrace diversity and to
cultivate strength, pride and passion as we grow.
 To align "RUFF KIDS" along with other international brands, so
as to permeate the popular culture and become an icon of the
generation.
 To create a striking image and fresh new products to gain
momentum & world wide recognition.

QUALITY

Wherever required the products are given a special treatment to

lend the requisite luster and feel. Special care is taken to make the
garments comfortable for the kids, so that the end product is "Zero
Risk” for the children's sensitive skin, "RUFF KIDS" is a premium
label adhering to strict quality control parameters from design to
packing. The entire production cycle has several quality checks
built in it.

Quality control measures conform to International standards. The

carefully made "RUFF KIDS" products undergo a high level of
finishing and packing along with final inspection at a finishing unit
with the latest and best of the machines. .

PRODUCTS
"RUFF KIDS” commitment to quality & creativity is evident through
its products & designs. At our research, design & manufacturing
facilities, everything is geared to user friendliness & reliability,
from what we produce to how we go about producing it. The same
exacting standard is applied to quality control. "RUFF KIDS" range
of clothing comprises of trendy designer wear trousers, denims,
Capri’s, shorts, shirts, t-shirts, jackets, etc. This range is
complemented by a wide variety of accessories such as socks,
undergarments, water bottles, caps, belts, wallets, tennis balls, etc.

DESIGN
"RUFF KIDS" products are a result of painstaking efforts of a team of
highly qualified designers. Mr. Naushad Patca, Director D. S.
Corporation assisted by Mr. Rizwan Patca heads the design as well
as the procurement cell. Leading a team of able designers he
personally keeps a vigil on the quality parameters. World-class
innovativeness being the key word at "RUFF KIDS", leads to
development of new designs season after season. Pioneers in the
kids market, "RUFF KIDS" is always committed to provide
international quality fashion garments & accessories for kids.

The trendy innovative & durable collection is sure to fascinate kids

of all ages. Extreme care is taken at the time of selection of fabrics
to take into account the varied climatic condition. A majority of the
fabrics are the result of the efforts of our design team resulting in
unique designs rarely available elsewhere. Embellishments form a
very important component of "RUFF KIDS" products. Proper
selection of embellishments results in giving garments a very trendy
look.

Price range

“Ruff baby”is priced between Rs.225/- to Rs.595/- and “Ruff

Kids”between Rs.275/- to Rs.895/-.
 Li’l Tomatoes

Born in December 1995. Li'l Tomatoes, a brand of Gunno Group

of Industries Pvt.Ltd., is crafted for attitude , for kids between 1
to 14 years. The Li'l Tomatoes label reflects a lifestyle that is
contemporary and decidedly urban. Its line is individualistic,
performance oriented and focus is on multipurpose clothing. The
foundation of Li'l Tomatoes lies in technology, simplistic design,
season less colour and fabric with strong emphasis on comfort
and easy care. That is, fashion at its best for the new breed of the
21st century kid. They specialize in an impressive range of
seasonal options for li'l boys and girls aged 1 to 14 years with an
added range of accessories and toys. Every Kid, at certain age
begins to develop personal taste in regards to colors and styles -
influenced by what they see or what their role models wear.
Understanding their psychology has helped us create some of
the most unique line of clothing in terms of fabric design and
style. keeping their high activity level in mind. Gunno fashion
Pvt. Ltd. , with years of valuable experience in manufacturing
both fabric and garments for children, are currently producing
some of the most impressive range of comfortable wear and with
their wide range of clothes, is all set to dress little princes and
divas of the 21st century.
 Conclusion
A close watch in the kids fashion segment was surely a defining
experience.We never thought that even Kids have so much in
store and the designers constantly encash on them.

Kids have a limited capability to comprehend, and hence judge

mostly on the basis of appearance, which includes aspects such as
design and colour. Children have now become very specific
regarding their choice of apparel and accessories, which may
depend on the occasion. According to industry experts, along
with colour and design, the association of apparel or accessories
with a particular person is another basis for selection among
kids. They have a natural tendency to idolise people and
characters, and tend to associate products with them.

Througn our study and research we have found out that kids
who are treated as Gems for their own fashion industry always
flourishes even during recession.The recession hit has not
affected this sector because as it always is “Kids mean
everything to their parents” and parents always want to give
their children the best of every thing .Thus this market has more
to offer in near future…………….

Atleast lets hope so….

Compiled by A.RAJNI