The omnichannel approach in kidswear is rapidly gaining traction, driven by the need for a seamless purchasing experience that integrates online and offline platforms. The Indian kids apparel market, valued at USD 21.6 billion in 2023, is projected to grow to USD 26.5 billion by 2032, reflecting a steady CAGR of 2.28% from 2024 through 2032. Omnichannel marketing, focusing on a customer-centric approach, enhances tactile experiences and aligns with rising disposable incomes, leading parents to invest more in fashionable children’s apparel.
Several fashion brands are leading the charge with innovative omnichannel strategies, blending technological advancements with traditional retail to offer versatile shopping options. These brands are addressing challenges head-on, setting new standards in productivity and customer satisfaction. The following section highlights five brands making significant strides in this space:
1. Angel & Rocket
Kidswear brand Angel and Rocket is gearing towards the omnichannel approach in the upcoming times. It offers a range of fashionable, and eco-friendly children’s clothing – prioritising craftsmanship and trendy designs.
Providing customers with a seamless experience, Angel & Rocket has embraced a hybrid strategy, utilising both online and offline. The kidswear industry is making headway in revolutionising fashion retail through omnichannel models.
Explaining the relevance of omnichannel transitions for brand operations and customer experience alike, CEO S Chendhuran said, “This strategy often involves having a strong online presence through e-commerce platforms and own websites while also maintaining physical stores and SIS for a more immersive customer experience. The combination allows us to cater to different consumer preferences and behaviours while creating synergies between our online and offline operations.”
2. Gini & Jony
Established in 1980, Gini & Jony provides budget-friendly, fashionable kidswear through both company-owned and franchisee outlets. Its omnichannel approach integrates a strong social media presence and an e-commerce platform.
“All our EBOs are omnichannel and the contribution of the omnichannel franchisees will only increase in the next five years with e-commerce numbers padding up our revenues. I would look at a 40% combined increase in the next five years” Prem Ranjan, former CEO, Gini & Jony, said.
3. Les Petits
Les Petits is a kids luxury brand that strives to create a captivating shopping experience that caters to the needs of both children and their parents. It offers a wide range of high-end clothing in a setting that is designed with children in mind. The brand is known as the go-to place for luxury children’s fashion in India.
By riding the digital bandwagon and the wave of technological integration of online and offline platforms, the brand focuses on omnichannel expansion to establish closer connect with customers and understand their evolving needs.
“We are present in premium locations in major metros and at the same time have an online presence to reach consumers residing in Tier II and beyond. We have been receiving good traction from Tier II cities in recent years. A lot of orders are placed from Hyderabad, Bangalore, Chandigarh and Jaipur. Apart from this, we have also been getting orders from Chhattisgarh and Assam as well,” Swati Saraf, President, Les Petits, revealed.
4. Purple United
Purple United is a competitively priced brand that offers a range of products from formal and party dresses, tops, skirts, and accessories for girls, as well as suits, t-shirts, and Bermuda shorts for boys. The brand excessively focuses on quality and durability catering to the age range of 0-8 years.
Purple United’s omnichannel strategy is robust and prioritises customer experience and loyalty in both online and offline platforms. The consistency of its premium range is maintained through the efficacy of tactile experience and efficient customer service.
Emboldening this vision, JD Seth, Director, Purple United explained, “This strategy includes our website, leading marketplaces (including but not limited to Myntra, Amazon, FirstCry, Shop Disney, etc.) exclusive brand outlets, and partnerships with select multi-brand outlets along with PAN India distribution networks,”
5. Totle
Sustainable fashion brand Totle Kidswear is setting the standard for ethical and eco-friendly kidswear. The brand focuses on creating fashionable and comfortable clothing made from 100% Fairtrade and organic cotton. Additionally, it takes pride in its commitment to ethical manufacturing procedures and ecological sustainability.
As far as an omnichannel expansion is concerned, as of now all its points of sale are online with its website as well as online marketplaces such as Ajio, Myntra and FirstCry. However, the brand is aggressively looking forward to expanding to offline bases.
Unraveling this omnichannel vision, CEO Prithvi Nama said, “Our focus is also on offline expansion as we believe that is the key to standing out from the competition. We have already tied up with a premium local Multi Brand Outlet in Hyderabad Called ‘Minimee’ and are looking to tie up with other premium distributors and MBOs across the country in the coming months.”
These brands illustrate how the omnichannel approach fosters growth by enhancing customer experience and adapting to evolving preferences. As the kidswear market continues to expand, staying attuned to the integration of online and offline services will be crucial.
