The kidswear market is a fast-growing segment within the broader fashion industry. As parents get increasingly more aware, their purchasing decisions are influenced by a variety of factors that ensure their kids are dressed in high-quality, comfortable, and stylish clothing.
With a focus on quality, durability, comfort, fit, price, and safety, the kidswear market demands careful attention to the unique needs and preferences of both parents and children. Rajesh Shah, Director, Spangle Clothing Pvt Ltd explains the factors affecting the buying decisions of parents while shopping for their children.
According to Shah, these factors drive the success of his kidswear brand Spark:
- Quality & Durability
Parents prioritise clothing that can withstand the wear and tear of kids’ activities while maintaining quality through multiple washes. Durable clothing ensures longevity and value for money.
2. Comfort & Fit
Comfortable clothing that allows freedom of movement and proper fit is essential. Parents often prefer outfits made from soft, breathable fabrics that don’t restrict children’s movement.
3. Price & Value
Affordability and value for money play a pivotal role. Parents seek a balance between quality and price, opting for clothing that offers good quality at a reasonable cost.
4. Style & Design
While children might have preferences, parents usually look for clothing that aligns with current fashion trends but also offers versatility and timelessness. Styles that are both trendy and practical tend to be favored.
5. Safety & Fabric Concerns
Parents are attentive to clothing materials, ensuring they are safe and non-irritating to children’s sensitive skin. Fabrics free from harmful chemicals or allergens are often preferred.
6. Sizing & Longevity
Parents look for clothing that provides a good fit based on accurate sizing charts. Additionally, they may opt for slightly larger sizes to allow room for growth, prolonging the clothing’s usability.
7. Convenience & Ease of Care
Easy-to-maintain clothing, such as machine-washable items that don’t require special care, is attractive to busy parents.
8. Brand Reputation & Trust
Established brands known for their quality, reliability, and ethical practices often earn the trust of parents, influencing their buying decisions.
9. Influence of Children
Depending on the child’s age, preferences, and involvement in the decision-making process, their input might significantly impact the final purchase.
In the competitive kidswear market, understanding and addressing the nuanced needs of parents is key. Kidswear brands must remain committed to quality, comfort, safety, and value to ensure they remain a trusted choice for families and reinforce their position as a leading brand in the industry. By focusing on these critical factors, brands like Spark continue to meet the expectations of both parents and children, ensuring long-term success and customer loyalty.
