Merchandising Assortment for Kidswear Brand

Topics: Pricing, Clothing, Price Pages: 9 (2821 words) Published: February 12, 2011

What is merchandising?
Merchandising is the methods, practices, and operations used to promote and sustain certain categories of commercial activity. In the broadest sense, merchandising is any practice which contributes to the sale of products to a retail consumer. At a retail in-store level, merchandising refers to the variety of products available for sale and the display of those products in such a way that it stimulates interest and entices customers to make a purchase. Fashion merchandising is the promotion of apparel sales and involves all of the tasks necessary to deliver the clothing requests and meet the needs of potential customers and designers. Developing campaigns, displays and advertisements, directing manufacturing and marketing, and creating sales strategies are all part of the job. Fashion merchandising also refers to the necessary preparation that must be done in order to ensure that the merchandise is accessible and appealing to the customers it's intended for.

What are the four ‘R’s of merchandising?
The right merchandise in
Right place,
Right time,
Right quantity,
Right condition,
Right price

Current scenario of children’s wears retail industry

Children's apparel is a market that is growing rapidly today. Trends in the market are fast changing.

Children's apparel includes clothing for kids between 1 and 14 years of age. The market for kids apparel in India exceeds Rs. 13000 crore, of which around Rs. 3000 crore is constituted by branded kids wear.

The kids wear market is growing at the rate of 10% per annum, which makes it one of the fastest growing markets.

Some major changes in trends are taking place in the market for kids apparel. One of the important changes is the increasing preference for branded apparel. This shift is taking place on account of changes such as a 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.

Armed with this knowledge, popular apparel brands are coming up with new collections that will appeal to kids. Gini and Jony have come up with a collection of brightly colored apparel. Their collection includes clothes in hues such as lilac, pink, plum, orange and citrus green. International brands such as Monnalisa, the Versace of kids, Chicco, Benetton Kids, Zara, Mothercare and Hamleys are all busy expanding their presence and widening their product portfolio as kid stuff has become one of the fastest growing segments in India. Pantaloon and Gini and Jony have entered into a joint venture to set up a chain of retail stores for children's apparel. Raymond has launched its first store for kids apparel 'Zapp!'. DS Corporation, which owns the Ruff Kids brand of kid’s garments, is planning to expand. The US-based Nautica Kids and Burberry Kids have launched their collections in India, while the UK-based kids fashion brand Adams is set to start operations through the franchisee model. Sports brands such as Reebok and Nike also have rolled out their children category specific stores. Chicco, an Italian premium brand into baby nursing products to fashion clothing, shoes, beauty care products, toys, travel systems formally launched their first store in India in April 2010. Vineeth Nair CEO of chicco says, “In the kids wear segment you have a user-- the kids and a buyer-- parents. If you look back at the homegrown Indian apparel brands, operating 10 years back or even some operating now they are very garish and loud. International...
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