Amazon India Looks to Tie Up with Kids Apparel Brand

India: Amazon India is planning to tie up with kids apparel brands to increase its sales. The kids wear category, which includes foot wear and apparel for 0 to 14 years of age, has been tying up with various brands and focusing on exclusive online launches to increase traffic from existing shoppers on the site.

Amazon India has already launched 30-plus brands during the previous year in the kids' apparel and footwear category including names such as The Children's Place, Puma kids, French Connection, Tommy Hilfiger, Biba and a curated character store which is associated with brands like Barbie, Disney and Spiderman.

This push for expanding the website’s portfolio also takes on successful omnichannel vertical businesses such as FirstCry and niche players like Hopscotch which retail products for the baby, kids and mother consumer group.

According to TechSci Research, the kids apparel market has been witnessing a strong growth through the online point of sale since past one year. This is due to increasing demand for branded kids apparels which has prompted many national and multinational giants to increase their presence in India. Amazon India ‘s push to increase its kids apparel product range is set to benefit the E-commerce company in the long run.

According to a recently published report by TechSci Research, “India Kids Apparel Market By Category, By Gender, By Season, By Point of Sale, By Organized Vs Unorganized, By Cloth Material, Competition Forecast and Opportunities, 2011 - 2021”, the market for kids apparel in India is anticipated to grow at a CAGR of over 12% during 2016-2021, on account of growing sales of kids apparel through online sales channels and multi branded retail stores. T-shirts/shirts and bottom wear dominated kids apparel market in the country and the segments are projected to continue dominating the market in the coming years as well. Rising demand for T-shirts/shirts in the country can be attributed to increasing acceptance of these apparel as casual wear for kids. Additionally, demand for kids apparel in the country was the highest in Western and Northern India, due to growing influence of western culture, and Bollywood and Hollywood movies. Further, high disposable income of people in these regions as compared to other countries is also propelling demand for branded kids apparel.