WITNESSING A YOUTHFUL GROWTH

As the pandemic slows down, the retail market, like all other markets has begun to reopen in light of the new normal. Anurima Das explores the shopping tendencies and consumer perceptions post lockdown in the kidswear segment…

- Anurima Das

Kidswear saw a huge jump in sales a few months into the lockdown, as parents rushed to replace wardrobes for infants and toddlers before the latter outgrew them. With offline restrictions on store openings, online consumerism had become a sweet spot. But, since only essentials were ruling the ramp, stores selling kidswear returned to operation within two to three months post lockdown. Companies including Arvind Fashions, Flipkart, Amazon, Madura Fashion and Lifestyle, Puma, Myntra, Bestseller India and Snapdeal saw a heavy footfall in sales post-April, post tackling their logistics problem.

KIDS' CLOTHING IS A NECESSITY

As the country went into a strict lockdown mode, most people who hadn’t lost their jobs, switched to the ‘Work from Home’ lifestyle. This helped them pay more attention to their children, thus also making them realise that children outgrow clothes at a fast pace. Therefore a pent-up demand for necessity buying began to rise during the lockdown. However, with extreme inflation and reduced buying power thanks to a negative GDP, fashion and brands went out of the window. Value while being cost-effective is what mattered.

An affordable price tag in kidswear became a popular demand. This led to stores like V Mart, etc witness very good sales for kidswear.