Overview of the market and factors

influencing the purchase of children

clothing in Ahmedabad

Submitted by:
Nishra Ranpura, Ria Nagori and Shachi Sheth

Under the supervision of:

Ms. Jagruti Mishra

Submitted to:
Department of Textile Design (TD)
National Institute of Fashion Technology (NIFT)
(Ministry of Textiles, Govt. of India)
GH-0 Road, Behind Infocity
Gandhinagar 382007. Gujarat
http://www.nift.ac.in

April 2013

Table of Contents
Introduction

Problem definition
7
Methodology

1. Survey 1
2. Survey 2

Data collection and analysis

12
1. Data analysis of Survey 1
2. Data analysis of Survey 2

Conclusion

19

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Introduction
Selection of clothes should be very judicious so that we can buy best clothes by
spending minimum amount of money.
The clothes should be compatible to age, personality, and climate and should not be
a hindrance in normal working. Some factors affect the selection of clothes, which
may vary from person to person as they are influenced by the requirement of the
person. These factors are as follows:
Personality
The personality, value and culture of a person can be judged easily from his dress.
There are different types of personalities.
Highlighting salient features of the personality and camouflaging the figure flaws to
some extent is possible through dress. Improper dressing makes person a laughing
stock and causes inferiority complex.
On the other hand, proper dresses help in building self-confidence which is essential
for the proper development of personality. This affects our behavior and mannerism
and develops harmony and personality.
Clothes are an indication of caste, place, state, and occupation of the person.
Clothes affect the personality of the wearer. People who are introverts prefer light
and sober colors whereas extroverts like bright and gaudy clothes.
Dresses with delicate patterns and sober colors help in enhancing the natural
characteristics of tenderness and feminine. On the other hand, big patterns and
straight lines go well with regular, dominating and grand personalities. Some uniforms are reserved for certain professions, which help in enhancing their
personality, e.g., wearing white coat by doctors and black by lawyers. Clothes
indicate your social status and interest. Simple and elegant clothes are hallmark of
a serious personality.
Age
Different clothes are required for different age groups. Therefore, care should be
taken in selecting clothes for a particular age group.
(i) Selection of clothes for infants
An infant sleeps for most of the time, so it is important that his clothes are loose
and comfortable.

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 These should be made of soft and absorbable cloth (preferably cotton) as they do
not irritate the tender and soft skin of the child. Silken and synthetic clothes should
not be used for infants in any case.
Infant's clothes are to be washed quite often, hence, the clothes should be of such
material which can be washed and dried easily. The clothes should be unsearched.
The seams should be flat; fasteners should not be at the back.
Tight elastic should be avoided. Infant's clothes should have openings on the front,
back or on upper side and it should be head long and closed neck. Instead of
buttons, there should be ties and fasteners at the back of the dress as these may
hurt the infant clothes because inconvenience in and may get torn by sticking
someway
Very tight clothes are not conducive normal growth.
If the clothes are shabby, unshaped, not to the liking of their peer group, they
may suffer from inferiority complex. They are reluctant to play and with their peers.
Hazy and dull colors should not | selected for children. Rather bright gaudy colors
are good for them.
(iii) Selection of clothes for adolescents
Adolescents like distinctive and unit colors. Clothes with bright color reflecting
enthusiasm, cheerfulness liveliness should be used for them.
They like clothes that are in fashion their clothes should be creative, styli and
according to the latest fashion.
Generally adolescents do not like influences of their parents and regarding their
clothes.
Climate
The main purpose of clothes is to cover the body. Clothes protect us from heat and
cold and help us in maintaining body temperature in adverse circumstances. Hence,
knowledge of selecting the clothes according to the climate is essential.
Warm, thick and bright colored clothes should be used in winter whereas cool, soft
and light colored clothes in summer. These should have sweat absorbing quality. In
rainy season, we need such clothes as may dry up soon and are wrinkle free e.g.,
nylon.
Clothes compatible to a person should be soothed both to the user and onlooker,
e.g., a person wearing silken clothes in sultry summer is irritable to the wearer as
well as the onlooker.

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Occupation
Clothing is associated with profession also. Working people should wear formal
clothes. They should be simple, neat and clean. Vulgar and improper clothes should
be avoided. Clothes should give a feeling of being smart, active and sober. We all
would like to wear such clothes that may wearer not cause any hindrance in our
working.
If you are a physical instructor, your clothes should be loose and comfortable so
that you may give a good demonstration. Farmers need strong and durable clothes
and should also protect them from sunshine.
Businessmen should wear sober and modest clothes. Persons who are going to
travelling should wear such clothes which are easy to wash and do not require
frequent ironing, e.g., terry cot, decagon etc.
Industrial workers wear special type of uniform. People serving in army, police and
railways have their own distinctive uniform. Simple and sober clothes are required
in classrooms. Sportsmen need durable and porous clothes for sweat absorption.
Doctors and nurses wear white clothes. All these variations are on account of
different professions.
Figure
Every person has unique figure. Some are tall or short, fat or lean and thin. Some
are of normal height and width. A man should wear clothes in accordance to his
figure irrespective of latest trends in fashion and design.
Whatever is the body shape, clothes can make it look different. By judicious use of
colors and clothes the figure flaws can be camouflaged or salient features
highlighted. For example, persons who intend to look taller and thinner should wear
clothes that are plain and of single color and with vertical lines and designs.
Similarly, those who wish to look shorter and fatter should wear horizontal designs
and with two or more colors in their dress, e.g., if the salwar is of light color, the
shirt should be of dark color with horizontal lines.
They may also use frills, piping in their dress to look fat. For a tall and fat lady,
clothes with diagonal lines are more suitable. They should also not wear very light
or loose clothes. Short coat and jacket too, give a feeling of shortness. All types of
clothes do not suit to all body figures. For a fat person light and soft clothes, and
heavy and fluffy clothes-like organdy and taffeta, should be used for a lean and thin
person.
Occasion

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Clothes should be suitable to the occasion. If they are not in accordance to the
occasion and place, they would look odd. Therefore, in the selection of clothes, care
should be taken about the occasion on which they are to be worn.
Expensive clothes like brocade, banarasi and silken with bright and gaudy colors
may be used on special occasions like parties, marriages and celebrations. Simple
clothes of black, white or dull colors are generally used in mourning or death.
Clothes used in travelling or playing should be flexible, comfortable, and easily
washable and sweat absorbing. While doing household jobs one should normally
wear old clothes, as good ones may get spoiled.

Fashion
Sometimes it is commented that so and so person is very fashionable. What does it
mean? In simple words it means that a person follows latest trend in fashion in
color, shapes and design keeps on changing from time to time. For moving along
with the latest trends in fashion, one must have the freedom, money, time and
knowledge about latest innovations in clothing.
For ex sometimes back, loose gent's trousers art fashion and few years' later, tight
ones come into fashion. Often people are j influenced by fashion which is natural.
Person wants to wear clothes of hence, its consideration is: in the selection of
clothes if a person his clothes very frequently, wastage of money. It is true,
especially case of youths.
In the selection of clothes, it must be kept in mind that the not suit everybody's
figure. Personal low of an individual are of prime the selection of clothes, but fashion
should done within limits of decency and cult
Therefore, it is obvious that selected clothes depends on a number of factors, choice
of clothes enhances personality the blind imitation makes people look and turn into
a laughing stock.
Children Clothing
The children's wear market is highly fragmented on a global scale, but its growth is
being fuelled by two key trends according to a new report from just-style: retail
development in emerging countries and increasing luxury sales in alreadydeveloped markets.
In emerging countries, not only do parents have more money to spend, but they
also inherently want to spend money on their children. This gives retailers at all
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levels, from discount to luxury, the opportunity to expand into new geographical
regions.
In already-developed markets, the luxury trend is also on the rise. This is a 'trickledown' effect from growth in the luxury market for women's and men's wear, as well
as other categories, likes home dcor.
According to the 'Global market review of children's wear - forecasts to 2012', the
top ten global markets - the US, the UK, France, Germany, Spain, Italy, China, India,
Russia and Japan - accounted for an estimated US$92.6bn in children's apparel retail
sales.
By 2012, the same top ten markets are expected to account for an estimated
US$131.5bn in children's apparel retail sales.
Retail trends
Few retailers and brands really dominate the industry in any one particular area
says the report.
Specialty stores do well in the children's wear market, alongside global retailers,
when they are focused on a particular niche within this apparel segment.
Global retailers, on the other hand, do not have the ability to serve smaller markets
as easily and quickly as boutique retailers. Consumers expect boutique retailers to
have more cutting-edge, exclusive offerings, while discounters will carry the basics,
private label brands and low-end labels.
In the younger age categories of children's wear - the infant/toddler and preschool
categories, in particular - general merchandise and supermarket chains dominate
sales in nearly all markets.
Children grow quickly and are generally rough on clothing, so parents tend to look
at apparel as being both disposable and functional, so stores offering a wide
selection of fashionable offerings at low prices increasingly generate traffic.
And although style is important from the parents' perspective, higher-cost brands
are generally reserved for special occasions. 1

1 Quoted from: http://www.just-style.com/analysis/childrens-wear-market-continuesto-grow_id98556.aspx

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Problem Definition
Kids clothing is one of the niche markets in Ahmedabad. Many local and multinational companies have their stores in the main city. The aim of this research is
to get an overview of the market and to understand the factors that
influence the choices of parents while purchasing clothes for their
children. . In order to get an overview of the market, understand the preferences
of the audience, and understand the factors that influence the choices of parents, it
is important that the research is quantitative, wherein one can easily analyze the
data obtained and it can reach to a larger segment in short time. Henceforth, a
survey which helps to analyze the factors that the target customers take into
consideration while buying clothes for their children will be an appropriate method.
This survey could be conducted through individual interactions which will allow
gathering views of target customer base.

Methodology
This study is exploratory in nature focusing on the factors that influence the target
audience i.e Parents while choosing clothes for their children. The study will include
collection of data from both primary and secondary resources.
Primary data will be collected by conduction 2 surveys consisting of minimum 10
questions each regarding the factors that influence the choice of target audience
i.e. Parents while selecting clothes for their children. Survey is to be conducted on
the internet and on individual basis in order to reach out to more parents.
While the secondary data will be collected through the use of internet to gather a
brief information about childrens clothing as well as other research that have been
carried out in this field.
Sample design: Non-probabilistic convenience sample.
Target audience: Parents of 0-12 years old children.
Sample size: 100 parents
Questionnaire Design: the questionnaire would consist of both open and closed
ended questions along with a rank order scale.

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Survey 1: Overview of the Market

We are students of National Institute of Fashion Technology. For academic

purpose we are conducting a survey on attitudes to children's clothing.
Your survey responses will be strictly confidential.
Name:

Age:

Occupation:

Gender:

1. Do you have children aged between 0-12?

Yes
No
2. How many children do you have?
3. Gender of your children: M / F

/ Both

4. How often do you shop for your children?

o
o
o
o
o

More than once a month

Every 2 months
Quarterly
Twice a year
Once a year

5. What influence does your child or children have over the buying
decision for their clothes?
o
o
o
o

Biggest influence
A lot of influence
Some influence
No influence

6. Where do you mostly buy your childs clothes?

o
o
o
o

Online
Branded stores
Local market
Other (please specify): _________________

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7. Which brand do you most frequently buy your childs or childrens

clothing from?
o
o
o
o
o

Tommy Hilfiger
Gini and Johny
Lilliput
Kids Studio
Other (please specify): ____________

8. What kind of clothes do you prefer for your children?

o
o
o
o
o
o
o
o

Shirts,
T-shirts
Shorts
Pants
Capris
Dress
Skirt
Other (please specify): __________________

9. When considering buying childrens clothing how important is each of

the following features?
Very
important

Importan
t

Not
Sure

Less
important

Not
important

Price
Quality
Brand
Color
Comfort
Fashion
Childrens
opinion
10. How much money are you willing to pay (Rs) in your childrens
clothing?
o
o
o
o

500-999
1000-1999
2000-4999
More than 5000

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Thank You

Survey 2: Factors influencing the choices of parents while

purchasing childrens clothing

We are students of National Institute of Fashion Technology. For academic

purpose we are conducting a survey on attitudes to children's clothing.
Your survey responses will be strictly confidential.
Name:

Age:

Occupation:

Gender:

Annual Income:
1. How many children do you have?
2. Gender of your child children: M/F/ Both
3. What is the age of your child/ children?
4. How often do you shop for your children?
o
o
o
o
o

More than once a month

Every 2 months
Quarterly
Twice a year
Once a year

5. How often do you generally shop for your child/ children for the
following occasions?
Frequentl
y

Sometim
es

Rarely

Not sure

Festivals
Marriage ceremony of friends/
family
Birthday
Daily use
Other (please
specify)___________

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6. Which way of buying do you prefer most? (Rank the following on the
scale of 5; 1 being the most preferred, 5 being the least preferred)
1

Online
Branded stores
Local market
Off season sales

7. What kind of colors do you prefer for your childrens clothes?

o
o
o
o
o

Pastels
Bright
Dark
Dull
As per season/trend

8. What kind of prints do you prefer?

Nursery
Floral
Checks
Cartoons
Animals/birds
Plain
Text
Other (please specify): __________________

Stripes
Geometric

9. What kind of fabric do you prefer for your childrens clothes?

o
o
o
o
o
o
o
o
o

Cotton
Silk
Polyester
Rayon
Nylon
Wool
Lycra
Denim
Other (please specify): ______________

10. When considering buying childrens clothing how important is each of

the following features?
Very
important

Importan
t

Not
Sure

Less
important

Not
important

Price
Quality
Brand
Color
Comfort
Fashion
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Childrens
opinion
11. How much money are you willing to pay (Rs) in your childrens clothing
(per purchase)?
o
o
o
o

500-999
1000-1999
2000-4999
More than 5000

Data collection and Analysis

Data Analysis of Survey 1
The results obtained from the surveys that were conducted on a sample of 60
people indicates that there are a total of 105 children amongst the parents
surveyed out of which 55% are male and 45% are female.
The frequency at which parents buy clothes for their children is as follows:

Frequency of buying clothes

7% 5%

More than once a

month
19%

Every 2 months
Quarterly

26%
43%

Twice a year
Once a year

From the graph above one can clearly state that maximum number of people shop
for their children once every 2 months. This indicates that parents are willing to
shop for their children at the change of every season or trend.
Furthermore, the survey also indicates that children have some influence on the
choices of the clothes that are purchased for them.
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What influence does your child or children have over the buying
decision for their clothes?
Biggest influence
8
A lot of influence
22
Some influence
24
No influence
3

The places from where parents generally purchase clothes for their children are as
follows:

Sources of purchase
22%

Online

5%
35%

37%

Branded stores
Local market
Other

From the chart above it can be assumed that local markets and branded stores are
the most preferred places for purchase. The reason for purchasing from local
markets and branded stores is that they are easily accessible and assure good
quality. Online shopping is new concept for most people hereafter issues regarding
quality, security and accessibility are reasons for low preference.
The brands that are preferred by target customer are illustrated as a bar graph
below:

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Brand Preference
30
25
20
15
10
5
0

Customers

Brands

These are just a few famous brands whose outlets or products are easily accessible
in the market of Ahmedabad. Out of which most parents buy clothes from Lilliput
and Gini and Johny.

Types of clothes preferred

Shirts
T-shirts
13%

5% 2%

13%
13%

21%
15%

18%

Shorts
Pants
Capris
Dress
Skirt
Other

The chart above indicates that most target audience chose to buy pants, t-shirts
and shorts for their children. The reason for this could be these products are most
comfortable for daily wear. Dress, capris, skirts are worn occasionally hence
purchased in lesser amounts than the rest. Shirts are more of a formal wear which is
not a big requirement for children therefore not purchased in a large amount.
Lastly it is important to understand the factors that influence the

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Influencing Factors

Customer

45
40
35
30
25
20
15
10
5
0

Very important
Important
Not Sure
Less important
Not important

Factors

Certain factors such as quality and comfort are very important factors influencing
the purchase. Other important factors are price, brand, and childrens opinion. While
color and fashion are important but do not influence the purchase as much as the
rest.
Lastly, the survey also indicates those target customers are willing to pay up to
2000 per purchase.

Data Analysis of Survey 2

The results obtained from the surveys that were conducted on a sample of 100
people indicates that there are a total of 245 children amongst the parents
surveyed out of which 53% are male and 47% are female. The age group of most of
these children was between 6-8 and 9-12.
The frequency at which parents buy clothes for their children is as follows:

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Frequency of purchase
Cotton

19%

Quaterly
13%
6%

62%

Half yearly
Yearly

The graph above indicates that the purchase for new clothes happens every two
months. This indicates that parents purchase new clothes for change in every
season and trend. This also allows one to understand that fashion trends are one of
the most influencing factors that affect the overall market of the childrens clothing.

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One of the other influencing factors was the occasion at which most of the purchase
was done. From the graph below, it is evident that parents frequently buy clothes
during occasions such as weddings. During the time of marriage or other family
functions, parents prefer their children to be wearing new clothes. Furthermore, the
purchase is also very frequent for daily wear. The reason for such frequent purchase
is that children tend to wear out clothes more quickly.

Purchase during occasions

80
70
60
50
40
30
20
10
0

Frequently
Sometimes
Rarely
Not sure

Preference of purchase sources

60
50

Online

40

Branded stores
Local market

30

Off season sales

20
10
0

From the chart above it can be assumed that local markets and branded stores are
the most preferred places for purchase. The reason for purchasing from local
markets and branded stores is that they are easily accessible and assure good
quality. Moreover, the economic background of most of the people surveyed lies
between the middle class and upper middle class. Online shopping is new concept
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for most people hereafter issues regarding quality, security and accessibility are
reasons for low preference.

Fabric Prefrence
Cotton
Silk
21%

1%

16%
15%

4%

Polyester

21%

5%

Rayon
Nylon

14%
3%

Wool
Lycra
Denim
Other

Fabrics are mostly an important factor due to the comfort it provides. Cotton and
denim are the most preferred fabric as they provide comfort as well as have long
durability. These two factors are important psychological factors that influence the
choice of purchase.

Color Preferences
Pastel
29%

22%

Dark

5%
7%

Bright
Dull

37%

As per season/trend

The graph above shows the types of colors that are preferred. From the graph it is
evident that most people choose bright colors and also those that are in trend. The
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reasons for these can be analyzed as the psychological factors which state that
bright colors are psychologically associated with happiness. Furthermore, the
geographical factor also plays an important role in the choice of colors. The target
audience resides in Ahmedabad, Gujarat where people prefer to wear bright colored
clothes. The reason for maximum people choosing colors according to season or
trend is due to the climatic factors. Summers are a time when one likes to wear
bright colored clothes because bright colors reflect more heat than darker colors.

Preference of prints

Nursary
Floral
Stripes

6%

5% 3% 15%
9%

Checks
16%

14%
18%

7%

8%

Cartoons
Animal/birds
Plain
Text
Geometric
Others

The prints of the fabric play an important role in the feel good factor of the clothes.
The aesthetic factors have an influence on the clothes purchased. Most of the prints
that are preferred by parents are nursery and cartoons. Other such as animal, birds
and floral prints are also preferred.

Factors influencing purchase

60
50
40
30
20
10
0

Very important
Important
Not Sure
Less important
Not important

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Other factors that influence the purchase include price, quality, brand, color,
comfort, fashion and childrens opinion. Out of all these the most important factors
are comfort. Quality, price and childrens opinion are important factors as well.
Fashion and color are less important factors that are taken into consideration while
purchasing clothes for children.
Lastly, the survey also indicates those target customers are willing to pay up to
2000 per purchase.

Conclusion
From the survey it can be concluded that target audience choose to purchase once
every 2 months from local and branded stores. Lilliput and Gini and Johny being the
most preferred brands. Childrens opinions, price, brand, color and fashion have
some influence over the purchase, while factors such as quality and comfort have a
greater influence. The factors that influence the purchase are as follows:
o
o
o
o

Psychological: Color, comfort

Economic: Price and source of purchase and the amount willing to pay
Geographical: climatic, region
Aesthetic: colors, print, quality

This research is limited in terms of people surveyed, choices of brands, and area in
which the survey was conducted. Furthermore the results obtained from the survey
are quantitative and may not give an insight into the feelings of the target
audience. However major factors that influence the choice of purchase have been
analyzed. Moreover, one of the surveys was conducted on the internet which does
not allow one to know the exact reason for the choices. This research could be taken
a step further by incorporating qualitative methods of collecting data. This will
enable one to understand and get the insight of the feelings and thought process
that stimulates parents while buying clothes for their children. Also, the target
audience can be changed from parents to children to understand how important
their decision while purchasing clothes is.

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