Reebok India is all set to foray into kidswear. Expanding the size of the cake, Reebok joins the league of global sportswear brands, like Adidas and Nike, which already cater to the Rs 3,500-crore branded kidswear market in the country. Reebok India’s range of kidswear will span sports and casual footwear, apparel and accessories. Targeting kids in the age group of 5-12, Reebok’s kidswear will be premium priced and available in 600 Reebok stores from the year-end. And Reebok has roped in its brand ambassador, India’s cricket captain MS Dhoni, to endorse its kids’ range too.
According to Subhinder Singh Prem, managing director of Reebok India; “Kids are more individualistic and an epitome of Reebok’s brand value––I Am What I Am.” According to Mr Prem, the company’s investment in seeding the kidswear segment will exceed what it spend in launching its adult apparel range in the country.
The international collection that Reebok will introduce for boys are RbK Tech Sports, Classics, Edge, Metromobility, Core and Sprint Fit. The collection for girls ranges from RbK Sweets, Dance Academy, Rhythm, Tech Sport, Workout.
The Rs 15,000-crore kidswear market, of which Rs 3,500-crore is branded, has seen a lot of action of late. The entry of the Holland-based Oilily, Italian brand Monnalisa, US-based Gymboree, and Raymond’s Color Plus proves the kidswear market is on a roll, and actually growing by 20% every year.
The other brands that are already present in the Indian kidswear market are Lilliput, Benetton Kids, Giny & Jony, Walt Disney, Mothercare, Adam Kids, et al. On average, the margins in the kidswear segment ranges from 20-25%, but Mr Prem points out that designing kidswear is more challenging than for men and women.
“Kids are more aware of the international designs and have a choice of their own. They desire for the latest trends in fashion.” Reebok enjoys a 25% market share of the global kidswear market, and kidswear contributes roughly 10% of Reebok’s revenue globally.
The story is no different at Reebok’s parent company, Adidas. The sports kidswear from Adidas, that has been present in India for almost three years, offers premium sports footwear and apparel. “The segment is growing and we expect it to contribute significantly to our Indian revenue in the next three years,” said Adidas India MD Andreas Gellner.
The sports brand is also planning to come out with exclusive Adidas Kids stores next year. In order to market kidswear, brands are associating themselves with grassroots level activities too, rather than traditional media.
While Reebok has come out with a ‘school shoe programme’, where it has tied up with DPS, GD Goenka and Scottish High School for a subdued branding for footwear, Adidas is sponsoring football and cricket matches across institutes and offering sports scholarships to students. Reebok has also tied up Cartoon Network for merchandising options.
