Baby, it’s luxe outside

Fashion creator and entrepreneur Juhi Godambe Jain loves to shop for her 15monthold son when travelling abroad ldquoI shop a lot when travelling Galeries Lafayette is great because they have a selection of brands for kids like Ralph Lauren and Petit Bateau which I really like I have also bought many Jacadi onesies when abroad and Nike and Adidas sportswear for him I feel that India could still do with more premium kidswear brandsrdquo says the Mumbaikar So itrsquos understandable that Jain is excited about the news of Jacadi Paris a French brand known for childrenrsquos fashion opening a store at PalladiumJacadi Paris a French brand known for childrenrsquos fashion is opening a store at PalladiumItrsquos not just Jain fashion designer Payal Singhal who is mom to a 16yearold son says that it has always been a challenge to find good international luxury brands for kids in Mumbai especially those that cater to Indian aesthetics and occasions ldquoThe Indian luxury kidswear market is still niche but expanding rapidlyInternational brands like Gucci Fendi and Burberry have entered the space and homegrown designers are also catering to this demand Parents want their children to look stylish and social media plays a huge role in influencing purchase decisions Therersquos also a strong sentiment towards supporting Indian designers and craftsmanship making it a promising space for brands like oursrdquo says Singhal who has designed a kidsrsquo line that boasts of bohemian pieces and printsSinghal aims to fill the gap in the market for designer contemporary festive and wedding wear for children that aligns with Indian aesthetics and traditions Parents today are willing to pay a premium and are looking for natural fabrics and sustainability Actor Alia Bhattrsquos conscious kids clothing label EdaMamma a joint venture in which Reliance Retail Ventures Limited holds a 51 per cent majority stake falls in this category Be it for fashion or sustainability the Indian kidsrsquo apparel market size reached 221 billion in 2024 And Jacadi Paris which has been known for their timeless French designs since 1976 with a presence in 39 countries is looking forward to being a part of this chart with their launch this month The brand tells us that Indian parents are spending 35 per cent more on premium childrenrsquos wear compared to five years ago and their 628squarefoot flagship Mumbai store will cater to Indiarsquos ecoconscious and stylish consumers Their Bangalore store will open doors in April and Delhi Hyderabad and other cities later this year The brand has partnered with Burgundy Brand Collective in India which has brought premium labels such as Royce Chocolate to the country Cofounder Avani Raheja says itrsquos a brand which she wore growing up Family members also gifted Jacadi pieces when she had children ldquoWe are focusing on the niche Indian diaspora that has grown and so has their disposable incomes and global exposure Jacadi is also known for birthcare and newborn giftsrdquo says Raheja who is also the cofounder of gourmet gifting brand Provenance Jacadirsquos prices start at R5000 and go up to R12000 Raheja who also brought Onitsuka Tiger footwear and apparel to the country says that while social media presence and influencer engagement are basic marketing hygiene it is happy customers who bring in real business ldquoCustomers are the spokesperson for the brand So we have more of a pull strategy than a push because of the brandrsquos heritagerdquo says RahejaJuhi GodambeThere are more Les Petits started by Swati Saraf first at South Delhirsquos luxe mall DLF Emporio and later at Mumbairsquos Palladium has been retailing brands such as Versace Dolce amp Gabbana and Fendi for kids since 2011 Delhi and Mumbai are their top sales stores and post the pandemic Saraf has seen highprice swipes by parents online too ldquoDiscretionary spending has increased especially among millennial parents since the pandemic There has been a lot of acceptance by Indian consumers for new brands especially since the last couple of yearsrdquo says Saraf This has given them the confidence to increase their retail presence and bring more brands to India with the Bengaluru store launch in October 2024 But consumers need constant engagement to keep coming back says SarafAnother challenge is design ldquoDesigning for kids is very different from designing for adults The biggest challenge is balancing aesthetics with comfort Children are active and their clothing needs to allow free movement while still looking stylish Fabric choice is crucialmdashsoft breathable and irritationfree textiles are a must Safety is also a major concern embellishments buttons or zippers must be carefully placed to ensure no discomfort or risk Parents often hesitate to invest in highend kidswear because children outgrow clothes quickly The challenge is in educating them about the value of craftsmanship and longevity A wellmade outfit especially traditional wear can be passed down to siblings or repurposed creatively making it a more sustainable choice The mindset is evolving and parents are more willing to invest in their childrenrsquos wardrobes especially for special occasionsrdquo Singhal summarises221 billionSize of the Indian kidsrsquo apparel market in 2024Source IMARC Group