MERCHANDISING

KIDS GIRL’S WEAR

Submitted to: Submitted by:

Mr. G.Hari Shankar Prasad Tanuja Tak

Associate Professor MFM 1st SEM.

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CONTENT Page Number

Introduction……………………………………………… … 3

Product Assortment ………………………………………… 4

Pricing………………………………………………………. 9

New Innovation and Trend…………………………………. 13

Retailing ……………………………………………………. 16

References…………………………………………………… 17

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INTRODUCTION

Children's clothing in much of Western History was chiefly similar to adult dress in miniature.
Early in the 1800s, fashions for both adults and children became lighter in weight and freer of
restrictions. Several popular styles were developed just for children, notably the sailor's suit and
the hussar's or Eton jacket. By the middle of the 19th Century this trend had spread to the
Western population at large, and most children's dress styles became quite distinct from adult
fashions. In relation to history children’s clothing is relative new idea. The different fashions for
children nowadays were none existent until very late in history.

Gone are the days when the world of fashion was limited only to adults. Today's children are
closing in on this exclusive territory. Many children, influenced by the media, are choosing to be
selective about the clothes they wear. A few years back when one of the leading names in
fashion clothing arranged a children's fashion show, many eyebrows were raised. However, the
fact that there are hundreds of popular designers who design stylish clothes for kids shows that
now the world of fashion has found a new dimension. In the several centuries in which children's
clothes have been specially made for them, children have advanced from being fashion followers
to trend-setters. Their tastes in colors, fabrics, designers, accessories, and all aspects of clothing
are carefully observed by fashion mavens and copied by adults. Trends now go global in a matter
of minutes, thanks to the Internet, and children are attracted to the adventure of changing fashion
as well as being as appearance-and comfort-conscious as their parents. Improvements in
technology are certainly in the future of all clothing manufacture, but, to spot the latest fashion.

Age groups: every brand use their own sizes and age groups for kids girl’s wear. But the standard
size varies age to age. Such as:

2-3 year, 3-4 year, 4-5 year, 5-6 year, 6-7 year, 7-8 year, 8-9, year, 9-10 year, 10-11 year, 11-12
year.

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PRODUCT ASSORTMENT

“Variety of products sold by business

The variety of product lines that a company produces, or that a retailer stocks. Product
assortment usually refers to the length (the number of products in the product line), breadth (the
number of product lines that a company offers), depth (the different varieties of product in the
product line), and consistency (the relationship between products in their final destination) of
product lines. Successful retailers and merchants offer an optimized assortment of products to
their customers. Product assortment optimization requires strategic inventory decisions and
product selection. The best product assortment strategies maximize profit, minimize risk and
increase overall sales.

FROCKS: A kid's frock is loose-fit fashion apparel, sleeved or sleeveless, resembling the
traditional wear or monks and priest, though colorful. This unanimously common dress is worn
by the girls of all age groups, all across the regions and continents. Basically, it has an all-
stitched-in-one design and its lower half part resembles a wide skirt. The length of the lower part
varies from short to long. A kid's frock comes in all types of patterns and colors ranging from
architectural patterns to bold floral prints. The designs cut across the cultures and beliefs. Almost
all the fabrics, natural as well as synthetic, such as; cotton, wool, silk, linen, polyester, denim etc
are used to make these kid's frocks. The regions like Northern America, Western Europe, Mid
East, Southern Asia, Africa and Oceania are the biggest consumers of frocks.

Features:
 Available in different sizes and bright colors
 Embellished with thread embroidery
 Light in weight and stylish in nature
 Alluring designs

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SKIRTS: A Skirt is a highly fashionable garment for children which hang from the waist. Skirts
of varied lengths, for children are made to fit each one just perfectly. There are many patterns in
skirts like circular skirt, A-line skirt, pleated skirt, simple gathered skirt, A-line wrap skirt,
paneled skirt etc.

TOPS: Girls top are available in all standard sizes and color combinations. Skillfully stitched
and comfortable to wear our range is in high demand by our clients spread across the globe.
Available in large numbers of trendy designs, textures and sizes. Delightful mingling of various
vibrant to pastel hues exhibits the deep color understanding of our designers. There are many
types of tops like Knitted top, fancy tops, tank tops, hood top etc.

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Specifications:

 Innovative designs
 Mesmerizing look
 Shrinkage proof fabric
 Color fastness
 Fancy style
 Attractive color
 Finest fabric

SHORTS: Girls shorts are available varied size, color and prints to suit the requirement of
clients. Kid’s shorts are designed to high quality standards with proper dimensional stability,
color fastness, shrinkage control and uniform dyeing. Almost all the fabrics, natural as well as
synthetic, such as; cotton, linen, polyester, denim etc are used to make these kid's shorts.

Features:

 Neatly stitched
 Color fastness
 Classy designs
 Shrink free

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  Comfortable to wear

CAPRY LEGGINGS: Girls' Capri leggings offer girls additional clothing accessory options.
These cute and functional items can be worn a variety of ways, giving girls a choice in how to
sport the latest fashions. Capri leggings lend themselves well to different styles. They can be
worn with dresses, tunics and by girls in skirts what makes girls' Capri leggings so versatile is
the length; instead of coming all the way down the leg, these stop mid-calf. Sometimes, they'll
feature a ruffled or lacy cuff. You can find them in a wide range of colors and patterns, or you
can buy them plain. Capri leggings are so versatile and available in so many different colors and
patterns, it's worth buying at least a couple of pair every year. They look great on girls from
toddler to preteen age.

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NIGHT WEAR: Is available in plethora of colors and designs to choose from. These are
manufactured from quality fabric ensuring their colorfastness and shrinkage resistance. These are
stitched to perfection and do not fade even after regular washes. Offered in different cuts and
designs that are made as per the latest trends in the garment industry, these night wear garments
have created a huge market for themselves. The quality of fabrics of these night wear garments is
skin friendly. These apparels are offered in various printed or plain fabrics. There are many types
of nightwear for girls like pajama dress, night suit, night dress etc.

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PRICING:

Definition: To establish a selling price for a product

No matter what type of product you sell the price you charge your customers or clients will have
a direct effect on the success of your business. Though pricing strategies can be complex, the
basic rules of pricing are straight forward:

 All prices must cover costs and profits.

 The most effective way to lower prices is to lower costs.
 Review prices frequently to assure that they reflect the dynamics of cost, market demand,
response to the competition, and profit objectives.
 Prices must be established to assure sales.

Many manufacturers use cost-plus pricing. Concept of cost-plus pricing:

Cost of materials $50.00

+ Cost of labor 30.00
+ Overhead 40.00
= Total cost $120.00

+Desired profit (20%on sales) 30.00

= Required sale price $150.00

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Operating expenses and net profit are shown as the two components of gross-profit margin, that
is, their combined percentages (of net sales) equal the gross-profit margin:

Business A Business B
Net sales 100% 100%
Cost of sales 40 65
Gross-profit margin 60 35
Operating expenses 43 19
Net profit 17 16

FACTORS AFFECTING PRICING: we look at factors that affect how marketers set price.
The final price for a product may be influenced by many factors which can be categorized into
two main groups:

1. Internal Factors - To a large extent these factors are controllable by the company and, if
necessary, can be altered. The marketer knows that increasing productivity can reduce the
cost of producing each product and thus allow the marketer to potentially lower the
product’s price. But increasing productivity may require major changes at the
manufacturing facility that will take time (not to mention be costly) and will not translate
into lower price products for a considerable period of time. In internal factors we can see
some factors:
 Marketing objectives: The four main marketing objectives affecting price
include as Return on Investment (ROI), Cash Flow, Market Share, Maximize
Profits etc.
 Marketing strategy: Price, of course, is one of the key marketing mix decisions
and since all marketing mix decisions must work together, the final price will be
impacted by how other marketing decisions are made. For instance, marketers
selling high quality products would be expected to price their products in a range
that will add to the perception of the product being at a high-level.
 Costs: When analyzing cost, the marketer will consider all costs needed to get the
product to market including those associated with production, marketing,
distribution and company administration (e.g., office expense). These costs can be
divided into two main categories: Fixed Costs (costs are fixed because there is a

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 level of commitment to spending that is largely not affected by production or
sales levels). Variable Costs (These costs are directly associated with the
production and sales of products and, consequently, may change as the level of
production or sales changes).

2. External Factors - There are a number of influencing factors which are not controlled by
the company but will impact pricing decisions. Understanding these factors requires the
marketer conduct research to monitor what is happening in each market the company
serves since the effect of these factors can vary by market. In external factors we can see
following factors:
 Elasticity of demand: Understanding how price changes impact the market
requires the marketer have a firm understanding of the concept economists call
elasticity of demand, which relates to how purchase quantity changes as prices
change. Elasticity is evaluated under the assumption that no other changes are
being made (i.e., “all things being equal”) and only price is adjusted. Elasticity
deals with three types of demand scenarios Elastic Demand, Inelastic Demand and
Unitary Demand etc.
 Customer’s expectations: Possibly the most obvious external factors that
influence price setting is the expectations of customers and channel partners.
Distribution partners expect to receive financial compensation for their efforts,
which usually means they will receive a percentage of the final selling price. This
percentage or margin between what they pay the marketer to acquire the product
and the price they charge their customers must be sufficient for the distributor to
cover their costs and also earn a desired profit. Customer’s expectations like about
quality, variety and supply affect the product pricing.
 Competitive and other products: Marketers will undoubtedly look to market
competitors for indications of how price should be set. Analysis of competition
will include pricing by direct competitors, related products and primary products.
Direct competitor pricing, related product pricing, primary product pricing comes
in it.

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  Government regulation: Marketers must be aware of regulations that impact
how price is set in the markets in which their products are sold. These regulations
are primarily government enacted meaning that there may be legal ramifications if
the rules are not followed. Price regulations can come from any level of
government and vary widely in their requirements

PRICING OF DIFFERENT BRANDS

Product Brands Price (in Rs)

Mimi & Maggie $50 to $150
Petals $35 to $100
Frock Lipstik $30 to $100
Lilliput $55 to $200
Alexandalexa $45 to $150
Mini & Maggie $30 to $120
Petals $25 to $90
Skirt Lipstik $20 to $90
Lilliput $45 to $150
Alexandalexa $40 to $110
Mini & Maggie $25 to $80
Petals $20 to $60
Tops Lipistik $20 to $55
Lilliput $45 to $110
Alexandalexa $30 to $90
Mini & Maggie $25 to $75
Shorts Petals $20 to $65
lipstik $20 to $60
Lilliput $35 to $100
Alexandalexa $25 to $75
Mini & Maggie $30 to $100
Petals $25 to $80
Capri legging lipstik $20 to $70
Lilliput $45 to $150
Alexandalexa $30 to $90
Mini & Maggie $45 to $100
Petals $35 to $80
Night wear Lipstik $25 to $70
Lilliput $50 to $120
Alexandalexa $40 to $80
Mini & Maggie $50 to $110
Petals $35 to $70

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 Denim Lipstik $30 to $60
Lilliput $50 to $125
Alexandalexa $45 to $90
petals $30 to $85
Jacket Lipstick $25 to $70
Lilliput $50 to $135

NEW INNOVETION AND TRENDS:

New innovation means the act of starting something for the first time; introducing something
new. Innovation is the creation, exchange, evolution and application of new ideas into
marketable goods and services for the success of an organization, the vitality of a nation's
economy, and the advancement of society as a whole. Five Stages of the Innovation Process:

1.Recognition
2.Invention
3.Development
4.Implementation
5. Diffusion

In this area of the fashion brand directory, you will find children's fashion brands from leading
apparel companies and fashion designers.  When browsing this directory, you will find some of
the most stylish clothing and hottest fashion labels in the world of fashion. A collection or line in
the fashion industry constitutes a group of clothing designs put together to tell a story of the
designer's inspiration and new trends for the fashion brand during a particular season. For 2010’s
spring and summer clothing for kids think… mini-me! Latest trends and fashions for kids are
tending to copycat the adult world. Expect to see little girls flaunting their rock star style, for
girls "think new rave meets rock girl graphics and catwalk inspired geometrics. Must-haves are
geo print shift dresses, parkas and pinafores. Mini-me roll necks are scaled down from the
Limited Collection range in key colors of cobalt, black and grey." says Sharon James, Girls wear
Designer. In girl’s new trend there are some clothing items:

Designer Kids Clothing

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There was a time when children's clothing was simply slacks and tops from any old store. But
not anymore! Now many designers have extended their fashionable wear to address the needs of
parents who want designer children’s clothing. Although they may not be the cheapest items out
there, designer children clothes can help make sure little one is the hippest thing around. If
someone have a wedding to go to and want to dress their children formal, there are many
adorable party dresses for girls.

Ethnic kids clothing

The word ethnic referring to the origin, classification, characteristics of such groups. According
to Indian market there are many kids ethnic wear like:

 Salwar-suit: salwar-suit is a women’s wear but now it’s a new trend in kids wear. Many
designs, patterns and styles comes in salwar-suit like A-line, Yoke style, Anarkali style,
Afghani style, pathani suit, sharara etc.

 Lehanga-choli: lehanga-choli also a adult wear but now it’s a new innovation or trend in
kids wear. Many styles, designs and patterns come in lehanga-choli like fish-cut, pleated,
gathered etc.

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  Ready to wear sari: in kids new innovation ready to wear sari is latest trend.

Party gowns: Party gown is also a adult wear but now it is a new trend for kids. Different types
of fabric, accessories are going to use in designing like shimmer, satin, net etc.

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PRODUCT RETAILING

Retailers offer a wide variety of clothing and accessories for children of all age groups and sizes.
Retailers also stock woolen clothes like sweaters, jackets etc. for children of all age groups. They
may either offer branded stuff, or sell locally available brands. There are many large malls with
separate kids’ sections that offer clothing and accessories for girls. Following are many retailers
who offered kids clothing:

 Retail stores: In kids clothing, many major retailer or players doing very good. So now
days kids retailing going ahead, very fast. Established brands like Lilliput, Mini Me, Li’l
tomatoes, Petals, Lipstick and Alexandalexa are the major players in kids clothing, they
have their own outlets and directly sell their product to final consumer.
 Multi-brand retail stores: Now a day kids clothing market are doing very well in
retailing. Established retailers are the next in kids wear markets, they offer various
brands to the consumer at a place depending upon the type of market the size and price

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 varies in multi-brand retailing. Multi brand retail store like Westside retail store,
shopper’s stop, life style etc. They have different section for kids in different sizes.
 Franchised and other stores: Search our children’s apparel directory for child clothing
franchises and small businesses for sale. Child franchises can be a lucrative business
opportunity to own. Some of these retail franchise opportunities include toys, furniture,
and other child related products as well.
 Wholesaler: Wholesale kids clothing including wholesale kids tops, wholesale kids
bottoms, wholesale kids 2 piece suits. Kids Wholesale Wear house are distributors of
children's wholesale clothing and children's wholesale apparel. We stock name brand
wholesale kids clothes, wholesale children's clothing, infant clothing, toddler apparel, and
children's wholesale clothing for kids, girls and boys both boutique and casual wholesale
apparel.

References:

 http://catalogs.indiamart.com/products/girls-garments.html
 http://www.icecanadainc.com/Kids+++Boys+++Girls-g-83-top.htm
 http://kateuismba.wordpress.com/2008/09/16/chapter-12-product-
assortment-and-product-line-decisions-with-burts-bees/
 http://petalskidswear.in/products
 http://goa.metromela.com/Colorful+kids%27+wear+at+Lilliput/article/3784

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