The Hindu Business Line : Women, kids preferred target customers for retailers

New Delhi, July 9 With changing times and attitudes, women and children are increasingly becoming the preferred target audience for retailers, big and small, across domains, from lifestyle to apparel to FMCG products.

“The Indian industry has today woken up to the immense opportunity that this target audience can unleash. Women, in this day and age, are the decision makers, even for products for their husbands, fathers or brothers,” said Mr Kabir Lumba, Executive Director, Lifestyle International Pvt Ltd, owner of the Lifestyle and Home Centre brand of retail chains across the country. “There has been a tremendous change in the mindset as well, with women becoming financially independent. Now they indulge more, are more secure about their future and have the aspiration to a certain quality of life,” he added.

Children, perhaps the most underrated section of the society, have of late emerged as one of the most important, in terms of their awareness of the latest trends in fashion, lifestyle and also the latest technology gizmos. In fact, they often end up persuading and helping their parents buy products.

“There is a lot of activity happening in this sphere. As retailers, we have dedicated sections for the two groups, with good visibility and positioning of brands and also promotional offers to maintain a loyal customer base. We have also planned to hive off our children’s section into new stand-alone kids wear and lifestyle section by 2008,” said Mr Lumba.

“Our business model is focused on usage and occasion-based apparel, such as office wear, party wear and casual wear and is targeting more and more specialised business. Women’s wear is the fastest growing segment in the metros today and has huge growth potential. We are also planning standalone kids’ outlets with own colour schemes and promotions,” said Mr Sanjeev Mohanty, Managing Director - South and South East Asia Pacific, United Colors of Benetton. The company garners 28 per cent and 31 per cent of its revenues in India from kids wear and women’s wear respectively.

Levi’s plans

Yet another retailer to follow suit is Levi’s that plans to open exclusive women’s wear stores across the country. The first of its stores is due by end of 2008. The company is also in the process of launching footwear for women and also increasing its offerings in the accessories section to attract more women customers.

The women’s apparel market in India is currently Rs 30,000 crore, while that of children is around Rs 15,000 crore.

Footwear and cosmetics put together have a market size of Rs 5,000 crore. In total, the market for women’s and kids’ apparel in India is around Rs 50,000 crore, of which only 10 per cent is organised.

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