Indiantelevision.com Team

(30 April 2008 4:00 pm)

BANGALORE: LMG Brands India’s (LMG) Italian fashion sportswear brand Kappa launched its sportswear range for kids –‘Kappa Under 14’. The apparel is for children between the age group of 4 and 14 years of age.

India is the only country besides the Middle East and France where this range has been launched, considering the fact that India has almost 50 percent population that is less than 25 years of age.

LMG estimates the size of the branded kidswear market in India as about Rs10 billion and growing at about 15 percent annually.

‘Kappa Under 14’ has been positioned as a sportswear brand with an emphasis on ‘active wear’. The range has been priced between Rs 300 and Rs 1000. T

‘Kappa Undedr 14’ has two distinct ranges for boys and girls. The boys range is ‘Soccer’ and ‘Training’ and the girls range is ‘Training’ and ‘Athletic Fashion’. ‘Kappa Under 14’ will be competing with two main brands present in India in the children sporting apparel range – Reebok and Adidas. It also expects customers to migrate from Lilliput, Gini and Jony, Zapp, Benetton Kids and its own group brand Bossini kids.

‘Kappa under 14’ will be sold through nine exclusive Kappa stores in seven cities in the country, three exclusive factory outlets in Bangalore and Hyderabad, thirteen Lifestyle stores, and one each store of Babyshop (Mumbai) and Central (Gurgaon).

Considering the high rentals and price of real estate in India, LMG will prefer going the shop in shop route rather than exclusive Kappa stores, informed LMG president Johnny John.

Mass communications for ‘Kappa Under 14’ will include advertisements and hoardings and BTL activities such as events at schools, support of sporting events etc.

As a first step in that direction the brand also announced extending support to 10 year old go-carting champion Arjun Maini, reportedly the fastest Indian on wheels Under 12, at Bangalore.

Mudra handles the creative work for Kappa. The tagline of the Kappa brand is ‘Look good on the move’.