NEW DELHI: Kidswear is emerging as a strong and promising segment for online fashion major Myntra. The kids’ category is an integral part of the platform’s overall value proposition and has registered a 90 per cent growth over the last one year. This may be attributed to the growing attractiveness of online shopping, from the perspective of safety, during the pandemic.
Myntra currently houses over 1.1 lakh styles from over 450 leading brands in the kid’s category. Some of the leading brands on the platform in the kids’ segment are H&M, UCB and GAP, among others, while leading products include dresses, T-shirts, sweatshirts, value packs and night suits. The category also performed extremely well during the course of the pandemic, when its share of revenues doubled, registering strong organic growth for home wear and day wear article types, such as value packs, night suits and innerwear, among others.
During the current year-end festive season, Myntra witnessed huge demand for party and outerwear, with sequins and embroidered dresses for girls and blazers and suits for boys. Winter jackets and sweatshirts are also emerging as a favourite among kidswear.
The festive and summer holiday seasons witnessed peak purchases, along with Children's Day. The ratio of products for boys and girls being sold on the platform was 45:55.
The ongoing End of Reason Sale on Myntra, which will end on 24 December, offers over 150 brands and 11,000 winter styles, with some of the top brands offering ‘specially curated for Myntra’ ranges, bringing a very differentiated and fashionable line-up that is priced sharply.
Strengthening the kids category even further, the e-commerce platform has launched a toys segment recently. Coming as it does, ahead of Christmas, the section is live with 850 styles currently and on track to introduce 1,500 more in the next three to four months. Some of the leading brands in the segment include ToysRus, Disney, Barbie and Mattel among other leading toys brands in the country.
Myntra head of business Ayyappan Rajagopal said, “The kids’ category is one of the major areas of focus for Myntra, especially after a very successful run in the recent months, peaking during the festive period. We have always been stronger in this segment in the metros and up north, and with the launch of a number of south and regional selection and brands our penetration into tier-2 and tier-3 cities has also increased significantly. Right now, we are witnessing over 100 per cent growth in kids’ winter wear, with teens and pre-teens in the age group of eight to 16 years, growing the highest. Overall, we are expecting strong traction in winter wear, T-shirts, dresses, infant apparel and ethnic wear, as a category in the days ahead.”
The etailer has also strengthened its portfolio in the infant space with big launches like Chicco and Mothercare. Along with that, many new launches like Max, Levi's kids, converse, Jordan helped Myntra grow its footprint in the branded space, added Rajagopal.
