Leading value-focused e-commerce company Snapdeal has shared that the sales of kids’ apparel in terms of units sold has grown by 493 percent from January to July this year. This makes the kids’ fashion category one of the biggest gainers amongst other categories on Snapdeal. The share of kids’ apparel in the overall fashion category sales has also increased in the same period.
Since the beginning of the pandemic last year, kidswear, in general, has seen phenomenal growth online. The growth can be attributed to a couple of factors. One, parents have tried to keep children away from crowded markets and malls. Secondly, buying apparel for children typically entails trying sizes and parents prefer to do that in the safety of their homes. The third and most important factor is the growing and active involvement of children in making their own choices online and parents completing the purchase for them.
“Spending on children's clothes is no longer limited to special occasions such as birthdays and festivals. Parents now buy kids apparel as per needs of the season, size and are also driven by extra discounts during sale offerings. Mimicking the fashion preferences for adults, the purchasing behavior for kids apparel now leans towards more functional and comfortable choices, albeit with a high trendiness quotient. With the increased frequency of online purchases for kids’ clothes, customers prefer value-priced merchandise including combo packs,” said a Snapdeal spokesperson.
With more kids’ fashion being bought online, shopping trends on Snapdeal indicated consumer preferences for deals that offered ‘more value’. Some popular price points on Snapdeal include Rs 400-600 for combo pack offerings, followed by the second bestselling range of Rs 200-400 for individual items.
Track pants saw the highest increase this year with units sold growing 17X since January 2021. T-shirts with 8X growth and top and bottom sets with 11X growth have been the other strong performers in the same time period.
Snapdeal has expanded the choices available in the kids' apparel by adding popular brands like Luke and Lilly, Hopscotch, Gini and Jony, Cherokee, Donuts, Colt, Hellcat, Kyda, Aarika, Naughty Ninos, and more.
