K&U spreads ethnic charm with its kids’ range

Launched in 2009, kids’ ethnic wear label K&U is focusing on ecommerce for the moment. “We have seen people buy online even though the prices are on the higher side. We are fulfilling demand through online platforms and are planning to introduce a huge range online. Through the online route we are easily available in smaller cities as well,” explains Manu Nigam, Digital Marketing Operation, K&U Designer Wear.

Targeting kids’ in the age 1 to 13 years, the brand also undertakes customised clothing on demand. “We want to be a full-fledged brand in kids’ segment and hence, may add denim and casual wear in future to achieve this goal,” Nigam explains.

Ethnics for kids a big hit

K&U’s collection of kids’ wear consists of four different categories. Two ranges are for girls and boys in the older age group. “For boys, we have Indo-western such as casual jackets and ethnic wear like kurta pajamas and similar stuff. For girls, there are ethnic and Indo-western wear. The line includes anarkali, lehanga-cholis and premium occasion wear. Under Indo-western, we have dresses such as tops, frocks and gowns,” says Nigam, about the product portfolio.

Nigam believes given the scale of festivals, celebrations and parties, demand for ethnic wear will definitely grow. “Today’s consumers are aware about fabrics and product quality. We try to ensure that the fabrics used are skin-friendly and harmless. We source them from the domestic market,” he adds.

Since ethnic wear is not season-based, the company keeps introducing new styles every two months. This year, the brand introduced ensembles in fabrics like shiburi and silk in contrast colours.

Focus on online retail

The brand is available online and would be launched in Pune soon. “We are not in MBOs or EBOs yet, but may partner MBOs and later open our own stores. Online, we are with every major portal including Flipkart, Jabong, Firstcry, and Utsav. The response has been good since there is a lack of premium brands in ethnic wear under the kids’ segment,” Nigam opines.

He feels, today’s customers seek value for money but won’t mind paying more, if the product is good. “Quality is supreme for them as they may compromise with brands but not quality,” Nigam sums up.