Kidology reworking price strategy to increase reach

Kidology, the popular multi designer store is planning to rework its prices for a wider audience. Kidology, at present, caters to the affordable luxury segment, with prices ranging from Rs 5,000 to 25,000. Now, it’s planning to revise prices and start at Rs 3,000 for garments and Rs 500 for accessories. The new price points will help it reach out to a greater audience while maintaining the style and design that keeps its brand image and positioning intact.

Kidology focuses on children up to ten years. The collection includes Indian, western and fusion-inspired garments and accessories for girls and boys. Within India, Kidology is sold from multi-designer stores in Delhi, Mumbai, Hyderabad, Chennai, Ludhiana and Kolkata. Kidology also retails through its own website and a number of online stores. Internationally, the brand has a presence in multi-designer stores in Dubai, Singapore, Sydney, London and New York.

In its initial avatar, Kidology was essentially a brick-and-mortar brand selling designer wear through its own stores and through other stores within and outside India. However, in the past few months, it has been concentrating on the online segment as well. Its focusing on improving gross margins while bringing the average selling price down and overhauling the brand’s distribution and reach.