Max Fashion partners with ‘The Jungle Book’ for kids merchandise

Max Fashion will bring in fast fashion in the kidswear segment soon. No longer is fast fashion limited to adultwear. A part of Landmark Group, Max Fashion has also tied up with the makers of The Jungle Book film for kids’ accessories this season.

Fast fashion in kidswear means that Max will have a rotation of fashion eight times a year or once in 45 days. So far, new collection was brought in only every 65 to 78 days. It would also mean to be nimble and strong enough to support change in products more often. Fast fashion thrives on lower value and higher volumes as customers buy more number of times a year than they did earlier. This would help increase volumes for Max Fashion.

Vasanth Kumar, Executive Director, Max Fashion points out that kids as well as parents are becoming more fashion conscious, especially kids in the age group 8-14 years want to dress like adults. Such a group accounts for 35 per cent of kidswear sales at Max.

Global brands like Zara and H&M, well known in the fast fashion segment, are now active in kidswear too. Many others like GAP, US Polo and Tommy Hilfiger have forayed into kidswear successfully. For Max, kidswear accounts for 25 per cent of the Rs 1,800 crores sales and 20 per cent of the shelf space in stores.