OKS Boys to introduce a mini range to include newborns, toddlers

OKS Boys has been making semi-formal range of clothes for children. Now they are planning to introduce OKS Mini, which will have three categories: infant, toddlers and grown ups. The infant wear will target kids in the age group 3-12 months, toddler will be in the age group 18-24 months and grown ups will have clothes in the age group 24-38 months.

The range in OKS Boys include: jackets, shirts and party wear. The semi-formal category has a party wear look. The pants in semi-formal category are made of structured fabric, has cross pockets with different silhouettes. Presently, party wear clothes are in vogue and because of this casual wear segment is suffering. The party wear clothes are mostly in bright colours with motif prints and jacquards. Even though cartoon characters such as Chhota Bheem, Spiderman are popular, OKS Boys finds them difficult to make, and so keeps away from these.

Tough times for small players

With many big players entering the kids’ wear arena, smaller players are getting affected. In retail particularly, they affect smaller players as their products get more prominent display. The kids’ wear market is huge and promising market not just in India but even internationally. In India, it has a huge potential as more than half of India’s population is below 25 years. Also, most of the kids wear market is unorganised, so it is easy for the organised big players to easily control the market. At present, our main competition is from foreign brands who have the clout and money. They can price their clothes at a less price than what we can offer because of the overhead costs involved. Only if we adopt their strategy, can we beat them.

Kids’ wear, a different ball game

It is not easy for everybody to sell kids wear and be successful. Many brands who were into men and women’s clothes tried to enter kids wear but couldn’t be successful. Also, we have seen that online kids wear is not doing so well. Issues of right size, high product return etc are very common. Even brands cannot expect good revenue from online sales. It’s best for clearing old stock. Yet, OKS Boys is considering retailing online with Jabong its partywear line.

Amit Bhayani, owner, OKS Boys is confident about the new segment that he is getting into. He says, “The category we are jumping into is certainly complex but it is the most promising segment in kids wear category. It is just the initial phase of growth of this segment. Soon, there will be other players going after this category in the coming years. We consider this the most opportune time for introducing the segment. Early introduction will give us time to work upon mistakes, improve the product and provide us a good run in the market when it opens up.”