Pepe Jeans’ A/W kids’ line, a mix of trendy fashion in bright colours

Pepe Jeans has launched its kids’ wear collection for Autumn/Winter 2015. The vast range is aimed at children in the age group 4 to 12 years and consists of classic causals.

An attractive collection for kids

What makes the collection appealing, are factors like comfort, bright colours and creative themes. For boys the collection consists of stylish denim jackets and cool printed T-shirts and shirts. Cool washes on the jersey range with strong graphic prints are the highlight here. For girls the range comprises denim shorts, skirts, bright coloured jeans, playsuits, tops and dresses. The dresses come with intricate details and trimmings.

The colour palette is children friendly. For girls light and dark blues -- washed, mixed or blended – are combined with pale reds, pinks and touches of grey marl. For boys, it is monochrome all the way with prints featuring electric guitar, thunder bolt and skulls.

“No longer is the kids’ wear segment a child’s play. It has come to assume a competitive position among the men’s and women’s apparel industries in India. New styles take no time to enter the kid’s customer who is no more influenced by the choices and preferences of parents while shopping. Kids, today, are more aware of ongoing trends and latest fashion,” says Neha Shah, Senior Manager, Marketing, Pepe Jeans India.

Kids’ fashion has grown big over the years in India. Today, branded kids’ wear is one of the most promising markets in the country. As per a Technopak study, it is expected to grow at a compound annual growth rate (CAGR) of 10.5 per cent in the next 10 years. It comprises approximately 20 per cent of the total apparel market in the country and is currently estimated at Rs 45,220 crores and is expected to reach Rs 123,030 crores by 2023.

Growth can be attributed to fashion increasing consciousness among kids and the entry of many branded kids’ wear retailers. About a decade ago, there were few children focused branded clothing. Along with this, the rise of double-income households have contributed to more kids opting for branded clothes and accessories. Even the spread of internet has created awareness about latest brands and trends. Shah also believes that e-commerce has given a boost to the kids’ wear segment.

Pepe Jeans is a denim and casual wear jeans brand set up in London in 1973 and has its headquarters in Spain.