Tommy betting big on kids segment

Tommy Hilfiger plans to expand in the children’s wear segment in India. It will open 100 shops in

the children’s segment, which would be a mix of exclusive brand outlets and shop-in-shops across the top 24 cities in the next two years. Even the stores functioning right now stock only imported clothes. And that is so even in Tier II cities like Benaras, Indore, Nagpur and Dehradun. The brand is very clear about its premium image and sees no reason to tinker with its pricing since incomes and aspirations are on the rise all over the country and not just in metros. In fact, the premium fashion brand’s sales have been rising 50 per cent annually. The brand has a unique blend of youthfulness, spirited energy and vibrancy which appeals a lot to Indian consumers including the ones in Tier II cities. The company is betting big on its accessories business as well. Tommy Hilfiger plans to set up over 500 accessories stores (clothes, perfume, watches) in the next five years. For apparels, the plan to is to almost double the number of stores from the current 1,000 in 98 cities.

The estimated children’s wear market in India is Rs 3,000 crores and is growing at 30 per cent annually. Tommy is the first international designer brand to be present nationally in India. It came to the country in April 2004. Besides the wholly imported product line, it has also ensured international standards on shop interiors and staff training. It has been a pioneer of sorts, bringing international concepts into the country ahead of its competitors.