For nearly 14 years they have been a strong player in the kids’ wear segment as exporters and suppliers to private labels of large formats. But now they are in the market with their own brand ‘Oh My Gosh’, launched recently at the India Kids
Fashion Week. Elaborates Sanjeev Gogia, Director MAPL Group which launched the brand, “We have a capacity of producing about 60,000 garments a month. Building upon our vast experience, we decided to launch Oh My Gosh, a hot, hip and happening label for little brats and princesses.” It’s aimed at boys and girls aged 2 to 14 years. The range includes denims and T-shirts. In the next three years, they plan to add casual cotton shirts, casual bottoms, shoes and belts to their range.
Their
target is to be a Rs one crore company. At the moment they are looking at setting up a network of wholesalers and distributors to expand the brand’s reach. As Gogia explains, “To begin with, we are planning to venture into Maharashtra, Karnataka, Gujarat and may be Andhra Pradesh through agents. We will launch exclusive outlets in a phased manner after two seasons. Perhaps by festive 2013. In the first phase, we will have five stores. We are also exploring e-retailing options with the Future Group.”
Commenting on the collection, Gogia says, “We give high value additions. The product has a mix of Indian and international influences. We have two themes for girls and two for boys. For girls, we have Bohemian Summer with international looks and subdued colors and Summer Fit with bright colors and prints. For boys, we have Fun Apps and Stardust with foil prints and jazzy stuff.”
Gogia believes there is a huge potential in junior wear but the atmosphere is not very business-friendly. Once that is corrected, business can grow. He also believes there will be a shift towards organized retail as consumption patterns change.
He further says that there is a huge potential for junior wear in Tier II and Tier III cities, since sales in these areas are easier than in metros. “In Tier II, III cities people are clear about what they want and its need-based buying. In metros, at times, it’s impulse-buying. This makes it difficult to sell a product,” Gogia sums up.
