Clothes
as a category sees the highest involvement and influence of kids
which is corroborated by a key finding thrown up by KidSense that
kids today have absolute control on the choice of clothes that they
wear.
How
involved are today’s kids with clothes?
Amongst
the various categories for which their opinion was taken, clothes
come across as the topmost involving category with 89% kids claiming
to pay attention and talk about clothes. Girls (90%) show slightly
more involvement as compared to boys (86%).
Do
kids play a role of consultants to their parents in case of clothes?
80%
parents endorse the view that their kids actively seek information
and express opinion when it comes to buying clothes. Parents also
seem to prefer their kid’s opinion as 55% parents turn to
their kids for information on clothes.
Role
of commercials
A huge
76% kids claim that they like to watch clothes advertisements on
television. Given the high involvement with the category, these
ads seem to work better as 69% of those who watch clothes ads discuss
them with their parents after watching them.
Does
the involvement translate into influence?
Clothes,
as a product category, show the highest conversion of involvement
into influence as a significant number of kids are influencing their
parents into listening to them. 85% of kids claim that their parents
frequently follow their choice when buying clothes, while 72% kids
declare that their parents always follow their choice when clothes.
Perfectly
reflecting the kids’ claims, 85% parents too agree that they
take their kid’s opinion seriously and follow their choice
while buying clothes.
Which
clothing features are the influence drivers for kids?
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