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Kids' wear advertising suffers lack of initiatives

30-April-2004
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Kids' wear advertising suffers lack of initiatives

Advertiser's innovation seems boundless when it comes to developing campaign for various kids' items like dolls, toothbrush, chocolates, games or cough syrups. However, when it comes to kids' wear there is hardly any advertising taking place on this front.

Industry experts point out that advertising for kids' wear is still in its nascent stage in the country. The reason behind this is that neither the manufacturer nor retailers of kids' wear are interested in marketing the product through campaigns targeted for consumers aged 1-12 years. Bigger brands in this sector harp on the parent product to market kids' wear.

Subrato Pradhan, Vice President, JWT, says kids' wear advertising does not have the presence of big players. The agency so far has not worked on any big ad campaign for kids' wear. Monte Carlo had launched its winter collection for kids last year. However, the promotion of the range would be done this year through a series of print campaigns. “Popular brand like Weekender Kids also prefers print media for advertising their range,” adds Pradhan.

Arvind Wable, Head, FCB Ulka, Delhi, says his agency has not handled any kids' wear account till date. “Small and local brands dominate the market and they don’t use print or electronic media for product promotion,” he says.

What it seems is that the lack of big brands in this section is one of the main reasons for poor advertising. Bigger brands like Benetton, Mothercare etc., which have a presence in the kids' wear segment, also use the main brand like men's wear or teens' wear to promote this range. “Besides this, kids' wear till date is the parent's decision and lack of product promotion further damages the possibility of brand building in the consumer's mind,” observes Benny Thomas, Vice President, TBWA.

Santosh Sood, COO, Rediffusion, says kids' wear is one domain which till date remains unexplored by advertisers due to the lack of big players. Rediffusion also doesn't serve any client from this category.

On one hand where advertisers feel the lack of players in this segment, the manufacturers on the other hand feel that the presence of large number of unbranded players is the reason for little advertising on kids' wear.

An official from Weekender points out that the total market for branded kids' wear is over Rs 50 crore in this country. And, most of the bigger players use the parent brand to promote this range. However, he is optimistic to say that in the coming years there will be a definite focus on this segment.

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