Flipkart launches private label in kids’ fashion, claims 50pc marketshare


Named ‘Miss & Chief,’ the ecommerce firm's first private label in kids’ fashion category will cater to children in 2-10 age group. 


Ecommerce market leader Flipkart is launching a private label in kids’ wear. Named ‘Miss & Chief,’ its first private label in the kids’ fashion category will cater to children in 2-10 age group. The collection will include toys also. Apparels under Miss & Chief will begin in the range of Rs 399 and upwards, and toys like remote-controlled cars, musical and educational toys will start from Rs 200.

Flipkart, which has claimed more than half of online fashion, has stated that kids’ fashion is one of the company's fastest growing categories. This is the fourth private label that Flipkart is launching in fashion, after two labels in women’s fashion and one in men’s fashion last year.

Speaking to YourStory on this development, Rishi Vasudev, Head of Fashion at Flipkart, said that although Flipkart has witnessed a 100-percent annual growth in kids’ fashion, the segment is too unorganised and was not meeting demand from customers. Hence the decision to add more selection, which will be 20-30 percent cheaper than other labels with the same specifications.

Rishi added that Flipkart currently has 50-percent marketshare in kids’ fashion, and that they are aiming for a 58-percent marketshare by the end of this fiscal driven by the private label. They already have more than 100 brands – national, international, and local – in kids’ fashion.

For Miss & Chief, Flipkart is planning tie-ups in future for official character merchandise too. They already have new characters according to movie launches. The label currently offers clothing under three different collections: Play Collection for sports, Wild Things Collection with animal prints, and Princess Collection, a range of embellished party dresses for girls.

Rishi added, “Gone are the days when parents decided their kids’ looks. The market has evolved with kids’ fashion becoming mainstream. This offering from the house of Flipkart Fashion builds on the vision of being a one-stop destination for all fashion needs. With the launch of Miss & Chief, we are looking to address the needs of our youngest fashion consumers while, at the same time, offering great quality and value for their money.”

According to Rishi, consolidating collaboration with the private label partners is the next step for kids’ fashion. Incorporating customer feedback and insights from market research has helped reduced the return rate in the segment, he said, adding,

We have standardised the sizes to meet customer expectations. We promote customised selection to customer with data. For instance, if you buy a top for a three-year-old today, in nine months we will show you tops for four-year-olds.

On the contribution of private label in Flipkart fashion’s revenue, Rishi said that it is too early to say. “We are focusing on filling the gaps in style, pricing etc., for now,” he added.

In an earlier interaction, Flipkart’s private label head Adarsh Menon had said that Flipkart will be launching private label in 165 more categories this year, having launched more than 50 already across fashion, furniture, consumer durables and large appliances categories.


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