The document discusses brands and their influence on children. It finds that as early as age 5, children are driven by consumerism and fashion trends. Research shows that even young children have significant knowledge of clothing brands and retailers. Family attitudes, peer pressure, and celebrity culture influence children's interest in brands and logos. The kids' apparel market in India is growing rapidly and is estimated to reach Rs. 3,800 crores by 2011-12. Gini & Jony is a leading kids' fashion brand in India that sells apparel through company-owned and franchise stores. It targets upper middle and upper class urban kids aged 2-12.

1. CHILD IS THE
FATHER OF
BRANDS

2. BRANDS….
Brand is the "name, term, design, symbol, or
any other feature that identifies one seller's
product distinct from those of other sellers….
 By the 1940s, manufacturers began to
recognize the way in which consumers
were developing relationships with their
brands in a
social/psychological/anthropological sense.

3.  Manufacturers quickly learned to build
their brands' identity and personality such
as youthfulness, fun or luxury. This began
the practice we now know as "branding"
today, where the consumers buy "the
brand" instead of the product.

4. THE INFLUENCE OF BRANDS ON
CHILDREN
The impact of brands on teenagers and adults is a
well-researched field, but far less is understood
about their impact on children.
Children as young as five years old are so driven
by consumerism and fashion.

5. The research highlighted three important
findings. It is clear that even at this age
brands and logos are highly important to
some children –
 The study noted the influence of
 Family attitudes,
 Peer pressure and
 Celebrity culture

6.  Second, it found that even very young
children have a great deal of knowledge
about the clothing retail sector and they
know exactly which shops will sell the
kind of clothing they want.
 Finally, the study noted a strong
association between family culture and the
value children placed on brands and
logos.

9. KIDS’ WEAR MARKET TO TOUCH RS 3,800
CR
Smart well dressed children are how parents
want their kids to be today.
And the upwardly mobile parent is willing to
pay that extra to ensure their child is well
turned out. This is being reflected in the
growth of children’s apparel industry which
is being estimated at Rs 26,300 crores, with
15.4 per cent share of the total apparel
market.

10. This was revealed in a report titled
‘Children’s Apparel and Footwear Market in
India’.
The segment is growing at 17 per cent and
is expected to touch Rs 30,800 crores this
fiscal. Within the segment niche categories
like infant, formal and ethnic wear, casual
wear etc are presenting retailers a great
opportunity.

11. The organized kids’ apparel segment is
estimated at around Rs 3,000 crores with 5.3
per cent of the overall organized apparel
market but it is growing at an estimated 24
to 25 per cent and is expected to reach Rs
3,800 crores by 2011-12. The catalysts for
this growth are: rapid expansion of domestic
players and influx of new players both
domestic and global in this segment.

12. Lilliput is the largest player with
an estimated market share of
14.3 per cent followed by Gini &
Jony at 11 per cent and Catmoss
at 7 per cent.

14. INTRODUCTION
Gini & Jony is an Indian kid's fashion
brand, promoted by the Lakhani brothers,
since 1980.
The brand sells apparel through a mix of
company-owned and franchisee outlets, and
is currently present in 79 cities with 277
exclusive brand outlets. While the promoter
group holds the majority stake in the
organization, the company is partially
owned (22%) by Anil Ambani's Reliance
Capital.

15. STP
Segment- Upper middle and upper
class urban kids
Target Group- Kids in the age group of
2-12 years
Positioning- A complete fashion brand
for the kids

16. SWOT ANALYSIS
STRENGTH
1. Established in the kids wear segment with
over 250 exclusive brand outlets and MBO’s
in over 80 cities in India.
2. Founders Lakhani brothers expertise in the
retail segment is a major boost for the brand.
3. The tie-up with Reliance Capital provides
financial stability to the brand.

17. 4. The exclusive seasons collections makes
the brand after-sought one in the kids
segment.
5. Brand has been awarded with several
honors like the Images Fashion award in the
kids wear segment for 5 successive years
6. Diversification into other product lines
like sunglasses, footwear has helped the
brand to be built as complete lifestyle brand
for kids

18. WEAKNESS
1. Predominance of unorganized sector in
the kids wear segment.
2. High dependence on cotton for the
product is a major issue.
3. Highly fragmented supply chain in the
retail sector as a whole has led to several
losses

19. OPPORTUNITY
1. Increasing organized retail space is a
great opportunity for expansion in the
largely untapped Indian markets.
2. The brand can move to new forms of
retailing like online stores for greater brand
visibility
3. Going global to tap children
internationally

20. THREATS
1. Primarily an apparel brand the
government’ new tax policies on apparel
might increase the unit cost
2. Government’s opening of FDI in retail
would be a serious threat with the entry
of several foreign players in the market

21. 3. The major threat in this segment is that
the consumer, the kid is not the influencer
and the decision makers are parents, so it
solely depends on the influence the brand
creates on them

22. GINI & JONY
TARGETS SCHOOL KIDS
Gini & Jony, the high-end kids fashion brand,
is going all out to woo its target group. Their
strategies coincide with the beginning of the
new academic session at schools.
Gini & Jony currently sells brands like Happy
Style, GJ Jeans, GJ Baby

24. The kids wear brand had teamed up
with Shahid Kapoor and Ayesha Takia
stars of the Bollywood flick
Paathshaala. According to Kothari
“the reason for their association with
that particular movie was that it deal
with the challenges being faced by
schools, students and parents. The
central theme and characters of the
movie gel well with the brands current
Bag to School offer.”

25. IS THE DEPENDENCE OF YOUNG
CHILDREN ON FASHION A BAD
THING?
Not necessarily, it seems. The acquisition of
brands that are in vogue and therefore cool
can give great pleasure and act as a bonding
between peers in a group. For young people
themselves, it is often a matter of image
rather than money. Children who do not
participate in that culture, however, can be
isolated from their peers in a form of social
exclusion.