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.