Value focus delivers robust growth for Snapdeal
Value focus delivers robust
growth for Snapdeal
Sale of kids apparel on Snapdeal
leaps 493% in 2021
⇒ Stay-at-home needs shape kids fashion; track
pants sales grow 17X, T-Shirts 8X
⇒ Children actively browse & finalize online
choices as parents try and keep them away from markets
⇒ Value merchandise priced between Rs 200-600
drives fast growth for Snapdeal
Mumbai, 01 September 2021: Snapdeal, India’s leading value-focused
e-commerce company, has shared that the sales of kids’ apparel in terms of
units sold has grown by 493 % from January to July this year. This makes the
kids’ fashion category one of the biggest gainers amongst other categories on
Snapdeal. The share of kids’ apparel in the overall fashion category sales has
also increased in the same period.
Since the beginning of the pandemic last year,
kidswear in general has seen phenomenal growth online. The growth can be
attributed to a couple of factors. One, parents have tried to keep
children away from crowded markets and malls. Secondly, buying apparel
for children typically entails trying sizes and parents prefer to do that in
the safety of their homes. The third and most important factor is the
growing and active involvement of children in making their own choices online
and parents completing the purchase for them. The older Gen-Z children closely
follow the social media influencer culture, assess peer purchases, shortlist
choices and heavily determine the final purchase decisions for their
apparel.
“Spending on children's clothes is no longer
limited to special occasions such as birthdays and festivals. Parents now buy
kids apparel as per needs of season, size and also driven by extra discounts
during sale offerings. Mimicking the fashion preferences for adults, the
purchasing behavior for kids apparel now leans towards more functional and
comfortable choices, albeit with a high trendiness quotient. With increased
frequency of online purchases for kids’ clothes, customers prefer value-priced
merchandise including combo packs,” said Snapdeal Spokesperson.
With more kids’ fashion being bought online, shopping
trends on Snapdeal indicated consumer preferences for deals that offered “more
value.” Some popular price points on Snapdeal include Rs. 400-600 for combo
pack offerings, followed by the second best-selling range of Rs. 200-400 for
individual items.
Track pants saw the highest increase this year with
units sold growing 17X since January ‘21. T-Shirts with 8X growth and top &
bottom sets with 11X growth have been the other strong performers in the same
time period.
A large percentage of the demand continues to come
from southern markets and there has also been a steady increase in demand from
cities in North & West India.
Snapdeal has expanded the choice available in the kids
apparel by adding popular brands like Luke and Lilly, Hopscotch, Gini and Jony,
Cherokee, Donuts, Colt, Hellcat, Kyda, Aarika, Naughty Ninos and more. Ahead of
the festive season, Snapdeal has also expanded the selection of ethnic fashion
for kids.
