Kidswear registers highest growth among all categories on Myntra in 2020

Bengaluru: Kids’, as a category of apparel and accessories is emerging as a strong and promising segment, for Myntra, India’s leading destination for fashion and lifestyle. As a platform that holistically caters to the fashion needs of people under one roof, the kids’ category is an integral part of the overall value proposition of the online fashion major and has registered a 90% growth over the last one year. This may be attributed to the growing attractiveness of online shopping, from the perspective of safety, during the pandemic.

As the nation’s largest  destination for fashion, Myntra currently houses over 1.1 lakh styles from over 450 leading brands, in the kid’s category. Some of the leading brands on the platform in the Kids’ segment are, H&M, UCB and GAP, among others, while leading products include, Dresses, T-shirts, Sweatshirts, Value Packs and Night Suits. The category also performed extremely well during the course of the pandemic, when its share of revenues doubled, registering strong organic growth for home wear and day wear article types, such as value packs, night suits and innerwear, among others. During the current year-end festive season, Myntra witnessed huge demand for party and outer wear, with sequins and embroidered dresses for girls and blazers and suits for boys. Winter Jackets and sweatshirts  are also emerging as favourite among kidswear.    

Speaking on the segment, Ayyappan Rajagopal, Head of Business, Myntra, said, “The kids’ category is one of the major areas of focus for Myntra, especially after a very successful run in the recent months, peaking during the festive period. We have always been stronger in this segment in the metros and up north, and with the launch of a number of south and regional selection and brands our penetration into T2 and T3 cities has also increased significantly. Right now, we are witnessing over 100% growth in kids’ winter wear, with teens and pre-teens in the age group of 8 to 16 years, growing the highest. Overall, we are expecting strong traction in winter wear, T-shirts, dresses, infant apparel and ethnic wear, as a category in the days ahead.”