In an attempt to capture the thriving kids wear segment, the renowned denim brand Camaro has launched its kids brand, Camaro Junior. Its brand head, Sandip Patawari shares his vision and plans for the brand with Images Business of Fashion.
Camaro is a men’s denim brand. Started by Bhawarlal Alok Kumar in 1991, it has its headquarter in Mumbai (Maharashtra) and its sales base in Kolkata (West Bengal). Its ultra-modern, cut-to-pack production unit in Mumbai boasts of producing 700 to 800 pieces of denims and trousers in a day.
Camaro targets middle class customers having a reasonable pocket size. According to the brand, they are fashionable and are product and quality conscious. The brand is available in 1,500 multi-brand outlets in Uttar Pradesh, Bihar, Jharkhand, West Bengal, Odisha, Maharashtra, Madhya Pradesh, Chhattisgarh, Andhra Pradesh and the seven-sister states.
The brand has recently launched its denim wear collection for kids, Camaro Junior for kids between 8 to 13 years old. The brand will be led by Sandip Patawari, who is a commerce graduate from Shri Ram College of Commerce, Delhi University and a qualified Charted Accountant, Sandip is anticipated to stir the growth of the kids wear brand under the guidance of Rajendra Kumar Patawari and Deepak Kumar Patawari (Directors).
Calling it a logical step, the company believes that the new generation will bring in new business philosophies and ideas into the business.
Excerpts from the interview:
Camaro recently launched its denim wear range for kids, Camaro Junior, what opportunity did you see in the market?
Sandip Patawari (SP): Camaro has a diversified portfolio of garments ranging from denims, trousers, t-shirts, sweat shirts, jackets, suits including blazers and jackets. We are a company that has more than two-decades of understanding in denim. Over the years we have striven for quality and perfection in our brand, Camaro. Kids wear is a sensitive segment, we saw an opportunity where we can offer world class fabric, superior workmanship and the best of finish that makes the garment most comfortable for the kids to wear.
Regarding production, will you source fabric from the same place where you get fabric for your brand Camaro?
SP: Most of our fabric suppliers deal in the whole gamut of denim and other fabrics ranging from mens and womens to kids, so it would be a perfect synergy to source the kidswear fabric from them as well.
Tell us about your marketing strategy. Also mention the cities you are targeting to market.
SP: Our business model is based on selling to multi-brand outlets (MBOs). We have a network of more than 1,500 MBOs as our existing retail clients. Reaching to them will be our first target. However, since most of the MBOs are family stores, we will also approach standalone kids wear stores. Similarly, Camaro Junior will also be available at our exclusive brand stores in Guwahati.
We are targeting all major metro cities and tier-II towns in the country starting with east India in the first phase. And not to miss the online wagon, we will be available on portals like flipkart, snapdeal, jabong, shopclues and the likes.
What will be the price range and targeted age group?
SP: Our price range is in the bracket of Rs. 995 to Rs. 1,595. Through Camaro Junior we will try to cover a wide consumer group. The targeted age group is from 3 to 18 years.
According to you what are the upcoming trends in kids wear especially denim?
SP: As per the extensive market research done by our team of designers and forecasting, we believe that in the coming years, the kids segment will turn more towards stretch fabrics, for example Lycra. It is believed that the trend will be of loud washes in denim with a lot of variety in cuts and tearing.
Nowadays brand awareness has increased manifold among the consumers. They are ready to spend that extra to make their kids wear the latest trends and fashionable garments. At the same time, the penetration of online marketing has further make the market more glocal!
