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From urban Indian men to kids! This time around, we dipped into our trend insights to share buzz straight out of kiddieland!

Consumerism today has a new friend in kids! The trend sees birthday parties with Miss World or Bollywood themes, and kids in low-waist jeans and high heels. Fashion and beauty awareness are very high amongst tweens, and are rapidly trickling down to other age groups as well. They sport image tags, are clued in to the latest trends and work at acquiring a confident, ‘chilled’ look.

 The “Page 3” culture, peer pressure, exposure to fashion trends on television and parents with deeper pockets are teaming up to produce a generation of independent-minded fashionistas who want to dress older than they are.

What are the influencers? Who are the brands riding this exciting wave?

Read more at TRENDSINSIGHT, our exclusive, India-specific, trend research platform!

Also, see the Economic Times article, Global brands widening product portfolio in kids segment, quoting our research.


Sheetal Jayaraj

Sheetal Jayaraj is Head- Trend research & Design at Insight Instore

(Image courtesies: www.giny@jony.com, www.lilliput-india.com, www.zappkids.com)

With the changing retail landscape in the country, has come a possible rewriting of stereotypes … Insight Instore scratched the surface of these new behavioural traits with a Men’s Apparel Survey.

Contrary to popular stereotypes, men today seem to enjoy shopping for clothes! 75% as per our survey. In fact 47% enjoyed shopping for clothes more than for appliances! ‘Ubersexual’ did someone say?

For one, this could very well be due to the relative ease in shopping now … with showrooms that have parking, a wide range of options under one roof and staff that are better trained than before the advent of modern retail.

This ‘pleasure’ in shopping seems to reflect in the number of stores visited – Nearly 60% of shoppers visit 2-3 stores on an average for each shopping trip. This also reflected in terms of time spent in stores as well – a fourth of shoppers spent more than an hour during each shopping trip, although this is split between each store visited. The winds of change seems to be clearly blowing, although the most significant chunk of shoppers, 44%, still spend between 15-30 minutes only. Clearly, the cowboy mentality is not dying in a hurry!

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