The Walt Disney Company (India) announced a licensing agreement with Indus Clothing to launch Disney Jeans in India on Thursday.
According to the agreement, Indus Clothing will manufacture branded jeans and fashion accessories in India.
The products will be retailed through exclusive Disney Jeans stores in malls, key retail chains, high-end stores and multi-brand outlets across the country.
Designed especially for children, the core denim product line will feature tee-shirts, fleece and accessories in nearly 100 fashion styles for kids aged 4-14.
"Disney aims to create a line of products that meets the quality and value standards of Indian consumers while offering design and styling that will match international fashion trends. The product line will extend the brand beyond the popular character franchises and establish 'Disney' as the preferred fashion and lifestyle brand for kids and youngsters across the world," said Rajat Jain, MD, Walt Disney India.
He added that the children's branded apparel and accessories market in India was estimated at $600 mn (nearly Rs 2700 crore) in FY'05 and was estimated to grow to $ 850mn ( Rs 3820 crore) by 2010.
While the market is driven by both character and non-character merchandise, the latter segment accounts for 85 per cent of total market size.
"We see a tremendous opportunity in the segment and are delighted to partner Disney in launching Disney Jeans in India. Our focus would be to build a strong retail network for the brand and give it a pan Indian presence," said Harpratap Singh, director, Indus Clothing.
He added that the kidswear market in India stands at almost 15 per cent of the total apparel market and is poised for a yearly growth of approximately 40 per cent. Currently however, it is almost completely untapped by international kidswear labels and brands.
In addition to an extensive retail push, Indus Clothing will ensure innovative marketing initiatives to achieve optimum product visibility for the consumers.
The company plans to invest Rs 21 crore to set up 20 exclusive 'Disney Jeans' stores by the end of 2007 and take the number to 50 by 2008.
The brand currently enjoys a presence in European markets like France, Italy, Spain and Belgium. The brand is also available in Asia in Taiwan, Thailand, and China. The range will be launched shortly in North America, other parts of Europe and Hong Kong.
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