Transforming kids’ fashion with design -tech. With over two decades of experience in the fashion industry, this Mumbai-based startup recognised significant issues in how kids’ fashion has been handled for years.
TRANSFORMING
KIDS’ FASHION
WITH DESIGN-TECH
With over two decades of experience in the fashion industry, this Mumbai-based startup recognised significant issues in how kids’ fashion has been handled for years.
Their aim was to transform the industry by addressing these gaps, focusing especially on tier-two cities, which have always received minimal attention from fashion brands.
Aha was mandated to bring the idea to life from Identity to developing the omnichannel platform.
INJECTING AHA IN THE IDEAS
While the startup’s intent and vision were clear, we had to uncover the unknowns that could potentially undermine a good idea unless addressed with an equally sharp approach in both idea and execution. This involved understanding consumer behaviour, market dynamics, as well as behavioural and situational barriers.
Discovery 1:
Kids’ fashion was not just fashion; it operated as a commodity business. If a tee was sold, more tees would follow, but the focus was often on individual items rather than coordinating outfits. The challenge lay in finding matching tops and bottoms – a fantastic pair of shorts might lack a suitable top, and vice versa.
This mismatch often led to settling for second-best choices, turning kids’ fashion into a constant compromise.
In addition, the lack of proper segregation in kids’ outfits restricted their freedom of choice. There was very little focus on fashion based on seasonality and trends especially when it came to kids’ fashion brands.
Discovery 2:
Retail offline and online channels often operated independently, creating a disconnect for consumers. What was easily found in one world might be elusive in the other.
Discovery 3:
Departing from the conventional model where brands usually handle product design independently, there was a conspicuous lack of community involvement and representation.
Based on these discoveries, we inched a step closer to a solution to address the shortcomings of conventional kids’ fashion through a platform that,
- Curated a unique approach prioritising outfit pairing over individual product sales in kids’ fashion.
- Eliminated compromises associated with children’s fashion choices.
- Introduced proper segregation of kids’ outfits based on various factors for a more meaningful connection.
- Bridged the gap between offline and online channels with an omnichannel platform.
- Seamlessly integrated both worlds for a cohesive and unified shopping journey.
- Efficiently connected consumers to the nearest store in their catchment area.
- Provided an up-to-date inventory list for a personalised shopping experience.
- Introduced a collaborative design approach, empowering independent designers to showcase and monetise their products.
From these findings and gaps, emerged the idea of an “omnichannel” platform that would offer consumers,
- A super-lative experience and a unique way to engage with the brand.
- Became synonymous with superior products and fashion ensembles.
- Catered to the preferences of both offline shoppers and those who preferred the convenience of online browsing.
- Supercharged the economy by uniting independent and budding designers with sellers.
- We named it “KID SUPER STORE”.
TAKING THE IDEA TO THE CONSUMERS
TECHNOLOGY:
VISUAL:
Our approach was a vibrant celebration of youthful energy and individuality. Stylish kids took centre stage against backdrops of bright hues. With intentional touches, we added an international look and feel, drawing influence from pop colours.
The visual language was inspired by the world of superheroes and superstars the kids dearly look up to and gave them a chance to become their super selves by engaging/ interacting with the brand.
IDENTITY:
The brand identity was a vibrant showcase of fun and style. Picture trendy, playful kids stealing the spotlight against a backdrop of lively, bright colours. The fonts, a playful mix of straight and curved add a touch of modern flair.
It was a brand that spoke the language of youth, celebrating individuality and fashion in every curve and colour.
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