“Fashion for the Next Generation: a Case Study on Kids Branded Clothes

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Fashion for the next Generation: A case study on kids branded clothes” Bhavna Sharma, Research Scholar
&
Dr. Parul Khanna, Research Supervisor
Singhania University

Introduction:

"RUFF KIDS" is the largest selling kids wear brand in India today and the success has been achieved in a very short span. This is a symbol of consumer confidence, trust & loyalty to the brand, thus making it a brand earning many laurels from its value consumers.

Being the trend setters in kids wears segment we create the latest international fashion trends providing the fashion conscious kids stylish clothing co-ordinate accessories with ever changing styles & products.

"RUFF KIDS" has always nurtured futuristic outlook by maintaining constant innovation, creation and stringent quality control measure, coupled by dynamic marketing approach providing complete customer satisfaction. D. S. Corporation is the flagship company of DEARSON group of companies engaged in manufacturing of garments since the last 25 years. The group started manufacturing party wear & formal co-ordinates way back in 1980. Managed by the Patca Brothers, its products have reached all parts of India & beyond.

It was the first in this industry to recognize & satisfy the need of the hitherto neglected segment of kids wear from 1 to 16 years. Keeping pace with the changing requirements of the market, the group ventured in the field of casuals in 1995 under the Brand label of "RUFF KIDS" and has never looked back since. BRAND

"RUFF KIDS" products are manufactured and marketed under the labels of "RUFF BABY" & "RUFF KIDS" to cater to the needs of children from 1-3 yrs & 4 -16 yrs age respectively. "RUFF KIDS" is the largest selling kids wear brand in India today and the success has been achieved in a very short span. This is a symbol of consumer’s confidence, trust & loyalty towards the excellence of the brand, thus making it a brand earning many laurels from its valued consumers. We being trend setters in the kids wear segment, we create products in line with the latest international fashion trends, providing the fashion conscious kids stylish clothing and coordinated accessories with ever changing styles & products. "RUFF KIDS" has always nurtured a futuristic outlook by maintaining constant innovation, creation and stringent quality control measures, coupled with dynamic marketing approach providing complete customer satisfaction. VISION

To create an international market presence & expand our market share exponentially to embrace diversity and to cultivate strength, pride and passion as we grow. •To align "RUFF KIDS" along with other international brands, so as to permeate the popular culture and become an icon of the generation. •To create a striking image and fresh new products to gain momentum & worldwide recognition. MISSION

"Change is the only constant”
We believe in providing innovation in fashion, designs and ideas coupled, with superior quality products to remain as market leaders and trendsetters in the kids segment. Apart from making superior quality products we dedicate ourselves to personal & professional enrichment through an environment of open communication, teamwork, trust and respect along with entrepreneurial spirit. PHILOSOPHY

“Sky is not the limit”
Achievements at "RUFF KIDS" are the result of combined efforts of each •Individual.
Transforming oneself from "Performer" to "Achiever”.
Giving freedom in one's own area of operation.
A company's journey never begins alone. We carry with us the hard work, sheer determination, perseverance of our dedicated employee and the trust of our value customers. In a world where customers have a wide variety of choices, quality is a crucial factor between catastrophe and success.

At "RUFF KIDS" we have realized, RUFF KIDS absolute Commitment to superior quality uncompromising of our products and services is the key to becoming the best in the world. QUALITY
Wherever required...
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