Attitude and Perception of Indian Retailers Towards Kidswear Safety

Abstract

Clothing is an essential part of routine life. It keeps the wearer conifortable and protects him from the diverse climatic conditions. Children s clothing impacts the quality of experiences as clothes can affect their health, safety, comfort, play and learning. It might be unexpected. but clothing can also be unsafe and risky for children. The present paper is an attempt to examine Indian retailers', both organized and unorganized, perspective and attitude towards kidswear safety. The main objective of this research is to find out whether safety is an important factor of kidswear for both types of retailer and who is responsible for the same. The study also attempts to study the opinion of both types of retailers on educating the parents on kidswear safety and its effect on the sales and whether entry of International kidswear brands in India will push Indian kidswear brands to folfo»· kidswear saf ety regulations or not. In this study, JJO retailers were selected through stratified random sampling. The data has been collected from the Bengaluru in the state of Kamataka. India with the help of a structured questionnaire. This study reveals that most of the Indian Kidswear retailers believe that kidswear safety is important and kidswear manufacturer and they themselves should take the responsibility of kidswear safety. Unorganized retailers in India believe that International kidswear brands in India will push Indian kidswear brands to follow kidswear safety regulations, while organized players have a neutral view of the same. Further, most of the Indian kidswear retailers believe that by educating the parents about kidswear safe(v they can gain their loyalty which will result in increased sales. for chilen.