Abstract

While purchasing outfits for children, it is very important to check whether they are manufactured according to the safety regulations. In some cases, the clothing that is worn by children have accounted to severe injuries and in some cases, it even caused death. To prevent these types of clothes related injuries, many safety rules are there internationally and the same is followed by few countries.

Whether in a retail shop or online, retailers are the initial point of call for customer. This is why normally customer associate a product with the retailer they purchased it from rather than with who made it. Customer have a right to expect that the garment they are purchasing should be safe and of high quality. Increasing the knowledge level of customers with respect to safety principles is one of the method of reducing the number of customer product related injuries.

In this study, 110 retailers were selected through stratified random sampling. The data has been collected from the Bengaluru in the state of Karnataka, India with the help of structured questionnaire.

This study reveals that most of the Indian Kids wear retailers believes that it is important to communicate kids wear safety to parents and government advertisement is the best way for the same. The Indian retailers also of opinion that there should be safety mark for kids wear like ISI/Eco Mark so that parents can easily differentiate between safe and unsafe kids garments. Most of Indian kids wear retailer are ready to get trained on kids wear safety because they believes that by educating parents about kids wear safety they can gain their loyalty.

Keywords: Kids wear safety, organized retail, unorganized retail, Communication, Safety Mark

Introduction

Market for kids apparel is the fastest growing industry in India (www.fibre2fashion.com, 2009). Manufacturers are coming up with fancy materials targeting kids who are more interested in the upcoming fashion trends. Children’s garments are available in various forms and designs. There is an excellent opportunity for the organized players to lay a strong foundation in this segment. Indian market is now moving towards an international look in terms of children’s apparel.

While purchasing outfits for children, it is very important to check whether they are manufactured according to the safety regulations. In some cases, the clothing that is worn by children have accounted to severe injuries and in some cases, it even caused death.

For instance, the drawstrings that are attached in the outer clothing of children could get entangled in the play instruments or the doors of the automobile vehicles and could suffocate the child. Clothes with improper fit or night suits that are non-resistant to fire may lead to severe injuries or even death.

To prevent these types of clothes related injuries, many safety rules are there internationally and the same is followed by few countries. The safety standards that are set up for children's outfits are meant for securing them from unwanted dangers that may be caused due to their clothing. Wearing clothes that are resistant to fire, lower in lead concentration, and without lengthy down draw strings and tiny parts will be helpful in protecting children's safety.

Whether in a retail shop or online, retailers are the initial point of call for customer. This is why normally customer associate a product with the retailer they purchased it from rather than with who made it. Customer have a right to expect that the garment they are purchasing should be safe and of high quality. As the main interface with customer, retailers have the inimitable opportunity to help customer to buy safe products and use them safely. 

Background

The Indian retail industry is generally divided into organized and unorganized retailing.

•           Organized Retail: It refers to trading activities undertaken by licensed retailers. These includes corporate backed hypermarkets and retail chains, and also privately owned large retail business. Organized retailing is based on the principle of unity.

•           Unorganized Retail: It refers to the traditional forms of low cost retailing, for example, local kirana shops, owner operated general stores, convenience stores, etc. Unorganized retailing is based on the principle of singularity.

Both organized and unorganized retailing is found throughout India. Table 1 highlights that there is a reasonably balanced representation of respondents is given to both type of retails while collecting the information.

Retailers were asked which mode of communication is suitable to communicate kids wear safety regulations to Indian parents. Three fifth of retailers said that Government advertisements is the best way communicate the kids wear safety regulations to parents. Both the organized and unorganized retailers are having the same opinion with the maximum response with 53.3% and 70.0% respectively. One of the reason for this may be the reach of government to maximum number of people in the country.

Just over a fifth retailers thinks that school will be the best mode of communication of safety regulation. This is way where kids can be made aware of all the safety regulations at school and potential hazards can be prevented.

Minority of retailers thinks that company advertisements can be another mode of communication of safety regulation to parents. In this case 13.3% organized retailer thinks company advertisement might be helpful and only 4% of unorganized retailers are having the same opinion.

Only 8.2% retailer think that they themselves can communicate the safety regulation to the parents while selling the garments to them. Here the opinion of organized and unorganized retailers are different as 13.3% organized retailers are ready to educate the customer whereas only 2% unorganized retailers are ready to do this.

A chi-square test of independence was performed to examine the relation between types of retailer and training on kids wear safety regulation. The relation between these variables was significant, χ² (1, N = 110) = 9.205, p < .05 and hence there is a significant difference between Organized and Unorganized retailer about training on kids wear safety regulation. It is observed that, unorganized retailers are more interested in training on kids wear safety as compare to organized retailer.

A chi-square test of independence was performed to examine the relation between types of retailer and their opinion on positive effect on sales if start they educating the parent on kids wear safety. The relation between these variables was significant, χ² (1, N = 110) = 7.096, p < .05 and hence there is a significant difference in opinion between Organized and Unorganized retailer about positive effect on sales if start they educating the parent on kids wear safety. It is quite evident that almost all organized retailers believed that the sales will increase if they start educating parents about kids wear safety.

A chi-square test of independence was performed to examine the relation between types of retailer and their opinion for having safety mark like ISI/Eco mark for kids wear. The relation between these variables was significant, χ² (1, N = 110) = 13.515, p < .05 and hence there is a significant difference between opinion of Organized and Unorganized retailer for having safety mark like ISI/Eco mark for kids wear. 96% of unorganized retailers believes that there should be safety mark like ISI/Eco mark for kids wear as compare to only 68.3% organized retailer who believes the same.

Conclusion

Customer have a right to expect that the garment they purchase will be safe and of high quality.  The recent rise in consumerism has fostered a major interest in customer product safety. In today’s technology driven society information is abundant and easily accessible to everyone. Increasing the knowledge level of customers with respect to safety principles is one of the method of reducing the number of customer product related injuries.

This study reveals that most of the Indian Kids wear retailers believes that it is important to communicate kids wear safety to parents and government advertisement is the best way for the same. The Indian retailers also of opinion that there should be safety mark for kids wear like ISI/Eco Mark so that parents can easily differentiate between safe and unsafe kids garments.

In today’s tough competition, it is critical to effectively communicate with customers to provide safe products and superior service. Most of Indian kids wear retailer are ready to get trained on kids wear safety because they believes that by educating parents about kids wear safety they can gain their loyalty. Educating customers about the safe garments for kids that retailer make available is not only a great service to the community, but the best way to increase the sales.