New kid on the block
Origins has recently expanded its reach by launching a new line of kid’s apparel, Origins Kids. Catering to children below 14 years of age, one can find a diverse range of dresses, t-shirts, polo shirts, printed jeans, tights, skirts, trousers and almost everything you need to fit in the closet of your little ones.
Speaking to The Express Tribune about the latest venture, Nimrah Khokhar, marketing manager Origins, revealed the need to open up a kids store. “The kid’s apparel market shows a huge gap with only a few brands in the local market. Most parents prefer to shop abroad. It is an attempt to eliminate the need for parents to travel all the way,” said Khokhar.
She also spoke about the kids wear range. “It will not be specific to girls only. From casual to formal lines, the collection caters to both girls and boys,” she said.
Speaking further about the design philosophy, she revealed, “The collection has been specifically designed to appeal to the eyes of kids and their parents, yet be comfortable to wear. We design to provide the local market with a collection that has latest designs and cuts with special attention to detailing and comfort.”
The brand itself primarily targets women with its diversified range of women’s wear. Talking about the challenges of targeting a completely different set of clientele, Khokhar said, “The trick with kids brand is that the target market is not exactly kids, in fact it has to be a mix of parents and kids.”
“Most of the time mothers buy for their kids. ‘Origins’ has the benefit of being already popular among mothers who are the primary buyers. When it comes to kids; we know what kids like and our collection has all of that,” she added.
Khokhar claimed that this launch is the biggest in the history of Pakistan’s retail industry so far. She said, “Our launch is probably the biggest in the history of Pakistan’s retail industry. We have launched 10 outlets nationwide on the same date and we will be reaching 30 outlets by June which will be in all major cities of Pakistan.”