The Challenge

A young digital-first brand in the kidswear space was looking to decode what fashion-conscious mothers seek when dressing their children. With limited formal research and a growing reliance on platforms like FirstCry and their own website, the brand needed sharper positioning and a better understanding of barriers, triggers, and needs—particularly in the context of ‘fast fashion’ for kids.

Our Approach

• We conducted a qualitative study anchored in focus groups and triads, targeting mothers of 2–8-year-olds across socioeconomic brackets. 

• The research blended users and non-users of the brand, probing attitudes toward children’s fashion, platform usage, brand associations, and purchase behaviours. 

• It explored category expectations, price–value trade-offs, frequency of shopping, and emotional cues driving choices.

The Impact

The study helped the brand identify its space in a crowded market by clarifying what fast fashion means in this category: it’s less about runway trends and more about fresh, frequent, and playful collections. It also spotlighted the emotional balance mothers seek between affordability and style, and the trust signals they rely on when shopping for their children. This work informed sharper positioning, merchandising strategy, and user targeting—setting the foundation for growth beyond platform dependence.