bengaluru as children are online from a very early age fashion brands for children are increasingly turning to ecommerce platforms and for the latter kids fashion has become one of the fastest growing categories within fashionwhen women fashion brand chemistry launched a brand for girls aged between 7 and 15 two years ago they launched exclusively on amazon it has since launched on other ecommerce platforms including flipkartowned myntra and jabong the brand chemistry girls wanted to reach a wider audience and test the market before setting up physical stores children are getting influenced by what they see online they have access to the internet and they want newer styles while the children in this age group might not all be online their parents would all be in their 3040 age bracket and more comfortable shopping online so it made sense for us to launch online first also there is no capital cost said sunil jhangiani owner of the mumbaibased brand the girls he says have a mind of their own and they want to look hip and can convince their parents on what to buy for them online denims and tshirts with cool graphics on them are particularly strong he saysamazon india said the number of units of kids fashion sold and the number of customers buying kids fashion in the first quarter of 2017 were both two times that in the same period last yearwith 35 of our customers buying kids fashion new to apparel purchases on amazon it is expanding the overall fashion business of the company arun sirdeshmukh head of amazons fashion business told toi flipkart says kids fashion has been the highest growing segment in the fashion category in the past few years rishi vasudev head of flipkart fashion said the space grew at more than twice the growth of the overall lifestyle segment for flipkart last year and currently contributes close to 10 of apparel saleswe have a lot of labelsbrands that are exclusively on flipkart and are doing extremely well izod kids is exclusive with us we have special lines of selection from disney chemistry 612 league and other character merchandise marvel avengers shiva jungle book which are only available on flipkart vasudev saidfor kids brand mothercare which has a significant presence offline the online space now contributes to more than 10 of revenue we have seen a 50 jump in online sales in 201617 and in a couple of years online revenue should contribute to 20 of overall revenue said timmy sarna md of dlf brands which runs mothercare mothercare which sells on online platforms like amazon jabong and firstcry has around 95 stores across 20 cities kids wear brand gini jony saw a 100 growth in online revenue in 201617 online contributed 35 of revenue in 201516 this rose to 10 last fiscal customers were very price conscious earlier but now the brand has become important for the customer the price doesnt matter if a jeans was priced at rs