From interesting finishes and unconventional cuts to modern, size-inclusive labels, a lot is happening in the women’s denim jeans segment now Lace-up jeans are making a comeback, frayed and uneven hems with cropped flare are adding the right touch to the casual pair of denim, embroidery is trending with floral designs embracing femininity and patch work designs played with contrasting blue colours are making a fashion statement this season.
Jeans with ethnic wear, boosts market
India is a big market with a lot of untapped potential for women’s denim given this, the industry has seen robust growth in the past few years. And as Sameer Patel, Founder and Chairman Deal Jeans says, “For a majority of Indian women, denim is not just a casual wear anymore but more of a fashion statement. Among all types of denim wear, jeans are the most popular as women in different age brackets of all shapes and sizes prefer denim as it is comfortable, functional, and durable.” Moreover, women who are not at ease with western wear have taken to wearing jeans pairing them with ethnic wear. This mix and match style is gradually picking up, particularly among women in small towns from a traditional background and is likely to fuel further growth in this segment.
Patel says, “Deal Jeans’ USP is designer denims. We offer international trends in fast fashion segment. Clothing segment is always function-based followed by fashion as fit and comfort is of utmost importance to customers. But now, Indian women — more so the youth — is focusing on fashion oriented clothing which may not necessarily be function-based but influenced by movies and the internet.”
Currently, the unbranded segment dominates with 60 per cent market share. Demand for branded denim comes primarily from metros and Tier I cities. Hence, mid-segment denim is still stronger in India. Despite a slowdown in apparel exports, there has been a growth in domestic market where denim segment is clocking in a consistent CAGR of 15 to 18 per cent per year, he opines.
As for fewer number of players in women’s jeans Patel says, “This is because the unbranded segment dominates the market and the branded segment contributes 9 per cent of the market. However, it is expected to grow at a higher pace as aspirational consumers seek better quality denim and branded jeans.”
This season’s offering is patch work in shades of blue and studs and pearls with ripped embellishments which provide a unique twist. The brand’s colour palette is light to dark shades in emerging bright and pastel colours. The collection is themed giving a chic, style setter look whether it is when you are travelling, for office wear, or making a fashion statement at evening soirees.
Initially, the brand started with MBOs and progressed to LFS and then onto online sales to increase market penetration. Today, Deal Jeans has 11 exclusive outlets pan India, one international outlet and is currently available at 1,300+ MBOs, 120+ LFSs and all leading online shopping portals. Another 40 EBOs are in the pipeline which would be launched by this fiscal.