Hoffmen is currently working on a concept of ‘No Denim Denim’ a range of pants that offer the same look, feel and fit of traditional denim, without its sagging tightness or color transference. “It is a pair of jeans that fit properly and don’t leave a negative impact,” says Auyush Rungta, Director, Hoffmen. Going ahead, the brand plans to launch products in the athleisure segment.
Incepted in 1991, Hoffmen offers denim shirts, T-shirts, casual trousers, winterwear, and men’s shorts. Its women’s brand Ms*HFN offers denim, jeggings, and hosiery knitted trousers, corduroys, casual shirts, fashion tees, winter wear, pullovers and sweat shirts.
Changing fashion mindset
Rungta believes the change in classification of wardrobe has acted as a major driving force to inspire creativity and exclusivity in casual and denim wear segments. “With the gradual change in socio-cultural values, per capita consumption has increased significantly resulting in frequent exposure to international fashion trends. The strong competition among brands is directly reflected on social media, as they battle varied objectives,” notes Rungta.
Infusion of fashion has made the denim business more complex with people becoming increasingly innovative. The different varieties of denim being offered by Hoffmen include: ankle length denim, knitted denim, structure based denims, hosiery based denims, etc. “Unbranded products make up 60 per cent of the total denim market in India,” reveals Rungta. Although they pose intense competition to branded denim manufacturers, the entry of many private labels and international brands has shifted the inclination of consumers towards branded denim wear.
Key growth drivers
As per recent studies, there is increased penetration of denim across semi-urban and rural areas, resulting in quantitative growth across markets. “Youth, between 15 to 29 years, comprise nearly 26 per cent of total denim consumers in India. They are the key growth drivers of the sector,” states Rungta. Increased internet spread coupled with rapidly growing smart phone market has resulted in the growth of e-tailing. Rungta points out “Ease of online ordering, paucity of time, flexible return policy and cash on delivery (COD) are increasingly attracting the youth towards online purchases.”