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Innovation, customisation drives denim demand amongst women

Innovation customisation drives denim demand amongst women 001A plethora of factors such as growing urbanisation coupled with rising incomes in a rapidly growing India has resulted in continued success of women’s denim segment. To leverage growth in the current market scenario, denim brands are focussing on product innovations, pricing and consumer preferences when curating new collections for their discerning women customers.

Emerging denim trends

“Colors, structures and patterns are becoming cleaner and muted. Deep indigo, greys and black denim have taken centerstage,” says Rahul Gupta, Vice President, Jealous 21 a denim brand from Future Lifestyle Fashions. He goes on to say “The trend towards casualization combined with growing preference for look and comfort among women, drives the women denim market.”

Popularity of denim customisation

“Denim customisation has taken hold of every cuff, collar, and back pocket... From monograms toInnovation customisation drives denim demand amongst women 002 embroidered patches to eye-catching pins, putting your own personal spin on the likes of jeans and jackets is more fashionable than ever,” observes Kavindra Mishra, Managing Director, Pepe Jeans India. Pepe Jeans was the first brand to offer customised denim in India in October, 2015. Pepe Jeans Custom Studio service enables customisation through a few easy steps. The emergence of denim for jogging, sports and leisure signifies a cultural shift towards athletic inspired comfort wear that is sporty yet versatile and can be worn socially as well.

Most unbranded players operate at the lower price segment where awareness about quality of fabric, finishing, washes, design and fit is not the main criteria as compared to the price and easy availability. The emergence of semi-urban clusters with more working women has opened many opportunities for regional brands and retailers. “The women’s category is expected to grow at a higher pace with increasing focus of brands and retailers on this segment. Branded is not just an acceptance in urban areas but also in rural areas as aspirational consumers seek better quality denim and brand image,” opines Sameer Patel, Founder & Chairman of Deal Jeans.

In India, the mid and economy denim segments are much stronger than the premium and super-premium segments with former making up 67 per cent of market share value-wise as per industry data.

Creativity and variety rules

There's a lot of variety and creativity in the industry today. Side stripe jeans are making a return from the early ages, frayed and uneven hems are adding that perfect amount of edge to the casual pair, A O P embroidery & lazer printing is trending with tearing and grinding effect ruling the denim trends this season “The price point for denims majorly hovers between Rs 1,499-1,999. If we see last two to three years, prices have become sharper aligning to market requirement,’’ points out Gupta.

This season is shelved with embroideries and gel embossing, studs and appliques with ripped embellishments which are giving a unique twist to the season’s collection. The season’s colour palette is light to darker shades in bright and pastel colours.

Increasing awareness about sustainable fashion provides additional opportunity to promote denim as a product of natural cotton fibre which is perceived as more eco-friendly than synthetics. Product innovations, pricing and consumer preferences will be in the forefront for all brands across all segments when curating new collections that shape up the Indian woman.

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