India’s denim market is undergoing the paradigm shift. Denim products with high-end finishes and innovative product designs are gaining popularity across the globe. Owning to its fit and comfort characteristic, stretch denim has caught on. Colours, structures and patterns are becoming cleaner and more muted. Deep indigo, greys and black denims have taken a center stage. For the season, Jealous 21 has taken product innovation to the next level by launching products like Stay Black and Dust Repellant White denims. The collection has a judicious mix of premium stretch fabrics and trendy edgy silhouettes.
The women’s denim market in India is estimated at Rs 1,800 crore, growing at 18.5 per cent CAGR and expected to reach Rs 3500 to 3700 crore by 2025. The trend towards casualisation combined with growing preference of look and comfort among women, drives the women denim market.
Young consumers driving demand
Talking about the brand’s target audience, Rahul Gupta, VP, Future Lifestyle Fashions says, “The brand’s core audience is young girls between 18 to 25 years, who are intense, confident, evocative and have a sense of individual style. At the onset of their career, these young fashionistas have multiple wardrobe needs and are well connected with global fashion trends. For the brand, mid segment is stronger and bigger as it reaches a wider number of aspirational customers across Tier II and III cities. Rising aspirations of these price and quality conscious consumers has driven phenomenal growth in denim segment.
Currently the unbranded segment dominates with 60 per cent market share and competes primarily on price. “This balance will shift in future driven by more acceptance of brands in urban areas and an increasing share of brands in rural areas as aspirational consumers seek better quality denim and brand image,” informs Gupta.
Gupta says, there is a gap in indigo offering across other categories like top wear, accessory, etc, in the market. “We have expanded our denim portfolio beyond jeans to create more lifestyle categories like tops/tunics dresses and other fashion wardrobe essentials,” informs Gupta. The company expects to increase brand footprints and achieve double digit growth. It is currently present across 350 doors.