Market study of denim jeans-By J.N.Vohra, M.Tech, B.Text, F.I.E., C.Eng (I), M.I.M.A, MPMA

Jeans are now fully accepted as Indian wear and continue to be preferred as casual wear; however, it is slowly emerging as semi-formal or formal wear with variations in the product.

The study was restricted to female preferences in Punjab and some parts of Haryana contiguous to Punjab.

The study reveals that Denim Fabric continue to be preferred for the Jean’s Wear. Even though, the classic denim colours, indigo blue and over dyed black, are main preferred colours, however, the preference for colours such as dark and light shades of Indigo Blue, Rust, Spinach and Off-white, to name few, is also been shown by younger generation.

Jeans are more preferred by students and house wives rather than working women. Obviously, Jeans have not yet emerged as professional wear.

The study reveals that majority of the people surveyed not merely influenced by brand or price factor while purchasing Jeans. Most of them were unaware of popular foreign brands like Levi’s, Lee Cooper, Wrangler, Jordche and Pepe. Even the Indian brands, which hit the market, at one time or the other, like Flying Machine, Numero, Blue Lagoon, Buffalo, and UFO, were not mentioned by most of the females interviewed. Instead they showed preference for fit, slim look and value for money, without caring for (or were unaware of) what finishes has been imparted to the product. They would prefer any top, made of other cotton fabrics, with denim jeans rather than denim top.

Denim

Classical Denim fabric is made from cotton yarns woven as a 3/1 warp-faced twill fabric, with a warp yarn traditionally dyed with indigo dyes, and weft yarn remain un-dyed.

Fashion-wise denim has gone through many phases. From its initial indigo blue, denim in the form of jeans went through various finishes; stonewash, chemical-wash, enzyme wash and pre-faded look. While most denim still remains blue, a market for other colours has also grown recently.

Jeans

The typical jean is defined as: A trouser with waist yoke at the rear inserted below the self-supporting waistband. Most probably, but not exclusively, with five pockets with two patch pockets at the rear and a watch pocket in-set in one of the front pockets (the five pocket Western jean). Belt loops and a front suspender button

Initially a man’s garment, jeans became famous for women also after Levis aired its famous ‘Travis’ television commercial in 1981.

Market Trends

About 42% of the persons surveyed said that they get ideas for fashion and styles from T.V. and Films, and about 38% followed what their friends adopt, and watching the trends at the market places (Market trends). While magazine advertisements could influence only 20% of the persons surveyed.

About 40% would prefer ‘fit’, better ‘slim fit’, and 30% were for ‘look and style’ rather than brand while making a purchase for the jeans. Majority described their preference for ‘Straight Fit, semi-low waist, slim fit’ and about 30% preferred for ‘Boot Cut with Slim Fit’ and related denim with indigo blue and black, but even white, pink, khaki were in their mind. The study revealed that Denim jeans are now emerging as semi-formal and formal wear with modified fashion contents such as jeans with embroidery, patch work and hand painting.

They won’t mind getting their selected jeans altered a bit for perfect fit, if required. Minority were after price consideration. The preferred price range emerged as Rs.500 to Rs.1000 per pair of jeans of their choice. However, they would drop the idea for the purchase of Jeans if their budget did not allow. Obviously, upper bracket of the prices is sensitive and may dispel many for the purchase.

Those who preferred branded jeans won’t mind paying up to Rs.1500 if fit, style and look, and fabric quality, altogether formed the pair of jeans. Most of the persons expressed quality in terms of ‘soft, smooth and nice stuff’ and were unaware of the kind of finishes that were imparted to the fabric.

(Note: The Study is five years old)