Denim Market Trend Assignment 2022

Assignment on Denim market trend
Assignment on Denim market trend
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1Assignment on Denim market trend
Table of Contents
Introduction of the Fabric............................................................................................................................2
Rise of Denim in Culture..............................................................................................................................2
Brands & Trends..........................................................................................................................................2
Target market..............................................................................................................................................2
Visiting stores and observation...................................................................................................................3
The Policy followed by most of the shops...................................................................................................3
Marketing efforts.........................................................................................................................................3
The life cycle of Denim................................................................................................................................4
Observation and comparison......................................................................................................................4
Most saleable item and trend to follow......................................................................................................5
Recommendation........................................................................................................................................5
Reference....................................................................................................................................................6

2Assignment on Denim market trend
Introduction of the Fabric
Denim is a tough cotton reinforced fabric developed in a French city Nimes, thus the
name Denims. The denims are dyed in blue or indigo dyes from outside. The denims are weaved
in such a way that outer blue color and inner white of cotton starts to show a beautiful pattern as
it grows old. In 1872 Jacob Davis along with Levis Strauss patented the jean and started to
manufacture the jeans in his San Francisco factory, with Jacob. To dye the jeans indigo was
imported from India and that lowered the price. In 1930 Levi’s blue denim jeans gained
popularity amongst workers and slowly became leading item in men’s workwear (Valaei &
Nikhashemi, 2017). Soon they started to sell their denims worldwide.
Rise of Denim in Culture
Soon after World War Two Denim jeans and jackets were setting new trends in the male
fashion. World. Soon Jeans became a bridge in social disparity, jeans was worn by everyone
from rich to poor. The best part about denim is they are durable cloth, need no ironing, couldn’t
get dirty and when old they look even better. There are many renowned brands that manufacture,
designs and sell denim all over the world. In less than 30 years it became of the most popular and
most sold clothes in the world.
Brands & Trends
From Levi’s to H&M there are more than 2000 brands all across major countries that
manufactures, imports and sell the most recent trends of denims. To name some of the most
famous brands are Aviator, Burberry, Calvin Klein, DKNY, denim, Diesel, forever 21 and so on
and so forth. The denim has evolved in pants, jackets, accessories like shoes, purse, neckband,
hair band and much other product line (Wojciechowska, 2017). Today it is not only limited to
male but are manufactured and sold for women and children clothing line as well.
Target market
The denim industry is highly fragmented in the apparel industry. Previously, the premium
denim brands were only worn by the men’s but in 1945 and it started to trend as women fashion
wardrobe. But as of now it’s not only limited to jeans or jacket but has fragmented to kids
fashion, as well as accessories. The jeans are not only indigo or black anymore but have
extended to be colored, printed and of metallic looks. In today’s generation there is nothing that

3Assignment on Denim market trend
can replace the comfort of the denim jeans. It has become the necessity for every age group. Age
is a big factor, it’s highly sold for ages group 13-17 and 25-44. The cost of denim is based on the
brand that sells it, the quality of cotton used and the design (Cantoni et al., 2019).
Visiting stores and observation
The store that was visited was not only high end but also moderate and lower end shops.
The most common thing that was observed was that they all prefer selling the most trending
denim clothes. May it be jeans, jacket or jumpsuits. They also had a separate collection for the
kids wear ranging from premium price only. The kids wear only served the most premium denim
wears at a premium price. The fashionable , casual wear and the ward wear was sold for all kinds
of customers (Roslan & Mustapha, 2018).
The Policy followed by most of the shops
They are committed to build relationship of trust with their customers. They promise to
make and sell only authentic products that match their values. As they continue to innovate in
bringing products and services to life, by matching the progressive technology and practices with
privacy interests. They are extensively bridging the shopping experience between the physical
and digital worlds (Verma, 2017). This policy collects the information by using permitted
cookies and other tracking technologies, to understand the most interest-based advertising affects
on the customers.
Marketing efforts
Many follow the trend of shiny-new-object syndrome, it means the most recent trend is
the shiny new object. To survive the season sale very store is well prepared in advance with
stocks of most trending items of denims. Brands like Levi’s, forever 21, Pepe jeans or Lee jeans
who main product is only denim material designs the trending clothes in their manufacturing
unit. This is supplied to the entire store outside. They follow the bold style of pop-up stores,
Snapchat-style startups and fleeting loyalty customers. The levi’s jeans hold the biggest share of
$4.68 billion, in the global jeans market. E commerce is also setting a new loyal market for
innumerable amount of customers. The trending fashion in denims is showcased in fashion a
week that is then sold via retailers across the globe.

4Assignment on Denim market trend
The life cycle of Denim
The denims are designed based on four seasons the spring collection, summer collection,
winter collection and the autumn collection. In 1920-30’s the denims were sold only as high hip
pants for the workers. In year 1940s European teens started to wear the casual denim pants and
made its most trending outfit. By 1950 actors like James Dean made it legendry by campaigning
the Rebel without a Cause, in a denim-clad bad-boy look. By this time Denim jackets were also
trending. 1960 saw bell bottom style pants synonymous with rock ‘n’ roll era. 1970 saw the skin
tight jeans. 1980 Stonewashed hues collection made famous by Anna Wintour by showing casing
on Vogue cover page (De Angelis, Amatulli & Pinato, 2020). 1990 made jeans a causal Friday
wear in the office. Secondhand shops and thrift stores were the common outlets for denim wear
with perfect, authentically aged vintage pair. By 2000 Britney Spears and Christina Aguilera,
trended very low-slung styled jeans. New wave of premium denim companies emerged making
specific denim brand a status symbol (Muthu, 2017). .
Observation and comparison
The customers at these retailer shops are specially women who are young and age
between 16 to 28, young girls and men who age between 18 to 30. The customers are not only
students but also working people who are trend setters. They keep their fashion wardrobe
updated so as soon as new trends come in market they folk in store to buy the newer trends. The
most sold brand is Levi’s and Lee cooper. The design that is most popular is skin tight jeans in
denim as well as mini to long jump suits with denim fabric and white color in female and relaxed
fit jeans for men (Souza et al., 2018).
The stores compares were Levi’s and Pepe jeans along with forever 21 store and outlet
we find their layout to be similar and they strategies used to lure the customer are almost same.
The brick and motor store are now seeing fewer customers in comparison to the online
ecommerce shops. The global denim jeans market has reached USD 66.02 billion in 2018 at a
CAGR of around 3.7% between 2018 and 2019. They are marketing the denim jeans by
Economy, Standard, Premium, and Super Premium quality with varying price. All the brands
have their distribution Channel like the Specialty Stores, Online Stores, Brand Outlets,
Convenient Stores, and Supermarkets. The popularity is among the teenagers and the young
population who are the symbol of modern culture. Each store is equally equipped in customer

5Assignment on Denim market trend
service and to match the customer expectation (Hodges & Link, 2018). They run the summer and
winter sale all round the year to attract more clients. They display on the entrance with most
trending designs along with innovative design including color, embroidery, and patches is the
recent trends. The denim market is boom with the years ahead it is estimated that the sale will be
around USD 85.4 Billion By 2025.
Most saleable item and trend to follow
The most saleable item that seems to capture the most of the market is denim ladies pair
jeans with skin tight and ripped pattern and silhouette. In the men section the low waist light acid
washed denim may see more saleable trend. The next saleable products are the accessories like
denim band, purse, shoes and sandals. These are the trend setters and recently showcased in the
spring season of many fashion show. This excessively attracts the customers to get attracted to
buy it.
Recommendation
The trend and global economic condition decides the sales of high end apparel industry.
The most recent trend in denims are ripped acid washed jeans for men and women both with skin
fit and stretch fit. To attract the young customers who are the biggest purchaser of denim, they
must keep updating the trends per season. Light colored low waist ribbed and straight fit denim
are for summer collection where as the opposite is for the winter collection (Su & Tong, 2016).
Denim is a widest market there can be more scope if they keep innovating whole outfit set like
tees, jacket and jump suits.

6Assignment on Denim market trend
Reference
Cantoni, A. D., Rocha, T. V., Galhanone, R. F., & Righetti, M. L. (2019). International
marketing strategies adopted in the franchise internationalization process: a multiple case
study in the apparel industry. REMark, 18(2), 19.
De Angelis, M., Amatulli, C., & Pinato, G. (2020). Sustainability in the Apparel Industry: The
Role of Consumers’ Fashion Consciousness. In Sustainability in the Textile and Apparel
Industries (pp. 19-33). Springer, Cham.
Hodges, N. J., & Link, A. N. (2018). Prescriptions for Growth for US Textile and Apparel Firms.
In Knowledge-Intensive Entrepreneurship (pp. 145-162). Springer, Cham.
Muthu, S. S. (Ed.). (2017). Sustainability in Denim. Woodhead Publishing.
Roslan, N. I. M., & Mustapha, A. (2018, November). The Relationship of Fashion Textile On
Exploring Technology And Innovation Via Doodles: Focusing A Jeans Denim of Men In
Malaysia. In 3rd International Conference on Creative Media, Design and Technology
(REKA 2018). Atlantis Press.
Souza, L. N., Sanches, R. A., Gomes, H. A., Vicentini, C. R. G., & da Silva, F. M. (2018,
October). Comparative study of the main physical properties of denim fabrics used in
jeans manufacture. In Textiles, Identity and Innovation: Design the Future: Proceedings
of the 1st International Textile Design Conference (D_TEX 2017), November 2-4, 2017,
Lisbon, Portugal (p. 99). CRC Press.

7Assignment on Denim market trend
Su, J., & Tong, X. (2016). Brand personality, consumer satisfaction, and loyalty: A perspective
from denim jeans brands. Family and Consumer Sciences Research Journal, 44(4), 427-
446.
Valaei, N., & Nikhashemi, S. R. (2017). Generation Y consumers’ buying behaviour in fashion
apparel industry: a moderation analysis. Journal of Fashion Marketing and Management:
An International Journal.
Verma, S. (2017). Women’s wear competition in denim jeans and consumer analysis. NIFt-
Mumbai.
Wojciechowska, I. (2017). The changing face of denim. AATCC Review, 17(4), 26-31.