Consumer preference for denim Jeanswear

Index
Obs. No. 1. 2. 3. 4. 5. 6. Topic List of Tables List of figures and Chart Executive Summary Objective a. Reason for project Research Methodology a. Limitation Literature Review Introduction a. History Of Jeans b. Global Scenario of Denim Jeans c. Indian Scenario of denim Jeans Denim Mills in India Retail Industry in India i. Organized Retail SWOT analysis of Denim Jeans a. Strength b. Weaknesses c. Opportunities d. Threats e. Conclusion Types of Denim fabrics Types of Denim Jeans a. Denim Jeans of Man b. Denim Jeans of Women Denim Story and Manufacturing i. Manufacturing of Denim jeans Project Analysis and Finding Recommendations Conclusion Appendix a. Case study Pages 10 10 10 14 16 17 19 20 38 39 45 48 56 59 64 65 66 67 68 68 69 76 85 94 102 129 131 133 134
1 Padmashree Dr. D.Y. Patil Business management

7. 8. 9.

10. 11. 12 13 14 15 16

Consumer preference for denim Jeanswear

17

b. Questionnaire Bibliography

138 142

List of Tables No. 1 2 3 4 5 6 7 8 Topic Average Ownership Denim Mills in India Indian Retail Landscape Types of washes preferred by the consumers Page no. 47 57,58 61 116

Important aspect while purchasing Denim 118 What are the highest and the lowest sales period of 120 the jeans? What are the factors that influence you while 123 selecting type one jeans is your favorite jeans? 124 Shopping trips are mostly accompanied by whom?
2 Padmashree Dr. D.Y. Patil Business management

Consumer preference for denim Jeanswear

9 10 11

Which color is your favorite of jeans? 125 Which is the best brand according to you? 126 What has been the market trend towards the cotton 128 garments as compared to Denim?

List of Figure and Chart Obs. No. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. Topic The 19th century – The California Gold Rush The 1930’s: Westerns The 1960’s Hippies & The Cold War Retail Industry in India Types of Denim Fabric Types of jeans for Men Types of Jeans for Women Denim story and Manufacturing Manufacturing of Denim International Brand and domestic jeans wear brand What are the various brands the store offers Pages 40 41 42 60 70-75 77-81 82-84 86-93 94-98 101 103
3 Padmashree Dr. D.Y. Patil Business management

20. 16. 17. 13. 19. What is preferred waist size in denim market Types of washes preferred by the consumers Important aspect while purchasing Denim What are the highest and the lowest sales period of the jeans? What are the factors that influence you while selecting type one jeans is your favorite jeans? 108.109 117 119 121 123 124 Shopping trips are mostly accompanied by whom? Which color is your favorite of jeans? 125 Which is the best brand according to you? 127 What has been the market trend towards the cotton 128 garments as compared to Denim? Chapter 1 Executive summary 4 Padmashree Dr. D. 15.Y.Consumer preference for denim Jeanswear 12. Patil Business management . 14. 18.

Pakistan and Thailand are highly competitive.Consumer preference for denim Jeanswear The denim industry in international market as well as domestic market is currently witnessing a very competitive situation with pressure on prices. Patil Business management .Y. Countries like china. D. weaving. Indian textile and clothing industry is one of the largest in the world. keeping this in mind. With significant new capacities coming into production in the country the domestic market has also been witnessing severe price competition due to oversupply. understand the denim fabric and analyze the customer preference for the Indian consumer. The scope of this project is to study. following steps has been set:Step 1 To get an overview of Denim Fabric production 5 Padmashree Dr. India is one of the few countries that have a presence across the entire value chain of the textile and apparel business starting from fiber production. spinning. processing to garment manufacturing. knitting.

analysis of data leading to understand the Denim market and consumer preferences. Denim Fabric manufacturing plant at Yavatmal.Y. Patil Business management . At the plant the various processes undertaken to produce the denim fabric were studied which included:  Spinning  Weaving/Knitting  Finishing  Product development  Quality Assurance Step 2 To prepare a questionnaire which would be studying the finer nuances of the consumer preference of the Indian market? Action Taken This part has been completed by understanding the market for Denim Fabric and what all are the parameters to be included while studying the consumer preferences. After the collection of data. D. Step 3 To get the Questionnaire filled by all the leading players of denim jeans ware.Consumer preference for denim Jeanswear Action taken Undertook a Virtual visit to the state of art. various leading retail chain of garments. 6 Padmashree Dr.

Consumer preference for denim Jeanswear Action Taken This task has been completed. Data collected from over 12 Retail Stores and exclusive stores of all denim brands has been analyzed. D. Chapter 2 Objective of Project 7 Padmashree Dr.Y. they have been discussed in the later parts of the report. Patil Business management . conclusions and suggestions have been interoperated for the group. After a detailed analysis.

 To find out the impact of sales promotions during a purchase.  To analyze the data obtained and identify improvement areas & suggestions to the company for its management decisions and future trend forecasting.  To understand the consumer preference for the Denim market in India. D.Y. Patil Business management . 8 Padmashree Dr.Consumer preference for denim Jeanswear  To get an overview of Denim fabric production process.

the company must know what the various brands are offering to the consumer and what are the preferences of the customer in this ever changing fashion industry. A significant amount of capacity has come into production in India. At the same time due to boom of the organized retail in Indian market. putting pressure on the domestic Denim prices. D. The project would allow the organization to gain insights into various brands grassroots level information from brand names to the preferred wash in the particular Denim brand from the number of females purchasing the Denim to the highs and lows of the seasons. the demand for Denim has been like never before. 9 Padmashree Dr. Thus as a leading supplier to all such brands.Y. Patil Business management . Also the company can come up with move more and more varieties in the Denim fabric production once they get the pulse of the market.Consumer preference for denim Jeanswear Reason for the project Denim industry is witnessing severe price competition both in the international and the domestic markets.

Y. Patil Business management . D.Consumer preference for denim Jeanswear Chapter 3 Research Methodology 10 Padmashree Dr.

Primary data was collected using the following techniques • Questionnaire Method 1. Sample size :. D. preparing a questionnaire which would be covering all the parameters for understanding the consumer preference. Retail stores • Observation Method 11 Padmashree Dr.Consumer preference for denim Jeanswear 1) Getting to know the basic production process through surfing the net and understanding the production process all by myself. Patil Business management .Y. 2) After spending a sufficient time analyzing the retail format in the Indian sector.50 2. with the help of seniors. the analysis of the material needs to be done whereby conclusion of the study would be drawn thereafter. Target Audience a. 3) Once the data collection is done encompassing the entire town and suburban area.

Magazines a. 1. The time period may not suffice the amount of efforts which should have put in the project over a long period of time. D. b. procedures etc. Newspapers Limitations 2. observation method has been continuous with the questionnaire method. policies. the questionnaire method. history. current issues. as one continuously observes the surrounding environment he works in. Patil Business management .Consumer preference for denim Jeanswear The main tool used was.Y. 12 Padmashree Dr. Sources of secondary data To obtain information on Cadbury and its competitor. Internet 2. A sample size of 50 respondents may be a small size which may not be sufficient enough to understand the consumer preference precisely.

Consumer preference for denim Jeanswear Chapter 4 Literature Review 13 Padmashree Dr. Patil Business management . D.Y.

Y. Th is re por t i s a bo ut l au nc hi ng t he Deni m Jeans in U. D. 12th edition . It incl udes t he following aspects. Launches jeans in U.K Trade environment of U. Patil Business management .Consumer preference for denim Jeanswear The Indian textile journal . IPF publication. Reasons for choosing this product Trends in international market Position of Pakistan in international market Internal process Machinery profile for Jeans Legal environment of U.K Geographic environment of U.K.K. Sorabji M.K 14 Padmashree Dr.K Political environment of U.. Rutnague .

The trend of women denim jeans were started after World War II and it spread from America to Europe and then in other parts of the world and now you cannot find even the single place in the world where women denim jeans are not worn. style. Many factors contributed in its fame including Hollywood movies in which many female characters have been shown wearing women denim jeans. 7th edition. Through the decades long evolution of jeans. Marketing strategy and implementation . Denim Jeans for Women Consumer. Women denim jeans are incredible and it has reached to iconic status worldwide. Women denim jeans rise above time. the popularity of jeans kept rising all the times. The objective was to make dresses for sailors with a strong fabric which could survive in tough conditions of sailors working environment.Consumer preference for denim Jeanswear Major imports profile of U. The jeans originated in seventeenth centaury from the city of Genoa in Italy where denim trousers were first made from the sturdy fabric of France to make clothes for sailors.K 1. Patil Business management . Wiley Publication.Y. The word Denim has been derived from French words Serge de Nimes which refers to strong fabric. D. trend and fashion barriers and now 15 Padmashree Dr. Isobel Doole.

Now women denim jeans are appreciated and worn by all women irrespective to their age and body type. The trend and fashion of women denim jeans is so wide spread that it is now must-have clothing in all womens wardrobe. Women denim jeans have evolved amazingly and now there are all the number of styles and kinds of ladies denim jeans.Y. Patil Business management . D. Women denim jeans are available in all styles and sizes and all types of women whether they are general workers or executives in offices. Initially there was concept that women denim jeans are only for young girls of balanced figure but now this concept has changed. all are seen in women denim jeans.Consumer preference for denim Jeanswear equally popular among rich and poor. common and legends and blacks and whites. The popularity of Women denim jeans is much higher than any other dress of women and women can be spotted on every occasion in women denim jeans with some stylish top. 16 Padmashree Dr. Historically denim jeans were considered as a fabric for workers who are involved in physical labour in factories or fields but now it has become a fabric for all.

The 70 saw the bell-bottoms 17 Padmashree Dr. Both men and women wore them. The relationship goes back a long time.Y. In fact the very word jeans come from a type of material that was named after sailors from Genoa in Italy. D. 104 Denim jeans and Europe seem to be made for each other. page no. In Europe the surplus Levis jeans left behind by American armed forces were now available in limited supplies. The end of the Second World War was the time when denim blue jeans gained new status in Europe. Rugged yet relaxing they stood for freedom and a great future.Consumer preference for denim Jeanswear 2. They were extremely popular as leisurewear. Denim jeans in European market. international market. Patil Business management . Fibre2fashion. They were extremely popular with teens. Teens began to have real fun with them. The word denim is from another French material serge denimes. The 60ï saw the coming in of slim jeans.

at chloe. as in the other part so of the world. Customized denim embroidery made an appearance.Y. so too did stud and patched jeans. environment and family life. You can find them at catwalks. Leading designer labels flooded the market in the 80�s. Recent surveys indicate the majority of the people in Europe bought at least one pair of jeans in the last year. From being part of cushions to furniture-coverings to bed spreads. You can see every major designer coming out with fabulous denim jeans wear. Jeans has been reinvented from time to time and the new millennium is no different. Acid wash debuted in 1986 in Europe and took the market by storm. Recent TGI Europa data indicates the denim jeans 18 Padmashree Dr. D. The coming in of the internet also had its impact on denim jeans in Europe. So too are torn-knee blue jeans which can be found globally these days. at Versace and at literally every fashion festival. The 90 heralded the advent of a generation that was more concerned with oldfashioned values. Freed of all creative restrictions the denim jean is assuming numerous disguises to be worn in and has literally broken every barrier of creativity. giving jeans an all new glamorous appeal. Patil Business management .Consumer preference for denim Jeanswear hitting their peak. The latest trends like the beaded and the beat-up denim jeans are a rage among youth. This meant that the consumer had a greater choice and need not compromise on quality of the jeans. why only Europe. denim has made it presence felt. every where. Designer jeans were literally everywhere in Europe and were a symbol of the affluence and status of the society. Creativity flourished as far as denim jeans go. You could instantly find and shop for the latest jeans from numerous online resources.

Spanish also represent a group which buys denim jeans for their comfort and not for their style. The objective was to make dresses for sailors with a strong fabric which could survive in tough conditions of sailors working environment. The trend of women denim jeans were started after World War II and it spread from America to Europe and then in other parts of the world and now you cannot find even the single place in the world where women denim jeans are not worn. the popularity of jeans kept rising all the times. as far buying premium jeans wear goes. Germans are considered the least spenders.Y. Patil Business management . Newspaper: Economic Times Author: Daniel scott TheArticles: the rise of trendy women denim jeans The word Denim has been derived from French words Serge de Nimes which refers to strong fabric. every one seems to be buying denim jeans in larger numbers in Europe these days. Many factors contributed in its fame including Hollywood movies in which many female characters have been shown wearing women denim jeans. 19 Padmashree Dr. The jeans originated in seventeenth centaury from the city of Genoa in Italy where denim trousers were first made from the sturdy fabric of France to make clothes for sailors. Through the decades long evolution of jeans.Consumer preference for denim Jeanswear have achieved a market penetration of 60% in France and a low of 50% among women in Great Britain. From the teenagers to the adults. 3. D.

common and legends and blacks and whites. Now women denim jeans are appreciated and worn by all women irrespective to their age and body type. style.Consumer preference for denim Jeanswear Women denim jeans are incredible and it has reached to iconic status worldwide. Patil Business management . Initially there was concept that women denim jeans are only for young girls of balanced figure but now this concept has changed. trend and fashion barriers and now equally popular among rich and poor. Women denim jeans have evolved amazingly and now there are all the number of styles and kinds of ladies denim jeans.Y. D. The trend and fashion of women denim jeans is so wide spread that it is now must-have clothing in all women's wardrobe. Women denim jeans are available in all styles and sizes and all types of women whether they are general workers or executives in offices. The popularity of Women denim jeans is much higher than any other dress of women and women can be spotted on every occasion in women denim jeans with some stylish top. all are seen in women denim jeans. 20 Padmashree Dr. Historically denim jeans were considered as a fabric for workers who are involved in physical labour in factories or fields but now it has become a fabric for all. Women denim jeans rise above time.

21 Padmashree Dr. cotton trousers and Tshirts. Central and Reliance Trends.595 and the limited range of women jeans.095. are from Rs 895 to Rs 1. i. a denim brand has gaine popularity in Eastern India and the high popularity in the region is validated by bagging two awards recently Asia Retail Congress Retail Icon of the Year 2010 and in January 2011 the most admired denim brand in the region. Moustache has come a long way from since its launch in 1984 it started out with a distinctly macho image reflected in its rugged denim wear.Y. casual shirts. Patil Business management . Pantaloons. the Moustache phenomenon is visible across 600 MBOs. Moustache Jeans growing beyond the east. 72 EBOs and in large format stores like Shoppers Stop. Moustache offers jeans for men and women. Available in three waist styles. Today. Magazine: Denim Club India. Men jeans range between Rs 995 to Rs 2.Consumer preference for denim Jeanswear 4.e. D. Pratik Lifestyle. 114 Moustache Jeans. franchise india.

Y. Chairman. By March 2012 we will have a total of 100 EBOs.195 and Rs 2. According to Shah. says Hari Narayan Shah. Already present in the east the brand target is north. D. We target A.595 has been a success. A plus and B plus cities. we want to go along with them. priced between Rs 2. Patil Business management .ン Talking about the brand retail expansion plans Shah says. south and a part of western India.Consumer preference for denim Jeanswear regular. Shah says. Women jeans contribute 15 per cent of our category. high and low and three fits: normal. straight and skinny. 22 Padmashree Dr. Nearly 75 per cent is from our basic jeans. And we want to be in 50 more large formats since Reliance and Shoppers Stop are expanding. Then we will venture into other areas like C plus. Our designer jeans are subtle and contribute about 25 per cent. Moustache International. The Southern California collection.

If you're unsure of the popular styles worn at your campus. however. Agarwal. Low-rise jeans are also a classic choice. and you can often find jeans with light washes or whiskering for an updated look. Look for dark washes for a dressier look that goes with shirts of all colors. Patil Business management . Thomas south western. Some campuses have dress codes that require conservative clothing.Consumer preference for denim Jeanswear 5.Y. Amazing tour of Denim. especially with ankle boots during the fall and 23 Padmashree Dr. baggy jeans or men's skinny jeans may be popular. At more casual universities. 8th edition Stick to the classics. When you visit the campus. which come in a traditional fit that flatters almost everyone. Best man jeans for college. Scope out styles in the area. pay attention to what other guys are wearing. D. so you'll want to avoid men's denim with rips and frayed edges. and many men prefer boot-cut jeans. it's best to buy a few pairs of straight-leg jeans. Purchase men’s denim in medium washes for a laid-back look perfect for a night watching movies or playing video games.

make sure your fashion jeans look nice and are comfortable so you'll have plenty of fun on your date. try dark boot-cut jeans and pair them with a crisp button-up and nice blazer for a great date-night look. you'll want to wear men’s designer jeans that fit well and look great on you. Keep dressy jeans on hand. When you're going on a first date and want to make a good impression.Y. purchase comfortable low-rise jeans you can wear with anything. Patil Business management . embroidered pockets and other details for a stylish look. Look for styles with contrasting stitching. Extremely baggy jeans may not be best for a date. fitted T-shirts and crewneck sweaters to fit in with the college crowd.Consumer preference for denim Jeanswear winter. especially at a more formal restaurant. If you've paid too much for textbooks and don't have a lot to spend on fashion jeans. You may also want to avoid men’s skinny jeans. Whatever you wear. 24 Padmashree Dr. Don't worry about following trends exactly if that's not your style. and then update your look with polos. D. depending on your date's style and preferences.

Prince Hall of India.Consumer preference for denim Jeanswear 6. these leave open the issue of how we make compatible the ethnographic study of specific regional appropriations of denim and its global presence in a manner that is distinctly anthropological. While there are historical narratives about the origins. the phenomenon of distressing and its relationship to anxiety in the selection of clothes. As a manifesto. this paper argues for a global academic response that engages with denim from the global commodity chain through to the specificity of local accounts of denim wearing. Ultimately this can provide the basis for an anthropological engagement with global modernity. A Manifesto for the Study of Denim. 8th edition This paper considers the challenge to anthropology represented by a topic such as global denim. Using the phrase ‘blindingly obvious’ it considers the problems posed by objects that have become ubiquitous. history and spread of denim. Patil Business management . 25 Padmashree Dr. These suggest the need to understand the relationship between three observations: its global presence. D. Global Denim. Daniel Miller and Sophie Woodward. Ethnographies of blue jeans in Brazil and England are provided as examples.Y.

Shanghai consumers distinguished brand origins only between the West and the East instead of by specific countries. Patil Business management .Consumer preference for denim Jeanswear 7.Y. Consumer denim jeans. The design and fashion of jeans were deemed highly critical but were superseded by comfort and fit. Tata McGraw. which signified a relatively high popularity of jeans as casual wear in Shanghai. specifically in Shanghai. A total of 219 surveys were analyzed and consumer-perceived jeans attributes or related concepts were tabulated. Understanding consumers' perceptions of Western-branded jeans in a cultural-specific marketplace is the primary focus. Juanjuan Wu. Findings – About one third of the observed shoppers were wearing jeans.Hill. Design/methodology/approach – Combined methods included observation of shoppers wearing jeans in two malls in Shanghai and an anonymous survey. Chinese perceptions of Western-branded denim jeans. Dissatisfaction with price and fit were identified. D. Research limitations/implications – Questions were designed to screen out respondents who had not purchased and had no desire to purchase western denim 26 Padmashree Dr. 14th edition Purpose – To provide marketing and managerial insights to western companies selling denim jeans in China.

Limiting the sample in this way offered some control for behavioral patterns. Originality/value – This paper researched consumers' perceptions of western denim jeans. in a booming but foreign market in western eyes.Consumer preference for denim Jeanswear jeans brands. The open-ended question solicited consumers' free responses. D. but conclusions are limited. Marketers of western jeans can develop effective marketing strategies in tune with consumer preferences. a type of world dress. Practical implications – Content analysis of an open-ended question about consumers' perceptions of western-branded jeans helped discern attributes of jeans that consumers deemed most important. Patil Business management . which in turn helped pinpoint attributes of jeans that Chinese consumers value the most.Y. 27 Padmashree Dr.

Leading designer labels flooded the market in 28 Padmashree Dr. Rugged yet relaxing they stood for freedom and a great future.Y. : Denim Jeans in European Market. Customized denim embroidery made an appearance. The end of the Second World War was the time when denim blue jeans gained new status in Europe. In Europe the surplus Levi's jeans left behind by American armed forces were now available in limited supplies. Marketing management. giving jeans an all new glamorous appeal. so too did stud and patched jeans. Patil Business management . Gaurav Doshi. Both men and women wore them. In fact the very word jeans come from a type of material that was named after sailors from Genoa in Italy. 2nd edition Denim jeans and Europe seem to be made for each other. D. They were extremely popular with teens. Creativity flourished as far as denim jeans go.Consumer preference for denim Jeanswear 10. They were extremely popular as leisurewear. The relationship goes back a long time. The 60's saw the coming in of slim jeans. The word denim is from another French material serge de nimes. Teens began to have real fun with them. The 70's saw the bell-bottoms hitting their peak. Designer jeans were literally everywhere in Europe and were a symbol of the affluence and status of the society.

Consumer preference for denim Jeanswear the 80's. The 90's heralded the advent of a generation that was more concerned with oldfashioned values. denim has made it presence felt. So too are torn-knee blue jeans which can be found globally these days. Patil Business management . 29 Padmashree Dr. Acid wash debuted in 1986 in Europe and took the market by storm. The coming in of the internet also had its impact on denim jeans in Europe. From being part of cushions to furniture-coverings to bed spreads. at chloe. You can see every major designer coming out with fabulous denim jeans wear. as in the other part so of the world. You could instantly find and shop for the latest jeans from numerous online resources. This meant that the consumer had a greater choice and need not compromise on quality of the jeans. environment and family life. The latest trends like the beaded and the beat-up denim jeans are a rage among youth. You can find them at catwalks. why only Europe.Y. everywhere. Freed of all creative restrictions the denim jean is assuming numerous disguises to be worn in and has literally broken every barrier of creativity. at Versace and at literally every fashion festival. D. Jeans has been reinvented from time to time and the new millennium is no different.

Consumer preference for denim Jeanswear Chapter 5 Introduction 30 Padmashree Dr. D. Patil Business management .Y.

known as dungaree. from the Italian blu di Genova. in the 16th century. D. the name of the Fabric.where do the names come from? Jeans was created over a century ago. hence de nimes. it was sold near the Dongarii Fort near Mumbai.Y. and the sea water would bleach them in white.Consumer preference for denim Jeanswear History of Jeans Denim and jeans . Sailors cut it to suit them. Patil Business management . and whose legs could easily be rolled up to wear while swabbing the deck. is thr root of the names for these trousers. The first were made for the Genoese Navy because it required all-purpose trousers for its sailors that could be worn wet or dry. These jeans would be laundered by dragging them in large mesh nets behind the ship. france. Jeans were first created in Genoa. The beginnings… 31 Padmashree Dr. Dyed in indigo. literally the “blue of Genoa” dye of their fabric. Italy when the city was an independent republivc and a naval power. ”jeans" and “blue Jeans”. The French blue de Genes. The earliest known pre-cursor for jeans is the Indian export of a thick cotton cloth. today. The first Denim came from Nimes.

D. a dye taken from plants in the Americas and India. where he started a wholesale business. However. Davis wanted to patent his idea. and cotton plantations increased. so in 1872. supplying clothes. a man called Leob Strauss left his home in New York and moved to San Francisco.Y.Consumer preference for denim Jeanswear The 18th century At first. and he started making copper-riveted 'waist overalls' (as jeans were called then). which made jean cloth a dark blue color. Patil Business management . The 19th century – The California Gold Rush In 1848. Strauss later changed his name from Leob to Levi. which easily tore away from the jeans. It was usually dyed with indigo. Strauss accepted. slave labor. jean cloth was made from a mixture of things. jean cloth was made completely from cotton. in the eighteenth century as trade. but he didn't have enough money. Rivets A big problem with the miners’ clothes was the pockets. The gold miners wanted clothes that were strong and did not tear easily. A man called Jacob Davis had the idea of using metal rivets (fasteners) to hold the pockets and the jeans together so that they wouldn't tear. 32 Padmashree Dr. gold was found in California (not too far from San Francisco) and the famous Gold Rush began. In 1853. he wrote to Levi Strauss and offered Strauss a deal if Strauss would pay for the patent. Workers wore it because the material was very strong and it did not wear out easily.

who often wore jeans in the movies-became very popular. Patil Business management . This was to advertise how strong Levi jeans were: even two horses could not tear them apart. How jeans became popular The 1930's: Westerns In the 1930's. Levi sewed a leather label on their jeans. Many Americans who lived in the eastern states went for vacations on 'dude ranches' and took pairs of denim 'waist overalls' back east with them when they went home. Hollywood made lots of western movies.Consumer preference for denim Jeanswear In 1886. Cowboys .Y. The label showed a picture of a pair of jeans that were being pulled between two horses. but 'waist overalls' were introduced to the world by American soldiers. The 1940's: War Fewer jeans were made during the time of World War 2. who sometimes wore them when 33 Padmashree Dr. D.

to match the 60's fashions: embroidered jeans. Rival companies. After the war. Levi began to sell their clothes outside the American West. psychedelic jeans..and the name staye The 1960's: Hippies & the Cold War In the 1960's many. Teenagers called the waist overalls 'jean pants' . In many non-western countries. It was the symbol of the teenage rebel in TV programmes and movies (like James Dean in the 1955 movie Rebel Without a Cause). D. denim became popular with young people.. began to compete with Levi for a share of this new market. like Wrangler and Lee. jeans became a symbol of 'Western decadence' and were very hard to get. Different styles of jeans were made.Consumer preference for denim Jeanswear they were off duty.Y. US companies said that they often received letters from people all around the world asking them to send the writer a pair of jeans 34 Padmashree Dr. The 1950's: Rebels In the 1950's. Patil Business management . many university and college students wore jeans. Some schools in the USA banned students from wearing denim. painted jeans.

The 1980's: Designer Jeans In the 1980's jeans finally became high fashion clothing.Consumer preference for denim Jeanswear The 1970's: Sweatshops As regulations on world trade became more relaxed in the late 1970's. it certainly goes out of ‘Fashion’ from time to time. jeans started to be made more and more in sweatshops in countries in the South. The 1990's: Recession In the worldwide recession of the 1990's. the sale of jeans has stopped growing.Y. Patil Business management . Since no teenagers will be caught dead in anything their parents are wearing. with their own labels on them. the latest generation of rebellious youth turned to other fabrics and other styles of 35 Padmashree Dr. when famous designers started making their own styles of jeans. mainly because their parents: the ‘generation born in blue’ were still busy squeezing their aging bodies into them. In these years the youth market wasn’t particularly interested in 501s and other traditional Jeans styles. More people in the countries of the South started wearing jeans. Because the workers were paid very little. Although the Denim is never completely out of style. jeans became cheaper. Sales of jeans went up and up. D.

not conventional jeans stores. vintage jeans. such as khakis. combat and carpenters and branded sportswear pants. And the 21st century. torn-knee Gucci blue jeans. 2000: Reinventing denim Something decidedly weird is happening in the world of Denim. or in the form of aged. chinos. Dior.. seen globally. Eleven North American factories close. D. Freed of all social and creative restrictions.. authentic. Chloe and Versace..Consumer preference for denim Jeanswear casual pants. on the internet... beat-up. was the shining image of Helmut Lang’s silver-sprayed pants. a nation grieves. beaded. The single most potent symbol of fashion. at Chanel. second hand-and thrift shops. striding out beyond our conception of basic quality.? 36 Padmashree Dr. discovered in markets. They still wore Denim. new cuts. Levis Strauss & co. Denim is assuming any number of disguises and contexts to be worn in and has broken through almost any limitation on price. bed spreads and furniture-coverings. shapes. The products need to be reinvented from time to time and jeans have been back on designers catwalks. the number-one producer of jeans and the “single most potent symbol of American style on planet earth” (as the Los Angeles times succinctly put it). sell out instantaneously at $3715 a pop And then. summer ’99—Tom ford’s feathered. styles. is in trouble.Y. Patil Business management . It can also be found in home collections.. but it had to be in different finishes. appearing in cushions.

com/Denim_Jeans_Market_Report. The denim jean market in the US is cyclical and sensitive to productivity. most of the denim companies. Customers purchase denims for their fit.asp). D. both large and small. lifestyles. therefore. celebrity endorsements. has resulted in fierce competition. and fashion. employment milieu. brands focus on a particular customer segment such as teen girls or forty-plus men and then attempt to offer jeans that provides the right fit for the group. and jean is the most extensively produced and used apparel in the US.Consumer preference for denim Jeanswear Global scenario of Denim Jeans The denim jeans industry is one of the most fragmented industries with several thousand companies targeting a myriad of customer segments and niche markets. fashion trends. and other such factors. Retailers and manufacturers are under constant pressure due to short fashion cycles and rapid chances in customer preferences. as stated by the new market research report on denim jeans (http://www.strategyr. invest heavily in differentiating and marketing efforts. Americans purchase about 450 million pairs of denim jeans each year. Most brands choose either new materials or traditional fibers to differentiate. Patil Business management . style.Y. The high concentration of players. Consequently. The denim jeans market slowed down in 37 Padmashree Dr. particularly the premium brands.

Inc. Nien Hsing Textile Co. Edwin Company. product overview. Diesel S. Ltd. Raymond Ltd. provides a comprehensive review of market trends. Nearly 4/5th of Americans. and that a similar proportion of customers from these regions are not interested in noticing what others are wearing on the streets. Mavi Jeans. and the French actually do not notice the brands endorsed by celebrities. Excessive celebrity endorsements in style magazines. Patil Business management . Gap Inc. On the other hand. Orta Anadolu. and True Religion Apparel Inc. James Jeans Dry Age Denim LLC. product introductions/innovations. and brands that are popular on the streets. have eventually desensitized the denim jean customers towards brands in recent years. Black Peony (Group) Co. mostly for US brands. Lee Jeans.A. Aarvee Denims and Exports Ltd. The report titled "Denim Jeans: A Global Strategic Business Report" announced by Global Industry Analysts.p. Canadians. Levi Strauss & Co. about 25% of denim customers keep track of street fashions and celebrity endorsements... Arvind Limited. premium denim segment continued to remain resilient in 2008. Ltd. customers in regions such as South Africa and Malaysia are more interested in noticing the denim brands celebrities are endorsing.. Key players dominating the global denim jeans market include 7 For All Mankind. and recent industry activity. Nevertheless. On a global basis.Consumer preference for denim Jeanswear 2008 after a string of high growth years (close to a decade). D.. 38 Padmashree Dr.Y. among others.

D. Europe. Average ownership % of Consumers who love or enjoy wearing denim Germany United States* Colombia United Kingdom Japan Brazil Italy Thailand China India 87 78 76 73 69 69 61 43 39 35 Pairs of jeans owned 7 9 8 8 6 7 7 2 7 4 39 Padmashree Dr.Consumer preference for denim Jeanswear The study analyzes market data and analytics in terms of value sales for regions including the United States. Patil Business management .Y. and Rest of World.

it has been tough times for other segments of the business . excluding innerwear. Patil Business management . With the realistic pricing and a "Good jeans for less" proposition.one of the underperformers being a mass-market jeanswear brand.Consumer preference for denim Jeanswear Germany has the highest percentage of denim lovers where as India stands at the bottom of the table. Wings. Denim consumption boost up in India Various apparel categories. As regards to contribution of the branded section in each category percentages may vary. With the Indian youth becoming increasingly fashion conscious and with spending power being consistently on the rise. jeans wear too is connected to brand tags in India. along with international brands like FU's. with the establishment and the movement of brands like Avis. Newport entered into the mass psyche in the mid-nineties. Indian Scenario India among top jeans wear market Jeanswear trends started in India truly in the eighties. A label tag is a must now on the back waist panel of even tailored garments. UFO. The growth in the domestic jeans and casual wear market is attracting an increasing number of multinationals into the segment. approximately 79 percent of the jeans sold in India 40 Padmashree Dr. Flying Machine. D. On the other hand.Y. making life easier for the fast-growing 'premium' category of jeans wear brands.

Consumer preference for denim Jeanswear

tagged with label, the rest of jeans are supplied by tailors and localized manufacturers with no-name. Daily in India, there are number of small stores where customized jeans are stitched for as little as Rs 200. And their customers are not only Indians, but Westerners too, and you can find a long queue of Westerners, waiting to purchase customized jeans wear to be used as wear and throw and it is because of the reality for the Westerners that the availability of a customised piece of clothing at very low pricing. On the other hand, the more and more affluent middle class is amazingly responsive about the charm of branding. Denim wear consumption in India and the business is itself changes almost everyday with new modification and new brands, it is also becoming a part of its action by determining the size, character and make up and it also requires a profound market research study. According to a survey report, by considering the aspects of socio-economic, cultural, emotional and functional backgrounds and its applications there are four type of branded jeanswear market available in India. Super Premium Segment (Rs. 2000+)- brands like Tommy Hilfiger, Hugo Boss, AN Jeans, Rocky S Jeans, Rathore Jeans Premium Segment (Rs. 1000-2000)- Pepe, Levi's, Lee, Wrangler Middle Segment (Rs. 500-1000)-Most Indian brands cover both Middle and Premium categories

41 Padmashree Dr. D.Y. Patil Business management

Consumer preference for denim Jeanswear

Economy Segment (Rs. 300-500)-Ruf n Tuf, Newport, Impact, Thunder as well as in store labels like Westside's SRC and 2Fast4U that are priced between Rs. 375 to Rs. 600 At the lower and unorganised end of jeanswear market the price is assumed as under Rs.300. Where as most Indian brands cover both Middle and Premium categories. In the year 2001-02 about 34 million pieces of jeans were sold, which accounted to a market value of Rs1363 crore. The Super Premium brand jeans was almost not there in the market (about Rs.3 crore), until 2001-02, as there were only few companies. At this time, the Economy segment (Rs.300-500) was accounted to about Rs.500 crore. The premium (Rs.1000-2000) and middle segments (Rs.5001000) reached to Rs.150 crore and Rs.400 crore respectively. Until this time, consumption per pair of jeans continued predominantly under the Rs.1000 mark as its top limit. Then a clear pattern observed in the period of 2002-03, the premium and middle segments rose at approximately 20 and 15 per cent respectively. In other words we can say, jeans priced above Rs.1000 were sold more than those under. The Economy segment grew at approximately 10 percent, while the total market size grew by approximately 10.8 per cent over 2001-02, with 37 million pairs of jeans raking in only over Rs.1500 crore in sales in 2002-03. The report shows that, of all the price bands, the premium segment performing a large amount of visible and faster growth. During the period of 2003-2004, the premium segment performed with the 25 percent rise with a market value of Rs.225 crore.
42 Padmashree Dr. D.Y. Patil Business management

Consumer preference for denim Jeanswear

The Economy segment maintains a steady growth at 10 per cent with a coverage over 15 million pieces in the Rs.300-500 price value shifting to retail shelves. Thanks to the fastest growth in the premium segment, together with a rise of the high-value Super-premium ranges (30,000 pieces causing Rs.9 crore in sales), reached to Rs.1690 crore with its 11.9 percent, the overall jeanswear business also increased at a percentage point higher. This key improvement of the super premium price range within a few years is amazing. In 1999, if a brand was introduced at Rs.1100, it was considered as 'super premium' while the same price, the same product in 2003 would build it hardly to premium segment. For the year 2004-2005, the study projected a further fastest growth for jeanswear as a category, at about 12.5 per cent. Once again, from the Premium segment, the highest growth is likely to occur though growth will stay at 25 percent. The Middle segment was also projected to maintain the period of 2002-2003 - at 15 percent, and carried about Rs.608 crore from eight million pieces. The Economy segment is also performed steady rise - 10 percent - with nearly 17 million pieces shifting to the retail shelves. Approximately 43 million pairs of jeans are expected to be sold during the period of 2004- 2005, with menswear obtaining with the major share - 76 per cent, women wear at 17 per cent and kids wear at 7 percent. By the end of the present financial year, the jeanswear market in India would witness valuation about Rs.1902 crore. In addition to women's wear, the scenario of market in denim wear brand is prospective for the kids wear market. For children, in addition to just clothing, denim can perform more significantly in accessories and functional products. However, there remains some doubt on how to deal with the attention to the 10-15
43 Padmashree Dr. D.Y. Patil Business management

and is also not quite prepared to be treated as 'kids'. Then the super premium price range beyond Rs.Y. we ourselves were surprised to note that now the super premium range may easily be defined at range of Rs. global positioning. There are many aspects . and anticipated positioning in the new market connecting to incumbent brands. perceived image in the new market. a mix of these parameters and their weights is applied to identify with certain other. Unlike developed or established markets. The entrance of premium price points in denim market is also determined by the fact that the market was in decelerated phase in 1999-2000. However. There is a major learning for all of us and specifically for international brands. While judging on the part of the entry strategies for various international brands. At that time the brands were required to present more value-added products to create consumer look at denim in a different way.parity with international prices. the most challenging job is to determine the right price points. For denim. This is a consumer set that does not fit into most jeanswear brands' core target . and the only one factor that has to keep in mind is that the Indian market is growth-driven and is fueled by inflation. D.Consumer preference for denim Jeanswear years age segment. And most of the times. The year 1997 has been taken as base year for the price range purpose. there exists a large base in this age group. As weigh against to "workman's apparel". which will willingly adopt structured merchandise that connects with their distinct preferences. it has much more space to expand on the premium end once the brand is established and customers are well-informed about the differentiation.2000-plus. Patil Business management .800-plus could not be imagined as there were not too many offers beyond that range. not likely to definite factors in mind. The time has changed in such a short time. the denim with 44 Padmashree Dr.16-25 years .

trial and purchasing decision that was not seen until at present.2000 crore i. larger in value compared to the whole market existed at present. the biggest challenge lies all across the supply chain be it the distribution or retail at front-end or the highly efficient manufacturing at the other end. the recognition of denim wear as fashion apparel fascinated many Indian designers to show their strong presence. there are few exceptions. And also give further merchandise to the premium and super premium ranges. where products needs a different stage of environment and service levels to exhibit. Whereas the denim brands for their continued existence have found some respite at the premium end. D. This change in rank permitted denim to walk around newer and higher price points. Patil Business management .Y. The Economy and lower price bands appear to have been unnoticed in the jeanswear brand to move ahead. which provide the strong support to the development of the premium end at a large.Consumer preference for denim Jeanswear embroidery and innovative washes. the market could be as big as Rs. with the appearance of modern formats of retailing as large format department stores or numerous malls permitting more exclusive brand stores to start. And also unlock the giant door for many international brands to strive at higher price points by creating more advance merchandise. The 45 Padmashree Dr. The approximations are that at a price point of Rs. styling and cuts was found to be more as fashion apparel. In India. However. like Newport in the mid-nineties and at present Ruf n Tuf (via the Arvind Brands and Pantaloon Retail joint effort) attempted to capture this untapped and big market opportunity. Supporting to this. the real speed where denim belongs is still uninfluenced.300 for denim jeans. Consequently.e.

there will be a challenging task to operate from the basic product itself. many difficulties can be removed and the vast potential for denim jeans can be opened.Y. as a mass market of jeans existed. India does not have in fact efficient jeans making provisions as a VF Corp. the large portion of rural and semi rural markets are another targeted audience to deliver the products. The urban and semi urban masses: another targeted audience to deliver the products On the back end. whereas it may be starting phases of the markets for urban and semi urban masses. but it give the impression that with all these new products and innovations. Though. Considering the manufacturing point of view (whether the fabric or garments) mills like Arvind Mills have showed their competency in production and received the respect as a largest scale of producer with the position to present the cheapest basic denim fabric in the world. the complicated and split nature of the distribution chain have not allowed many good judgments and came to pass. Whether it is 46 Padmashree Dr. and also has squeezed many perceptions in their push. The markets drift evidently prove that the denim may be going for another decline soon. (owner of Lee and Nautica Jeans) has in other parts of the world.Consumer preference for denim Jeanswear situation seems to be further progressive for premium end brands with the constant growth projection in retail sector. Patil Business management . with a much more efforts desired by logistics suppliers and quick development in retail formats like Big Bazaar. D. Though. As the practical requirement of jeans may be extremely vary from what is required in urban markets' masses. From the marketing and distribution point of view. premium brands may be capable to remain in much improved phase.

the absent portion is an assertive company to set all these segments together and switch over to this potential into real business 47 Padmashree Dr.Consumer preference for denim Jeanswear waterproofing. the setup in rural market may soon turn out to be much easier to deal with. D. It is the efforts taken by DSCL (Hariyali).Y. Though. it is surprised to note that all potential segments are moreover already in its position or can easily be shaped. more and more research and development tasks are require to develop the market. with the consideration of the market size. ITC Ltd (Sagar) and Godrej (Adhaar) into rural retailing. making jeans for the rural market. These set ups can unlock the doors to the largest untapped market in the world. Patil Business management . In the end. or anti bacterial finishes. to wait on the opportunity in premium brand.

D. Patil Business management .Consumer preference for denim Jeanswear Chapter 6 Denim Mills in India 48 Padmashree Dr.Y.

a) Approx. Denim India No. Recently New Co. However. D. Patil Business management . the last 2 years have seen a proliferation of denim mills and the count has gone up drastically. 70 50 20 22 10 40 Mtrs Remarks 1 2 3 4 5 6 Arvind Aarvee Malwa KG Denim KG Fabric Raymond Reduced cap.Y. the capacities used to be in the range of 200-250 million mtrs p.a and it was so easy to count the mills on your single hand ! .Consumer preference for denim Jeanswear It is really amazing how the denim capacities have built up in India. Name Mills in Capacity(Million p. 49 Padmashree Dr. Only a couple of years ago.

Patil Business management . New Co. Recently Expanded New Co. Commencing Shortly Commencing Shortly prod.Consumer preference for denim Jeanswear 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Surya Lakshmi Mafatlal Rainbow Modern Century Nahar Blue Blend Chidipal Bhaskar Jindal Soma Pratap Ginni Ashima Sangam Textiles LNJ Bhilwara Sai Lakshmi 40 20 20 18 20 15 20 20 20 10 20 10 10 10 10 20 20 515 Million mtrs approx Being expanded shortly New Co. 50 Padmashree Dr.Y. New Co. New Co. prod. D.

Y.Consumer preference for denim Jeanswear Chapter 7 Retail Industry in India 51 Padmashree Dr. Patil Business management . D.

higher disposable income of consumers and the desire to try out new products. the retail industry is broadly divided into the organized and unorganized sectors. the organized Retailing Industry is expected to cross Rs. 350 billion (about 3.Consumer preference for denim Jeanswear In India. growing consumer awareness about product quality and services. the organized sector accounted for Rs. According to AT Kearney. the Retail Industry in India comprised of large. Of this total market. The retailing industry seems poised for a significant growth in the coming years owing to the presence of a vast market.Y. accounting for about 9-10% of the country’s gros domestic product (GDP). D. 52 Padmashree Dr.000 billion. Most of the organized retailing in India had recently started and was mainly concentrated in metropolitan cities. The total market in 2005 stood at Rs. Patil Business management .1000 billion revenue mark by 2010. medium and small grocery stores and drug stores which could be categorized as unorganized retailing. Traditionally. 10.5 % of the total) of the revenues.

Consumer preference for denim Jeanswear Indian Retail Landscape Raising incomes and increased consumerism are fuelling retail growth Fig .Y. D. Patil Business management . 53 Padmashree Dr.2 The above chart depicts the growth of retail sector in India with due considerations of rising incomes and increased consumerism in India.

the corner grocery was the only choice available to the consumer.Y. food and grocery stores will be forced to offer special discounts and trade terms for them to get the shelf space in such stores. In fact. and close to Rs.000 crore in 5. it is expected to grow to about Rs. According to a recent survey by some of the retail consulting bodies. especially in the urban areas. is going through a transition phase in India.000 crore segment of the market is organized. Given that organized retail has been registering growth rates of approximately 40 percent over the last three years. some years down the line. D. Also.Consumer preference for denim Jeanswear ORGANIZED DETAIL Retailing.000 crore in 2010if projections were to be made considering the current trends in food retailing in India. in-store label brands will become a real threat to the industry as manufacturers will have to compete with the store label brands that are 54 Padmashree Dr. Retailing in India is unorganized with poor supply chain management perspective. 70. 20. For a long time.35. only a Rs. an overwhelming proportion of Rs. one of the largest sectors in the global economy.000 crore retail markets are unorganized. Patil Business management . once established. This is slowly giving way to international formats of retailing.400.

Patil Business management . Most chains have already started developing their own unique supply chains that would suit their needs precisely. D.Consumer preference for denim Jeanswear generally very price – competitive. As for the spread geographically. Replicating the success stories of the big names of the western nations may still be a distant dream for Indian food and grocery retailers. but at least the winds are blowing in the direction of grow 55 Padmashree Dr. strong chances stand that the major chains would spread to the next grade of cities in the country over the next 5 years or so and then progressively start covering every corner of the country.Y.

Y. D.Consumer preference for denim Jeanswear Chapter 8 SWOT analysis of Denim 56 Padmashree Dr. Patil Business management .

Y. updated fashion styles according to time change. personal service and fair treatment. Patil Business management . Even if they don’t like it. It became popular because of its durability. • Unique texture and colors • Competitive pricing with its rivals like cotton garments • Low rates for best quality of Denim • The Jeanswear takes pride in providing quality products. • Teenagers prefer it always because it is good and they have a high consistent quality product. • Denim jeans are easily worn by all gender and age. • And every time u wash a denim jeans. some people think it’s a must and it makes them look fabulous which actually is true. Because of its popularity most people go for it. D.Consumer preference for denim Jeanswear Strengths • The main strength of Denim is its popularity. • It is a globally recognized garment all over the world. It has a new look 57 Padmashree Dr.

but the trend is changing now. Weaknesses • Recently lose market to newer. more stylish and cheaper price range of other brand. • Every time you wash denim jeans.Consumer preference for denim Jeanswear . Patil Business management . • Since it is 100 % cotton. Jeans are still to make headways. • Since many workplace/ company still follow dress code as formal. khaki’s are given a tough competition to the denim jeans market.Y. trendier. it bleeds and makes the fabric look whitish and faded. • Various other new brands keeps on improving in styles with cheaper price and thus results in weaknesses to denim market. 58 Padmashree Dr. • They only focus mainly on youth wants not the adults which make the company weaker in marketing area. • In India the people have yet to know the quality of denim which invariably makes lesser quality sell more. any cotton price change will affect its price directly • Various other garments like cargo’s and cotton trousers. D.

Patil Business management . time changes. Since the youths are more aware of fashion than other range of people it creates an opportunity for the company’s to sell more. Since Levis is always updated with the changes in lifestyles.Y.Consumer preference for denim Jeanswear Opportunities • The denim product can be sold anywhere in the world. our minds and tastes changes. It creates an opportunity for the company to get an idea on new fashion and thus more products. • Youths and teenagers like us don’t like to wear same clothes now and then. Which gives more room for selling the product everywhere in the world. Which gives more opportunity for denim to be worn by the office/ workers around the world. 59 Padmashree Dr. • Denim jeans mainly focus on teenagers and youth wants. • Many MNC’s have made weekend dress code as casuals. D.

cargo’s. • Youths especially teenagers are not always in static in mind. the price is worth the satisfaction we have when we wears it. khaki’s. D. Conclusion Denim jeans still today is one of the best and most popular brands among its competitors all over the world. they want changes very fast in everything which goes the same for fashion.Y. All these kinds of problems are threats to the denim because they have to think and develop a new brand/fashion every now and then to satisfy their customers. Their products are stylish. Patil Business management . corduroy and many others which are rivals to them create a competition in the market which makes it hard for denim in marketing. updated and loves by all teenagers.Consumer preference for denim Jeanswear Threats • Various new Fabrics like cotton trousers. 60 Padmashree Dr.

Y.Consumer preference for denim Jeanswear Chapter 9 Types of Denim Fabrics 61 Padmashree Dr. Patil Business management . D.

Consider these seven types of denim as evidence that there is more to this popular textile than meets the eye.Consumer preference for denim Jeanswear Types of Denim Fabrics Denim. hot dogs and apple pie. It is as American as baseball. Americans have been in love with this venerable fabric for well more than a century.Y. whiskered. Open the closet and take a good look at your collection of blue jeans. sun-faded or vintage washed. 62 Padmashree Dr. Whether deep indigo. most people think all denim is created equal. D. Patil Business management .

Raw or dry denim is initially dark in color and stiff to the touch. 63 Padmashree Dr.Consumer preference for denim Jeanswear Raw Denim Love it or hate it. but eventually softens and fades with wear. treated with finishing chemicals or distressed in any manner.Y. raw denim is dyed denim fabric that has not been washed. Manufacturers use the mercerization and calendering processes to produce a flat denim finish. D. Patil Business management . Flat-Finish Denim Flat finishing is a process performed at the mill to impart denim with an evenly distributed wash-down color and smooth surface.

colorants and fabric treatments. is regulated by the Organic Trade Association under strict guidelines in regard to sustainable growing conditions.Consumer preference for denim Jeanswear Mercerization swells the cotton fibers. Patil Business management . Due to these safeguards. non-toxic fiber processing. products made from organic denim tend to be more expensive than ordinary denim. Stretch Denim 64 Padmashree Dr. The combination process also creates the trademark sheen or polish of certain denim fabrics. Organic denim. as with other organic textiles. and the rollers of the calender machine flatten the denim surface. use of natural pesticides. D.Y. Organic Denim Premium organic denim is manufactured with 100 percent organic cotton.

denim manufacturers abandoned complex ring spinning in favor of the less expensive open-end spinning technique.Consumer preference for denim Jeanswear Stretch denim is a wildly popular innovation welcomed by people of all body types. No longer are you a slave to your blue jeans.Y. This material includes a small percentage of Spandex woven into the cotton fibers and most closely resembles true denim than any other blend. D. With the surge in popularity of vintage65 Padmashree Dr. Patil Business management . The stretchable character of stretch denim gives with the body rather than restricting movement. In the early 1970s. Ring Denim Ring spinning is the original method to produce denim fabric.

Patil Business management . shorts. cotton twill fabric that is soft to the touch. from the fabric's surface irregularities or slubs formed during manufacturing. D. tote bags and hats. The fabric is similar to canvas without the stiffness associated with thicker denim-like fabrics. bull denim takes dye easily and with even results. 66 Padmashree Dr. Bull Denim Bull denim is undyed. slipcovers. manufacturers have reintroduced ring-denim manufacturing. in part.Consumer preference for denim Jeanswear look blue jeans. Ring denim gets its appeal. This denim is suitable for pants. In spite of its weight.Y. but heavier. more durable and longer lasting than traditional denim.

Y. 67 Padmashree Dr. softness and durability. The strength of fine silk threads allows them to be easily woven into lightweight denim fabrics. The sturdy and supple nature of silk is the perfect partner for rugged denim. D. Silk denim is a fashionable alternative to everyday jeans and jackets. Patil Business management .Consumer preference for denim Jeanswear Silk Denim Silk takes denim from casual wear into the boardroom and beyond. Silk is a popular fabric favored for its natural beauty.

Consumer preference for denim Jeanswear Chapter 10 Types of Jeans 68 Padmashree Dr. Patil Business management . D.Y.

Consumer preference for denim Jeanswear Jeans are the most popular attire form of casual dress round the globe. various styles of jeans are available according to the body types also. In this article we will be telling about the different styles of jeans for men as well as for women. bell bottom vs flare cut and slim fit vs loose fit has created a confusion in our mind and made it very difficult to choose one out of so many. the patterns of jeans have also been changing. With the everyday changing fashion.Y. The popularity of jeans has been consistent for many decades. The battle between bootcut vs. Various styles and types of jeans are available for men as well as for women. No wonder why it is called a 'Cool Casual'!! Women don't even need to be worried about the accessories to be worn with it. Patil Business management . The style of jeans for tall women is different from jeans for short women. D. straight leg jeans. because it can be worn along with any kind and style of accessory. 69 Padmashree Dr. Even the wardrobes are packed by different types of jeans. The availability of so many types of jeans has created confusion in deciding the best jeans for oneself. Nowadays. The jeans are the most comfortable dress for any occasion and any time to wear.

Patil Business management .Consumer preference for denim Jeanswear Types of Jeans for Men There are different types of jeans available for men. Baggy Jeans: Baggy jeans are comfortable. Here are some types of jeans that are best suited for men. Baggy is best to wear at home and not for the dates. 70 Padmashree Dr. but one should choose the style that best describe your the personality. loose and are best for those who are tall and have a good physique. For short and heavy men. No doubt the classic jeans always give a great look provided they have proper fitting. D. it will give a wider look.Y. The various patterns of jeans make the choice more difficult.

They are not suited for short men because they make them look shorter.Consumer preference for denim Jeanswear Loose Fit Jeans: Don't get confused between the baggy jeans and the loose fit jeans. Bootcut Jeans: As the name suggests. The part of the jeans around the thighs is a bit tight to give a slimmer looks. Patil Business management . these jeans are especially designed to wear along with the boots. 71 Padmashree Dr. They are not at all similar. D. they are somewhere between the two patterns of jeans.Y. They are neither baggy nor tight fit.

this jeans is worn below the waist. Flare Cut: They look very similar to bootcut.Consumer preference for denim Jeanswear The end of the leg length flares out over the jeans.Y. Straight Cut Jeans: Straight fit jeans are best for those have consistent shape of leg from hip to bottom. Patil Business management . Usually. Do not confuse it with flare cut because bootcut are tapered to the knee and slim at the thigh. The bottom of the jeans doesn't flair out. These jeans are roomy at the ankle and tight fitted at the waist. D. but the difference is that it is a bit tighter and the flares start right from the knee. These jeans are slightly slim 72 Padmashree Dr.

Types of Jeans for Women 73 Padmashree Dr. D.Y. ice-cream cone pant. etc.Consumer preference for denim Jeanswear through the bottom and ankle. Patil Business management . tapered pants. carrot leg pants. They have many names like oldschool hood jeans. This looks great in perfect shaped body. Skinny Jeans: Skinny jeans for men have now become popular.

74 Padmashree Dr. This style is best for women with hourglass figure and long legs. Skinny jeans for curvy women is a perfect choice and looks amazing.Y. Here are some patterns of jeans very popular among women. Skinny Jeans: Skinny jeans are popularly known as ladies jeans. Patil Business management . D. This type does not suit the pearshaped bodies as it highlights the hips. There are different types of jeans patterns available for women according to their figures. Straight Cut Jeans: This is a very basic pattern of classic jeans that will always remain in fashion. It fits all types of bodies and is the most comfortable of all.Consumer preference for denim Jeanswear Choosing a jeans for women is very difficult.

D. This was in fashion in the 60s amongst the hippies and flower children. They can be paired with any top according to the situation.Y. Patil Business management . Flare Cut Jeans: Flare cut jeans are only broad at the bottom.Consumer preference for denim Jeanswear Boot Cut Jeans: These jeans are very comfortable and suit any body type. Wide-leg Jeans: 75 Padmashree Dr.

then this jeans matches with your definition of comfort.Consumer preference for denim Jeanswear This jeans has wide legs throughout.Y. D. Patil Business management . If you are looking for the comfortable dress. 76 Padmashree Dr.

D.Consumer preference for denim Jeanswear Chapter 11 Denim story and Manufacturing How Jeans is made? 77 Padmashree Dr.Y. Patil Business management .

D. Patil Business management . a pattern maker draws a jeans pattern based upon measurements (of samples) that were supplied by the jeans designer or the buyer's merchandiser.  It takes approximately 15 pieces that make up a standard pattern for a pair of standard 5 pocket jeans. or a computer program. will then calculate the optimal fabric consumption by puzzling all the pieces of the jeans pattern on a paper that is 78 Padmashree Dr.  A person.Consumer preference for denim Jeanswear  First.Y.

Y. After drawing the cutting lines onto this paper:  The fabric is ready to be cut. 79 Padmashree Dr. while it is being cut. Patil Business management . Up to 100 layers of denim are stacked and weights are put on top of it to hold the denim fabric in place.Consumer preference for denim Jeanswear placed on top of the denim fabric. the denim is laid out in layers on a cutting table. D.

6 rivets. and 80 Padmashree Dr. several hundred meters of sewing thread.6 meters of denim fabric.  All of these pieces of cut denim are then put into bundles by size. Patil Business management . 4 labels (usually imitation leather).  It takes about 1. 1 or 5 jeans buttons. using a piece of chalk so it won't show after washing.Y. D.Consumer preference for denim Jeanswear  The separate parts of the jeans are cut with a textile cutting machine and each piece is then marked with it's size.

81 Padmashree Dr.  There are different machines for each handling.Consumer preference for denim Jeanswear optionally a zipper to make a pair of jeans. Patil Business management .500 pair of jeans per day. D. An average jeans factory can make about 2.Y.

it will take about 15 minutes and 12 steps to make one pair of blue jeans. 82 Padmashree Dr. Patil Business management .  After the denim jeans are sewn together. washing machines. yet very big. they go out to a jeans washing plant where they are washed in what could best be described as: standard. they will be washed somewhere between 30 minutes and 6 hours.  A stonewash for 150 pairs of jeans takes 150 kilos of pumice stone and more than 750 liters of water. Depending on how faded the look will have to be.Consumer preference for denim Jeanswear  On average.Y. D.

 Next the button(s) and rivets are placed using a special type of press.Consumer preference for denim Jeanswear  After the stone-washing process the denim garment is inspected for faults and loose threads are cut.Y. D. 83 Padmashree Dr. Patil Business management .

D. When all is done.Y. pocket flasher. inside care label with product of origin and assorted product id tags. leg sticker.  A typical pair of jeans will have a hang tag.Consumer preference for denim Jeanswear  After that the jeans go on to the garment packing room where final quality inspection takes place and paper tags and labels are placed or attached. joker ticket. the jeans will be placed in a poly bag with proper warning text 84 Padmashree Dr. Patil Business management .

(source : All the Photo take from Yavatmal denim Plant of Raymond’s) 85 Padmashree Dr. D. as some countries or territories have more strict packing regulations than others.Consumer preference for denim Jeanswear  And packed in a box or bag. Patil Business management . depending on the destination country.Y.

Consumer preference for denim Jeanswear Manufacturing of Denim Cotton Godown The manufacturing of Denim fabric begins with the Cotton Godown where huge bales of cotton are attacked which is used in the further production stage.madehow. Patil Business management . stones and other major impurities. The capacity of the go-down is somewhere about 30.Y. ( Source:http://www. Up to 3 months of cotton stock is maintained in the Godowns. D.html) Spinning Department At this the cotton fluff is opened from the stack through the help of large automated bale opening machines.000-35.com/Volume-1/Blue-Jeans. 86 Padmashree Dr.000 bales of cotton. leaf bits. This machine separates the cotton fiber from the dust.

There after rowing the processes takes different directions namely: Ring spun Open ended We would first discuss about the ring spun Denim Fabric.Y. Raymond UCO Denim Pvt.Ltd. Carding Department Here the raw cotton fluff is covered into silver which is the basic raw material for yarn production. D. Roving Process This is the process whereby the silver is further stretched and strengthened by twisting. so that the cotton strand gets the basic essential strength. Conventionally the Denim fabric started way back with an average weight of 15-17 ounces per square yard. The basic advantage of a ring spun fabric is the durability that the Denim fabric achieves through this method of production is an unseen attribute in the denim market. is a pioneer in the manufacturer of Ring spun denim fabric. Patil Business management .Consumer preference for denim Jeanswear Thereafter the cotton comes out into the form of opened fluffs which then goes via chutes to carding machines. Now due to modern sophistication in 87 Padmashree Dr. The attributes of the Denim fabric had captured the hearts of the youth segment and the Denim fabric market is remarkable presence in the market rapidly. the hallmark of a durable jean.

which is a much lighter fabric. The current production scenario for the plant is 70-75 % Ring Spun and rest is the conventional method of the Open Ended fabric. Open ended production processes gives the fabric a hard. roving is skipped. Patil Business management . Continuing with the production processes.Y. The capacity of the plant is 33 lakh meters of fabric a month. The cops are then converted into cones by winding machines. which comes out to the annual production of 40 million meters. 88 Padmashree Dr. lasting. In India the Denim production started with the Open Ended fabric production methodology. the final yarn is then wound on cops either the ring spun or the open ended way. The intermediate processes such as drawing.Consumer preference for denim Jeanswear the production of the fabric the same durability can be achieved through a mere weight of 11-12 ounces. In the open end methodology the silver is directly converted into yarn with the help of the automated machines. bulky and a comparatively a coarse look to the Denim fabric. this production technique is slowly evading out of the market because the fabric produced from the methodology does not promise the character of the yarn that can be achieved through ring spinning. Comparatively the Ring spun gives a soft feel and slim touch to Denim. D. and the silver directly gets into conversation of yarn.

Consumer preference for denim Jeanswear Dyeing Department Here. Rope dyed yarn has better depth of color and also results in less yarn wastage. instead of sheets of yarn. This dyed. Slasher dyeing is preferred for its better wash down of color. the dyeing may be either of the following methods Slasher method Rope method The cones from winding machines are conditioned in streamers to relax the stress and tension the yarn had undergone in the spinning process. In case of rope dyeing. 10-12 such beams are combined in the dyeing process.Y. The conditioned cones are taken for the further process of warping where the cones are converted into a sheet of yarns ready for Slasher dyeing. The problem of shade variations in the warp sheet is more in Slasher compared to rope dyeing. in this method the yarn is given shape anywhere between 270-430 ends which are wound on to a wrap beam. Patil Business management . Slasher dyeing method The first step within the dyeing procedure is the wraping. a rope of yarn is prepared by warping machines and the ropes are dyed in a long range rope dyeing. D. sized warp sheet is then wound on to a weaver’s beam 89 Padmashree Dr. dyed and then sized to give adequate strength to the yarn to withstand the stress in the further process like weaving.

10-12 such warp beams are combined and sized in a sizing range and the sized warp sheet is wound to weaver’s beam.Consumer preference for denim Jeanswear Rope Dyeing Method In this process straight away the yarn is wrapped in the form of ropes which are further processed in the continuous dyeing range where the ropes are dyed. These ropes are then converted in to warp beams by a process called ball warping. ( Source:http://www.com/Volume-1/Blue-Jeans.Y.html) 90 Padmashree Dr. Patil Business management . D.madehow. ready for weaving the fabric.

jute. lycra as according to the market demand is woven together with the dyed yarn. this process is repeated for at least 5-6 times more whereby the Denim gets its authentic blue color.Consumer preference for denim Jeanswear Dyeing Process The dyeing procedure include the following steps Scouring Indigo dyeing. silk.Y. In this stage the open end. Oxidation. Shortly. D. Patil Business management . 91 Padmashree Dr. in weaving. the fill/weft/cross wise yarn is inserted in the weaver’s beam warp sheet and woven with interchange of warp threads with the fill/wefts. This is done in a fully automated machine called weaving machine where again there are different types like Rapier Machine-where the fill is inserted by rapiers Airjet machines-where the fill is inserted by jet of air flow. ring spun. where the indigo gets fixed to the yarn pores Sizing Weaving This step is the formative stage whereby the Denim fabric actually takes shape.

Applied anti-skew treatment to avoid skewing problem in the fabric after washing. the fabric can also be given value addition like Mercerization. This value additions are done in a separate process ranges like  De-sizing range  Mercerization range  Heat setting range  Coating range For value additions. Further to this. Sanforized to set the fabric for its dimensional stability in further washing process. heat setting (for stretch Denim). This entire procedure is carried out due to the fabric is passed through a flame of a hight temperature which burns out all the impurities and the other particles. In this process the denim fabric is Singed to remove the fluffs. Binder coating etc. Pigment coating. depending upon the requirement from the market. 92 Padmashree Dr. D.Consumer preference for denim Jeanswear Finishing The woven fabric is then taken for giving the final touch called finishing.Y. Resin Coating. the woven fabric is directly taken into any one or combination of above mentioned process and they are again taken into the finishing range for giving the final touch. protruding fibers from the surface of the fabric. Patil Business management .

Consumer preference for denim Jeanswear This finished fabric is finally inspected and converted into to roll of 80-200 meters which are then dispatched to garment converter and customer where the fabric is converted into garments and then washed as per fashion trends. Patil Business management .Y. D. 93 Padmashree Dr.

Consumer preference for denim Jeanswear International Brands and Domestic Jeans ware brand 94 Padmashree Dr.Y. Patil Business management . D.

Patil Business management .Consumer preference for denim Jeanswear Chapter 12 Project Analysis & Findings 95 Padmashree Dr. D.Y.

1 what are the various brands the store offers ? The analysis of the 50 respondents show that there are over 50 brands currently in the Denim industry. D. The frequency for the brands cateforized tells us that which brands are present in a particular area and which brands occupy the shelves of the leading retail outlets the most.Y.Consumer preference for denim Jeanswear The entire analysis is done for each and every question which is accompanied by the responses and the frequency distribution thereof. Patil Business management . the response sheet contains a huge number of indigenous as well as outside brands. Thus after the frequency distribution the emerging top brands in the denim industry are as follows Branded Jeans Killer Pepe jeans Lee Cooper Lee Spykar Levis Percentage 18 22 18 18 22 20 96 Padmashree Dr.

Y. D. 97 Padmashree Dr. a consumer will find these brands the most in the retail store. in the retail segment these brands are the most stacked up brands. Thus the group should focus on these Denim jeanswear players to supply more aggressively in the future. Patil Business management .Consumer preference for denim Jeanswear These brands are the most preferred brands in the Denim industry. these brands have a good presence in the shopping malls and other locations. i.e.

D. Men’s Price Range Women’s Price Range Wrangler: Texas: 1045-1495 Spykar: Renegade. What are the top style names amongst the brands? These are the various brands along with their top style name and price ranges.Y.Consumer preference for denim Jeanswear 2. Patil Business management . slimfit: 1299 onwards Veronica Lrise Bootcut: 1199 Michelle: 1395-1595 Pantaloon: Baredenim: 899 onwards onwards. Baredenim: 799 onwards Provogue: Comfort Fit: 1495 onwards Bootcut: 799 onwards Big bazaar Comfort Fit: 599 onwards 98 Padmashree Dr.

Patil Business management . D. Pepe: around 1399 Levis: 1399-1499 K-lounge Killer Loose fit: around 1295 The loot company Electronics: 990 around Pepe Jeans company London – Lrise reg.Y.fit: -1700 Kingston – Lrise slim fit Gina Lrise Reg Fit: 1300-1600 Spencer’s Hypermarket 99 Padmashree Dr.Consumer preference for denim Jeanswear SF Jeans Company Crushed: 1295 onwards Lifestyle stores Ltd.

Patil Business management .Y. D.Consumer preference for denim Jeanswear Wrangler Bcut Regular: 499-699 Ego: 499-745 Svalue: 299-499 Gini and Jony Gini and Jony UnLtd: 995-1495 Shoppers stop Levis: 1499 and around Peppe: 1699 and around Pepe Leola: 1699 and around 100 Padmashree Dr.

Patil Business management .Consumer preference for denim Jeanswear 3.Y. Once if the company is ready with such kind of stocks the Denim customer would readily purchase the fabric from us thereby aggravating the sale and encroaching on to the market. What is the preferred waist size in the Denim market? The most preferred waist size is obtained from the respondents which may give us an idea as to which age group is the target audience for us as the Denim manufacturer. The frequencies of the sizes are as follows: Male Segment Size Size 32: Size 34: Size 36: Percentage 53% 37% 10% 101 Padmashree Dr. D. this demographics is useful as we can accordingly keep on adding new designs. new shades and new Denim fabric to the various Jeans players.

Y. D. Patil Business management .Consumer preference for denim Jeanswear Female Segment Size Size 32: Size 34: Size 36: Frequency 25% 48% 27% 102 Padmashree Dr.

D. Patil Business management .Y.Consumer preference for denim Jeanswear Thus these sizes are the most preferred sizes which can give us an insight as to the target audience is somewhere from 15 to 24 years. 103 Padmashree Dr.

695 800 995 699 499 1495 1200 1799 1699 1300 699 895 1299 1200 795 104 Padmashree Dr.Consumer preference for denim Jeanswear 4. D.Y. Patil Business management . Within the Price Range of the Brands What is the highest selling Price points amongst the Brands? Brand Trigger Gini & Jony SF Jeans DJNC Spencer’s Hypermarket Provogue aLL Levis Pepe Spykar Live In Weekender Allen Solly K lounge Lawman Integriti Price in Rs.

Y. D.Consumer preference for denim Jeanswear Killer Wrangler Mufti Hypercity Lee Lifestyle Lee Cooper Killer Lee Spykar Wrangler Fashion Station DJNC Baredenim The Loot Company Eccentrics SF Cargos Shoppers Stop Levis Killer Pepe 1200 1495 1595 299 1499 1699 1295 1399 1800 1595 799 799 998 995 1799 1095 1699 105 Padmashree Dr. Patil Business management .

this information can help the group know the company’s strategy in the Denim market. D. Patil Business management . This price point can be compared to other brands of the Denim market and thus the bargain for the prices of the Denim fabric supply can be held accordingly and the group can have upper hand in the negotiations for the price.Consumer preference for denim Jeanswear This price point with the known price range can give us a good idea as to which is the fastest moving price amongst the various brands. 106 Padmashree Dr.Y.

What are the style preferences (fit) being followed in the market by the consumers? After the analysis of the 50 responses for the fit preference the most favored response for the male segment was as follows Style for men’s jeans Regular fit Comfort Fit Straight Leg Bootcut Jeans Percentage 35 44 12 8 107 Padmashree Dr.Y. Patil Business management . D.Consumer preference for denim Jeanswear 5.

Patil Business management .Consumer preference for denim Jeanswear Guys are no more preferring the bootcut which was in fashion for a very long period of time. D. As the guys sit for long hours in the offices thereby the fit preference has shifted towards the comfort segmen The analysis for the female segment came up with the following preferences: Style for women’s jeans Skinny Fit Pencil Look Narrow Flare Bootcut Slimfit Percentage 32 12 16 12 28 108 Padmashree Dr. Thereby the regular fit which is not so tight from the thighs and are narrow flare are in high demand.Y. due to the young working class the Denims have also started penetrating the officers too.

thereby the slim look is in high demand. Patil Business management . D. 6.Consumer preference for denim Jeanswear Girls prefer the skinny look as the look is attractive because the particular fit gives a good overall shape to the personality. Also due to all the leading jeanswear. Which wash is being preferred by the consumers? The frequency distribution for the type of washes and their preference are as follows: 109 Padmashree Dr.Y. Thereby after knowing the finer preferences by both the segments the company should look onto think in the markets point of view and try to take advantage by being proactive and capturing the pulse of the market early. due to the stretch denims are in high fashion. are adding Lycra to their entire ladies collection.

Consumer preference for denim Jeanswear

Type of wash Plain wash/Plain Denim Faded Worn Out/Rugged Look Dual Wash/Shade Crumpled/Crushed Monkey Wash Sandblasting Stonewash Lightening/Crackling Distresses Look Mud wash

Percentage 22 5 20 12 28 0.02 0.02 0.01 0.02 0.01 0.01

110 Padmashree Dr. D.Y. Patil Business management

Consumer preference for denim Jeanswear

Thus as we can see that the plain Denim wash, the worn out look, the crumple and the crushed look are preferred by the fashion trend.

111 Padmashree Dr. D.Y. Patil Business management

Consumer preference for denim Jeanswear

7. What according to you is the most important aspect while a consumer is purchasing Denim?

What according to you (store Keeper) the most important aspect while you are purchasing a pair of Denim? Percentage Brand Look Price Wash Fit Style Any other 31 3 5 0 55 7 0

112 Padmashree Dr. D.Y. Patil Business management

D. style. endorsements. thus the target should be dealing with good brands and thereby offering consumers good fit Denim and not wasting the time and energy on other factors such as wash. advertisements etc. Patil Business management .Y.Consumer preference for denim Jeanswear Thus we can see that most important factor for the consumer while purchasing a pair of Denim is FIT & BRAND. What are the highest and the lowest sales period of the jeans? Highs Festival Summer season College openings Percentage 65 6 season 12 Lows Rainy season Examination periods Percentage 94 6 Annual sale. discount 4 period 113 Padmashree Dr. 8.

D.Y. Patil Business management .Consumer preference for denim Jeanswear Good all through the 12 year Public holidays 2 Festival season are the peak period Rainy season and weekdays are the for the Denim sales lows on which the customers don’t prefer to buy Denim 114 Padmashree Dr.

D. 115 Padmashree Dr.Consumer preference for denim Jeanswear Here by we can judge on the fact that weekends is the time period whereby the consumers prefers buying the Denim thus the Denim players should increase their production in that period and let the consumers do the purchasing thereby.Y. Patil Business management . also we can analyze a fact that on the highs the Denim players need not to push the sales. As conversely we can see that rainy seasoned weekends are the time period when the season is really slow and hence all the sale and the marketing strategies should follow in that season. automatically the sales would be pulled up.

Consumer preference for denim Jeanswear 9. Patil Business management . What are the factors that influence you while selecting type one jeans is your favorite jeans? Types Brand name Advertisement Comfort ability Style Affordability Percentage 28 22 16 18 16 116 Padmashree Dr.Y. D.

Advertisement inspires them to purchase these branded jeans. Patil Business management . D.Y.Consumer preference for denim Jeanswear Today’s generation youngsters mostly go for branded jeans. 117 Padmashree Dr.

Patil Business management . Shopping trips are mostly accompanied by whom? Customer Family Friends Alone Percentage 36 40 24 118 Padmashree Dr. D.Consumer preference for denim Jeanswear 10.Y.

ripped etc) Percentage 30 24 10 36 119 Padmashree Dr. Which color is your favorite of jeans? Colors’ of jeans Dark Light Multi colour Vintage (washed. 11. Normally young customer prefers to go with their friends to purchase jeans. Patil Business management . Family is also given impotence.Consumer preference for denim Jeanswear Since college going students prefer to wear jeans a lot.Y. D.

D. Dark and lught color’s are also in fashion.3 9. Patil Business management . Which is the best brand according to you? Brand Levis Pepe Baredenim Lee Provogue Wrangler Percentage 27:3 27.5 4. 12.1 4.s of jeans.5 120 Padmashree Dr.Y.5 4.Consumer preference for denim Jeanswear Todays youngsters mostly prefer wearing vintage color.

3 2.Consumer preference for denim Jeanswear Spykar Weekender Live in sF jeans S value Trigger aLL 6.3 2.3 4.5 121 Padmashree Dr. D.8 2. Patil Business management .Y.3 2.3 2.

13. Patil Business management .Consumer preference for denim Jeanswear This helps us analyze that if as denim manufacturers we could associate ourselves to the leading brands then it would be profitable for the organization. What has been the market trend towards the cotton garments as compared to Denim? Clothes Jeans Cotton garments Percentage 52 48 122 Padmashree Dr.Y. D.

formal. Patil Business management . 6 and 8 pockets all have different market all together as compared to Denim. If a consumer enters a Denim store and observes a good collection of casual of cottons then he will surely purchase a pair of Denim and he will buy his preferred cotton casual. 123 Padmashree Dr. Cotton garments have all together a different league and the cotton segment does not overlap with the Denim segment.Consumer preference for denim Jeanswear After evaluating the 50 respondents the majority say that cotton garments both semi formal. chinos. D. casuals (including) khakis.Y.

Patil Business management . D.Consumer preference for denim Jeanswear Chapter 13 124 Padmashree Dr.Y.

Patil Business management . and this mentality has to be changed by the leading jeans makers in the Indian scene. Once the mentality of the Indian consumer’s changes and the pair of Denim can be incorporated as staple clothing then the market for the Denim fabric producers would be huge and could earn huge benefits. D. After knowing the top sub brands amongst the brands Denim fabric producers should try to produce more and more fabric which is doing well for the Denim makers.Consumer preference for denim Jeanswear Recommendations Jeans apparel is the most widely sold apparel in the world but in the Indian market a pair of Denim is still considered as fashion clothing. conversely the Denims have become the staple clothing of the Americans. 125 Padmashree Dr.Y.

After analyzing the type of preferred Denim washes such as plain Denim wash. Chapter 14 126 Padmashree Dr. And he could avail the first mover’s advantage. Patil Business management .Consumer preference for denim Jeanswear After looking at the preferred style preference fit wise the Denim fabric producers can produce the type of fabric and involve the product development team to come up with more and more of fabric which would be in sync with the current fashion statements. Thus the Denim garment manufacturer at is laundry divisions should try to come up with more and more such designs and related washes so that his competitors stand no chance to enter the customer’s mind set. crumpled wash. D.Y. and worn out rugged look.

Consumer preference for denim Jeanswear

Conclusions

The Denim garment manufacturer should analyze the highs and lows in Denim in jeanwear market to capitalize on the situation and enter into more designs in the market. His marketing designs team should sit together and come up with marketing plan such as discounts, style labs, price cut or any other such categories so that he could have an evergreen market throughout the year. The Denim garment manufacturer should also analysis the number of girls preferring the Denim brand are comparatively lower than the boys and hence the Denim garment manufacturer could concentrate more and more designs for female segment.
127 Padmashree Dr. D.Y. Patil Business management

Consumer preference for denim Jeanswear

The project has already anglicized that over 85 % collection of retailers for ladies segment prefers stretch to non stretch fabric. Hence the Denim garment manufacturer should produce more and more stretch Denim fabric and thereby capture the market for Denim fabric. After evaluating the responses of 50 respondents the common consensus is that the two way fabric is a good suggestion for female segment, because ladies segment prefer stretch part and it would augment their overall Denim persona. Lastly Denim garment manufacturer should not worry about cotton casuals and formals eating out into the Denim market because the common consensus is their among the Denim jeans makers and if the consumer buys 5 pair of Denims then he would look on to buy a khaki, cargo, or any other cotton garments.

Chapter 15
128 Padmashree Dr. D.Y. Patil Business management

Consumer preference for denim Jeanswear

Appendix

Case Study Improving the supply chain with web technology at Pepe Jeans Company Profile Pepe Jeans is a world class fashion retailer originating from a small market stall on the Portobello Road in West London. Set up in 1973 by three brothers, Pepe products are now distributed in more than 30 countries around the world, with offices in Barcelona, Madrid, Paris, Amsterdam, London and Florence. Their commitment to remain at the forefront of technological innovation has led to significant investment in advanced Information Technology.

129 Padmashree Dr. D.Y. Patil Business management

The new order entry system. the system was in need of modification in order to allow stock and other information to be viewed by the Customer in a more user-friendly format. incorporates additional Sanderson functionality. 130 Padmashree Dr. This includes an online directory. used by Pepe Jeans representatives and selected customers. D. from the design of a garment or shoe right up to and including the delivery to the retail store. For many years Pepe Jeans successfully used a character-based order entry system.Consumer preference for denim Jeanswear The Challenge Pepe Jeans is constantly evolving through their dedication to innovation in the fashion retail business and in doing so required an advanced IT infrastructure to ensure their operation continued to run smoothly. This system covered the entire supply chain. This extra functionality enables users to see images of Pepe Jeans garments in a real-time environment. Patil Business management . In addition any new system would be required to integrate with the existing database to meet the growing needs of the business. OSL Europe and Sanderson enhanced the order entry system by providing web access to both customers and suppliers in the supply chain. The Solution The decision was taken to retain the existing character-based system and give it a highly advanced web browser that would seamlessly integrate to the existing database. With significant expertise in web applications Sanderson had the skills to provide the necessary enhancements. Although quick and robust. Pepe Jeans and OSL Europe needed a solution that enabled them to develop STYLE man into a more user-friendly. which means no longer having to wait for costly brochures to be received before selecting lines for purchase. STYLEman supplied by OSL Europe. functionally rich product.Y. helpdesk facility with in-built knowledge base and document repository.

significantly improving the overall fulfilment rate. Integrated Knowledge Base – The helpdesk comes complete with an integrated knowledge base. Document Management . enabling queries to be answered by the user. Directory – Pepe Jeans representatives can easily locate colleagues and contacts. written and implemented in just 6 weeks. Specific features of the new system include: Real-time Visibility – Having accurate and up to date visibility of stock means that customer orders can be checked on site and processed immediately. all from within the same integrated supply chain system.Consumer preference for denim Jeanswear The Sanderson solution was selected. D.Linked to an inbuilt document management repository allowing customers to select alternative lines from a colour gallery. Patil Business management . Providing minimal disruption to the business. Helpdesk – The integrated helpdesk facility allows customers to issue calls to Pepe Jeans when they have a problem or query so that they can be answered in a systematic way. should their first choice be unavailable.Y. The Benefits 131 Padmashree Dr.

• Increased revenues as a result of fewer lost sales due to poor stock visibility. which is currently in use in Holland. running above industry standard. Germany. In addition there has been a significant reduction in the administration overhead required to support the ordering process and only minimal training is needed to familiarise users with the new system.Consumer preference for denim Jeanswear Following the seamless installation of the enhanced OSL Europe/Sanderson solution Pepe Jeans has seen a return on investment in less than one year. which now runs at 97% (industry standard 80-90%). Benefits are summarized as follows: • A significant improvement in fulfillment rates. Pepe Jeans continue to expand the user base of the supply chain solution. • Enhanced customer service due to faster turnaround time and greater stock Visibility. perhaps the most significant improvement being the order fulfilment rate. • Increased efficiencies due to reduced administration and a more streamlined Process • Cost savings as a result of fewer order entry errors. • Sophisticated purchasing benefits through real-time sales information.Y. Improvements have been achieved across the whole supply chain. UK and Ireland. This is largely due to a reduction in the time taken to process orders and the clear visibility of real-time stock. Spain. Patil Business management . D. Sanderson and OSL 132 Padmashree Dr.

highly advanced technology to take Pepe Jeans into the future. 61 & above Designation: Name of the branch: 133 Padmashree Dr. Questionnaire Questionnaire for understanding Consumer Preference for Jeanswear Personal Details: Name of Employee (optional): Name of the store: Age : 20-25. 36-40. Patil Business management .Consumer preference for denim Jeanswear Europe have provided robust. 41-50.Y. 51-60. D. 26-30. 31-35.

D. Patil Business management .Consumer preference for denim Jeanswear 1) What is the name of the store? (address) 2) What are the various jeans brands does the store offer? 1) 2) 3) 4) 5) 6) 7) 8) 134 Padmashree Dr.Y.

Female section Brand1. Brand4. Brand5. Brand5. Patil Business management . Brand3. Brand2. Brand4. Brand3.Y. Price range Price range Price range Price range Price range Price range Price range Price range Price range Price range 4) Which style-names amongst the brands are doing well? Male Female 135 Padmashree Dr.Consumer preference for denim Jeanswear 9) 10) 3) Which all style-names available under a particular brand? Brand1. Brand2. D.

Brand1. Boot cut Fit 6) Which wash is being preferred by the consumers? Ans. D.Y. 5) Which style preferences are being followed in the market by the consumers? Ans. 1. Brand5. 136 Padmashree Dr. Brand3. Brand4. Straight Fit 3. Brand5. Comfort Fit 4. Brand2.Consumer preference for denim Jeanswear Brand1. Brand4. Brand3. Regular Fit 2. Patil Business management . Brand2.

Patil Business management .Consumer preference for denim Jeanswear 1. I. Stonewash 9. Sandblasting 8. Lightening/Crackling 10. Crumpled/Crushed 6. Brand 137 Padmashree Dr.Mud wash 7) What according to you is the most important aspect while purchasing a pair of jeans? Ans. Dual Wash/Shade 5. Monkey Wash 7. Look II. Plain wash/Plain Denim 2. D.Y. Worn Out/Rugged Look 4. Faded 3.Distresses Look 11.

1. Any other 8) What are the highest and the lowest sales period of the jeans? 9) What are the factors that influence you while selecting type one jeans is your favorite jeans? Ans. D. Style VII.Consumer preference for denim Jeanswear III.Y. Fit VI. Wash V. Advertisement 138 Padmashree Dr. Patil Business management . Price IV. Brand Name 2.

Comfortibility 4.Y. D. Affordability 10) Shopping trips are mostly accompanied by whom? Ans. Which is the best brand according to you? 139 Padmashree Dr. Dark Light Multi Color Vintage 12.Consumer preference for denim Jeanswear 3. I.  Family  Friend  Alone 11) Which color is your favorite of jeans? Ans. IV. III. Style 5. Patil Business management . II.

What has been the market trend towards the cotton garments as compared to Denim? Ans. D.Y.Consumer preference for denim Jeanswear Ans. Patil Business management . Jeans 2. 13. Cotton Garments 140 Padmashree Dr. 1.

Y. Patil Business management .Consumer preference for denim Jeanswear Chapter 16 Bibliography They following websites have been used for reference: 141 Padmashree Dr. D.

Consumer preference for denim Jeanswear Newspaper: 1. The rise of trendy women denim jeans Feb. 2011 2. http://www.jeans. Magazine a.alrashidmall.com/jeans.madehow. http://denimiscool. Marketing strategy and Implementation e.Y.th/ 142 Padmashree Dr.in.com f. Internet a. http://www. The Indian textile journal d.org/how_they_make_jeans.com/Volume-1/Blue-Jeans.html d. Global Jeans f.jeansinfo.html c. Denim club of india. Phillip Kotler – 11th Edition b.htm b. The Amazing Journey of Denim Jeans By Agarwal c. Chinese Perception of western Brand 4. FIBRE2FASHION b. http://www. Economic Times (Articles) a.com/category/denim-mills/denim-mills- india/ e.wordpress.Imagesfashion. D. 3. http://www.information. http://www. Patil Business management . Book refer a.

Consumer preference for denim Jeanswear g. Patil Business management .Y.nzgirl.in 143 Padmashree Dr. http://www. D.co.com h. http://www.fashion2fiber.

Patil Business management .Y. D. 144 Padmashree Dr.Consumer preference for denim Jeanswear Thank you for providing your valuable insights. I really appreciate your frankness.

Y. D. Patil Business management .Consumer preference for denim Jeanswear 145 Padmashree Dr.

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