Competitive Scenario and Upcoming Trends in the Denim Market

There was a time when denim clothingwas considered as just weekend lounge wears, but now people wear them for workand also for parties. Walk into the ritziest of parties, and more than half ofthem would be seen in denims. A simple cloth has grabbed the attention ofeveryone and has created a tremendous impact on many. It is an acceptable pieceof clothing to a house wife as well as to a fashion savvy model on the runway. Denimbusiness has been identified as a profitable choice right from the retailer sellingin the mass market to the exclusive specialty shop proprietor. Initially it wasconsidered as a bittersweet product. Though jeans have been accepted as anintegral item in every persons wardrobe, the heavy price tag was not conceding.But later on, when more manufacturers entered the industry and the competitionheated up, denim apparels were sold with an affordable price tag to suit theneeds of every customer.

Global jeans market isestimated to be around d $49 billion USD. 50% of the global denim capacity is concentratedin the Asian countries, mainly in China. In US, it is a $10 billion industry. Onaverage, US customers purchase 450 million pairs of jeans in a year. Many othercountries have also developed their denim markets. Industry analysts estimatethat global demand for denim products is likely to rise by 5% every year, andsimultaneously, global supplies will increase by 8%. They forecast a brightfuture for denim apparels provided that the garments appeal to the consumer ina modern way while retaining its traditional ethics as well.

Denim industry is the mostfragmented in the apparel industry. Due to the stiff competition with itssubstitute products like cargos, khaki trousers, and cotton combat, denim saleswitnessed a slight drop during the recent past. The market also met withsaturation during 2005 due to the excess export of garments from developingcountries. But saturation in the market only led to the innovation of newfabrics and trends in the denim industry in the developing countries. Later on,during 2005-06, the industry emerged again with the evergreen fashion attire;back on track. Couture designers worldwide are attempting various experimentswith the fabric to increase its value. Their creativity and desire to capturethe denim market is seen in the form of patches, rhinestones, appliqu andglitter in denim apparels. Smart fabrics are also used in an innovative way. Chemicalfinishes like dry foam finish, flat mercerized, tinted, pigment blotch and usedcreatively in denim apparels.

Companies like Levi Strauss, ITG,VF, Perry Ellis, and American Eagle Outfitters have a strong hold in the denimmarket. American Eagle Outfitters is a leading denim retailer whose garmentshave a blend of American West and European touch in their denim apparels. Specialtystores like Mason's, Lola and Signature Style in Fayetteville have the hottestdesigner collections. Sensing the potential of denim apparels, Cone Denim, abusiness unit of ITG is now focusing on growing its market by sourcing inAfrican countries. Perry Ellis International Inc. owns a portfolio of highlyrecognized brands like Jantzen, Girl Star, Savane, Grand Slam, OriginalPenguin, Natural Issue etc. A new jean has been designed by Levi Strauss thatis compatible with iPod music player. VF Corporation has many reputed denim brandslike Lee, Riders, and Wrangler etc.

Every persons wardrobe contains clothes that fit into two categories; timeless and trendy. Timeless garments never go out of style. Trendy apparels are popular and yet; short lived. People who dress to impress often go for trendy apparels. People in the age group, 13-17, and 25-34 have more specific choices while shopping for denims. In todays denim market new trends are introduced every single day. Fashion oriented ring denim, stretch denim, and 2 ply denim, are currently seen in the store shelves targeted for the high niche market. Colored jeans is the recent trend, whereas, white denim has an evergreen charm.

Boutique denim is becoming more popular these days. Super slim cigarette denim pant with long and bunchy looks at the bottom is the fad of the season, and gives a slim look to the wearer. Some upcoming trends in the denim world are:

• Tencel Denims: Tencel is a fibre that blends easily and enhances the comfort feeling. The fibre is produced from wood pulp harvested from sustained forests where less pesticide is used in trees. Therefore it is environmentally friendly as well. Using this fibre in denim adds a luxurious, silk like feel to the apparel. Though the production cost is a little high, it is likely to come down when the fibre becomes popular. Tencel denims have a good luster and drape compared with the normal denim. They are available in plain weave as well as stretchable denims. Brands like Lee, Hoffmen, Charlie, Killer and Jealous are currently using this fibre in their products.
  
  
• Organic Denims: With the increasing awareness of environmental safety, organic clothes are simultaneously gaining immense popularity. Considering the fact that denim industry consumes 17% of the worlds total cotton production, it is imperative that the industry moves towards the organic way. Some good organic denims produced worldwide are:
  
  
  • Nudie Jeans: Potato starch and natural indigo etc are used to makes these jeans.
  • Loomstate: This is a reputed brand which uses 100% organic cotton for their products.
  • 7forallmankind: Sevens launched its organic denims in the name Yosemite collection. It is a non-stretch fabric with indigo fading throughout the front and rear.
  • Levis Eco: Levis uses organic cotton for their denim products.
  • Sling and Stones: This is a Japanese brand that uses only handpicked cotton, dyed with natural indigo and washed in an environmentally friendly way.
  • Sharkah Chakra: This brand is sold in the stores in London. They are 100% organic denims starting from cotton, to dyes and handloom weaving. The production process is quite long, but its objective is honorable.
    
    
• Linen/Ramie Denims: It is a plant fibre added with denims to give the fabric a silky luster and reduce wrinkles. This is a delicate material when compared with cotton, and hence is added with a strong fibre like denim. Ramie cotton denims are found in a variety of combinations and prices to suit the customers choice and needs.