Recessionistas aren't giving up on fashion. And no wonderthat the denim fever rages on this summer. With most brands in the denim jeans wearindustry experiencing year-on-year growth, the latest collections in the marketare just getting more snazzy and hip than ever before.
Skinny jeans from brands such as Levis, FCUK, Calvin Klein, s.Oliverand Paul Smith are being touted as the latest fad. Call it the impact ofslowdown, but slim is definitely in!
Levis' recent campaign built around the 4 new 'button fly' fits was launchedin stores this season. The four new fits-low-rise slim, boot cut, relaxedstraight and tapered-form a part of this range. The brand which boasts thelargest market share in the Indian jeans-wear market, says that it has beenexperiencing year-on-year growth. "We have grown significantly since thelast year. We opened 100 stores across 30-35 cities in the past one year alone.That shows the constant level of demand for our products, even in these times,"says Shyam Sukhramani, marketing director, Levi's.
Others too have been following suit. Leading denim brandCalvin Klein (CK) introduced two new skinny fits in men's this season and threenew such styles for women. Side strips, loops and spangled labels with selvedge-edgeson them make them an unconventional wear.
Vijay Murjani, MD, Murjani Group says that the premium denimsegment has not been impacted by market conditions. "Jeans have been thelargest single selling apparel product. Our feedback to the latest CK JeansSpring Summer collection has been quite encouraging. Each of our skinny fitsare very popular among customers as we are constantly sold out on the keylooks."
A lot of styling has now come into jeans which makes themdon a smart appearance. Zipper on leg openings, unwashed looks, back pocketdetailing and ornamentation are all now making their presence felt. Europeanfashion brand s.Oliver recently launched their Sexy Denims campaign at acampaign cost of Rs. 25 lakh.
The brand which has seen an upsurge of 25% in denim saleshas some innovative fits this season. Kunal Pant, head, product and design,s.Oliver India outlines the trends this season. "The major focus is on theboyfriend fit along with the Marlene and the super slim, in fact we haveintroduced a super skinny range for our petite customer which is priced atabout Rs. 2,399, any slimmer we go and we might have to put a zipper on the legopenings which in fact is high on trend for the next season. The time has comewhen jeans are not washed and cut in all the fits and washes, instead stylinghas become priority, and the trend is to choose a wash that goes with thestyle."
The look is slim, straight legs and skinny jeans, for UK-baseddesigner brand Paul Smith as well. The season, according to the brand, isseeing the comeback of light blue, 80's washed denim and colours like grey andwhite to match the summer palette. "Boot cuts and loose baggy styles areon the way out. People are waking up to finishes, washes and quality. We arealso seeing the revival of old school selvedge denim which is seeing anincreasing demand amongst denim connoisseurs," says the press office ofthe brand. The brand claims receiving an extremely positive response to theircollection.
They are the most popular apparel segment among people ofvarious age groups. And clearly, their popularity remains on top despite theslowdown blues.
Written by Neha Dewan from ET Bureau
Originallypublished in "The Economic Times" dated May 03, 2009, New Delhi
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