AS DENIM TODAY MOVES ACROSS THE ONLINE SPACE, WHAT THE ONLINE CONSUMERS PREFERS, AND HOW THE PALYERS DELIVER IS CHANGING EVERY DAY.
7 For all Mankind Europe, an online denim store conducted a survey in 2013 in UK with about 1000 people and asked them “Which item of clothing is most difficult to buy online? About a third of the respondents (29.5%) felt that Jeans was the most difficult clothing item to purchase online. About 31 percent women found it more difficult to purchase jeans online as compared to about 29 percent men – and understandably so, women worldwide, are very
particular when it comes to fits and fit is one aspect which cannot be analyzed online. On speaking to Anvish Jindal, garment exporter in India he said, “I only buy my denims online as I wear only the American are a host of foreign clothing web sites that offer their factory outlets at economical prices on international web sites, pointing to the growth story of the denim jeans markets in India. “These brands are mostly converter brands,” an industry source says, adding that people who are used to spending around `500 on a product, would not be willing to spend more than a 20-25 percent premium on the product. And this is where e-commerce brands benefit as they are able to manage costs better and reach places where lack of infrastructure makes distribution a difficult proposition.
Eagle brand with a set fit and color.
For me it is easier to click and order and not spend time going to the store every time”. In his book “Global
Denim, Miller argues that denims have become so mainstream that they are now a symbol of the ordinary. Jeans have become this neutral foundational garment. If you want to show you are relaxed, if you want to be relaxed, you wear jeans”
The penetration of Internet will play a crucial role in this. Today, it is not an aberration to find consumers ordering apparels on web sites such as Jabong, Myntra and Flipkart not only in metros but also in non-metros. Besides, there Despite a surge, E-commerce fashion player Jabong has reported a trend where denims are getting replaced by non-denim cotton trousers, which have grown by 120 percent in the past year. But Ganesh Subhramanian, COO of online fashion portal Myntra, noted that denim sales are at present more than double those of the non-denim segment, an indication that denim has begun to recover from its earlier losses.
Times are definitely changing, with the advent of internet shopping and other time pressures, buying apparels online is a trend picking up among all segments.
From the Philippines to Turkey, India to Brazil – countrymen to soldiers, cowboys to farmers, presidents, models, kids and house-wives have embraced and loved jeans. For some denims are comfortable, durable, easy, rugged, sporting and some definitely find it sexy and cool. Five among ten people walking on the roads would be wearing different forms of jeans with different washes like washed down denims, dark washes and fabrics like back stretch fabric, coated ones and Jeggings—a hybrid between jeans and leggings with greater stretch ability.
Denims and especially indigo blues is the most versatile and comfortable wear ever manufactured. The unwashed, faded and untreated look is more uber and suits all occasions.
The whole bottom wear is picking up rage across formats- whether denim or non denim However, in the Indian context many versions of denim are finding favor such as clean and sophisticated denims, lightweight denims and boyfriend fits. Suminder Pal, GM (sales and sourcing), FashionAndYou.com, says that in every man’s wardrobe, with at Shopclues) believes fashion is a big category for them. “Fashion at shopclues is very different than fashion at Jabong or flipkart as we have a huge abundance of local and regional brands and bottom wear as a sub category is very big. Within denim wear, they have seen a lot of movement in chambrey shirts and dresses. Colored denim is moving very fast, with a resurgence of acid washes, lighter washes- styles which were out of fashion some years back”.
STUDYING THE TREND ON ONLINE SITES-
As spoken by Swati Nakra, Director Marketing and Strategy, Roposo. com (social network for fashion addicts)
- People also prefer lycra due toits comfort, better handling and color
- Strongpreference for Anti Fits is found in various parts of the
- Lightweight denims duringsummers and heavy ones during winters are most bought across formats
- Onevery interesting fabric, often known as the close cousin for denim is It is an easy, light-weight and breathable fabric perfect for the scorching summer heat and humidity.
- The styles – be it embellished,faded, cut-offs, distressed, printed, high-waisted, skinny, baggy, or ankle-length have taken turns way faster than most other fads for any other piece of clothing. We recommend don the powder blues and take it to the light side both in color and texture!
- The most popular price pointsfor denims range between 1500- It skews pretty much on the higher side depending on the label or brand.
- Jeansor denim lowers have been around since the beginning of time, however the basic denim button-up shirt and the denim skirt have made a smashing entry to the trend board this The shirts can be worn solo, layered or tied in a knot and the skirt (though a massive case of flashback whiplash) has thoroughly evolved from the teenage micro mini to a polished sartorial.
Men v/s Women online buying Today, jeans are mostly sold pre- shrunk and pre-worn. Till some years back denim wear market in India was 80 percent captured by men and
women still preferred to wear cottons or linen. “It is true that the market for denims is dominated by men; however, women are also increasingly opting
for denim because of its versatility. Cottons and linens top the list as they are comfortable and give a more
formal look. Denims are yet considered casual” says Pamwani. “Percentage of men buying jeans online is somewhere close to 70-75 percent than women buying” says Shital Maheshwari, designer and apparel consultant. The
THE SITES FREQUENTED BY MEN ARE MOSTLY, BRAND SITES OF
GANT & NAUTICA, DIESEL, MYNTRA, JABONG, SNAPDEAL, AMERICAN EAGLE ETC. THEY NORMALLY BUY BOTTOMS WHICH ARE TRIED AND TESTED AND MOSTLY IN INDIGO BLUES AND SHADES OF BLUES
his 5 indigo blue jeans, 1-2 colored denims have also joined and from red to pink, yellow and blue, almost every color is being accepted in denims. The fashion portal has seen considerable growth in coloured pants and trousers that have substituted denims to some extent. Radhika Aggarwal (co-founder Denim is largely governed by the youth, not to forget a majority of the older generation also wears it like uniform. Premium lifestyle brand Van Heusen has rolled out its denim plan under its club wear brand V Dot by trying to create a market for specialized denims and targeting the youth.
sites frequented by men are mostly, brand sites of Gant & Nautica, Diesel, Myntra, Jabong, Snapdeal, American Eagle etc. They normally buy bottoms which are tried and tested and mostly in indigo blues and shades of blues.
“At fashionandyou, women prefer buying multi coloured jeggings with bright prints which are multi utility and easy to manage,” says Pal. “At Lee for the men – the straight fit has become increasingly popular and among the females – the mid-waist slim fit is the fast selling merchandise. From the fabric point of view, it is the stretch fabric that is a hot selling item.” reveals Agarwal.
Increasing consumption among tier 2 & 3 cities
Tier II and III cities which constitute about 8 percent of the population contribute only 16 percent of the market share in denim wear and have tremendous scope for expansion. “We at Shopclues.com have a huge collection of Local and regional merchandise with big brands also sharing the ramp but what is selling more is the locals and regionals in the price range `499 –`699,” says Radhika.
But looking at market numbers, Higher-end denim categories are struggling both in domestic and international markets. However aspirational big brands are, there is still a large population buying local brands and that’s the way India shops. It is the low-end category that is doing brisk business and denim ranges between `499 – `699 are selling like hot cakes in the online space. SKNL retails brands such as Reid & Taylor, Belmonte, Stephen Brothers and World Player in India which operate in the mid-range segment and doing well.