PERSPECTIVES ON MEN’S PREMIUM Denim IN INDIA
Perspectives on Men’s Premium Denim in India
With increasing disposable income, Indian men are now starting to look at the premium ranges to satiate their denim desires.
There is no denying that Indian denim wear market is sure to witness comprehensive growth in the coming years. Few of the drivers that promoted the market growth are ever-expanding economy of the populace, booming consumption, urbanization, and growing middle class purchasing power. Moreover, there has been a drastic shift of the rural fashion market from ethnic wear to western wear. Today, consumers look for style, quality and comfort. And thus, many manufacturers and brands are focusing on introducing premium denims meant for the new age consumer.
As mentioned by Jack & Jones, craftsmanship, innovation and quality of trims play a huge role in defining denim as premium. The concept of sustainability is increasingly playing a huge role as well. Attention to detail, whether it is the stitch or the embellishments, enhances the status of a denim. “In our top of the line denims, we use premium Italian oil pull up leather back patches for branding and punch through rivets or buttons to give the finished product a premium tag,” they affirmed.
The big players of the industry explain the prospects of the luxury and premium denims in India:
The prospects for luxury and premium segment look very promising. In spite of being a niche category, it is surely a growing one. According to Satyen P Momaya, CEO, Celio the premium denim market in India is quite small and yet one of the fastest growing, in the segment.
Amit Dhelia, Proprietor, Courtyard said, “Growth is immense for luxury and premium denims, since denims have become a staple for every wardrobe. It’s used for normal routine purpose, work wear, party wear, luxury wear, essential wear, sportswear and various spheres of life.”
Unita Chandan, Creative Director, Hard Currency explained that with the increased exposure of global trends via the internet, premium and luxury brands have become more desirable in the Indian market. Brand awareness has also increased with the social trends, leaning towards use of branded goods. However, she also stated that only time will tell if this trend persists after GST is levied.
“There is a huge demand, as well as a big gap in this area,” said Samresh Das, Design Manager, Numero Uno. He explained that the international brands are already present in India. Consumers need to understand and be able to differentiate between the qualities. “Sellers should try their best to justify the product at a particular price bracket to claim its premiumness,” he concluded.
Kabeer Kodaniyil, Design Head, Urban Blackberrys has a very positive stance for the future of premium denim wear. He stated, “Gen Z and millennials have more disposable income. Premium denims definitely will do well, for the core reason that they offer more comfort with more color depth and superior feel. Anyone who values quality will bend towards the premium side of the denims. Urban Blackberrys is launching the premium denims that are handcrafted by international talents, which covers the aspects that are impressive on the fashion side and caters superior quality at the same time.” On the other hand, Amrish Shahi, Head Design, Lee Jeans elucidated that luxury and premium denims will have a special position, as many consumers like to have these as collectibles where the value increases day by day. Similarly, Amrish Shahi, Head - Design, Lee Jeans stated that they have seen increased demand for premium fabric. Today’s consumer wants a differentiated product and that comes from premium blends. According to them, sustainability and premiumness are two different ways of looking at the price/value construct of a denim. Sometimes, using sustainable ingredients or processes may even drive the price of a product down, thus increasing its value to the end consumer. “Apart from our brand that people love and believe in, we also make sure our target audience gets a superior product experience. It is when the brand story and the product story match, is when the customer truly buys into the brand experience,” he elaborated.
At present, denim is considered to be a staple product not only in the major metropolitan cities of India, but also in the Tier II and Tier III cities. There is an increasing acceptability of denim amongst all sections of the Indian society. “The demand for denim has increased substantially. This is the reason all major premium denim brands are coming to India. According to me, India is a very big market so prospect of premium denim is good in the country,” said Kapil Jain, Owner, Yellow Jeans.
Players, such as Jack & Jones believe that consumers should understand the premium edge of denims. Brands need to communicate the message through advertisements, campaigns, social media, digital, etc. Jack & Jones give individual focus to different elements that make a denim premium. From stitching to the fit, to sustainable fabric, wash and color, they package information in interesting ways to help educate the customers better.