Per­spec­tives on Men’s Premium Denim in In­dia

Business of Fashion - - Con­tents -

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:

Ex­perts’ Say

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.

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