HERE ARE THE KEY TAKEAWAYS FROM THE DISCUSSION:
TRANSPARENCY
Every pair of jeans needs to be traceable: the customer will need to know where the fibers and the fabric come from, and where the garment is designed, manufactured and finished. Blockchain and similar technologies make it possible. Communicate through social media, videos, and digital product descriptions. Brands and retailers need to use the information manufacturers and fabric creators supply. There is a world of marketing material available. Circularity will be core.
DESIGN THINKING
Short of creating a three-legged jean, do not limit your creativity with denim. However, do not underestimate the appeal of the timeless five-pocket classic either. Fit will always be key – keep working on it; it is a story in and of itself. The next thing to think about is functionality.
CONNECTIVITY
Open your ateliers for end consumers – offand online: that way, your stories can become dialogues.
LOCALIZATION
The same pair of jeans will have drastically different meanings in Japan, China, the US and Germany. Do not be tempted to tell the same story to customers in different markets: adapt it to the local attitudes. Cultural sensitivity is more important than ever.
AUTHENTICITY
Diversity in denim is a reflection of a diverse society. Denim needs to become a symbol for the open-minded outlook Generations X, Y and Z are embracing. It needs to invoke dreams in the mind of the end consumer. Denim stories can be told through a brand’s heritage but also the right celebrity partnerships.