How denim wear brands are touching their TG

A denim wear dress or a pair of jeans definitely completes your wardrobe. In today’s time, denim is slowly becoming a part of the Saturday casual dressing code at work places too. With the growing market of Indian denim wear brands, their demand has also risen. Let’s know how the brands are targeting their real TG.

The Denim wear market is expected to reach Rs 39,651 crore by 2021, and Rs 77,999 crore by 2026. The men’s denim segment comprises 84 per cent of the market while the women’s denim segment and kids’ denim segment comprise 10 per cent and 6 per cent respectively. The list is long if we talk about international brands like Pepe, Lee, Levis, Lee Cooper, Diesel etc. Lee Cooper is a global denim brand dedicated to style since 1908. In India, Future Group owns the exclusive license to manufacture and market the brand in categories like denims, trousers, jackets, shirts. When speaking of the Indian names Being Human was launched by actor Salman khan in 2012 with global licensee being Mandhana Industries. From the very start the brand actually depicted its tag line: A clothing line with a heart. It brought everything that touched the youth directly including denim wear, shirts, and trousers.   

Men’s wear brand, Blackberrys also has a denim brand called Urban that completely targets youth. Ramesh Kaushik, VP-Brand experience for the brand says: ‘We are reaching out to our TG by inching closer to them for their unfulfilled needs: by way of design, style and at attractive price points. We are seeing a tremendous response to URBAN and are confident of our strategy to win over the TG. Blackberrys is known for its fit and quality and innovation and the same ethos is driving our Denim proposition.’

Numero Uno, one of the India’s first indigenously manufactured denim brands was incorporated in 1987 by HI Fashion Clothing Co. The flagship brand of Numero Uno Clothing Ltd., Numero Uno has transformed itself into a dynamic and responsive brand for the youth. The company has always focused on fashion conscious youth and it has been introducing trendy and innovative styles for them. The denim sector has always been one of the leading in the apparel industry. Due to its wide acceptance it is now also going popular with women too. The future of denim wear industry is surely promising.

With rise in demand of more pioneering denim styles and its wide acceptance, Indian denim brands have become more aware and are now experimenting for its TG too. It is obvious for the competition to rise more within the coming times.

Few driving forces

·         - Youth with higher spending power now

·        - Lot of people now taking denim wear as a serious business and wants to buy more products made of denim like jeans, jackets, shirts, skirts, kurtis etc.

·         - Rising acceptance of denim wear in smaller towns and cities where local brands play a big role.

·         - Acceptance of stretch fabric which is also now being used with denim for more comfort.

Experimentation of youth with more of denim colours like grey, red, green, yellow and not just Blue and black like earlier days.