Who said that all the credit of denim apparels isonly for America?

 

History of jeans dates back even before the period of LeviStrauss, which has a renowned association with it. Denim is a fabric, which isused for making jeans. Though denims are more popularly associated with America, India has the credit of its early history. Initially jeans were ordered for the Italiansailors from the French city of Nimes. The fabric was dyed from a blue dyemanufactured out of the indigo plant that grew in India.


Jeans has one more interesting Indian connection. The denimgarments of Italian sailors, during the span of time, transformed intoboilersuits for protecting their clothes. This overall apparel was made fromcoarse and undyed calico fabric. This fabric is mainly associated with Calicut in India, and hence the name calico. These overalls were mainly manufactured inthe Dongri area in Mumbai, and hence acquired the name Dungaree.


Indian Market for Denims:


Indian denim market is among the fastest growing market witha projected growth rate of 8-12%. Fashion is driving the sales of this apparellike never before. Fashion mania that is fascinating the jeans market isubiquitous, cutting across the price segments and brands. Increasing number ofmiddle-income families in India has given a chance for denim apparels tocapture a good market. Satellite Televisions have also played their part increating a fascination for these apparels associated with the Western culture.


Brands like Hugo Boss, Tommy Hilfiger, and Rathore jeans make the premium segment with a price tag of more than Rs.2, 000. Pepe, Wrangler, and Lee make the premium segment with products ranging from Rs.1, 000-2,000. Numerous brands exist in the Indian market with a price range of Rs.500 -1,000. Other in store jeans is also available at prices ranging from Rs.400.


Fashion gurus believe that fashion wave for denim apparelsis driven by innovations in washes, and fabrics. Manufacturers are coming upwith novel ideas to capture the minds of consumers especially the youngersegment. Crosshatched, broken twill, stretch, and multi-count are a few popularpatterns. Jeans are available at all price ranges to suit the budget of everysingle customer. Even for the people who prefer tailored garments over readymade ones, ready to stitch jeans are available with a pant fabric, leatherlabel, pouch of rivets, and an instruction booklet regarding the stitchingprocess. Manufacturers do not want to lose a single opportunity of marketingtheir products.


Concept stores are planned by brands conveying an uppityattitude, celebrating snobbery right from its signage to store interiors,furniture, plasma televisions, and other features to captivate the shoppers.These stores provide the consumers with a complete brand experience andcommunicate the imagery lifestyle and value of the brand. Levi Strauss haschalked out plans for adding 800 stores all across India by 2011. Wranglerbrand has diverted from its menswear segment to introduce the new Wranglergirl. Arvind is the third largest denim manufacturer in the world, exportingmore than 150 varieties to 66 countries all across the globe. Big brands suchas Lee, JC Penny, Wrangler, Marks & Spencer, Gap, and Lee Cooper use theirdenim fabrics.


Today jeans have become an exemplary outfit in everywardrobe. Every one will have at least one pair of jeans in their closet.Popularity of denim has a ripple effect with other items complementing theirusage. Denim industry in India is moving towards a positive phase, with thepopularity of variety of denim apparels growing at a phenomenal rate.


References:


  1. &sec=article&uinfo=<%=server.URLEncode(2281)%>" target="_blank">http://www.fashiongen.com
  2. &sec=article&uinfo=<%=server.URLEncode(2281)%>" target="_blank">http://lifestyle.iloveindia.com/
  3. &sec=article&uinfo=<%=server.URLEncode(2281)%>" target="_blank">http://www.newint.org