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Women's denims back in vogue in Indian market
May '12
Women's denims market in India is back in spotlight as consumers, who were earlier looking for fast fashion pieces with intricate design detailing at a reasonable price, have now come to realize that denim is a key investment piece that needs to offer quality and durability.

“These days, women's denims have become more basic and denim-makers are more concentrating on interesting fabrications rather than styling,” Mr. Asif Bux, Director, Voi Jeans, told fibre2fashion.

“Denims is an area where innovation, research and development is continuous, market-leading, and most importantly, exciting to the customer. Stretch, softness and slim silhouettes continue to be the key, but a perfect execution of fit and finish is always the most important thing in the premium market,” says Chloe Lonsdale, Founder and Creative Director of MiH Jeans.

“Colour and wash effects through overdyeing, printing, hand colour applications, laser and yarn dyeing, which allow cool and beautiful expressions of fashion and brand, are currently in demand in the women's denims segment,” she informs.

Talking about latest trends in women's denims, Mr. Bux, says, “We have explored the workwear, utility trend concentrating on creating an androgynous look to suit our customer. Another trend is colour blocking, introducing contrasting cuffs, prints and panels into denims to create a constructed look. We have also introduced some lighter weight chambray summer denims created using heavy duty finishing.”

Both Voi and MiH are optimistic about growth in Indian women's denim market in the coming years. “Customers will continue to desire quality pieces with new innovative fabrics, washes and dyeing techniques, i.e. unique pieces that have value for the cost,” avers Mr. Bux.

“In the coming years, those brands and retailers that continue to offer beautiful quality, great fit and interesting products, will continue to grow,” opines Ms. Lonsdale.

Fibre2fashion News Desk - India

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