mahesh

Consumer preference for denim Jeanswear

Index

Obs.

No.

Topic Pages

1. List of Tables 10

2. List of figures and Chart 10

3. Executive Summary 10

4. Objective 14

a. Reason for project 16

5. Research Methodology 17

a. Limitation 19

Literature Review 20

6. Introduction 38

a. History Of Jeans 39

b. Global Scenario of Denim Jeans 45

c. Indian Scenario of denim Jeans 48

7. Denim Mills in India 56

8. Retail Industry in India 59

i. Organized Retail

9. SWOT analysis of Denim Jeans 64

a. Strength 65

b. Weaknesses 66

c. Opportunities 67

d. Threats 68

e. Conclusion 68

1Padmashree Dr. D.Y. Patil Business management


10. Types of Denim fabrics 69

11. Types of Denim Jeans 76

a. Denim Jeans of Man

b. Denim Jeans of Women

12 Denim Story and Manufacturing 85

i. Manufacturing of Denim jeans 94

13 Project Analysis and Finding 102

14 Recommendations 129

15 Conclusion 131

16 Appendix 133

a. Case study 134

b. Questionnaire 138

17 Bibliography 142



List of Tables

No. Topic Page no.1 Average Ownership 472 Denim Mills in India 57,583 Indian Retail Landscape 61

4 Types of washes preferred by the consumers 116

5 Important aspect while purchasing Denim 1186 What are the highest and the lowest sales period of

the jeans?120

7 What are the factors that influence you while selecting type one jeans is your favorite jeans?

123

8Shopping trips are mostly accompanied by whom?

124

9 Which color is your favorite of jeans? 12510 Which is the best brand according to you? 12611 What has been the market trend towards the cotton

garments as compared to Denim?128



List of Figure and Chart

Obs. No. Topic Pages

1. The 19th century – The California Gold Rush 40

2. The 1930’s: Westerns 41

3. The 1960’s Hippies & The Cold War 42

4. Retail Industry in India 60

5. Types of Denim Fabric 70-75

6. Types of jeans for Men 77-81

7. Types of Jeans for Women 82-84

8. Denim story and Manufacturing 86-93

9. Manufacturing of Denim 94-98

10. International Brand and domestic jeans wear brand 101

11. What are the various brands the store offers 103

12. What is preferred waist size in denim market 108,109

13. Types of washes preferred by the consumers 117

14. Important aspect while purchasing Denim 119

15. What are the highest and the lowest sales period of the jeans?

121

16. What are the factors that influence you while selecting type one jeans is your favorite jeans?

123

17.Shopping trips are mostly accompanied by whom?

124

18. Which color is your favorite of jeans? 125

19. Which is the best brand according to you? 127



20. What has been the market trend towards the cotton garments as compared to Denim?

128

Chapter 1

Executive summary



The denim industry in international market as well as domestic market is currently

witnessing a very competitive situation with pressure on prices. Countries like

china, Pakistan and Thailand are highly competitive.

With significant new capacities coming into production in the country the

domestic market has also been witnessing severe price competition due to

oversupply.

Indian textile and clothing industry is one of the largest in the world. India is

one of the few countries that have a presence across the entire value chain of the

textile and apparel business starting from fiber production, spinning, weaving,

knitting, processing to garment manufacturing.

The scope of this project is to study, understand the denim fabric and

analyze the customer preference for the Indian consumer, keeping this in mind,

following steps has been set:-

Step 1

To get an overview of Denim Fabric production

Action taken

Undertook a Virtual visit to the state of art, Denim Fabric manufacturing plant at

Yavatmal. At the plant the various processes undertaken to produce the denim

fabric were studied which included:

Spinning

Weaving/Knitting

Finishing



Product development

Quality Assurance

Step 2

To prepare a questionnaire which would be studying the finer nuances of the

consumer preference of the Indian market?

Action Taken

This part has been completed by understanding the market for Denim Fabric and

what all are the parameters to be included while studying the consumer

preferences.

Step 3

To get the Questionnaire filled by all the leading players of denim jeans ware,

various leading retail chain of garments. After the collection of data, analysis of

data leading to understand the Denim market and consumer preferences.

Action Taken

This task has been completed. Data collected from over 12 Retail Stores and

exclusive stores of all denim brands has been analyzed.

After a detailed analysis, conclusions and suggestions have been interoperated for

the group, they have been discussed in the later parts of the report.



Chapter 2

Objective of Project



To get an overview of Denim fabric production process.

To understand the consumer preference for the Denim market in India.

To analyze the data obtained and identify improvement areas & suggestions

to the company for its management decisions and future trend forecasting.

To find out the impact of sales promotions during a purchase.



Reason for the project

Denim industry is witnessing severe price competition both in the international and

the domestic markets. A significant amount of capacity has come into production

in India, putting pressure on the domestic Denim prices.

At the same time due to boom of the organized retail in Indian market, the demand

for Denim has been like never before. Thus as a leading supplier to all such brands,

the company must know what the various brands are offering to the consumer and

what are the preferences of the customer in this ever changing fashion industry.

The project would allow the organization to gain insights into various brands

grassroots level information from brand names to the preferred wash in the

particular Denim brand from the number of females purchasing the Denim to the

highs and lows of the seasons.

Also the company can come up with move more and more varieties in the Denim

fabric production once they get the pulse of the market.



Chapter 3

Research Methodology



1) Getting to know the basic production process through surfing the net and

understanding the production process all by myself.

2) After spending a sufficient time analyzing the retail format in the Indian

sector, preparing a questionnaire which would be covering all the parameters

for understanding the consumer preference, with the help of seniors.

3) Once the data collection is done encompassing the entire town and suburban

area, the analysis of the material needs to be done whereby conclusion of the

study would be drawn thereafter.

Primary data was collected using the following techniques

Questionnaire Method

1. Sample size :- 50

2. Target Audience

a. Retail stores

Observation Method

The main tool used was, the questionnaire method, observation method has been

continuous with the questionnaire method, as one continuously observes the

surrounding environment he works in.

Sources of secondary data

To obtain information on Cadbury and its competitor, history, current issues,

policies, procedures etc.

1. Internet 2. Magazines

2. Newspapers



Limitations

a. The time period may not suffice the amount of efforts which

should have put in the project over a long period of time.

b. A sample size of 50 respondents may be a small size which may

not be sufficient enough to understand the consumer preference

precisely.



Chapter 4

Literature Review



1. The Indian textile journal , Sorabji M. Rutnague , Launches jeans in U.K., IPF publication, 12th edition

,

This report is about launching the Denim Jeans in U.K. I t includes the following aspects.

Reasons for choosing this product

Trends in international market

Position of Pakistan in international market

Internal process

Machinery profile for Jeans

Legal environment of U.K

Political environment of U.K

Trade environment of U.K

Geographic environment of U.K

Major imports profile of U.K



2. Isobel Doole, Marketing strategy and implementation , Denim Jeans for

Women Consumer, Wiley Publication, 7th edition.

The word Denim has been derived from French words Serge de Nimes which

refers to strong fabric. The jeans originated in seventeenth centaury from the city

of Genoa in Italy where denim trousers were first made from the sturdy fabric of

France to make clothes for sailors. The objective was to make dresses for sailors

with a strong fabric which could survive in tough conditions of sailors working

environment.

Through the decades long evolution of jeans, the popularity of jeans kept rising all

the times. Many factors contributed in its fame including Hollywood movies in

which many female characters have been shown wearing women denim jeans. The

trend of women denim jeans were started after World War II and it spread from

America to Europe and then in other parts of the world and now you cannot find

even the single place in the world where women denim jeans are not worn.

Women denim jeans are incredible and it has reached to iconic status worldwide.

Women denim jeans rise above time, style, trend and fashion barriers and now

equally popular among rich and poor, common and legends and blacks and whites.

Historically denim jeans were considered as a fabric for workers who are involved

in physical labour in factories or fields but now it has become a fabric for all. The

popularity of Women denim jeans is much higher than any other dress of women

and women can be spotted on every occasion in women denim jeans with some

stylish top.

Women denim jeans have evolved amazingly and now there are all the number of

styles and kinds of ladies denim jeans. Initially there was concept that women

denim jeans are only for young girls of balanced figure but now this concept has

changed. Now women denim jeans are appreciated and worn by all women



irrespective to their age and body type. Women denim jeans are available in all

styles and sizes and all types of women whether they are general workers or

executives in offices, all are seen in women denim jeans. The trend and fashion of

women denim jeans is so wide spread that it is now must-have clothing in all

womens wardrobe.



3. Fibre2fashion, Denim jeans in European market, international market, page no.

104

Denim jeans and Europe seem to be made for each other. The relationship goes

back a long time. In fact the very word jeans come from a type of material that was

named after sailors from Genoa in Italy. The word denim is from another French

material serge denimes.

The end of the Second World War was the time when denim blue jeans gained new

status in Europe. Rugged yet relaxing they stood for freedom and a great future.

Both men and women wore them. In Europe the surplus Levis jeans left behind by

American armed forces were now available in limited supplies. They were

extremely popular with teens.

The 60ï saw the coming in of slim jeans. They were extremely popular as

leisurewear. Teens began to have real fun with them. The 70 saw the bell-bottoms

hitting their peak. Creativity flourished as far as denim jeans go. Customized

denim embroidery made an appearance, so too did stud and patched jeans, giving

jeans an all new glamorous appeal.

Designer jeans were literally everywhere in Europe and were a symbol of the

affluence and status of the society. Leading designer labels flooded the market in

the 80ï¿½s. Acid wash debuted in 1986 in Europe and took the market by storm.

The 90 heralded the advent of a generation that was more concerned with old-

fashioned values, environment and family life.



Jeans has been reinvented from time to time and the new millennium is no

different. You can see every major designer coming out with fabulous denim jeans

wear. You can find them at catwalks, at chloe, at Versace and at literally every

fashion festival. The latest trends like the beaded and the beat-up denim jeans are a

rage among youth. So too are torn-knee blue jeans which can be found globally

these days, why only Europe.

The coming in of the internet also had its impact on denim jeans in Europe, as in

the other part so of the world. You could instantly find and shop for the latest jeans

from numerous online resources. This meant that the consumer had a greater

choice and need not compromise on quality of the jeans. Freed of all creative

restrictions the denim jean is assuming numerous disguises to be worn in and has

literally broken every barrier of creativity. From being part of cushions to

furniture-coverings to bed spreads, denim has made it presence felt, every where.

Recent surveys indicate the majority of the people in Europe bought at least one

pair of jeans in the last year. Recent TGI Europa data indicates the denim jeans

have achieved a market penetration of 60% in France and a low of 50% among

women in Great Britain. Germans are considered the least spenders, as far buying

premium jeans wear goes. Spanish also represent a group which buys denim jeans

for their comfort and not for their style. From the teenagers to the adults, every one

seems to be buying denim jeans in larger numbers in Europe these days.



4. Newspaper: Economic Times

Author: Daniel scott

TheArticles: the rise of trendy women denim jeans

The word Denim has been derived from French words Serge de Nimes which

refers to strong fabric. The jeans originated in seventeenth centaury from the city

of Genoa in Italy where denim trousers were first made from the sturdy fabric of

France to make clothes for sailors. The objective was to make dresses for sailors

with a strong fabric which could survive in tough conditions of sailors working

environment.

Through the decades long evolution of jeans, the popularity of jeans kept rising all

the times. Many factors contributed in its fame including Hollywood movies in

which many female characters have been shown wearing women denim jeans. The

trend of women denim jeans were started after World War II and it spread from

America to Europe and then in other parts of the world and now you cannot find

even the single place in the world where women denim jeans are not worn.

Women denim jeans are incredible and it has reached to iconic status worldwide.

Women denim jeans rise above time, style, trend and fashion barriers and now

equally popular among rich and poor, common and legends and blacks and whites.

Historically denim jeans were considered as a fabric for workers who are involved

in physical labour in factories or fields but now it has become a fabric for all. The

popularity of Women denim jeans is much higher than any other dress of women

and women can be spotted on every occasion in women denim jeans with some

stylish top.



Women denim jeans have evolved amazingly and now there are all the number of

styles and kinds of ladies denim jeans. Initially there was concept that women

denim jeans are only for young girls of balanced figure but now this concept has

changed. Now women denim jeans are appreciated and worn by all women

irrespective to their age and body type.

Women denim jeans are available in all styles and sizes and all types of women

whether they are general workers or executives in offices, all are seen in women

denim jeans. The trend and fashion of women denim jeans is so wide spread that it

is now must-have clothing in all women's wardrobe.



5. Magazine: Denim Club India, Moustache Jeans growing beyond the east,

franchise india, 114

Moustache Jeans, a denim brand has gaine popularity in Eastern India and the high

popularity in the region is validated by bagging two awards recently Asia Retail

Congress Retail Icon of the Year 2010 and in January 2011 the most admired

denim brand in the region.

Moustache has come a long way from since its launch in 1984 it started out with a

distinctly macho image reflected in its rugged denim wear. Today, the Moustache

phenomenon is visible across 600 MBOs, 72 EBOs and in large format stores like

Shoppers Stop, Pantaloons, Pratik Lifestyle, Central and Reliance Trends.

Moustache offers jeans for men and women, casual shirts, cotton trousers and T-

shirts. Men jeans range between Rs 995 to Rs 2,595 and the limited range of

women jeans, are from Rs 895 to Rs 1,095. Available in three waist styles, i.e.

regular, high and low and three fits: normal, straight and skinny.

The Southern California collection, priced between Rs 2,195 and Rs 2,595 has

been a success, says Hari Narayan Shah, Chairman, Moustache International.

According to Shah, Women jeans contribute 15 per cent of our category. Nearly 75

per cent is from our basic jeans. Our designer jeans are subtle and contribute about

25 per cent.



Talking about the brand retail expansion plans Shah says, By March 2012 we will

have a total of 100 EBOs. And we want to be in 50 more large formats since

Reliance and Shoppers Stop are expanding, we want to go along with them.

Already present in the east the brand target is north, south and a part of western

India. We target A, A plus and B plus cities. Then we will venture into other areas

like C plus, Shah says.



6. Amazing tour of Denim, Agarwal, Best man jeans for college, Thomas south

western, 8th edition

Stick to the classics. If you're unsure of the popular styles worn at your campus, it's

best to buy a few pairs of straight-leg jeans, which come in a traditional fit that

flatters almost everyone. Look for dark washes for a dressier look that goes with

shirts of all colors. Purchase men’s denim in medium washes for a laid-back look

perfect for a night watching movies or playing video games. Low-rise jeans are

also a classic choice, and you can often find jeans with light washes or whiskering

for an updated look.

Scope out styles in the area. When you visit the campus, pay attention to what

other guys are wearing. Some campuses have dress codes that require conservative

clothing, so you'll want to avoid men's denim with rips and frayed edges. At more

casual universities, however, baggy jeans or men's skinny jeans may be popular,

and many men prefer boot-cut jeans, especially with ankle boots during the fall and

winter. Don't worry about following trends exactly if that's not your style; purchase

comfortable low-rise jeans you can wear with anything, and then update your look

with polos, fitted T-shirts and crewneck sweaters to fit in with the college crowd.

Keep dressy jeans on hand. When you're going on a first date and want to make a

good impression, you'll want to wear men’s designer jeans that fit well and look

great on you. Look for styles with contrasting stitching, embroidered pockets and



other details for a stylish look. If you've paid too much for textbooks and don't

have a lot to spend on fashion jeans, try dark boot-cut jeans and pair them with a

crisp button-up and nice blazer for a great date-night look. Extremely baggy jeans

may not be best for a date, especially at a more formal restaurant. You may also

want to avoid men’s skinny jeans, depending on your date's style and preferences.

Whatever you wear, make sure your fashion jeans look nice and are comfortable so

you'll have plenty of fun on your date.



7. Global Denim, Daniel Miller and Sophie Woodward, A Manifesto for the

Study of Denim, Prince Hall of India, 8th edition

This paper considers the challenge to anthropology represented by a topic such as

global denim. Using the phrase ‘blindingly obvious’ it considers the problems

posed by objects that have become ubiquitous. While there are historical narratives

about the origins, history and spread of denim, these leave open the issue of how

we make compatible the ethnographic study of specific regional appropriations of

denim and its global presence in a manner that is distinctly anthropological.

Ethnographies of blue jeans in Brazil and England are provided as examples. These

suggest the need to understand the relationship between three observations: its

global presence, the phenomenon of distressing and its relationship to anxiety in

the selection of clothes. As a manifesto, this paper argues for a global academic

response that engages with denim from the global commodity chain through to the

specificity of local accounts of denim wearing. Ultimately this can provide the

basis for an anthropological engagement with global modernity.



8. Chinese perceptions of Western-branded denim jeans, Juanjuan Wu, Consumer denim jeans, Tata McGraw- Hill, 14th edition

Purpose – To provide marketing and managerial insights to western companies

selling denim jeans in China, specifically in Shanghai. Understanding consumers'

perceptions of Western-branded jeans in a cultural-specific marketplace is the

primary focus.

Design/methodology/approach – Combined methods included observation of

shoppers wearing jeans in two malls in Shanghai and an anonymous survey. A

total of 219 surveys were analyzed and consumer-perceived jeans attributes or

related concepts were tabulated.

Findings – About one third of the observed shoppers were wearing jeans, which

signified a relatively high popularity of jeans as casual wear in Shanghai. The

design and fashion of jeans were deemed highly critical but were superseded by

comfort and fit. Shanghai consumers distinguished brand origins only between the

West and the East instead of by specific countries. Dissatisfaction with price and

fit were identified.

Research limitations/implications – Questions were designed to screen out

respondents who had not purchased and had no desire to purchase western denim

jeans brands. Limiting the sample in this way offered some control for behavioral

patterns, but conclusions are limited.

Practical implications – Content analysis of an open-ended question about

consumers' perceptions of western-branded jeans helped discern attributes of jeans

that consumers deemed most important. Marketers of western jeans can develop

effective marketing strategies in tune with consumer preferences.



Originality/value – This paper researched consumers' perceptions of western denim

jeans, a type of world dress, in a booming but foreign market in western eyes. The

open-ended question solicited consumers' free responses, which in turn helped pin-

point attributes of jeans that Chinese consumers value the most.



10. Marketing management, Gaurav Doshi, : Denim Jeans in European

Market, 2nd edition

Denim jeans and Europe seem to be made for each other. The relationship goes

back a long time. In fact the very word jeans come from a type of material that was

named after sailors from Genoa in Italy. The word denim is from another French

material serge de nimes.

The end of the Second World War was the time when denim blue jeans gained new

status in Europe. Rugged yet relaxing they stood for freedom and a great future.

Both men and women wore them. In Europe the surplus Levi's jeans left behind by

American armed forces were now available in limited supplies. They were

extremely popular with teens.

The 60's saw the coming in of slim jeans. They were extremely popular as

leisurewear. Teens began to have real fun with them. The 70's saw the bell-bottoms

hitting their peak. Creativity flourished as far as denim jeans go. Customized

denim embroidery made an appearance, so too did stud and patched jeans, giving

jeans an all new glamorous appeal.

Designer jeans were literally everywhere in Europe and were a symbol of the

affluence and status of the society. Leading designer labels flooded the market in

the 80's. Acid wash debuted in 1986 in Europe and took the market by storm. The

90's heralded the advent of a generation that was more concerned with old-

fashioned values, environment and family life.

Jeans has been reinvented from time to time and the new millennium is no

different. You can see every major designer coming out with fabulous denim jeans

wear. You can find them at catwalks, at chloe, at Versace and at literally every



fashion festival. The latest trends like the beaded and the beat-up denim jeans are a

rage among youth. So too are torn-knee blue jeans which can be found globally

these days, why only Europe.

The coming in of the internet also had its impact on denim jeans in Europe, as in

the other part so of the world. You could instantly find and shop for the latest jeans

from numerous online resources. This meant that the consumer had a greater

choice and need not compromise on quality of the jeans. Freed of all creative

restrictions the denim jean is assuming numerous disguises to be worn in and has

literally broken every barrier of creativity. From being part of cushions to

furniture-coverings to bed spreads, denim has made it presence felt, everywhere.



Chapter 5

Introduction



History of Jeans

Denim and jeans - where do the names come from?

Jeans was created over a century ago. The earliest known pre-cursor for jeans is

the Indian export of a thick cotton cloth, in the 16th century, known as dungaree.

Dyed in indigo, it was sold near the Dongarii Fort near Mumbai. Sailors cut it to

suit them.

Jeans were first created in Genoa, Italy when the city was an independent

republivc and a naval power. The first were made for the Genoese Navy because it

required all-purpose trousers for its sailors that could be worn wet or dry, and

whose legs could easily be rolled up to wear while swabbing the deck. These jeans

would be laundered by dragging them in large mesh nets behind the ship, and the

sea water would bleach them in white. The first Denim came from Nimes, france,

hence de nimes, the name of the Fabric. The French blue de Genes, from the Italian

blu di Genova, literally the “blue of Genoa” dye of their fabric, is thr root of the

names for these trousers. ”jeans" and “blue Jeans”, today.

The beginnings…

The 18th century

At first, jean cloth was made from a mixture of things. However, in the eighteenth

century as trade, slave labor, and cotton plantations increased, jean cloth was made

completely from cotton. Workers wore it because the material was very strong and

it did not wear out easily. It was usually dyed with indigo, a dye taken from plants

in the Americas and India, which made jean cloth a dark blue color.



The 19th century – The California Gold Rush

In 1848, gold was found in California (not too far from San Francisco) and the

famous Gold Rush began. The gold miners wanted clothes that were strong and did

not tear easily. In 1853, a man called Leob Strauss left his home in New York and

moved to San Francisco, where he started a wholesale business, supplying clothes.

Strauss later changed his name from Leob to Levi.

Rivets

A big problem with the miners’ clothes was the pockets, which easily tore away

from the jeans. A man called Jacob Davis had the idea of using metal rivets

(fasteners) to hold the pockets and the jeans together so that they wouldn't tear.

Davis wanted to patent his idea, but he didn't have enough money, so in 1872, he

wrote to Levi Strauss and offered Strauss a deal if Strauss would pay for the patent.

Strauss accepted, and he started making copper-riveted 'waist overalls' (as jeans

were called then).

In 1886, Levi sewed a leather label on their jeans. The label showed a picture of a

pair of jeans that were being pulled between two horses. This was to advertise how

strong Levi jeans were: even two horses could not tear them apart.



How jeans became popular

The 1930's: Westerns

In the 1930's, Hollywood made lots of western movies. Cowboys - who often wore

jeans in the movies-became very popular. Many Americans who lived in the

eastern states went for vacations on 'dude ranches' and took pairs of denim 'waist

overalls' back east with them when they went home.

The 1940's: War

Fewer jeans were made during the time of World War 2, but 'waist overalls' were

introduced to the world by American soldiers, who sometimes wore them when

they were off duty. After the war, Levi began to sell their clothes outside the

American West. Rival companies, like Wrangler and Lee, began to compete with

Levi for a share of this new market.

The 1950's: Rebels



In the 1950's, denim became popular with young people. It was the symbol of the

teenage rebel in TV programmes and movies (like James Dean in the 1955 movie

Rebel Without a Cause). Some schools in the USA banned students from wearing

denim. Teenagers called the waist overalls 'jean pants' - and the name staye

The 1960's: Hippies & the Cold War

In the 1960's many, many university and college students wore jeans. Different

styles of jeans were made, to match the 60's fashions: embroidered jeans, painted

jeans, psychedelic jeans...

In many non-western countries, jeans became a symbol of 'Western decadence' and

were very hard to get. US companies said that they often received letters from

people all around the world asking them to send the writer a pair of jeans



The 1970's: Sweatshops

As regulations on world trade became more relaxed in the late 1970's, jeans started

to be made more and more in sweatshops in countries in the South. Because the

workers were paid very little, jeans became cheaper. More people in the countries

of the South started wearing jeans.

The 1980's: Designer Jeans

In the 1980's jeans finally became high fashion clothing, when famous designers

started making their own styles of jeans, with their own labels on them. Sales of

jeans went up and up.

The 1990's: Recession

In the worldwide recession of the 1990's, the sale of jeans has stopped growing.

Although the Denim is never completely out of style, it certainly goes out of

‘Fashion’ from time to time. In these years the youth market wasn’t particularly

interested in 501s and other traditional Jeans styles, mainly because their parents:

the ‘generation born in blue’ were still busy squeezing their aging bodies into

them. Since no teenagers will be caught dead in anything their parents are wearing,

the latest generation of rebellious youth turned to other fabrics and other styles of

casual pants, such as khakis, chinos, combat and carpenters and branded

sportswear pants. They still wore Denim, but it had to be in different finishes, new

cuts, shapes, styles, or in the form of aged, authentic, vintage jeans, discovered in

markets, second hand-and thrift shops, not conventional jeans stores. Levis Strauss

& co., the number-one producer of jeans and the “single most potent symbol of



American style on planet earth” (as the Los Angeles times succinctly put it), is in

trouble. Eleven North American factories close, a nation grieves.

2000: Reinventing denim

Something decidedly weird is happening in the world of Denim. The products need

to be reinvented from time to time and jeans have been back on designers catwalks,

at Chanel, Dior, Chloe and Versace. The single most potent symbol of fashion,

summer ’99—Tom ford’s feathered, beaded, beat-up, torn-knee Gucci blue jeans,

seen globally, sell out instantaneously at $3715 a pop And then, on the internet,

was the shining image of Helmut Lang’s silver-sprayed pants, striding out beyond

our conception of basic quality.

Freed of all social and creative restrictions, Denim is assuming any number of

disguises and contexts to be worn in and has broken through almost any limitation

on price. It can also be found in home collections, appearing in cushions, bed

spreads and furniture-coverings.

And the 21st century......?



Global scenario of Denim Jeans

The denim jeans industry is one of the most fragmented industries with several

thousand companies targeting a myriad of customer segments and niche markets.

The high concentration of players, both large and small, has resulted in fierce

competition. Consequently, most of the denim companies, particularly the

premium brands, invest heavily in differentiating and marketing efforts. Most

brands choose either new materials or traditional fibers to differentiate. Customers

purchase denims for their fit, style, and fashion; therefore, brands focus on a

particular customer segment such as teen girls or forty-plus men and then attempt

to offer jeans that provides the right fit for the group.

Americans purchase about 450 million pairs of denim jeans each year, and jean is

the most extensively produced and used apparel in the US, as stated by the new

market research report on denim jeans

(http://www.strategyr.com/Denim_Jeans_Market_Report.asp). The denim jean

market in the US is cyclical and sensitive to productivity, employment milieu,

fashion trends, celebrity endorsements, lifestyles, and other such factors. Retailers

and manufacturers are under constant pressure due to short fashion cycles and

rapid chances in customer preferences. The denim jeans market slowed down in

2008 after a string of high growth years (close to a decade). Nevertheless, premium

denim segment continued to remain resilient in 2008.


http://www.strategyr.com/Denim_Jeans_Market_Report.asp


Excessive celebrity endorsements in style magazines, mostly for US brands, have

eventually desensitized the denim jean customers towards brands in recent years.

Nearly 4/5th of Americans, Canadians, and the French actually do not notice the

brands endorsed by celebrities; and that a similar proportion of customers from

these regions are not interested in noticing what others are wearing on the streets.

On the other hand, customers in regions such as South Africa and Malaysia are

more interested in noticing the denim brands celebrities are endorsing, and brands

that are popular on the streets. On a global basis, about 25% of denim customers

keep track of street fashions and celebrity endorsements.

Key players dominating the global denim jeans market include 7 For All Mankind,

Aarvee Denims and Exports Ltd, Arvind Limited, Black Peony (Group) Co., Ltd,

Diesel S.p.A, Edwin Company, Gap Inc., James Jeans Dry Age Denim LLC, Lee

Jeans, Levi Strauss & Co, Mavi Jeans, Nien Hsing Textile Co. Ltd, Orta Anadolu,

Raymond Ltd., and True Religion Apparel Inc. among others.

The report titled "Denim Jeans: A Global Strategic Business Report" announced by

Global Industry Analysts, Inc., provides a comprehensive review of market trends,

product overview, product introductions/innovations, and recent industry activity.

The study analyzes market data and analytics in terms of value sales for regions

including the United States, Europe, and Rest of World.



Average ownership

% of Consumers Pairs of

who love or enjoy jeans

wearing denim owned

Germany 87 7

United States* 78 9

Colombia 76 8

United Kingdom 73 8

Japan 69 6

Brazil 69 7

Italy 61 7

Thailand 43 2

China 39 7

India 35 4

Germany has the highest percentage of denim lovers where as India stands at the bottom of the table.



Indian Scenario

India among top jeans wear market

Jeanswear trends started in India truly in the eighties, with the establishment and

the movement of brands like Avis, Wings, Flying Machine, UFO, along with

international brands like FU's. With the realistic pricing and a "Good jeans for

less" proposition, Newport entered into the mass psyche in the mid-nineties. The

growth in the domestic jeans and casual wear market is attracting an increasing

number of multinationals into the segment.

With the Indian youth becoming increasingly fashion conscious and with spending

power being consistently on the rise, making life easier for the fast-growing

'premium' category of jeans wear brands. On the other hand, it has been tough

times for other segments of the business - one of the underperformers being a

mass-market jeanswear brand.

Denim consumption boost up in India

Various apparel categories, excluding innerwear, jeans wear too is connected to

brand tags in India. A label tag is a must now on the back waist panel of even

tailored garments. As regards to contribution of the branded section in each

category percentages may vary, approximately 79 percent of the jeans sold in India

tagged with label, the rest of jeans are supplied by tailors and localized

manufacturers with no-name.

Daily in India, there are number of small stores where customized jeans are

stitched for as little as Rs 200. And their customers are not only Indians, but

Westerners too, and you can find a long queue of Westerners, waiting to purchase



customized jeans wear to be used as wear and throw and it is because of the reality

for the Westerners that the availability of a customised piece of clothing at very

low pricing. On the other hand, the more and more affluent middle class is

amazingly responsive about the charm of branding.

Denim wear consumption in India and the business is itself changes almost

everyday with new modification and new brands, it is also becoming a part of its

action by determining the size, character and make up and it also requires a

profound market research study.

According to a survey report, by considering the aspects of socio-economic,

cultural, emotional and functional backgrounds and its applications there are four

type of branded jeanswear market available in India.

Super Premium Segment (Rs. 2000+)- brands like Tommy Hilfiger, Hugo Boss,

AN Jeans, Rocky S Jeans, Rathore Jeans

Premium Segment (Rs. 1000-2000)- Pepe, Levi's, Lee, Wrangler

Middle Segment (Rs. 500-1000)-Most Indian brands cover both Middle and

Premium categories

Economy Segment (Rs. 300-500)-Ruf n Tuf, Newport, Impact, Thunder as well as

in store labels like Westside's SRC and 2Fast4U that are priced between Rs. 375 to

Rs. 600

At the lower and unorganised end of jeanswear market the price is assumed as

under Rs.300. Where as most Indian brands cover both Middle and Premium

categories.



In the year 2001-02 about 34 million pieces of jeans were sold, which accounted to

a market value of Rs1363 crore. The Super Premium brand jeans was almost not

there in the market (about Rs.3 crore), until 2001-02, as there were only few

companies. At this time, the Economy segment (Rs.300-500) was accounted to

about Rs.500 crore. The premium (Rs.1000-2000) and middle segments (Rs.500-

1000) reached to Rs.150 crore and Rs.400 crore respectively. Until this time,

consumption per pair of jeans continued predominantly under the Rs.1000 mark as

its top limit.

Then a clear pattern observed in the period of 2002-03, the premium and middle

segments rose at approximately 20 and 15 per cent respectively. In other words we

can say, jeans priced above Rs.1000 were sold more than those under.

The Economy segment grew at approximately 10 percent, while the total market

size grew by approximately 10.8 per cent over 2001-02, with 37 million pairs of

jeans raking in only over Rs.1500 crore in sales in 2002-03.

The report shows that, of all the price bands, the premium segment performing a

large amount of visible and faster growth. During the period of 2003-2004, the

premium segment performed with the 25 percent rise with a market value of

Rs.225 crore.

The Economy segment maintains a steady growth at 10 per cent with a coverage

over 15 million pieces in the Rs.300-500 price value shifting to retail shelves.

Thanks to the fastest growth in the premium segment, together with a rise of the

high-value Super-premium ranges (30,000 pieces causing Rs.9 crore in sales),

reached to Rs.1690 crore with its 11.9 percent, the overall jeanswear business also

increased at a percentage point higher. This key improvement of the super



premium price range within a few years is amazing. In 1999, if a brand was

introduced at Rs.1100, it was considered as 'super premium' while the same price,

the same product in 2003 would build it hardly to premium segment.

For the year 2004-2005, the study projected a further fastest growth for jeanswear

as a category, at about 12.5 per cent.

Once again, from the Premium segment, the highest growth is likely to occur

though growth will stay at 25 percent. The Middle segment was also projected to

maintain the period of 2002-2003 - at 15 percent, and carried about Rs.608 crore

from eight million pieces. The Economy segment is also performed steady rise - 10

percent - with nearly 17 million pieces shifting to the retail shelves.

Approximately 43 million pairs of jeans are expected to be sold during the period

of 2004- 2005, with menswear obtaining with the major share - 76 per cent,

women wear at 17 per cent and kids wear at 7 percent. By the end of the present

financial year, the jeanswear market in India would witness valuation about

Rs.1902 crore.

In addition to women's wear, the scenario of market in denim wear brand is

prospective for the kids wear market. For children, in addition to just clothing,

denim can perform more significantly in accessories and functional products.

However, there remains some doubt on how to deal with the attention to the 10-15

years age segment. This is a consumer set that does not fit into most jeanswear

brands' core target - 16-25 years - and is also not quite prepared to be treated as

'kids'. For denim, there exists a large base in this age group, which will willingly

adopt structured merchandise that connects with their distinct preferences.



The year 1997 has been taken as base year for the price range purpose. Then the

super premium price range beyond Rs.800-plus could not be imagined as there

were not too many offers beyond that range. However, we ourselves were

surprised to note that now the super premium range may easily be defined at range

of Rs.2000-plus. The time has changed in such a short time. There is a major

learning for all of us and specifically for international brands.

While judging on the part of the entry strategies for various international brands,

the most challenging job is to determine the right price points. There are many

aspects - parity with international prices, global positioning, perceived image in the

new market, and anticipated positioning in the new market connecting to

incumbent brands. And most of the times, a mix of these parameters and their

weights is applied to identify with certain other, not likely to definite factors in

mind. Unlike developed or established markets, it has much more space to expand

on the premium end once the brand is established and customers are well-informed

about the differentiation, and the only one factor that has to keep in mind is that the

Indian market is growth-driven and is fueled by inflation.

The entrance of premium price points in denim market is also determined by the

fact that the market was in decelerated phase in 1999-2000. At that time the brands

were required to present more value-added products to create consumer look at

denim in a different way. As weigh against to "workman's apparel", the denim with

embroidery and innovative washes, styling and cuts was found to be more as

fashion apparel.

This change in rank permitted denim to walk around newer and higher price points.

And also unlock the giant door for many international brands to strive at higher

price points by creating more advance merchandise. Supporting to this, the



recognition of denim wear as fashion apparel fascinated many Indian designers to

show their strong presence. And also give further merchandise to the premium and

super premium ranges.

The Economy and lower price bands appear to have been unnoticed in the

jeanswear brand to move ahead. In India, there are few exceptions, like Newport in

the mid-nineties and at present Ruf n Tuf (via the Arvind Brands and Pantaloon

Retail joint effort) attempted to capture this untapped and big market opportunity.

Whereas the denim brands for their continued existence have found some respite at

the premium end, the real speed where denim belongs is still uninfluenced. The

approximations are that at a price point of Rs.300 for denim jeans, the market

could be as big as Rs.2000 crore i.e. larger in value compared to the whole market

existed at present. However, the biggest challenge lies all across the supply chain -

be it the distribution or retail at front-end or the highly efficient manufacturing at

the other end.

Consequently, with the appearance of modern formats of retailing as large format

department stores or numerous malls permitting more exclusive brand stores to

start, where products needs a different stage of environment and service levels to

exhibit, trial and purchasing decision that was not seen until at present, which

provide the strong support to the development of the premium end at a large. The

situation seems to be further progressive for premium end brands with the constant

growth projection in retail sector.

The markets drift evidently prove that the denim may be going for another decline

soon, but it give the impression that with all these new products and innovations,

premium brands may be capable to remain in much improved phase.



Considering the manufacturing point of view (whether the fabric or garments)

mills like Arvind Mills have showed their competency in production and received

the respect as a largest scale of producer with the position to present the cheapest

basic denim fabric in the world. Though, India does not have in fact efficient jeans

making provisions as a VF Corp. (owner of Lee and Nautica Jeans) has in other

parts of the world.

From the marketing and distribution point of view, as a mass market of jeans

existed, the complicated and split nature of the distribution chain have not allowed

many good judgments and came to pass, and also has squeezed many perceptions

in their push. Though, with a much more efforts desired by logistics suppliers and

quick development in retail formats like Big Bazaar, many difficulties can be

removed and the vast potential for denim jeans can be opened.

The urban and semi urban masses: another targeted audience to deliver the

products

On the back end, whereas it may be starting phases of the markets for urban and

semi urban masses, the large portion of rural and semi rural markets are another

targeted audience to deliver the products. As the practical requirement of jeans

may be extremely vary from what is required in urban markets' masses, there will

be a challenging task to operate from the basic product itself. Whether it is

waterproofing, or anti bacterial finishes, with the consideration of the market size,

making jeans for the rural market, more and more research and development tasks

are require to develop the market. It is the efforts taken by DSCL (Hariyali), ITC

Ltd (Sagar) and Godrej (Adhaar) into rural retailing, the setup in rural market may

soon turn out to be much easier to deal with. These set ups can unlock the doors to

the largest untapped market in the world.



In the end, to wait on the opportunity in premium brand, it is surprised to note that

all potential segments are moreover already in its position or can easily be shaped.

Though, the absent portion is an assertive company to set all these segments

together and switch over to this potential into real business



Chapter 6

Denim Mills in India



It is really amazing how the denim capacities have built up in India. Only a

couple of years ago, the capacities used to be in the range of 200-250 million mtrs

p.a and it was so easy to count the mills on your single hand ! . However, the last 2

years have seen a proliferation of denim mills and the count has gone up

drastically.

Denim Mills in India

No. Name Capacity(Million Mtrs p.a) Remarks

Approx.

1 Arvind 70 Reduced cap. Recently

2 Aarvee 50

3 Malwa 20

4 KG Denim 22

5 KG Fabric 10 New Co.

6 Raymond 40

7 Surya Lakshmi 40

8 Mafatlal 20

9 Rainbow 20

10 Modern 18

11 Century 20 Being expanded shortly



12 Nahar 15 New Co.

13 Blue Blend 20

14 Chidipal 20

15 Bhaskar 20

16 Jindal 10 New Co.

17 Soma 20 Recently Expanded

18 Pratap 10 New Co.

19 Ginni 10 New Co.

20 Ashima 10

21 Sangam Textiles 10 New Co.

22 LNJ Bhilwara 20 Commencing prod. Shortly

23 Sai Lakshmi 20 Commencing prod. Shortly

515 Million mtrs approx



Chapter 7

Retail Industry in India



In India, the retail industry is broadly divided into the organized and unorganized

sectors. The total market in 2005 stood at Rs. 10,000 billion, accounting for about

9-10% of the country’s gros domestic product (GDP). Of this total market, the

organized sector accounted for Rs. 350 billion (about 3.5 % of the total) of the

revenues.

According to AT Kearney, the organized Retailing Industry is expected to cross

Rs.1000 billion revenue mark by 2010. Traditionally, the Retail Industry in India

comprised of large, medium and small grocery stores and drug stores which could

be categorized as unorganized retailing. Most of the organized retailing in India

had recently started and was mainly concentrated in metropolitan cities.

The retailing industry seems poised for a significant growth in the coming years

owing to the presence of a vast market, growing consumer awareness about

product quality and services, higher disposable income of consumers and the desire

to try out new products.



Indian Retail Landscape

Raising incomes and increased consumerism are fuelling retail growth

Fig .2

The above chart depicts the growth of retail sector in India with due considerations

of rising incomes and increased consumerism in India.



ORGANIZED DETAIL

Retailing, one of the largest sectors in the global economy, is going through a

transition phase in India. For a long time, the corner grocery was the only choice

available to the consumer, especially in the urban areas. This is slowly giving way

to international formats of retailing.

Retailing in India is unorganized with poor supply chain management perspective.

According to a recent survey by some of the retail consulting bodies, an

overwhelming proportion of Rs.400,000 crore retail markets are unorganized. In

fact, only a Rs. 20,000 crore segment of the market is organized.

Given that organized retail has been registering growth rates of approximately 40

percent over the last three years, it is expected to grow to about Rs.35,000 crore in

5, and close to Rs. 70,000 crore in 2010if projections were to be made considering

the current trends in food retailing in India, some years down the line, food and

grocery stores will be forced to offer special discounts and trade terms for them to

get the shelf space in such stores.

Also, once established, in-store label brands will become a real threat to the

industry as manufacturers will have to compete with the store label brands that are

generally very price – competitive. As for the spread geographically, strong



chances stand that the major chains would spread to the next grade of cities in the

country over the next 5 years or so and then progressively start covering every

corner of the country. Most chains have already started developing their own

unique supply chains that would suit their needs precisely. Replicating the success

stories of the big names of the western nations may still be a distant dream for

Indian food and grocery retailers, but at least the winds are blowing in the direction

of grow



Chapter 8

SWOT analysis of Denim



Strengths

The main strength of Denim is its popularity. Because of its popularity

most people go for it. Even if they don’t like it, some people think it’s a

must and it makes them look fabulous which actually is true. It became

popular because of its durability.

Teenagers prefer it always because it is good and they have a high

consistent quality product, updated fashion styles according to time change.

It is a globally recognized garment all over the world.

Unique texture and colors

Competitive pricing with its rivals like cotton garments

Low rates for best quality of Denim

The Jeanswear takes pride in providing quality products, personal

service and fair treatment.

Denim jeans are easily worn by all gender and age.

And every time u wash a denim jeans, It has a new look

.



Weaknesses

Recently lose market to newer, trendier, more stylish and cheaper price

range of other brand.

Since it is 100 % cotton, any cotton price change will affect its price

directly

Various other garments like cargo’s and cotton trousers, khaki’s are

given a tough competition to the denim jeans market.

They only focus mainly on youth wants not the adults which make the

company weaker in marketing area, but the trend is changing now.

Various other new brands keeps on improving in styles with cheaper

price and thus results in weaknesses to denim market.

Every time you wash denim jeans, it bleeds and makes the fabric look

whitish and faded.

In India the people have yet to know the quality of denim which

invariably makes lesser quality sell more.

Since many workplace/ company still follow dress code as formal. Jeans

are still to make headways.

Opportunities



The denim product can be sold anywhere in the world. Which gives

more room for selling the product everywhere in the world.

Denim jeans mainly focus on teenagers and youth wants. Since the

youths are more aware of fashion than other range of people it creates an

opportunity for the company’s to sell more.

Youths and teenagers like us don’t like to wear same clothes now and

then, time changes, our minds and tastes changes. Since Levis is always

updated with the changes in lifestyles. It creates an opportunity for the

company to get an idea on new fashion and thus more products.

Many MNC’s have made weekend dress code as casuals. Which

gives more opportunity for denim to be worn by the office/ workers around

the world.

Threats



Various new Fabrics like cotton trousers, khaki’s, cargo’s, corduroy and

many others which are rivals to them create a competition in the market

which makes it hard for denim in marketing.

Youths especially teenagers are not always in static in mind, they want

changes very fast in everything which goes the same for fashion. All

these kinds of problems are threats to the denim because they have to

think and develop a new brand/fashion every now and then to satisfy

their customers.

Conclusion

Denim jeans still today is one of the best and most popular brands among its

competitors all over the world. Their products are stylish, updated and loves by all

teenagers, the price is worth the satisfaction we have when we wears it.



Chapter 9

Types of Denim Fabrics



Types of Denim Fabrics

Denim. Americans have been in love with this venerable fabric for well more than

a century. It is as American as baseball, hot dogs and apple pie. Open the closet

and take a good look at your collection of blue jeans. Whether deep indigo,

whiskered, sun-faded or vintage washed, most people think all denim is created

equal. Consider these seven types of denim as evidence that there is more to this

popular textile than meets the eye.


http://i.ehow.com/images/a05/2o/54/types-denim-fabrics-800X800.jpg


Raw Denim

Love it or hate it, raw denim is dyed denim fabric that has not been washed, treated

with finishing chemicals or distressed in any manner. Raw or dry denim is initially

dark in color and stiff to the touch, but eventually softens and fades with wear.

Flat-Finish Denim

Flat finishing is a process performed at the mill to impart denim with an evenly

distributed wash-down color and smooth surface. Manufacturers use the

mercerization and calendering processes to produce a flat denim finish.


http://www.google.co.in/imgres?imgurl=http://www.espyclothing.com/images/prod/3118a.jpg&imgrefurl=http://www.espyclothing.com/clothing-blog-article-256.htm&usg=__ppn1fvd5NYzfeZzhjaXryAfJu6Y=&h=740&w=580&sz=255&hl=en&start=0&zoom=1&tbnid=izH-60_GOD8DIM:&tbnh=141&tbnw=111&ei=scJ3TfCCNI3MrQeTmfG-Cg&prev=/images?q=flat+finish+denim&hl=en&biw=1362&bih=464&gbv=2&tbs=isch:1,isz:m&itbs=1&iact=hc&vpx=376&vpy=115&dur=5429&hovh=254&hovw=199&tx=113&ty=210&oei=scJ3TfCCNI3MrQeTmfG-Cg&page=1&ndsp=16&ved=1t:429,r:10,s:0


Mercerization swells the cotton fibers, and the rollers of the calender machine

flatten the denim surface. The combination process also creates the trademark

sheen or polish of certain denim fabrics.

Organic Denim

Premium organic denim is manufactured with 100 percent organic cotton. Organic

denim, as with other organic textiles, is regulated by the Organic Trade

Association under strict guidelines in regard to sustainable growing conditions, use

of natural pesticides, non-toxic fiber processing, colorants and fabric treatments.

Due to these safeguards, products made from organic denim tend to be more

expensive than ordinary denim.

Stretch Denim


http://www.google.co.in/imgres?imgurl=http://www.refinery29.com/img/nudie-organic-denim.jpg&imgrefurl=http://www.refinery29.com/nudie-lives-up-to-its-name-wit&usg=__9qBy0tN5D4o1e127g6bJ2kJGf5g=&h=400&w=600&sz=87&hl=en&start=0&zoom=1&tbnid=hyNgo7CXf_kp7M:&tbnh=119&tbnw=179&ei=EcN3TevlGIS6ugPSk_zFBQ&prev=/images?q=organic+denim&hl=en&biw=1362&bih=464&gbv=2&tbs=isch:1,isz:m&itbs=1&iact=hc&vpx=118&vpy=116&dur=1497&hovh=183&hovw=275&tx=182&ty=73&oei=58J3TdGlEIq8rAfl9eW_Cg&page=1&ndsp=14&ved=1t:429,r:0,s:0


Stretch denim is a wildly popular innovation welcomed by people of all body

types. No longer are you a slave to your blue jeans. The stretchable character of

stretch denim gives with the body rather than restricting movement. This material

includes a small percentage of Spandex woven into the cotton fibers and most

closely resembles true denim than any other blend.

Ring Denim

Ring spinning is the original method to produce denim fabric. In the early 1970s,

denim manufacturers abandoned complex ring spinning in favor of the less

expensive open-end spinning technique. With the surge in popularity of vintage-


http://www.google.co.in/imgres?imgurl=http://img.diytrade.com/cdimg/409281/2011386/0/1142575175/Stretch_Denim_Jeans_for_Women.jpg&imgrefurl=http://www.diytrade.com/china/4/products/1950022/Stretch_Denim_Jeans_for_Women.html&usg=__3tidstLMX9Sh0SsJNQv58Iy2fNM=&h=1024&w=688&sz=81&hl=en&start=0&zoom=1&tbnid=f1QpLEdhS8Rb3M:&tbnh=127&tbnw=83&ei=Q8N3TYTwNs_jrAew96y_Cg&prev=/images?q=stretch+denim&hl=en&biw=1362&bih=464&gbv=2&tbs=isch:1,isz:m&itbs=1&iact=hc&vpx=256&vpy=79&dur=1045&hovh=274&hovw=184&tx=79&ty=188&oei=Q8N3TYTwNs_jrAew96y_Cg&page=1&ndsp=21&ved=1t:429,r:1,s:0

http://www.google.co.in/imgres?imgurl=http://product-image.tradeindia.com/00234530/b/0/Ring-Denim-Jeans.jpg&imgrefurl=http://arihantexport.tradeindia.com/Exporters_Suppliers/Exporter15200.234530/Ring-Denim-Jeans.html&usg=__0hA4Gt1G5K40DOE2UweYlRe__90=&h=500&w=375&sz=98&hl=en&start=0&zoom=1&tbnid=u1QNBEzGWDWjoM:&tbnh=137&tbnw=120&ei=hsN3TZixCdDHrQebj5i_Cg&prev=/images?q=Ring+denim&hl=en&biw=1362&bih=464&gbv=2&tbs=isch:1,isz:m&itbs=1&iact=hc&vpx=129&vpy=76&dur=1513&hovh=259&hovw=194&tx=112&ty=149&oei=hsN3TZixCdDHrQebj5i_Cg&page=1&ndsp=13&ved=1t:429,r:0,s:0


look blue jeans, manufacturers have reintroduced ring-denim manufacturing. Ring

denim gets its appeal, in part, from the fabric's surface irregularities or slubs

formed during manufacturing.

Bull Denim

Bull denim is undyed, cotton twill fabric that is soft to the touch, but heavier, more

durable and longer lasting than traditional denim. The fabric is similar to canvas

without the stiffness associated with thicker denim-like fabrics. In spite of its

weight, bull denim takes dye easily and with even results. This denim is suitable

for pants, shorts, slipcovers, tote bags and hats.


http://www.google.co.in/imgres?imgurl=http://i2.farfetch.com/10/06/96/74/john-bull-denim-dungarees-10069674_371626_330.jpg&imgrefurl=http://www.farfetch.com/shopping/women/item10069674.aspx&usg=__wXSe4s9qoVX4EzorK4NwzXZX754=&h=440&w=330&sz=22&hl=en&start=0&zoom=1&tbnid=aCj_tnszrcdAaM:&tbnh=145&tbnw=107&ei=rcN3TaDnJ4brrQekr-y-Cg&prev=/images?q=Bull+denim&hl=en&biw=1362&bih=464&gbv=2&tbs=isch:1,isz:m&itbs=1&iact=hc&vpx=1125&vpy=82&dur=1841&hovh=259&hovw=194&tx=155&ty=105&oei=rcN3TaDnJ4brrQekr-y-Cg&page=1&ndsp=14&ved=1t:429,r:6,s:0


Silk Denim

Silk takes denim from casual wear into the boardroom and beyond. Silk is a

popular fabric favored for its natural beauty, softness and durability. The sturdy

and supple nature of silk is the perfect partner for rugged denim. The strength of

fine silk threads allows them to be easily woven into lightweight denim fabrics.

Silk denim is a fashionable alternative to everyday jeans and jackets.


http://www.google.co.in/imgres?imgurl=http://www.yarndex.com/images/Berraco_DenimSilk_2005sp.jpg&imgrefurl=http://www.yarndex.com/yarn.cfm?yarn_id=1709&usg=__X93gm6uk1Y7UHwgFlBOpTY1eDSU=&h=403&w=750&sz=293&hl=en&start=0&zoom=1&tbnid=I_ifkiS8sD0p6M:&tbnh=98&tbnw=182&ei=OsR3TcaDMJGiuQPQrdjWBQ&prev=/images?q=Silk+denim&hl=en&biw=1362&bih=464&gbv=2&tbs=isch:1,isz:m&itbs=1&iact=hc&vpx=627&vpy=205&dur=546&hovh=164&hovw=306&tx=129&ty=153&oei=9MN3TbXlMorNrQeC-sW_Cg&page=1&ndsp=14&ved=1t:429,r:10,s:0


Chapter 10

Types of Jeans



Jeans are the most popular attire form of casual dress round the globe. The

popularity of jeans has been consistent for many decades. With the everyday

changing fashion, the patterns of jeans have also been changing. Even the

wardrobes are packed by different types of jeans. The jeans are the most

comfortable dress for any occasion and any time to wear. Various styles and types

of jeans are available for men as well as for women. No wonder why it is called a

'Cool Casual'!! Women don't even need to be worried about the accessories to be

worn with it, because it can be worn along with any kind and style of accessory.

Nowadays, various styles of jeans are available according to the body types also.

The style of jeans for tall women is different from jeans for short women. The

availability of so many types of jeans has created confusion in deciding the best

jeans for oneself. The battle between bootcut vs. straight leg jeans, bell bottom vs

flare cut and slim fit vs loose fit has created a confusion in our mind and made it

very difficult to choose one out of so many. In this article we will be telling about

the different styles of jeans for men as well as for women.



Types of Jeans for Men

There are different types of jeans available for men. The various patterns of jeans

make the choice more difficult, but one should choose the style that best describe

your the personality. No doubt the classic jeans always give a great look provided

they have proper fitting. Here are some types of jeans that are best suited for men.

Baggy Jeans:

Baggy jeans are comfortable, loose and are best for those who are tall and have a

good physique. For short and heavy men, it will give a wider look. Baggy is best to

wear at home and not for the dates.


http://www.google.co.in/imgres?imgurl=http://3.bp.blogspot.com/_CbfkBwWWJME/TC8wJwIGIKI/AAAAAAAAAWY/4JEtNdyz8Io/s1600/pants2.jpg&imgrefurl=http://baggyjeansmen.blogspot.com/&usg=__GvSFD5MKEHTzk1J--c85gk97v2g=&h=801&w=525&sz=44&hl=en&start=0&zoom=1&tbnid=_FRBZa_pGmYJvM:&tbnh=124&tbnw=81&ei=u8R3TYK_IcbtrQfLtZS_Cg&prev=/images?q=baggy+jeans&hl=en&biw=1362&bih=464&gbv=2&tbs=isch:1,isz:m&itbs=1&iact=hc&vpx=116&vpy=76&dur=1014&hovh=277&hovw=182&tx=101&ty=165&oei=u8R3TYK_IcbtrQfLtZS_Cg&page=1&ndsp=18&ved=1t:429,r:0,s:0


Loose Fit Jeans:

Don't get confused between the baggy jeans and the loose fit jeans. They are not at

all similar. They are neither baggy nor tight fit, they are somewhere between the

two patterns of jeans. They are not suited for short men because they make them

look shorter.

Bootcut Jeans:

As the name suggests, these jeans are especially designed to wear along with the

boots. The part of the jeans around the thighs is a bit tight to give a slimmer looks.


http://www.google.co.in/imgres?imgurl=http://mediaext.drjays.com/media/334/627/files/3346274.jpg&imgrefurl=http://www.newhiphopgear.com/affmate/for-men/ed-hardy/&usg=__x4GVJp5xS0m3GZNWN2-d2NAUkr8=&h=580&w=464&sz=39&hl=en&start=0&zoom=1&tbnid=hifrxOGH5UloLM:&tbnh=122&tbnw=98&ei=2cR3TabSA4aIrAeM_J2_Cg&prev=/images?q=loose+fit+jeans&hl=en&biw=1362&bih=464&gbv=2&tbs=isch:1,isz:m&itbs=1&iact=hc&vpx=389&vpy=111&dur=904&hovh=251&hovw=201&tx=80&ty=178&oei=2cR3TabSA4aIrAeM_J2_Cg&page=1&ndsp=20&ved=1t:429,r:2,s:0

http://www.google.co.in/imgres?imgurl=http://www.contextclothing.com/brands/nudie_jeans/images/boot_cut_barry_dry_old_organic.jpg&imgrefurl=http://www.contextclothing.com/item.php?id=484&usg=__h0s8Ms1fZKZbkzRPOVPRV-3Errw=&h=450&w=353&sz=24&hl=en&start=21&zoom=1&tbnid=KggmSFolwkiVLM:&tbnh=134&tbnw=110&ei=YsV3TbuKDsS3cK-enfoE&prev=/images?q=Bootcut+jeans&hl=en&biw=1362&bih=464&gbv=2&tbs=isch:1,isz:m&itbs=1&iact=hc&vpx=122&vpy=115&dur=1030&hovh=254&hovw=199&tx=121&ty=126&oei=EcV3TZi8EsPlrAfb1LC_Cg&page=2&ndsp=16&ved=1t:429,r:0,s:21


The end of the leg length flares out over the jeans. Do not confuse it with flare cut

because bootcut are tapered to the knee and slim at the thigh.

Flare Cut:

They look very similar to bootcut, but the difference is that it is a bit tighter and the

flares start right from the knee. These jeans are roomy at the ankle and tight fitted

at the waist. Usually, this jeans is worn below the waist.

Straight Cut Jeans:

Straight fit jeans are best for those have consistent shape of leg from hip to

bottom. The bottom of the jeans doesn't flair out. These jeans are slightly slim


http://www.google.co.in/imgres?imgurl=http://img44.imageshack.us/img44/1829/nudiejeans.jpg&imgrefurl=http://www.squidoo.com/nudie-jeans&usg=__Uo6ZtlQEW2Wx-1lFzM_zO9NL01A=&h=350&w=350&sz=18&hl=en&start=0&zoom=1&tbnid=BmJO2b2CottW4M:&tbnh=123&tbnw=123&ei=i8V3Tf68HYf5cdX_tewE&prev=/images?q=flare+cut+jeans&hl=en&biw=1362&bih=464&gbv=2&tbs=isch:1,isz:m&itbs=1&iact=hc&vpx=343&vpy=124&dur=1077&hovh=225&hovw=225&tx=151&ty=122&oei=i8V3Tf68HYf5cdX_tewE&page=1&ndsp=20&ved=1t:429,r:2,s:0

http://www.google.co.in/imgres?imgurl=http://www.millionlooks.com/images/men-jeans.jpg&imgrefurl=http://www.millionlooks.com/outfits/men-fashion-trends-for-winter-2008-2009/&usg=__66UwKUznCWT3KtKNCVdrMNa6oRY=&h=600&w=400&sz=37&hl=en&start=0&zoom=1&tbnid=S-5i8IS7viMShM:&tbnh=145&tbnw=89&ei=6cV3TZ7mL8G2cZrHwfEE&prev=/images?q=straight+cut+jeans+men&hl=en&biw=1362&bih=464&gbv=2&tbs=isch:1,isz:m&itbs=1&iact=hc&vpx=682&vpy=74&dur=1997&hovh=275&hovw=183&tx=125&ty=161&oei=6cV3TZ7mL8G2cZrHwfEE&page=1&ndsp=17&ved=1t:429,r:4,s:0


through the bottom and ankle.

Skinny Jeans:

Skinny jeans for men have now become popular. They have many names like old-

school hood jeans, tapered pants, ice-cream cone pant, carrot leg pants, etc. This

looks great in perfect shaped body.

Types of Jeans for Women


http://www.google.co.in/imgres?imgurl=http://www.gossiboocrew.com/wp-content/uploads/2009/06/blog_skinnyjeans2.jpg&imgrefurl=http://www.gossiboocrew.com/tag/skinny-jeans/&usg=__9UcBOYiJMrnJkUfzw-sSgBtGnBY=&h=577&w=420&sz=33&hl=en&start=0&zoom=1&tbnid=Vs1mIuFEf2avzM:&tbnh=130&tbnw=100&ei=MMZ3TfuGB939cNePufkE&prev=/images?q=skinny+jeans+for+men&hl=en&biw=1362&bih=464&gbv=2&tbs=isch:1,isz:m&itbs=1&iact=hc&vpx=121&vpy=90&dur=1482&hovh=263&hovw=191&tx=108&ty=184&oei=MMZ3TfuGB939cNePufkE&page=1&ndsp=20&ved=1t:429,r:10,s:0


Choosing a jeans for women is very difficult. There are different types of jeans

patterns available for women according to their figures. Here are some patterns of

jeans very popular among women.

Straight Cut Jeans:

This is a very basic pattern of classic jeans that will always remain in fashion. It

fits all types of bodies and is the most comfortable of all.

Skinny Jeans:

Skinny jeans are popularly known as ladies jeans. Skinny jeans for curvy

women is a perfect choice and looks amazing. This type does not suit the pear-

shaped bodies as it highlights the hips. This style is best for women with hourglass

figure and long legs.


http://www.google.co.in/imgres?imgurl=http://i.walmartimages.com/i/p/00/75/51/07/67/0075510767381_500X500.jpg&imgrefurl=http://www.sortshoes.com/?psps_merchant_id=1300&psps_brand_id=540297&usg=__9V07MU62QK2rhueJcSBQqq3k-Lg=&h=500&w=500&sz=21&hl=en&start=0&zoom=1&tbnid=jcSj33DJ-Qmm2M:&tbnh=121&tbnw=121&ei=eMZ3Tab8IdOOcaKbjfoE&prev=/images?q=stretched+cut+jeans+for+women&hl=en&biw=1362&bih=464&gbv=2&tbs=isch:1,isz:m&itbs=1&iact=hc&vpx=530&vpy=138&dur=2808&hovh=225&hovw=225&tx=145&ty=153&oei=eMZ3Tab8IdOOcaKbjfoE&page=1&ndsp=17&ved=1t:429,r:3,s:0

http://www.google.co.in/imgres?imgurl=http://www.fashionclothingtoday.com/wp-content/uploads/2010/10/Women-Skinny-Jeans3.jpg&imgrefurl=http://www.fashionclothingtoday.com/jeans/women-skinny-jeans/&usg=__0lnbVxOtj1_5Qpe0KEARhN-e2GE=&h=580&w=464&sz=26&hl=en&start=0&zoom=1&tbnid=S0tAA-wi0WA3CM:&tbnh=123&tbnw=95&ei=wMZ3Tcz1DsfMcJP9tY8F&prev=/images?q=skinny+jeans+for+women&hl=en&biw=1362&bih=464&gbv=2&tbs=isch:1,isz:m&itbs=1&iact=hc&vpx=115&vpy=74&dur=296&hovh=251&hovw=201&tx=102&ty=110&oei=psZ3TdqwHsKVcYLx4eQE&page=1&ndsp=19&ved=1t:429,r:0,s:0


Boot Cut Jeans:

These jeans are very comfortable and suit any body type. They can be paired with

any top according to the situation.

Flare Cut Jeans:

Flare cut jeans are only broad at the bottom. This was in fashion in the 60s

amongst the hippies and flower children.

Wide-leg Jeans:


http://www.google.co.in/imgres?imgurl=http://www.purple-oval.co.uk/lg_images/Lee_Leola_Boot_Cut_Jeans_BBJD.JPG&imgrefurl=http://www.purple-oval.co.uk/Lee_for_Women/Lee_Leola_Boot_Cut_Jeans_BBJD&usg=__k_q7-_J-UlIbsk0Wltwp7VGmTyk=&h=601&w=400&sz=42&hl=en&start=0&zoom=1&tbnid=6dPFS9uKlNdixM:&tbnh=143&tbnw=95&ei=4sZ3TYvCKMeGcdP5rfYE&prev=/images?q=boot+cut+jeans+for+women&hl=en&biw=1362&bih=464&gbv=2&tbs=isch:1,isz:m&itbs=1&iact=hc&vpx=251&vpy=73&dur=4446&hovh=275&hovw=183&tx=126&ty=157&oei=4sZ3TYvCKMeGcdP5rfYE&page=1&ndsp=18&ved=1t:429,r:1,s:0


This jeans has wide legs throughout. If you are looking for the comfortable dress,

then this jeans matches with your definition of comfort.



Chapter 11

Denim story and Manufacturing

How Jeans is made?



First, a pattern maker draws a jeans pattern based upon measurements (of

samples) that were supplied by the jeans designer or the buyer's

merchandiser.

It takes approximately 15 pieces that make up a standard pattern for a pair of

standard 5 pocket jeans.

A person, or a computer program, will then calculate the optimal fabric

consumption by puzzling all the pieces of the jeans pattern on a paper that is



placed on top of the denim fabric. After drawing the cutting lines onto this

paper:

The fabric is ready to be cut, the denim is laid out in layers on a cutting

table. Up to 100 layers of denim are stacked and weights are put on top of it

to hold the denim fabric in place, while it is being cut.



The separate parts of the jeans are cut with a textile cutting machine and

each piece is then marked with it's size, using a piece of chalk so it won't

show after washing.

All of these pieces of cut denim are then put into bundles by size.

It takes about 1.6 meters of denim fabric, several hundred meters of sewing

thread, 6 rivets, 1 or 5 jeans buttons, 4 labels (usually imitation leather), and



optionally a zipper to make a pair of jeans. An average jeans factory can

make about 2.500 pair of jeans per day.

There are different machines for each handling.

On average, it will take about 15 minutes and 12 steps to make one pair of

blue jeans.



After the denim jeans are sewn together, they go out to a jeans washing plant

where they are washed in what could best be described as: standard, yet very

big, washing machines.

A stonewash for 150 pairs of jeans takes 150 kilos of pumice stone and more

than 750 liters of water. Depending on how faded the look will have to be,

they will be washed somewhere between 30 minutes and 6 hours.



After the stone-washing process the denim garment is inspected for faults

and loose threads are cut.

Next the button(s) and rivets are placed using a special type of press.

After that the jeans go on to the garment packing room where final quality

inspection takes place and paper tags and labels are placed or attached.



A typical pair of jeans will have a hang tag, joker ticket, pocket flasher, leg

sticker, inside care label with product of origin and assorted product id tags.

When all is done, the jeans will be placed in a poly bag with proper warning

text

And packed in a box or bag, depending on the destination country, as some

countries or territories have more strict packing regulations than others.



(source : All the Photo take from Yavatmal denim Plant of Raymond’s)

Manufacturing of Denim

Cotton Godown

The manufacturing of Denim fabric begins with the Cotton Godown where huge

bales of cotton are attacked which is used in the further production stage.

Up to 3 months of cotton stock is maintained in the Godowns. The capacity of the

go-down is somewhere about 30,000-35,000 bales of cotton.



( Source:http://www.madehow.com/Volume-1/Blue-Jeans.html)

Spinning Department

At this the cotton fluff is opened from the stack through the help of large

automated bale opening machines. This machine separates the cotton fiber from

the dust, leaf bits, stones and other major impurities.

Thereafter the cotton comes out into the form of opened fluffs which then goes via

chutes to carding machines.

Carding Department

Here the raw cotton fluff is covered into silver which is the basic raw material for

yarn production.

Roving Process



This is the process whereby the silver is further stretched and strengthened by

twisting, so that the cotton strand gets the basic essential strength, the hallmark of a

durable jean.

There after rowing the processes takes different directions namely:

Ring spun

Open ended

We would first discuss about the ring spun Denim Fabric.

Raymond UCO Denim Pvt.Ltd. is a pioneer in the manufacturer of Ring spun

denim fabric. The basic advantage of a ring spun fabric is the durability that the

Denim fabric achieves through this method of production is an unseen attribute in

the denim market. Conventionally the Denim fabric started way back with an

average weight of 15-17 ounces per square yard. The attributes of the Denim fabric

had captured the hearts of the youth segment and the Denim fabric market is

remarkable presence in the market rapidly. Now due to modern sophistication in

the production of the fabric the same durability can be achieved through a mere

weight of 11-12 ounces, which is a much lighter fabric.

In India the Denim production started with the Open Ended fabric

production methodology, this production technique is slowly evading out of the

market because the fabric produced from the methodology does not promise the

character of the yarn that can be achieved through ring spinning. The current

production scenario for the plant is 70-75 % Ring Spun and rest is the conventional

method of the Open Ended fabric.



In the open end methodology the silver is directly converted into yarn with the help

of the automated machines. The intermediate processes such as drawing, roving is

skipped, and the silver directly gets into conversation of yarn.

Open ended production processes gives the fabric a hard, lasting, bulky and a

comparatively a coarse look to the Denim fabric. Comparatively the Ring spun

gives a soft feel and slim touch to Denim.

The capacity of the plant is 33 lakh meters of fabric a month, which comes out to

the annual production of 40 million meters.

Continuing with the production processes, the final yarn is then wound on cops

either the ring spun or the open ended way. The cops are then converted into cones

by winding machines.

Dyeing Department

Here, the dyeing may be either of the following methods

Slasher method

Rope method

The cones from winding machines are conditioned in streamers to relax the stress

and tension the yarn had undergone in the spinning process. The conditioned cones

are taken for the further process of warping where the cones are converted into a



sheet of yarns ready for Slasher dyeing. In case of rope dyeing, instead of sheets of

yarn, a rope of yarn is prepared by warping machines and the ropes are dyed in a

long range rope dyeing.

Rope dyed yarn has better depth of color and also results in less yarn wastage.

Slasher dyeing is preferred for its better wash down of color. The problem of shade

variations in the warp sheet is more in Slasher compared to rope dyeing.

Slasher dyeing method

The first step within the dyeing procedure is the wraping, in this method the yarn is

given shape anywhere between 270-430 ends which are wound on to a wrap beam.

10-12 such beams are combined in the dyeing process, dyed and then sized to give

adequate strength to the yarn to withstand the stress in the further process like

weaving. This dyed, sized warp sheet is then wound on to a weaver’s beam

Rope Dyeing Method

In this process straight away the yarn is wrapped in the form of ropes which are

further processed in the continuous dyeing range where the ropes are dyed. These

ropes are then converted in to warp beams by a process called ball warping. 10-12

such warp beams are combined and sized in a sizing range and the sized warp sheet

is wound to weaver’s beam, ready for weaving the fabric.



( Source:http://www.madehow.com/Volume-1/Blue-Jeans.html)

Dyeing Process

The dyeing procedure include the following steps

Scouring

Indigo dyeing, this process is repeated for at least 5-6 times more whereby the

Denim gets its authentic blue color.

Oxidation, where the indigo gets fixed to the yarn pores

Sizing



Weaving

This step is the formative stage whereby the Denim fabric actually takes shape. In

this stage the open end, ring spun, jute, silk, lycra as according to the market

demand is woven together with the dyed yarn. Shortly, in weaving, the

fill/weft/cross wise yarn is inserted in the weaver’s beam warp sheet and woven

with interchange of warp threads with the fill/wefts. This is done in a fully

automated machine called weaving machine where again there are different types

like

Rapier Machine-where the fill is inserted by rapiers

Airjet machines-where the fill is inserted by jet of air flow.

Finishing

The woven fabric is then taken for giving the final touch called finishing. In this

process the denim fabric is Singed to remove the fluffs, protruding fibers from the

surface of the fabric. This entire procedure is carried out due to the fabric is passed

through a flame of a hight temperature which burns out all the impurities and the

other particles. Applied anti-skew treatment to avoid skewing problem in the fabric

after washing. Sanforized to set the fabric for its dimensional stability in further

washing process.



Further to this, the fabric can also be given value addition like Mercerization, heat

setting (for stretch Denim), Resin Coating, Pigment coating, Binder coating etc.

depending upon the requirement from the market. This value additions are done in

a separate process ranges like

De-sizing range

Mercerization range

Heat setting range

Coating range

For value additions, the woven fabric is directly taken into any one or combination

of above mentioned process and they are again taken into the finishing range for

giving the final touch.

This finished fabric is finally inspected and converted into to roll of 80-200 meters

which are then dispatched to garment converter and customer where the fabric is

converted into garments and then washed as per fashion trends.



International Brands and Domestic Jeans ware brand



Chapter 12

Project Analysis & Findings



The entire analysis is done for each and every question which is accompanied by

the responses and the frequency distribution thereof.

1 what are the various brands the store offers ?

The analysis of the 50 respondents show that there are over 50 brands currently in

the Denim industry, the response sheet contains a huge number of indigenous as

well as outside brands. The frequency for the brands cateforized tells us that which

brands are present in a particular area and which brands occupy the shelves of the

leading retail outlets the most.

Thus after the frequency distribution the emerging top brands in the denim industry are as

follows

Branded Jeans Percentage

Killer 18

Pepe jeans 22

Lee Cooper 18

Lee 18

Spykar 22

Levis 20



These brands are the most preferred brands in the Denim industry, these brands

have a good presence in the shopping malls and other locations, in the retail

segment these brands are the most stacked up brands, i.e. a consumer will find

these brands the most in the retail store. Thus the group should focus on these

Denim jeanswear players to supply more aggressively in the future.



2. What are the top style names amongst the brands?

These are the various brands along with their top style name and price ranges.

Men’s Price Range Women’s Price Range

Wrangler:

Texas: 1045-1495 Michelle: 1395-1595

Spykar:

Renegade, slimfit: 1299 onwards Veronica Lrise Bootcut: 1199

Pantaloon: onwards.

Baredenim: 899 onwards Baredenim: 799 onwards

Provogue:

Comfort Fit: 1495 onwards Bootcut: 799 onwards

Big bazaar

Comfort Fit: 599 onwards



SF Jeans Company

Crushed: 1295 onwards

Lifestyle stores Ltd.

Pepe: around 1399

Levis: 1399-1499

K-lounge

Killer Loose fit: around 1295

The loot company

Electronics: 990 around

Pepe Jeans company

London – Lrise reg.fit: -1700 Gina Lrise Reg Fit: 1300-1600

Kingston – Lrise slim fit

Spencer’s Hypermarket



Wrangler Bcut Regular: 499-699

Ego: 499-745

Svalue: 299-499

Gini and Jony

Gini and Jony UnLtd: 995-1495

Shoppers stop

Levis: 1499 and around Pepe Leola: 1699 and around

Peppe: 1699 and around



3. What is the preferred waist size in the Denim market?

The most preferred waist size is obtained from the respondents which may give us

an idea as to which age group is the target audience for us as the Denim

manufacturer, this demographics is useful as we can accordingly keep on adding

new designs, new shades and new Denim fabric to the various Jeans players.

Once if the company is ready with such kind of stocks the Denim customer would

readily purchase the fabric from us thereby aggravating the sale and encroaching

on to the market.

The frequencies of the sizes are as follows:

Male Segment

Size Percentage

Size 32: 53%

Size 34: 37%

Size 36: 10%



Female Segment

Size Frequency

Size 32: 25%

Size 34: 48%

Size 36: 27%



Thus these sizes are the most preferred sizes which can give us an insight as to the

target audience is somewhere from 15 to 24 years.



4. Within the Price Range of the Brands What is the highest selling Price

points amongst the Brands?

Brand Price in Rs.

Trigger 695

Gini & Jony 800

SF Jeans 995

DJNC 699

Spencer’s Hypermarket 499

Provogue 1495

aLL 1200

Levis 1799

Pepe 1699

Spykar 1300

Live In 699

Weekender 895

Allen Solly 1299

K lounge Lawman 1200

Integriti 795



Killer 1200

Wrangler 1495

Mufti 1595

Hypercity 299

Lee 1499

Lifestyle Lee Cooper 1699

Killer 1295

Lee 1399

Spykar 1800

Wrangler 1595

Fashion Station DJNC 799

Baredenim 799

The Loot Company Eccentrics 998

SF Cargos 995

Shoppers Stop Levis 1799

Killer 1095

Pepe 1699



This price point with the known price range can give us a good idea as to which is

the fastest moving price amongst the various brands, this information can help the

group know the company’s strategy in the Denim market.

This price point can be compared to other brands of the Denim market and thus the

bargain for the prices of the Denim fabric supply can be held accordingly and the

group can have upper hand in the negotiations for the price.



5. What are the style preferences (fit) being followed in the market by the

consumers?

After the analysis of the 50 responses for the fit preference the most favored

response for the male segment was as follows

Style for men’s jeans Percentage

Regular fit 35

Comfort Fit 44

Straight Leg 12

Bootcut Jeans 8



Guys are no more preferring the bootcut which was in fashion for a very long

period of time, due to the young working class the Denims have also started

penetrating the officers too. Thereby the regular fit which is not so tight from the

thighs and are narrow flare are in high demand. As the guys sit for long hours in

the offices thereby the fit preference has shifted towards the comfort segmen

The analysis for the female segment came up with the following preferences:

Style for women’s jeans Percentage

Skinny Fit 32

Pencil Look 12

Narrow Flare 16

Bootcut 12

Slimfit 28



Girls prefer the skinny look as the look is attractive because the particular fit gives

a good overall shape to the personality. Also due to all the leading jeanswear, are

adding Lycra to their entire ladies collection, due to the stretch denims are in high

fashion, thereby the slim look is in high demand.

Thereby after knowing the finer preferences by both the segments the company

should look onto think in the markets point of view and try to take advantage by

being proactive and capturing the pulse of the market early.



6. Which wash is being preferred by the consumers?

The frequency distribution for the type of washes and their preference are as

follows:

Type of wash Percentage

Plain wash/Plain Denim 22

Faded 5

Worn Out/Rugged Look 20

Dual Wash/Shade 12

Crumpled/Crushed 28

Monkey Wash 0.02

Sandblasting 0.02

Stonewash 0.01

Lightening/Crackling 0.02

Distresses Look 0.01

Mud wash 0.01



Thus as we can see that the plain Denim wash, the worn out look, the crumple and

the crushed look are preferred by the fashion trend.



7. What according to you is the most important aspect while a consumer is purchasing Denim?

What according to you (store Keeper) the most important aspect while you

are purchasing a pair of Denim?

Percentage

Brand 31

Look 3

Price 5

Wash 0

Fit 55

Style 7

Any other 0



Thus we can see that most important factor for the consumer while purchasing a

pair of Denim is FIT & BRAND, thus the target should be dealing with good

brands and thereby offering consumers good fit Denim and not wasting the time

and energy on other factors such as wash, style, endorsements, advertisements etc.



8. What are the highest and the lowest sales period of the jeans?

Highs Percentage Lows Percentage

Festival 65 Rainy season 94

Summer season 6 Examination periods 6

College season

openings

12

Annual sale, discount

period

4

Good all through the

year

12

Public holidays 2

Festival season are the peak period

for the Denim sales

Rainy season and weekdays are the

lows on which the customers don’t

prefer to buy Denim



Here by we can judge on the fact that weekends is the time period whereby the

consumers prefers buying the Denim thus the Denim players should increase their

production in that period and let the consumers do the purchasing thereby, also we

can analyze a fact that on the highs the Denim players need not to push the sales,

automatically the sales would be pulled up.

As conversely we can see that rainy seasoned weekends are the time period when

the season is really slow and hence all the sale and the marketing strategies should

follow in that season.



9. What are the factors that influence you while selecting type one jeans is

your favorite jeans?

Types Percentage

Brand name 28

Advertisement 22

Comfort ability 16

Style 18

Affordability 16



Today’s generation youngsters mostly go for branded jeans. Advertisement

inspires them to purchase these branded jeans.



10. Shopping trips are mostly accompanied by whom?

Customer Percentage

Family 36

Friends 40

Alone 24

Since college going students prefer to wear jeans a lot. Normally young customer

prefers to go with their friends to purchase jeans. Family is also given impotence.



11. Which color is your favorite of jeans?

Colors’ of jeans Percentage

Dark 30

Light 24

Multi colour 10

Vintage (washed, ripped etc) 36

Todays youngsters mostly prefer wearing vintage color;s of jeans. Dark and lught

color’s are also in fashion.



12. Which is the best brand according to you?

Brand Percentage

Levis 27:3

Pepe 27.3

Baredenim 9.1

Lee 4.5

Provogue 4.5

Wrangler 4.5

Spykar 6.8

Weekender 2.3

Live in 2.3

sF jeans 2.3

S value 2.3

Trigger 2.3

aLL 4.5



This helps us analyze that if as denim manufacturers we could associate ourselves

to the leading brands then it would be profitable for the organization.



13. What has been the market trend towards the cotton garments as compared to Denim?

Clothes Percentage

Jeans 52

Cotton garments 48

After evaluating the 50 respondents the majority say that cotton garments both

semi formal, formal, casuals (including) khakis, chinos, 6 and 8 pockets all have

different market all together as compared to Denim. If a consumer enters a Denim

store and observes a good collection of casual of cottons then he will surely

purchase a pair of Denim and he will buy his preferred cotton casual. Cotton



garments have all together a different league and the cotton segment does not

overlap with the Denim segment.



Chapter 13

Recommendations



Jeans apparel is the most widely sold apparel in the world but in the Indian market

a pair of Denim is still considered as fashion clothing, conversely the Denims have

become the staple clothing of the Americans, and this mentality has to be changed

by the leading jeans makers in the Indian scene. Once the mentality of the Indian

consumer’s changes and the pair of Denim can be incorporated as staple clothing

then the market for the Denim fabric producers would be huge and could earn huge

benefits.

After knowing the top sub brands amongst the brands Denim fabric producers

should try to produce more and more fabric which is doing well for the Denim

makers.

After looking at the preferred style preference fit wise the Denim fabric producers

can produce the type of fabric and involve the product development team to come

up with more and more of fabric which would be in sync with the current fashion

statements.

After analyzing the type of preferred Denim washes such as plain Denim wash,

crumpled wash, and worn out rugged look. Thus the Denim garment manufacturer

at is laundry divisions should try to come up with more and more such designs and

related washes so that his competitors stand no chance to enter the customer’s

mind set. And he could avail the first mover’s advantage.



Chapter 14

Conclusions



The Denim garment manufacturer should analyze the highs and lows in Denim in

jeanwear market to capitalize on the situation and enter into more designs in the

market. His marketing designs team should sit together and come up with

marketing plan such as discounts, style labs, price cut or any other such categories

so that he could have an evergreen market throughout the year.

The Denim garment manufacturer should also analysis the number of girls

preferring the Denim brand are comparatively lower than the boys and hence the

Denim garment manufacturer could concentrate more and more designs for female

segment.

The project has already anglicized that over 85 % collection of retailers for ladies

segment prefers stretch to non stretch fabric. Hence the Denim garment

manufacturer should produce more and more stretch Denim fabric and thereby

capture the market for Denim fabric.

After evaluating the responses of 50 respondents the common consensus is that the

two way fabric is a good suggestion for female segment, because ladies segment

prefer stretch part and it would augment their overall Denim persona.

Lastly Denim garment manufacturer should not worry about cotton casuals and

formals eating out into the Denim market because the common consensus is their

among the Denim jeans makers and if the consumer buys 5 pair of Denims then he

would look on to buy a khaki, cargo, or any other cotton garments.



Chapter 15

Appendix



Case Study

Improving the supply chain with web technology at Pepe Jeans

Company Profile

Pepe Jeans is a world class fashion retailer originating from a small market stall on

the Portobello Road in West London. Set up in 1973 by three brothers, Pepe

products are now distributed in more than 30 countries around the world, with

offices in Barcelona, Madrid, Paris, Amsterdam, London and Florence. Their

commitment to remain at the forefront of technological innovation has led to

significant investment in advanced Information Technology.

The Challenge

Pepe Jeans is constantly evolving through their dedication to innovation in the

fashion retail business and in doing so required an advanced IT infrastructure to

ensure their operation continued to run smoothly. For many years Pepe Jeans

successfully used a character-based order entry system, STYLEman supplied by

OSL Europe. This system covered the entire supply chain, from the design of a

garment or shoe right up to and including the delivery to the retail store. Although

quick and robust, the system was in need of modification in order to allow stock

and other information to be viewed by the Customer in a more user-friendly

format. In addition any new system would be required to integrate with the existing

database to meet the growing needs of the business.

Pepe Jeans and OSL Europe needed a solution that enabled them to develop

STYLE man into a more user-friendly, functionally rich product.

The Solution



The decision was taken to retain the existing character-based system and give it a

highly advanced web browser that would seamlessly integrate to the existing

database. With significant expertise in web applications Sanderson had the skills to

provide the necessary enhancements. OSL Europe and Sanderson enhanced the

order entry system by providing web access to both customers and suppliers in the

supply chain.

The new order entry system, used by Pepe Jeans representatives and selected

customers, incorporates additional Sanderson functionality. This includes an online

directory, helpdesk facility with in-built knowledge base and document repository.

This extra functionality enables users to see images of Pepe Jeans garments in a

real-time environment, which means no longer having to wait for costly brochures

to be received before selecting lines for purchase.

The Sanderson solution was selected, written and implemented in just 6 weeks,

Providing minimal disruption to the business. Specific features of the new system

include:

Real-time Visibility – Having accurate and up to date visibility of stock means

that customer orders can be checked on site and processed immediately,

significantly improving the overall fulfilment rate.

Document Management - Linked to an inbuilt document management repository

allowing customers to select alternative lines from a colour gallery, should their

first choice be unavailable.



Helpdesk – The integrated helpdesk facility allows customers to issue calls to

Pepe Jeans when they have a problem or query so that they can be answered in a

systematic way.

Integrated Knowledge Base – The helpdesk comes complete with an integrated

knowledge base, enabling queries to be answered by the user.

Directory – Pepe Jeans representatives can easily locate colleagues and contacts,

all from within the same integrated supply chain system.

The Benefits

Following the seamless installation of the enhanced OSL Europe/Sanderson

solution Pepe Jeans has seen a return on investment in less than one year.

Improvements have been achieved across the whole supply chain; perhaps the most

significant improvement being the order fulfilment rate, which now runs at 97%

(industry standard 80-90%). This is largely due to a reduction in the time taken to

process orders and the clear visibility of real-time stock. In addition there has been

a significant reduction in the administration overhead required to support the

ordering process and only minimal training is needed to familiarise users with

the new system.

Benefits are summarized as follows:

• A significant improvement in fulfillment rates, running above industry standard.

• Enhanced customer service due to faster turnaround time and greater stock



Visibility.

• Increased efficiencies due to reduced administration and a more streamlined

Process

• Cost savings as a result of fewer order entry errors.

• Increased revenues as a result of fewer lost sales due to poor stock visibility.

• Sophisticated purchasing benefits through real-time sales information.

Pepe Jeans continue to expand the user base of the supply chain solution, which is

currently in use in Holland, Germany, Spain, UK and Ireland. Sanderson and OSL

Europe have provided robust, highly advanced technology to take Pepe Jeans into

the future.



Questionnaire

Questionnaire for understanding Consumer Preference for Jeanswear

Personal Details:

Name of Employee (optional):

Name of the store:

Age : 20-25, 26-30, 31-35, 36-40, 41-50, 51-60, 61 & above

Designation:

Name of the branch:

1) What is the name of the store? (address)



2) What are the various jeans brands does the store offer?

1)

2)

3)

4)

5)

6)

7)

8)

9)

10)

3) Which all style-names available under a particular brand?

Brand1. Price range

Brand2. Price range

Brand3. Price range

Brand4. Price range

Brand5. Price range



Female section

Brand1. Price range

Brand2. Price range

Brand3. Price range

Brand4. Price range

Brand5. Price range

4) Which style-names amongst the brands are doing well?

Male Female

Brand1. Brand1.

Brand2. Brand2.

Brand3. Brand3.

Brand4. Brand4.

Brand5. Brand5.



5) Which style preferences are being followed in the market by the consumers?

Ans.

1. Regular Fit

2. Straight Fit

3. Comfort Fit

4. Boot cut Fit

6) Which wash is being preferred by the consumers?

Ans.

1. Plain wash/Plain Denim

2. Faded

3. Worn Out/Rugged Look

4. Dual Wash/Shade

5. Crumpled/Crushed

6. Monkey Wash

7. Sandblasting

8. Stonewash

9. Lightening/Crackling

10.Distresses Look

11.Mud wash



7) What according to you is the most important aspect while purchasing a pair

of jeans?

Ans.

I. Look

II. Brand

III. Price

IV. Wash

V. Fit

VI. Style

VII. Any other

8) What are the highest and the lowest sales period of the jeans?



9) What are the factors that influence you while selecting type one jeans is your

favorite jeans?

Ans.

1. Brand Name

2. Advertisement

3. Comfortibility

4. Style

5. Affordability

10) Shopping trips are mostly accompanied by whom?

Ans.

Family

Friend

Alone

11) Which color is your favorite of jeans?

Ans.

I. Dark

II. Light

III. Multi Color

IV. Vintage



12. Which is the best brand according to you?

Ans.

13. What has been the market trend towards the cotton garments as compared to

Denim?

Ans.

1. Jeans

2. Cotton Garments



Chapter 16

Bibliography



They following websites have been used for reference:

Newspaper:

1. Economic Times (Articles)

a. The rise of trendy women denim jeans Feb. 2011

2. Magazine

a. FIBRE2FASHION

b. Denim club of india.

3. Book refer

a. Phillip Kotler – 11th Edition

b. The Amazing Journey of Denim Jeans By Agarwal

c. The Indian textile journal

d. Marketing strategy and Implementation

e. Global Jeans

f. Chinese Perception of western Brand

4. Internet

a. http://www.alrashidmall.com/jeans.htm

b. http://www.jeansinfo.org/how_they_make_jeans.html

c. http://www.madehow.com/Volume-1/Blue-Jeans.html

d. http://denimiscool.wordpress.com/category/denim-mills/denim-mills-

india/

e. http://www.Imagesfashion.com


http://www.Imagesfashion.com/

http://denimiscool.wordpress.com/category/denim-mills/denim-mills-india/

http://denimiscool.wordpress.com/category/denim-mills/denim-mills-india/

http://www.madehow.com/Volume-1/Blue-Jeans.html

http://www.jeansinfo.org/how_they_make_jeans.html

http://www.alrashidmall.com/jeans.htm


f. http://www.jeans.information.in.th/

g. http://www.fashion2fiber.com

h. http://www.nzgirl.co.in


http://www.nzgirl.co.in/

http://www.fashion2fiber.com/

http://www.jeans.information.in.th/


Thank you for providing your valuable insights, I really appreciate your

frankness.


mahesh

Documents

denim industry

denim jeans of man

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denim jeanswear action

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denim market types of

favorite jeans