Apparel Online Bangladesh Magazine Magazine May 2018 | Page 60

FASHION BUSINESS
DENIM
PREPARES FOR
A VICTORIOUS
REVIVAL
There are no two opinions about the influence of denim in wardrobes across the
world. However, fashion is a fast changing world, and in the last few years especially,
the appeal of casual denim has heavily been upstaged by athleisure’s gifts like yoga
pants and jeggings.
N
ew advancements in fabric
technology and a changing aesthetic
had consumers flocking for five-pocket
trousers in materials that provided extra
stretch and trendier style variations.
Even a brand like Levi’s that is an
industry stalwart in denim was struggling
but things are looking up for denim
aficionados. The brand reported 8% rise
in revenue in 2017, making the year its
strongest growth period since 2011.
Elsewhere, PVH that owns two of the
world’s biggest denim-focused labels –
Calvin Klein and Tommy Hilfiger – also
posted remarkable growth, and mostly
from the jeans category. According to
CK’s CEO Manny Chirico, “Calvin Klein
jeans showed tremendous strength and
outsized growth, above our average order
book growth.”
Brands that are more youth-oriented like
American Eagle and Abercrombie, are
betting big on denim’s much expected
revival. While the segment had been lying
dull for a long time with hardly any new
trends, save for some flares and ruffle,
the industry is innovating denim with a
fully renewed focus.
Thanks to a return of ’90s styling and the
influx of new technology, designers are
developing clothes with added properties
60 Apparel Online Bangladesh | MAY 2018 | www.apparelresources.com