Apparel Online India Magazine April 2nd Issue 2018 | Page 36

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
36 Apparel Online India | APRIL 16-30, 2018 | www.apparelresources.com