Apparel Online India Magazine October 1st Issue 2018 | Page 33

FASHION BUSINESS
This brings us to our next question
that’s been on everyone’s mind – ‘Is
skinny dead yet?’
The answer is: Not yet. Skinny jeans
represent 58 per cent of women’s
jeans and pose as core for any given
denim retailer.
BESTSELLERS ON
THE HOT LIST
Image courtesy: Edited
accounting for more than 30 per
cent of global revenue in 2016,
whereas the sales is expected
to witness the fastest growth in
Asia-Pacific. The growth in this
region will be led by factors such
as surge in digitisation within the
apparel industry, advancement in
new denim knitting technologies,
growth in investment in clothing
space, and the increasing adoption
of luxurious and casual garments
from all segments of the society.
denim manufacturers have started
experimenting with new materials,
thereby replacing cotton with nylon,
polyester, aramid, and other spun
thermoplastic variations.
Gaining strength in 2017 and soaring
through the early months of 2018,
denim has enjoyed a good rebound –
which also signals in new trends and
eager shoppers.
In addition to this, data suggests
that silhouettes such as cropped
hems, culottes, mom jeans, and wide
styles have all gained since 2016.
The ones to have made it to the
Bestsellers’ list include wide leg and
flare bottom styles, frayed details
and black and white colorways.
Brands such as Madewell and
Everlane have refocuse d their
attention to working on such styles.
Madewell, in particular, scored
record sales both in stores and
online last quarter, and continues
to report double-digit increase in
comparative store sales, thanks to
its jeans category.
Parent company of Tommy Hilfiger
and Calvin Klein, PVH Corp has
TREND REPORT
Owing to the overdominance of
comfort clothing in the fashion
space, the classic pair of jeans
has experienced a high rate of
stagnancy over the past decade.
Little to no innovations in the field
have left consumers with a bare
minimum to get excited about;
no excitement means no growth.
“The denim industry
has become very
competitive in the last
8-10 years. There is a
lot of production in
the market and at the
same time, people
have come up with
a lot of innovation
and sustainable ways
of manufacturing
denim…, but it’s all
about demand and
supply. And I think more
than exports, even the
domestic market has
captured and utilised
the opportunity in
denim.” – Amit Aneja,
Director – Raw Material
at PVH (India) Limited
“With the popularity
of activewear, people
are demanding for
easy going, stretchable
fabrics. For example,
when you’re walking
or sitting, you don’t
feel like you’re wearing
something – essentially
fabric that moves with
your body.
Distressed details,
frayed hemlines, ripped
surfaces are still popular
for S/S ’19, but A/W
’19 will see some mild
distress only to show
some character in
garmenting.
Short-lived trends such as cropped
and frayed hemlines, flared
bottoms and ’80s throwbacks
did overshadow the gloom cast
over the industry, but there is no
contesting the reign enjoyed by the
skinny jean style. The latter has
remained relevant with a dominant
style period spanning a decade,
with no major threat to its denim
dominance.
There was a brief period wherein
athleisure and comfort stretch
street clothing overtook the denim
industry in 2015 and 2016, but
post that, both luxury and mass
have seen a huge uptick. To lower
the cost of mass market, various
Denim Industry
Scenario
Bestsellers’ list include wide leg and flare bottom styles, frayed details. Silhouettes such as cropped hems, culottes,
mom jeans, and wide styles have all gained since 2016
For prints, AOPs over
shirts are in demand.
Small dots for adults,
geometrical patterns,
cars, and other fun
shapes are popular
for kids, while floral
and jungle inspired
AOPs are trending for
women. Apart from
jeans, denim shorts are
also in demand in the
market – even more
than denim skirts.” –
Nishant Giri, Sr. General
– Manager - Exports at
Jindal Worldwide
www.apparelresources.com | OCTOBER 1-15, 2018 | Apparel Online India
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