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Customisation fuels denim’s popularity amongst masses

"A wardrobe staple today, the blue jean was first created in 1873 by Tailor Jacob Davis and fabric supplier Levi Strauss who were granted a patent to supply their copper-riveted denim cotton bottoms. The jean still remains a favorite amongst customers of all age groups and classes despite the advent of new trends such as athleisure."

 

Customisation fuels denims popularityA wardrobe staple today, the blue jean was first created in 1873 by Tailor Jacob Davis and fabric supplier Levi Strauss who were granted a patent to supply their copper-riveted denim cotton bottoms. The jean still remains a favorite amongst customers of all age groups and classes despite the advent of new trends such as athleisure.

Jeans market to see robust growth

A survey by Cotton Incorporated Lifestyle Monitor™reveals, Levi’s is one of the most favorite jeans brands amongst U.S. consumers, followed by Lee, Wrangler, American Eagle, Old Navy and Gap. Zion Market Research estimates global denim jeans market will grow to $85.4 billion by 2025 with North America and Europe holding major share. These regions are likely to witness significant growth as brands here offer customised products to their consumers.

Monitor, CCI and Cotton Incorporated’s Global Lifestyle Monitor™ Survey shows that over half of US consumersCustomisation fuels denims popularity amongst masses either ‘love’ or ‘enjoy’ wearing denim. The women in this country own six pairs of denim jeans, while men own five. Nearly two-third consumers wear denim jeans or shorts at least three times a week.

Creating core denim through advanced technologies, process

While denim today may resemble the early blue jeans, brands and companies are trying to change the way jeans are made. They are using advanced technologies, natural resources, cleaner production processes, artificial intelligence, etc to create core denim products that comply with environmental standards. Jeanuine, a New York-based denim brand, allows consumers to personalise their denim via its Jean Maker app, which helps create and modify every pair of jeans. Consumers can design their jeans online or visit the Consortium showroom in Manhattan. To start the design process, the brand uses a try-on set to identify the consumer’s waist size. The jean is either designed online or shoppers can make an appointment and come to the Consortium showroom. Despite this bespoke design process, the Jeanuine jeans retail from $229.

This process of offering customised jeans helps the brand to foster loyalty amongst its consumers. As The Monitor™ research shows, 7 in 10 consumers pledge loyalty to brands that customise their clothes according to their needs.

 
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