Mahesh

Consumer preference for denim Jeanswear
Index
Obs. Topic Pages

No.
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
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
1
Padmashree Dr. D.Y. Patil Business management
b. Questionnaire 138
17 Bibliography 142
List of Tables
No. Topic Page no.

1 Average Ownership 47
2 Denim Mills in India 57,58
3 Indian Retail Landscape 61
4 Types of washes preferred by the consumers 116
5 Important aspect while purchasing Denim 118
6 What are the highest and the lowest sales period of 120
the jeans?
7 What are the factors that influence you while 123
selecting type one jeans is your favorite jeans?
8 124
Shopping trips are mostly accompanied by whom?
2
9 Which color is your favorite of jeans? 125

10 Which is the best brand according to you? 126
11 What has been the market trend towards the cotton 128
garments as compared to Denim?
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
3
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 121
the jeans?
16. What are the factors that influence you while 123
selecting type one jeans is your favorite jeans?
17. 124
Shopping trips are mostly accompanied by whom?
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 128
garments as compared to Denim?
Chapter 1
Executive summary
4
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
5
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.
6
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
7
 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.
8
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.
9
Chapter 3
Research Methodology
10
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
11
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.
12
Chapter 4
Literature Review
13
The Indian textile journal , Sorabji M. Rutnague , Launches jeans in

U.K., IPF publication, 12th edition
,
Th is re por t i s a bo ut l au nc hi ng t he Deni m Jeans in U.K. It incl udes
t he 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
14
Major imports profile of U.K
1. 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
15
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.
16
2. 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
17
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
18
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.
3. 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.
19
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.
20
4. 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.
21
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.ﾝ
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.
22
5. 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
23
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.
24
6. 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.
25
7. 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
26
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.
27
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
28
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.
29
Chapter 5
Introduction
30
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…
31
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).
32
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
33
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
34
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
35
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......?
36
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
37
2008 after a string of high growth years (close to a decade). Nevertheless, premium
denim segment continued to remain resilient in 2008.
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.
38
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
39
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
40
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
41
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.
42
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
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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
44
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
45
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
46
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
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Chapter 6
Denim Mills in India
48
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
Capacity(Million Mtrs
No. Name Remarks
p.a)
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
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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.
Commencing prod.
22 LNJ Bhilwara 20
Shortly
Commencing prod.
23 Sai Lakshmi 20
Shortly
515 Million mtrs approx
50
Chapter 7
Retail Industry in India
51
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.
52
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.
53
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
54
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
55
Chapter 8
SWOT analysis of Denim
56
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
57
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.
58
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.
59
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.
60
Chapter 9
Types of Denim Fabrics
61
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.
62
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.
63
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
64
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-
65
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.
66
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.
67
Chapter 10
Types of Jeans
68
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.
69
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.
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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.
71
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
72
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
73
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.
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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:
75
This jeans has wide legs throughout. If you are looking for the comfortable dress,
then this jeans matches with your definition of comfort.
76
Chapter 11
Denim story and Manufacturing
How Jeans is made?
77
 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
78
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.
79
 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
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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.
81
 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.
82
 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.
83
 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
84
 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)
85
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.
86
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
87
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.
88
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
89
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)
90
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.
91
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.
92
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.
93
International Brands and Domestic Jeans ware brand
94
Chapter 12
Project Analysis & Findings
95
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
96
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.
97
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
98
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
99
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
100
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%
101
Female Segment
Size Frequency
Size 32: 25%
Size 34: 48%
Size 36: 27%
102
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.
103
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
104
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
105
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.
106
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
107
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
108
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:
109
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
110
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.
111
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
112
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 12
openings
Annual sale, discount 4

period
113
Good all through the 12

year
Public holidays 2
Festival season are the peak period Rainy season and weekdays are the
for the Denim sales lows on which the customers don’t
prefer to buy Denim
114
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.
115
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
116
Today’s generation youngsters mostly go for branded jeans. Advertisement

inspires them to purchase these branded jeans.
117
10. Shopping trips are mostly accompanied by whom?
Customer Percentage
Family 36
Friends 40
Alone 24
118
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
119
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
120
Spykar 6.8
Weekender 2.3
Live in 2.3
sF jeans 2.3
S value 2.3
Trigger 2.3
aLL 4.5
121
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
122
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.
123
Chapter 13
124
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.
125
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
126
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.
127
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
128
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.
129
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.
130
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
131
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
132
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:
133
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)
134
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
135
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.
136
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
137
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
138
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?
139
Ans.
13. What has been the market trend towards the cotton garments as compared to
Denim?
Ans.
1. Jeans
2. Cotton Garments
140
Chapter 16
Bibliography
They following websites have been used for reference:
141
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
f. http://www.jeans.information.in.th/
142
g. http://www.fashion2fiber.com
h. http://www.nzgirl.co.in
143
Thank you for providing your valuable insights, I really appreciate your
frankness.
144
145

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Consumer preference for denim Jeanswear

Obs. Topic Pages

No. Topic Page no.

9 Which color is your favorite of jeans? 125

List of Figure and Chart

Obs. No. Topic Pages

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

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

 To get an overview of Denim fabric production process.

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

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

Reason for the project

Primary data was collected using the following techniques

Sources of secondary data

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

The Indian textile journal , Sorabji M. Rutnague , Launches jeans in

Reasons for choosing this product

Trends in international market

Position of Pakistan in international market

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

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

Women Consumer, Wiley Publication, 7th edition.

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

3. Newspaper: Economic Times

Author: Daniel scott

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

6. Global Denim, Daniel Miller and Sophie Woodward, A Manifesto

7. Chinese perceptions of Western-branded denim jeans, Juanjuan Wu,

Purpose – To provide marketing and managerial insights to western companies

Design/methodology/approach – Combined methods included observation of

Research limitations/implications – Questions were designed to screen out

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

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

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

Market, 2nd edition

Denim and jeans - where do the names come from?

The 18th century

The 19th century – The California Gold Rush

How jeans became popular

The 1930's: Westerns

The 1940's: War

The 1950's: Rebels

The 1960's: Hippies & the Cold War

The 1970's: Sweatshops

The 1980's: Designer Jeans

The 1990's: Recession

2000: Reinventing denim

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

Global scenario of Denim Jeans

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

India among top jeans wear market

Denim consumption boost up in India

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

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

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

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

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