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Denim makers need to innovate, follow trends to tap GenZ consumers

"The denim industry has always adopted a laidback attitude with very few innovations in the classic blue jeans. However, the decline of department stores, rapid influx of fast fashion and the rise of athleisure has threatened the stronghold of denim with consumers now being inclined more towards casual and comfortable clothes like stretch and elastic pants."

 

Denim makers need to innovate follow trends to tap GenZThe denim industry has always adopted a laidback attitude with very few innovations in the classic blue jeans. However, the decline of department stores, rapid influx of fast fashion and the rise of athleisure has threatened the stronghold of denim with consumers now being inclined more towards casual and comfortable clothes like stretch and elastic pants.

New advertising technique and collaborations to attract consumers

One of the main reasons for this is that even in age of avant garde style in the widening fashion markets, denim brands are making the same product for ages. Brands and retailers are hiring the same people to create products making it difficult for consumers to differentiate between the products in the market.

Therefore, to attract millennial and Gen Z consumers, major denim brands need to not only adopt newDenim makers need to innovate follow trends to tap GenZ consumers advertising techniques but also form new collaborations which give their brands a more human feel. A case in point is Wrangler’s partnership with the provocative “Old Time Road” rapper Lil Nas Xwhich helped the brand to align itself with cultural relevancy. The timely collaboration also led to a surge in Wrangler’s stock prices by around 17 per cent. Similarly, Levi’s collaboration with Heron Preston has allowed the company to communicate with a niche market outside its usual customer base.

Though collaborations like these are subject to greater scrutiny than ever before, they provide consumers with wider options to satisfy their need for utility and authenticity.

Constant innovation to counter athleisure craze Another way the denim industry can challenge the growing craze for athleisure is through constant innovation. As G-Star RAW’s Denim & Sustainability Expert Adriana Galijasevic notes, Gen Z shoppers are drawn to fashion brands that demonstrate innovation.

Most brands today are finding new ways to incorporate elasticity in their sturdy denims. Premium denim brand G-Star combines the denim aesthetic with sports functionality via its Ultimate Stretch range which was introduced in 2013. Another innovation that the denim industry is banking on is creation of Smart Clothing. Levi’s recently collaborated with Google’s Advanced Technology and Projects Lab to introduce a new form of wearable technology through Project Jacquard®. The creation of such an article blends the everyday tech used with clothing to create a responsive article that changes how we interact with the world.

The denim brand also championed a new way to make clothes which is undefined by size. It utilises 3D capturing technology in its manufacturing process to engineer a bespoke pair of jeans based on a consumer’s measurements. Though the mainstream adoption of this technology is still a miles away, its a foot in the right direction.

Sustainability gains ground

Sustainability is gaining ground with consumers openly voicing their concerns about fashion’s impact on the environment. They are shunning brands that fail to meet their demands for transparency and sustainability. This is forcing both small and large brands to assume greater responsibility. Coalitions such as the Better Cotton Initiative, which Levi’s is a founder of, are establishing standards for cotton cultivation, fair labor practices and resource conservation, effectively diminishing water usage by 20 per cent.

Brands are also making their supply chains accountable for protecting both their workers and the planet. They are adopting the transparency route to increase brand loyalty. Both Nudie and G-Star provide internal and external transparency reports. This engenders customer loyalty for both these brands.

As the apparel culture continues to evolve with changing generations, the appetite for denim will also shifts in culture continue to fluctuate, alongside the circuit of fads, the appetite for denim will persist. However, in order to maintain their relevance, denim brands need to evolve with advancing technologies besides being environmentally aware.

 
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