|
History of Jeans:
Jeans as they are called
today,had their origin n U.S.A.Jeans gets its name from genoa as
sailers from genoa wear pants of Denim.
The word 'DENIM' comes from a french town called de-nimes where this
fabric was first made.In the early sixties,jeans were used mainly
by industrial workers,miners,farmers and manual labourers because
of both their durability as well as low cost.
Today jeans made out of denim has won the hearts of not only youth
but has crossed all boundries of class,age,sex,and nationality.Jeans
started to spread outside America during and after the second world
war.Denim then sparked off an enormous demand which was difficult
to fulfill and became a strong force in the clothing sector.
Today jeans has become the worlds most sought after casual-wear,a
"passion in the material world".
Land
marks in jeans Evolution
1873-Levistrauss made the first jeans in SanFrancisco,USA.
1890-First 501 Indigo Jeans form Levis.
1904-Establishment of Blue-Bell company(wrangler Brand)
1950-First Zipper Jeans was Introduced.
1954-Hollywood status marlon Brando and James Dean appear in Jeans.
1962-14.5 oz/Square Yards Jeans appears from Burlington.
1974-Prewashed Jeans made.
1986-Chemical washing process developed.
1990-Denim market moves from work wear segment into fashion segment.
Jeans
Market in India
The
jeans culture of the USA found its way to India around the late
sixties.Imported jeans were much in demand the jean market has expanded
substantially in India since the mid 1970's growing of jeans culture
with satellite invasion,ever growing strong middle class,jeans a
symbol of casual life style has attracted several jean manufactuare
to join in the market.
The entire jeans market today is segmented into five classes the
segmentation of the market and players along with its price are
given below:
|
MARKET
SEGMENT
|
PRICE
RANGE(Rs.)
|
VARIOUS
BRANDS
|
| |
|
|
| Super
Premium |
1100
& above
|
Levis,Gap,Guess
|
| Premium |
900-1100
|
Lee,killer,Peppe,Lee
cooper,Wrangler
|
| Upper |
650-900
|
Flying
Machine,Sunnex,Bare,Pepel Killer,Lawman
|
| Middle |
450-650
|
Trigger,WInstone,Jordache
|
| Lower |
250-450
|
Newport,Ruf
& Tuf
|
(Source:Denim
Garment and Market Analysis,A report of KG Garments,May 1996)
Until
1992 the jean market in India was dominated by unbranded jeans and
minor Indian brands.Only later the customers become brand and quality
conscious.Today jeans has become an important part of the Indian
Youth Wardrobe and its role is ever increasing.
|
