Denim, the fabric of rebellion and self-expression, is undergoing a new revolution -- customization. From personalized fits to unique washes and embellishments, customers are increasingly demanding jeans that reflect their individuality. This trend is rippling across the globe, driven by diverse factors like rising affluence, technological advancements, and a growing desire for sustainable and ethical fashion.

Global growth, regional nuances
The custom denim market is expected to reach $6.7 billion by 2027, at a CAGR of 11.2 per cent. While North America currently holds the largest market share, Asia Pacific is predicted to witness the fastest growth, fueled by a young, tech-savvy population and rising disposable incomes.
Market analysis suggests a significant rise in customized denim sales. A report by Mordor Intelligence projects the global customized jeans market will reach $1.7 billion by 2028, growing at a CAGR of 18.5 per cent. As Sarah Ahmed, CEO of Unspun says, “Customization is not just a trend it's a fundamental shift in consumer behavior. People want clothes that are made for them, not just for everyone."
Europe is expected to hold the largest market share, followed by North America and Asia Pacific. This is due to rising disposable incomes, increasing demand for self-expression, and growing awareness of sustainable and ethical fashion practices in these regions.
Denim Global Market: Share and Growth

(Source: Mordor Intelligence)

Tailoring to individuality
Customization isn't just about vanity. It empowers individuals to express as unique denim becomes a form of self-discovery and personal branding. It also combats fast fashion by investing in a well-made, customized piece, consumers move away from disposable trends. And promotes sustainability as repairing and customizing existing denim extends its lifespan thereby, reducing waste. As Ahmad says, "Customization is about giving people the power to create something that truly represents them. It's about moving away from mass-produced fashion and towards a more mindful, sustainable approach."
As customization catches on brands a taking the lead offering customized products. For example, Levi's Future Finish, is their online platform that uses laser technology to create custom washes and distressing on classic Levi's styles. “The denim industry has historically been mass-produced, but customization allows us to cater to individual needs and preferences,’’ explains Michael Khermiz, Chief Product Officer at Levi Strauss & Co. Similarly, Nudie Jeans Co offers extensive customization options through their "Bespoke Atelier," allowing customers to design every detail of their jeans. Unspun, the direct-to-consumer brand utilizes 3D body scanning technology to create perfectly fitted, made-to-order denim.
Customization goes beyond traditional tailoring. Today, brands offer a spectrum of options. From laser-scanning technology for perfect fits to adjustable waistbands, the focus is on comfort and inclusivity. In washes and distressing customers can choose unique washes, rips, and distressing to create their signature look. Embroidery, patches, and other details allow for self-expression and personalization. Then eco-friendly denim and ethical production methods cater to the growing conscious consumer.
Customization is here stay
Indeed, the denim customization trend is here to stay. As technology advances and consumer preferences evolve, one can expect increased use of AR/VR for virtual try-on experiences; more collaborative customization options, involving designers and influencers; focus on sustainable materials and ethical production practices.

18 July 2023, Mumbai

Whilst e-commerce in India continues to be acknowledged as the fastest-growing sales platform, the trend seems to be a growth spurred on by more premium lifestyle products and healthcare whereas sales of mass-market brands are contracting.

As per research firm 1Lattice consumers both rural and urban from the lower economic stratum are not purchasing as much as they used to before and this is true for both platforms - offline and online.

Drop in mass-market brand sales

The decline in the sales of entry-level and mid-range smartphones is a case in point. Smartphone sales make up roughly one-third of the wider electronics segment in e-commerce and dipped by 20 percent in volumes between January and June 2023 on a year-on-year basis.

The drop in value was lesser than 13 percent. Experts are putting this decline down to inflation and the supposed recession that India is apparently going through and the return of the festive season sometime in the fourth quarter of 2023 might turn the decline around.

The data on e-commerce by warehousing solutions provider Unicommerce states between April and June 2023, growth was 24 percent but this data may not prove to be correct as Unicommerce did not include data on smartphones as it does not cater to warehousing for this product category.

Unicommerce says, in these three months, the biggest growth was in the healthcare and pharmaceuticals sector at 47 percent, followed by eyewear at 30 percent and fashion and accessories at 24 percent.

Premium products lead to e-commerce growth

If lower-priced products are pulling down the monetary value of India’s e-commerce, the growth of premium-priced lifestyle products is not only counterbalancing it but also increasing the sector’s total monetary value. Therefore, at this moment in time, sales of high-priced items are counterbalancing the drop in volumes of lower-end products, keeping the e-commerce sector buoyant.

Economic headwinds

Many businesses are not really happy with the current trend as they feel the rise in sales of high-priced items may not be sustainable in the long run as the world’s economic spiral may impact India quite hard soon enough.

With lower-end products declining sharply, the revival of online shopping within that large base of customers may take a long time, which may not be feasible for medium and small enterprises that have only e-commerce as their selling platform.

Drivers

As per experts, while high-value products are driving growth in online retail for now, slowing sales of low-value items is not a good sign for the industry. For example, in the fashion and accessories sector products priced below Rs 500 are selling less while those priced higher are doing well.

This has also been the case with smartphones and the trend continues. Experts are doubtful about this trend panning out over the rest of the year.

The battle between online and offline

This battle continues with online retail experiencing a drop in volumes and offline gaining traffic. More consumers are returning to their touch and feel experience, particularly for higher-priced items which belies the data about premium-priced items driving e-commerce.

ICICI Securities in the meantime published insights on how the e-commerce sector is playing out vis-à-vis the offline retail sector.

It pointed out that while naysayers are questioning the buoyancy of India’s e-commerce, the April to June performance by food and grocery delivery platform Zomato and omnichannel beauty and fashion retailer Nykaa show strong growth. Nykaa’s revenues grew by 11 percent and Zomato’s by 9.2 percent.

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04 January 2024, Mumbai

Forget the old gym uniform. Today's activewear is a chic blend of function and fashion, and Indian consumers are sprinting toward this stylish trend. As fitness becomes a way of life for more and more people, the demand for fashionable and comfortable clothing has skyrocketed. 

Comfort and quality reign supreme, according to industry surveys, fueling a boom in the Indian sports and athleisure market.

The numbers speak for themselves. In 2021, this market reached a whopping 1.86 billion U.S. dollars, and it's projected to nearly triple by 2025, hitting a staggering 4.73 billion U.S. dollars. 

Footwear leads the charge, generating 1.06 billion U.S. dollars in 2021 and projected to increase by 21% in just four years. 

These impressive figures paint a vivid picture: India's love affair with athleisure is just getting started.

But what's driving this trend? Several factors come into play:

• The rise of fitness enthusiasts: Indians are embracing healthy lifestyles, with gym memberships, yoga classes, and outdoor activities becoming increasingly popular. This active population needs clothes that keep them feeling good, both physically and aesthetically.
• Blurring the lines between gym and street: Athleisure isn't just for workouts anymore. These versatile pieces are making their way into everyday wardrobes, offering a relaxed yet stylish look for errands, coffee dates, or even work-from-home days.
• Trendsetting comfort: Gone are the days of stiff, uncomfortable sportswear. Today's athleisure prioritizes functionality without sacrificing style. Breathable fabrics, innovative designs, and flattering cuts make exercising and relaxing equally enjoyable.
• The influence of global brands and social media: From international sportswear giants to homegrown startups, brands are catering to India's growing demand for stylish and high-quality athleisure. Social media, meanwhile, fuels the trend by showcasing how to rock these pieces both on and off the gym floor.

This isn't just a fashion phenomenon; it's a cultural shift. India's athleisure boom reflects a growing focus on health, comfort, and individuality. 

And with the market projected to soar in the coming years, one thing's clear: the future of Indian fashion is sporty, stylish, and sweaty.

5 Key Insights :

1. Gym to Glam: Athleisure blends fashion & comfort, winning active Indians' hearts.
2. Market Boom: $1.86B to $4.73B by 2025, athleisure rockets skyward.
3. Footwear Leads: $1.06B and growing, shoes pave the sporty path.
4. Comfort Reigns: Functional fashion, breathable fabrics, and flattering fits rule the day.
5. Social Influence: Brands & influencers fuel the trend, athleisure rocks beyond the gym.

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03 November 2023, Mumbai

A recent study by NeoGrowth found that most Indian retailers are not worried about e-commerce disrupting their traditional business.
Only 18% of the surveyed retailers said that online retail hurt their sales, while the remaining 82% claimed that they did not face any challenges from e-commerce. Some of them even reported an increase in sales due to e-commerce.

Hybrid mode
The study also shows that the sectors that are least vulnerable to e-commerce are consumer durables and electronics, food and beverage, and lifestyle & fashion.

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26 July 2023, Mumbai

Introducing The House of Mist, Dubai's leading Pakistani suit brand that has captivated fashion enthusiasts all over India. This article delves into the brand's extraordinary journey and the factors behind its resounding success in the Indian fashion market.

Background

Originating in vibrant Dubai, The House of Mist celebrates the opulent heritage of Pakistani fashion, merging it with contemporary designs to appeal to a broader audience. Meticulous attention to detail, quality fabrics, and impeccable craftsmanship have garnered a loyal customer base worldwide.

What drives

A driving force behind the brand's soaring success in India is its best-selling collection, "Ghazal Lawn," artfully blending traditional Pakistani designs with modern elements.

This unique fusion allows fashion-savvy Indians to make bold style statements while staying connected to their cultural roots, making it perfect for traditional events and contemporary gatherings.

Catering to diverse fashion preferences, The House of Mist offers an array of designs, from timeless classics to chic and trendy styles, suitable for vibrant weddings or formal office gatherings.

Quality & variety is a good combo

Upholding an unwavering commitment to quality, the brand uses premium Pure PIMA Lawn fabrics, adding to its reputation for reliability and excellence. Recognizing the importance of personal style, The House of Mist offers customization options for the "Ghazal" collection.

Customers can select from a wide range of colors, patterns, and embellishments, tailoring their suits to reflect their individual tastes.

Digital marketing is key

The brand's success is further amplified by its robust online presence and digital marketing strategies. Engaging Instagram, adept SEO techniques, compelling content marketing, and interactive social media posts contribute to a strong brand identity and a loyal community of supporters.

Life is never a cakewalk after all; The House of Mist's journey to becoming India's favorite Pakistani suit brand was not without challenges, but their relentless pursuit of excellence and commitment to delivering top-notch products have paid off handsomely.

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