Close to 80% denim buying decisions influenced by quality: IMRB

About 78% denim jeans buying decisions are influenced by quality, followed by 72% by brand, finds a study by IMRB International on the denim industry.

Commissioned by Spykar Lifestyles, the IMRB study looked at understanding consumers better in terms of knowing their attitude to the denim jeans category as well as brand health and brand perceptions in relative context.

"The company experiments a great deal on new styles and accessories, making them trendy and accessible to the Indian consumer. With good growth in the denim industry and their own expansion plans in the pipeline, Spykar felt the need to understand the branded jeans owner in order to gauge the potential to target them and what it would take to target them," Sanjay Vakharia, COO, Spykar Lifestyles Pvt. Ltd. said.

The market research by IMRB and Spykar on denims in country was conducted amongst 16-35 years old branded denim wearers in 10 cities including Mumbai, Delhi, Chennai, Patna, Ludhiana, Guwahati, Indore, Hyderabad, Ahmedabad, and Pune.

The research found that close to 3/4th or 72% of the sample population associate jeans with casual wear. As per the study, despite fashion dynamics, denim jeans have been able to retain the evergreen status for the majority.

Further, it was found that people shop for casual wear in multi-branded outlets (MBOs) the most followed by exclusive branded outlets (EBOs).

"Spykar's presence across 1100+ MBOs, 200 EBOs & its focus on further expansion in these two formats would work in favour of the brand. Spykar is positioned at number three as the most recommended brand, following after Levis and Lee, which is a compliment for the brand when an array of international brands is foraying in the Indian market," said Vakharia.

The research also found that in the fashion segments, the fashion population in India are categorized into 7 uniquely distinctive fashion perceptions. Out of the 7 segments identified, higher affinity to Spykar has been observed in 3 of the segments. Some of these segments included Segment A which, at 27.8% of the sample population, saw denim jeans being seen as synonymous with being fashionable and one to be flaunted on social occasions.

Segment B, 20.3%, comprised of consumers with heightened sense of fashion along with a need to look trendy who were very particular about how they dress. On the other hand, Segment D, at 12.8%, saw jean playing an important role in helping them make a fashion statement on social occasions, with special effects in jeans being one of the ways of portraying themselves as fashionable. Such consumers would follow others who they regard as fashionable, including celebrities.

"To sum up, about 61% of the branded denim wear users have a higher inclination towards Spykar despite of minimal media presence in the last few years," Vakharia added while commenting on the results.

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