Haute couture designer jeans
Every season brings new fashion trends and things which were unacceptable yesterday become
extremely stylish today. Corporate dress code changes switching towards casual and nowadays
one can appear wearing personalized jeans even during the board of directors in an established
company. However, in this case the jeans you wear should correspond with the level of the event
and your status.
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The new trend gave birth to the offer. Today the denim market makes up about $14,2 billions and the
segment of premium class custom made jeans demonstrates rapid growth. There are more and more people
who are ready to pay more than $200 for a pair of jeans. Today one democratic jeans experience their
reincarnation becoming an attribute of luxurious life.
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But why are the jeans of premium category so in-demand today? Partially because nobody wants to wear
the same clothes you can see on each person passing by any longer. Mass products are not popular any more.
People are desperately searching for something really unusual, original and exclusive. Custom tailored
jeans have become a status purchase. What is the motivation of those who are ready to pay $300-600 for
a jeans pair? If you happen to pay $500 for a pair of quality shoes, analogue price of exclusive designer
jeans is quite reasonable.
The times you considered yourself sexy wearing jeans costing $100 and manufactured by an established mass
production brand are now history. The price of $200 for simple and usual jeans pair is reality of today.
The price of high-quality jeans can be now compared with the price of an i-Pod or even a PC with integrated
printer. Consumers are looking for new unhackneyed brands and products manufactured in limited editions.
But why are expensive jeans so expensive? How are the trousers made from cotton fabric transformed into
the icon of the high fashion? Let us take a closer look at the situation on the customized denim market
on the example of Japanese brand Evisu.
This company was created in 1991 and concentrates itself on manufacture of limited editions of vintage
jeans using ancient technologies. Going back to the roots strategy sticks to the use of ancient sewing
machines as well as dyeing technologies. That is why the final product costs about $630 and is an object
of fashion lovers’ desire.
The first signs of jeans craze appeared several years ago when jeans categories “premium” and “deluxe” were
created. Since then expensive jeans have become one of the most rapidly growing segments of the market.
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According to Josef Laurenti, manager of one of the most prestigious trading centers in New York, the products
of True Religion, Nudie, Slab by Rick Owens, Antik and All Saints are sold out very quickly. The trading
center is known for presenting the latest novelties and people are ready to pay for that.
According to marketing expert John Sili Brown this segment has bright future. Thanks to the combination of
abundance on the one side and the drabness of competitive brands on the other the new type of consumer
culture was born – the cult of knowing. Consumers find the smallest differences in the objects, invisible
to profane. On the basis of these differences the owners of the objects are ranged in social status.
According to Brown, today the consumers can see three pees lying on a plate and immediately spot the best one.
Today consumers’ decisions are based mainly on class and status inclinations and this trend is dictated by
manufacturing brands which try to give additional meaning to their products. Thus they give consumers more
and more opportunities to differentiate and identify each other. Today each manufacturer wants his goods
to have some history, some trick and fashionable attraction, increasing their cost and making them more
welcome. However, reality shows that manufacturers are at the end of their resource and it is practically
impossible to invent something new and original concerning tailored jeans.
Nevertheless, manufacturers are not afraid of failure and are not determined to stop. Owner of Pittsburgh
Jeans Lawrence Scott says: “Today it is enough to create a pair of jeans costing $1000, and there will be customers to buy it”.
Posted: 16.02.2010 by Stella Tornton, fashion journalist, Getwear design jeans fan
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