Customized denim research. Part I
Leading research company Synovate has published the results of its denim wear research.
The company has asked 7700 respondents in the USA, Canada, Brazil, France, Taiwan, Korea,
Malaysia, Serbia, Russia and South Africa various questions concerning customized denim:
quality, form, preferences in trademarks and price.
For instance, respondents were to name the brands jeans manufactured by which they would like to
have at home. Moreover, respondents were not limited in their answers and could name any brand
they wonted to, domestic or a global one. It is worth mentioning that one third of respondents
choose a global trademark or custom designer jeans brand. The world's favorite turned out to be Levi's
brand - more than one fifth of all respondents prefer this classical trademark. The biggest
popularity Levi's jeans enjoy in France (45%), however, one third of all respondents coming
from Malaysia, USA, Serbia and South Africa also would choose jeans manufactured by this brand.
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According to Thierry Pailleux, executive director of Synovate's in France, Levi's there is not
just another trademark. In France the words "Levi's" and "jeans" have long ago become synonyms.
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The next point in Synovate's research was attracting attention. Respondents were asked which jeans
would rather attract their attention - those worn by people like you and me on the streets or those
worn by celebrities. Generally 26% of research participants pay attention to street wear; this is
particularly characteristical of South Africa (62%) and Malaysia (44%). Others are indifferent to
jeans worn by people surrounding them - the French (89%). Canadians (82%) and Americans (80%).
The same story with the jeans worn by celebrities. 26% are believed to pay attention to celebrities'
fashion. The tendency stays the same - 60% in South Africa, 42% in Malaysia. People who pay no attention
to denim wear of celebrities live mostly in France (94%), America (84%) and Canada (88%).
Most people don't limit themselves with only on pair of tailor made jeans. According to the research of
10 markets 31% of consumers have three-four pairs of jeans, and 29% have 5 to 10 pairs. Most of all jeans
are valued in Brazil - 14% off respondents there claimed to have more then 10 pairs and 50% said they have
5 to 10 pairs of jeans. However, this result didn't come as a surprise - Brazilians are known for their
informal and sexual style, and denim suits it as nothing else. The more pairs of jeans you have, the more
clothes you can put on in different situations.
Quite the opposite tendency was observed in Malaysia - 29% of respondents there have no jeans at all. The
same story happens in Taiwan and Russia (13% each country). As to Malaysia, the reason lies in the cultural
traditions of this country. It is multicultural, and many people there prefer to wear their traditional
clothes. However, young people wear jeans and today one can see some of them combining denim clothes with
traditional headdresses.
It is not always easy to find a pair of made to measure jeans that would suit you and flatter your figure
hiding all the defects. 45% of respondents agreed with this statement, most of them live in Serbia (59%),
USA (57%) and Canada (53%). The problem is more typical of women (55%) then of men (37%). The reason for
this can be the fact that women generally have higher expectations of the transformations new jeans could
cause. Besides, self-evaluation of women is potentially lower. 16% of all women on 10 markets consider
finding suitable jeans to be a greater problem than finding a suitable swimming suit. 63% of female respondents
believe that finding a suitable swimming suit is more difficult. And 10% consider both processes to be equally
difficult. The biggest problems in finding suitable customized jeans as well as swimming suits experience women in Canada
(30%) and USA (28%).
Posted: 20.12.2009
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