Talking Strategy: Denim Brands Innovate to Differentiate Themselves from Their Competitors
Faced with a number of challenges—including slow economic growth in key consumer markets for jeans—denim manufacturers are embracing a wide range of creative and even ingenious innovations in order to add value to their product offerings and differentiate themselves from their competitors. A number of such innovations were presented at the latest edition of Denim Premi?re Vision—a key trade fair for the denim industry—which was held in London, UK, during December 5-6, 2018. At the fair, the use of decorative techniques was widespread, and included direct-to-garment (DTG) digital printing, embellishments and embroidery. Innovative finishes and treatments were important, as was the incorporation of performance properties such as moisture management, stretch and temperature regulation. There was also a focus on environmental sustainability, and several companies focused on the use of environmentally sustainable materials. This report discusses the latest trends in denim, and includes case studies of products developed by a number of the industry's key players including Archroma, Jeanologia, Lenzing, Levi Strauss & Co, Off-White, and Tonello.
SETTING THE SCENE
INTRODUCTION
DECORATIVE TECHNIQUES
Off-White: spring/summer 2019 collections incorporating design details which appeal to youth culture
ENVIRONMENTAL SUSTAINABILITY
Archroma: Denisol Indigo 30 environmentally sustainable indigo dye
Lenzing and Jeanologia: environmentally sustainable denim garment collection called Blues and Hues
FINISHES AND TREATMENTS
Garmon Chemicals: treatments and processes for denim
Tonello and Levi Strauss & Co: an environmentally sustainable alternative to conventional stone washing processes
FUNCTIONALITY AND PERFORMANCE
Directa Plus and Arvind: denim fabrics treated with G+ (Graphene Plus)
Industrias Morera SA (Unitin), Lenzing, Santoni and Tonello: Den/Im stretch denim athleisure apparel collection
Invista: denim fabrics with improved shape retention using Lycra dualFX
Invista and Guess: jeans with improved moisture management properties incorporating
Coolmax technology
PERSONALISATION AND MASS CUSTOMISATION
Denim Unspun: made-to-measure denim jeans
Levi Strauss & Co: a tool which enables customers to personalise their garments
INTRODUCTION
DECORATIVE TECHNIQUES
Off-White: spring/summer 2019 collections incorporating design details which appeal to youth culture
ENVIRONMENTAL SUSTAINABILITY
Archroma: Denisol Indigo 30 environmentally sustainable indigo dye
Lenzing and Jeanologia: environmentally sustainable denim garment collection called Blues and Hues
FINISHES AND TREATMENTS
Garmon Chemicals: treatments and processes for denim
Tonello and Levi Strauss & Co: an environmentally sustainable alternative to conventional stone washing processes
FUNCTIONALITY AND PERFORMANCE
Directa Plus and Arvind: denim fabrics treated with G+ (Graphene Plus)
Industrias Morera SA (Unitin), Lenzing, Santoni and Tonello: Den/Im stretch denim athleisure apparel collection
Invista: denim fabrics with improved shape retention using Lycra dualFX
Invista and Guess: jeans with improved moisture management properties incorporating
Coolmax technology
PERSONALISATION AND MASS CUSTOMISATION
Denim Unspun: made-to-measure denim jeans
Levi Strauss & Co: a tool which enables customers to personalise their garments
LIST OF FIGURES
Figure 1: A denim jacket from the Off-White men’s wear spring/summer 2019 collection
Figure 2: A denim jacket featuring Sangallo embroidery from the Off-White women’s wear spring/summer 2019 collection
Figure 3: A pair of denim jeans and a denim shirt from the Off-White men’s wear spring/summer 2014 collection
Figure 4: Garments from the Blues and Hues capsule collection
Figure 5: A denim jacket finished using the NoStone technique
Figure 6: Garments from the Den/Im collection
Figure 1: A denim jacket from the Off-White men’s wear spring/summer 2019 collection
Figure 2: A denim jacket featuring Sangallo embroidery from the Off-White women’s wear spring/summer 2019 collection
Figure 3: A pair of denim jeans and a denim shirt from the Off-White men’s wear spring/summer 2014 collection
Figure 4: Garments from the Blues and Hues capsule collection
Figure 5: A denim jacket finished using the NoStone technique
Figure 6: Garments from the Den/Im collection
