India’s love for denim free of gender bias, says survey

By

Maverick Martins

Published
Mar 14, 2017

Retail chain Westside conducted a ‘Denim Survey’ to gauge the Indian youth’s bond with denim jeans, which come in handy in all seasons and at all times. The survey was conducted online across Mumbai, Delhi, Bengaluru, Kolkata, Chennai, Hyderabad and Pune, with 1200 people.

The questions ranged from how often Indians snooze in their denims to how they wash them and their spending habits when it comes to picking up a pair of jeans.

As per the findings, 39.46 per cent women and 41.76 per cent men own four to six pairs of jeans, and both spend between Rs 1,000 to Rs 2,000 on their denims.

Hyderabad takes the cake when it comes to washing the denim, since it is the only metro where people wash denim once every week. The figure stands at 45.59 per cent as compared to other cities.

For a long time in India, denim has been caught in a fashion debate of whether jeans are considered more smart or casual. The survey found that 47 per cent of overall respondents wear denim every day. In fact, 62 per cent of the respondents above the age of 33 years prefer wearing denim to work.

When it comes to experimentation, a majority of respondents said that they opt for a straight fitting pair of jeans. Contrasting opinions emerged in terms of modernising denim-wear. A solid 9 per cent of respondents from Delhi prefer to wear ripped jeans, while only 1.85 per cent from Chennai and 6.03 per cent from Mumbai approve of it as a desired trend.

As for bell bottoms, the style has found takers only in Pune, with 5.41 per cent respondents welcoming this trend. As for the classic denim on denim look, Kolkata leads the way with 74.6 per cent respondents preferring this look.

“Understanding consumer behaviour and preferences gives business insights that are useful in designing a brand’s products and services. The findings of the Denim Survey highlight the fact that irrespective of gender, geographic location and style, denims are the most comfortable and widely used piece of clothing in India,” said Head Marketing, Trent Limited, Namita Pant.