Winter or summer, day or night, casual or formal, denim are India’s go-to outfit! To measure the varying use of denim across demographics and how Indians use their favorite pair of jeans, Westside conducted the ‘Denim Survey’ across 6 Major cities in India. With a sample size of 1200 respondents, the survey questions ranged from how often Indians snooze in their denim to how they wash them, and their spending habits when it comes to picking up a pair of jeans.
The survey surprisingly concludes that denim choices of men and women rest on similar tangents and are free of gender biases. As per findings, 39.46% women and 41.76% men own 4 to 6 pairs of jeans, and both spend between INR 1,000 to 2,000 on their denim.
Hyderabadwallas wash their denim every week
Hyderabad takes the cake when it comes to washing their denim since it is the only metro where people wash denim once every week (45.59%) compared to other cities.
For long, denim is caught in the fashion debate of being slotted as either smart formals or smart casuals. The survey found that 47% of overall respondents wear denim every day.
The survey also throws up a shocking result that suggests that 62% above the age of 33 years prefer wearing denims to work.
For instance, an exciting slot of findings infers that while an overall majority of respondents say that they opt for a straight fitting pair of jeans, there are a few contrasting opinions when it comes to modernizing denim-wear. A solid 9% of respondents from Delhi prefer to wear ripped jeans, while only 1.85% from Chennai and 6.03% of them from Mumbai approve it as the desired trend.
As for the love-hate relationship, we have with bellbottoms, (which have made a comeback this season), the style has found takers only in Pune, with 5.41% Puneites welcoming this trend. As for the classic denim on denim look, Kolkata leads the way with 74.6% respondents preferring this look.
While the majority is usually an indicator of conclusiveness, the minority in this space has led us to observe a kinship amongst cities with respect to the kind of jeans these cities are adorning.
The territorial tendency
There are territorial tendencies when it comes to your favorite pair of denim, with over 77% respondents saying that they will not share their jeans with anyone. As for ‘how jeans are treated’, overall a whopping 46.1% from the 6 cities where the research was conducted have admitted to snoozing in their denim.
“Understanding consumer behavior and preferences gives business insights that are useful in designing a brand’s products and services. The findings of the Denim Survey by Westside, 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 Ms. Namita Pant, Head Marketing, Trent Limited about her opinion on the survey.
The Denim Survey was conducted online across cities such as Mumbai, Delhi, Bengaluru, Kolkata, Chennai, Hyderabad, and Pune among people in the age group of 18 to 32 years and above to ensure a wholesome conclusion.
Established in 1998 and part of the Tata group, Trent is headquartered in Mumbai but has pan-India operations. Trent operates Westside, one of India’s largest and fastest growing retail chains. The company has already established 105 Westside departmental stores measuring 8,000-40,000 sqft in floor space across 54 cities.
The Westside format offers an exclusive range of its own branded fashion apparel and continues to be the mainstay of the retailing business of the company. Some of the departments include women’s wear, menswear, kids’ wear, footwear, cosmetics, perfumes and handbags, household furniture accessories, lingerie, and gifts.