Being Human makes a mark with women’s denim

Being Human, the brand from Salman Khan’s Being Human Foundation and Mandhana Industries has branched into the women’s denim segment. As Bijaya Mukherji, Design Head, Being Human opines, “Denims are much more than mere bottoms today. They are a canvas for self-expression, creativity and making a statement. And who better to make such a statement, than women?” In its latest denim collection for women, the brand has used details like ripped, flaired, printed, embellished, tinted, washed and patched.

Making a statement with denim

“We have explored various silhouettes and product categories including tops, dresses and joggers in this segment,” says Mukherji. Elaborating on her vision of women’s denim industry she says, “The women’s denim industry has been growing consistently. Despite major innovations in the segment, it has been facing stiff competition from growing athileisure segment comprising knitted trousers, jeggings, leggings and other non-denim substitutes which are attractive in terms of price while being comfortable.”

Mukherji points out, the fastest movement in women’s denim is mid to high segment. “Our collection is feminine with silhouettes to suit all body types. We have included embellishments and a focused range following international trends with comfort and fit as our primary objectives. Mid segment brands are succeeding since they provide quick and semi durable fashion at affordable prices which works best for India.”

Women’s denim a growing market

On how the women’s jeans segment has been growing in India and why there aren’t many players in Mukherji says denim is facing tough competition and there are not too many players because dynamics and trends change swiftly. In India unbranded denim products dominate with around 60 per cent share of the market. She feels “Women of today are constantly looking for something better, innovative and cheaper making it a complicated segment to cater to. The requirement to offer a fresh deal every week has caused a gap in demand and supply. We have constantly worked towards providing our customers replenished shelves in the least possible intervals.” Fashion oriented products are more popular among women compared to functionality driven products. This is because women are more inclined towards latest trends. “Since, our market ranges from low, mid to high quality products with competitive pricing across various regions, with varied earning power, low and mid-priced segments are making their way. Fashion that is affordable and comfortable has highest salability.”

It’s a relaxed chic style this season

Being Human is going with a relaxed and chic vibe this Spring/Summer. Innovation with fabric, wash type, final finish and aesthetic detailing has been the focus. The brand is big on light weighted denim as the tropical season requires easy breezy clothing for the summer season. As a premium fashion retailer, Being Human is committed to offering highest quality products inspired by latest global trends and hence, carefully plans its offering after studying consumer buying preference and demands as per season. “The only way to move past the competition is by constantly innovating with styles, textures, prints and graphics. Apart from this, competitive pricing, engagement with customers is the plan to move forward in a relatively fierce competitive denim market.”

This financial Being Human targets opening 30 EBOs in newer regions across India along with a second store in Nepal, first store in Mauritius and the US. “We have introduced our boys wear range for the millennial boys in the age group 5-14 years. We plan to make it accessible to maximum target audience and hope to get the same positive response that we did for our men’s and women’s category,” she sums up.