Clench Denim spreading out retail, Kolkata in focus

Women’s denim brand Clench Denim, is now planning to tap the market in East India. “We are now planning to tap Kolkata region. The brand is anticipating a 20 to 25 per cent growth this year,” says Masum Khandur, Director. The brand has a pan India presence and sees better offline sales than online largely due to the fact that fits in denim are not the same with every company. Therefore, rejection rates are higher online, further return policy dictates online business.

Keeping its focus only on denim

“We are solely a women’s denim brand,” informs Khandur and goes on to add, “The women’s denim market in India is huge, it offers immense scope and that is the reason we do not want to get into any other segment.” The brand focuses a lot on design. Currently, torn and ankle length denim are in demand. Further, it has experimented a lot with colours. “Many unconventional colours are in. Washes have undergone a transformation. Washes are the most important thing in any denim. It means if the product does not have brightness and it looks dull, nobody will buy it.” Clench Denim’s range of women’s jeans starts from Rs 900 and goes up to Rs 1,500.

“The quality of denim used in women’s segment is different from what is used in men’s,” explains Khandur. First, it has high fabrics are more elastic. Secondly, it is thin and lighter when compared to men’s denim as the fabric is around eight and half to nine and half ounce while in men’s denim which it is about 11 to 12 ounces and less stretchable. He points out, growth in the denim segment is exceptionally high. In the past, metros would contribute to the growth of the segment but today it has penetrated deep into smaller cities which are correspondingly generating a huge demand.

What’s more denim is no more a young generation product, as it is well accepted even by higher age groups. “I must clarify 18 to 30 years age group contributes most to the women’s segment. The growing appeal of this versatile fabric is what makes it the most promising segment.” Brands have leveraged its ‘casual clothing’ aspect which is the biggest proponent of denim and has provided a push to this sector.

Tough to build a brand in women’s denim

Clench Denim tries to understand the market and experiments a lot keeping in mind local tastes and sensibilities. “The industry is full of examples where many big brands have failed badly in the women’s denim segment. Our success is largely due to the fact that we maintain the right balance of pricing and creativity.” Fashion denim makes up 60 per cent of their production, while basic accounts for 40 per cent. “Mid waist denim are our biggest hits, however three of our fits jegging fit, denim jegging fit and normal skin fit are doing very well,” he informs. He goes on to conclude currently, various kinds of fabrics are available in denim, including cotton, knitted or indigo hosiery denim. Embroidery is gaining traction after a gap of three to four years. Prints are completely out of the market.