IMRB study finds 78 per cent buy denim jeans based on quality

An IMRB International study on denim industry has found 78 per cent denim jeans buying decisions are influenced by quality while 72 per cent is driven by brands. The research also found that 72 per cent of people associate jeans with casual wear and despite so any changes in fashion, denim jeans continue to be the evergreen choice for majority.

The IMRB study was commissioned by Spykar Lifestyle and was conducted amongst 16-35 year olds who wore branded denims in 10 cities such as Mumbai, Delhi, Chennai, Patna, Hyderabad, Ahmedabad and Pune. The idea behind such a study was to understand consumers’ attitude to denim jeans category as well as brand health and brand perceptions in relative context. As Sanjay Vakharia, COO, Spykar Lifestyles pointed out, the company felt the need to ‘understand the branded jeans owner in order to guage the potential to target them and what it would take to target them’.

The research also found that people shop for casual wear in MBOs the maximum followed by EBOs. Spykar is present across 1000 plus MBOs and 200 EBOs. For the survey, the fashion population of India was categorised into seven uniquely distinctive fashion peceptions. Affinity for Spykar jeans was observed in three of the segments. Some of these segments included Segment A which at 27.8 per cent of the same population, saw denim jeans as synonymous with being fashionable. Segment B, 20.3 per cent comprised consumers with a heightened sense of fashion. Segment D at 12.8 per cent saw jeans as helping them look fashionable. On the whole, 61 per cent of branded denim wearers have a higher inclination towards Spykar, is what the survey showed.