Jealous 21 makes a mark with women’s denim

Women’s wear label Jealous 21 has come a long way since the time it was established in 2006-07. From a turnover of less than a crore it has touched Rs 150 crores now. “The brand is for college goers and someone who has started working so it’s a brand for young girls. ‘Jealous 21’ makes a person confident and stylish,” says Modita Tripathi, Chief Brand Manager, Jealous 21.

Innovative range for Autumn/Winter ’15

The brand’s USP is the three hip sizes offered under its denim category for every waist size. The latest Autumn/Winter ‘15 collection too revolves around the three hip sizes for every waist size. “We had associated with Miss Universe Paulina Vega to launch an exclusive collection of jeans, top wear and dresses. We have followed themes and stories for this range that expressed confidence and intelligence. Floral stories for T-shirts and dresses and in denims we have a new innovation called Dynamo denim. Dynamo denim is moves along with you, it stretches along with you and comes back without the fabric getting distorted. It is sustainable, stretchy and well recovered fabric,” explains Tripathi.

Different washes, resistant fabrics and structured fabrics are all part of the collection. Going forward for Spring/Summer ’16, Jealous 21 will launch the distress denim range, while its association with Miss Universe will continue. A lot of digital prints will be introduced in this collection. In terms of denim, a lot of new innovations will revolve around high-stretch, 4x1 satin to give a nice feel and sheen.

“Basically high-end denims are more embellished with more detailed work. It has to look and feel like casual wear that’s people’s perception about denims and it is moving in the same direction,” opines Tripathi.

The brand is retailed through 500 stores, a combination of various retail formats. Jealous 21 is present in large format stores like Pantaloons, Reliance, Central, Brand Factory and company’s exclusive stores and franchises. The brand is also available online. “Contribution of online is growing. Being a jeans brand earlier we used to wonder how the label will perform online. Now it’s selling well. Ecommerce is making people more aware and making things accessible to them. As of now, we are only available on Amazon,” states Tripathi.

According to her, in India western wear is growing as a large number of foreign brands have entered the country. “The market is growing in Tier II and III cities. Denim is growing more rapidly than other western wear outfits. Customers are looking at all kinds of price points. We have seen business grow 20 percent in last four to six years. There is enough demand and I don’t think it’s difficult to create a specialty in women’s denim,” Tripathi concludes.