Denim makers wooing customers with innovations

Denim as a fabric is being explored by various brands and fabric

manufacturers like Arvind and LNJ Denim. Now, new variants have entered the market, from denim curtains to denim sofa covers, denim shoes and even denim ethnic wear like sherwani. While LNJ Denim is offering various new products at its '100 percent Denim Boutique' in Jaipur, The Arvind Store, based in Ahmedabad stocks a range of indigo sherwanis and men’s ethnic wear in denim fabric.

Since both the stores offer exclusive denim wear collections, creating innovations with the fabric was an obvious extension to their existing product portfolio. Both companies believe if denim fabric innovation is styled creatively, it can appeal to the customer looking for exclusivity. LNJ’s store not only has carpets, sofa covers, curtains, shoes, purse, jewellery pouch, kitchen apron, belts, ethnic Indian wear like lehenga choli, western outfits but also denim vertical blinds and denim burqas. And the store launched in June this year, has already witnessed sales of over Rs two lakh.

Though denim innovations like these may not attract a large customer base, experts feel there definitely is potential and opportunity for such variants in high end segment as well. These high-end consumers often look for something that offers exclusivity.