LONDON, Nov 8, 2011/ — In today’s fashion, denim plays an integral part. Denim is so big, it’s difficult to image that it could get any bigger. But it continues to grow as it continues to be a significant aspect of fashion.
In a recent statistics from Premiere Vision, the world’s premier fabric show held twice a year in Paris, the organizers announced that the trade show had broken an “attendance record” for its Paris “Denim” show. The last show held at the Halle Freyssinet earlier this year boasted of more than 83 exhibitors with visitors attendance up 18% compared to 2010.
According to Premiere Vision, “Countries specializing in jeans-wear such as Sweden, Denmark, the UK as well as the US and a number of other countries are well represented at “Denim”. And while business-to-business interactions between manufacturers and retailers expand, the business-to-consumer side also mirrors the growth.
A good indication of the strength of denim in fashion is the expansion of already large denim and jeans makers, as well as the regular emergences of new, smaller, funky denim designers. An example of which would be the Swedish mail order brand ELLOS.
Founded in 1947, it has expanded its reach into Russia, France and the UK with jeans by Ellos as one of its leading offerings. ELLOS offers its female client an array of denim in styles and sizes to fit all.
Meanwhile, on the other side of the Atlantic, a survey by Cotton Incorporated Lifestyle Monitor revealed that Levi’s, LEE, Wrangler and GAP are the four most popular brands for jeans in the US. But, a respectable 26% of consumers purchased jeans in specialty stores, which, by their nature, concentrate on smaller labels.
Errol Murray
Photo: SUPERFINE Denim A/W ”11
