PARIS — How to bring dynamism back to denim and reinvent the segment were the hot topics at the recent Denim Première Vision trade show here.
In a relatively stagnant market and a particularly tough climate for apparel retail in the U.S. and parts of Western Europe, reinventing brand identity through differentiation was seen by many as the key to attracting consumers, especially Millennials. Technology and sustainability were strong points of focus for exhibitors at the event, which ran from April 26 to 27 at the Paris Event Center.
“We want to evolve the show to give a maximum amount of input and information to the industry, exhibitors and visitors alike, to help drive change, especially through innovation,” said show director Chantal Malingrey.
“Denim originally had strong, deeply rooted values like rebellion and freedom, but new consumers just don’t have those same references,” she explained. “Customers are really changing, especially in the 18-30 age bracket. Brands need to evolve in line with this.”
Cone Denim had integrated performance characteristics into vintage-style fabrics.
Dominique Maître
Global retail sales of jeans grew 3.7 percent to $92.88 billion last year, according to data from Euromonitor International. Sales in North America were up 1.7 percent, while in Western Europe, they increased
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