During the last edition of Denim by Premiere Vision debuting in Barcelona, in Hall 8 of Fira Montjuïc, from May 21-22, 2014, SPORTSWEAR INTERNATIONAL organized a series of initiatives in collaboration with the show. In addition to photo and video shoots of cool visitors, insiders and VIPs, the two partners drew up a survey of opinions gathered through interviews with key insiders and personalities of denim and jeans wear markets.

The research has shown a composite vision of the market from its present state of the art up to its future evolution - including major upcoming trends. A part of the analysis also focused on first impressions collected at the debut of Denim By PV in Barcelona and on opinions about the Sportswear International Magazine. These two sections of the survey were issued in order to get a better understanding of what insiders are increasingly looking for and what they expect from two important players of the jeans wear and denim panorama, who are never satisfied with what they are doing and always chase the next market challenge.

From left to right: Lorenzo Molina (SI) with E. Baris Ozden and Marco Lucietti (Isko)
From left to right: Lorenzo Molina (SI) with E. Baris Ozden and Marco Lucietti (Isko)

The market – present and future
When asked to describe the present denim market situation many answers showed optimism and described it as “in recovery”, focusing on new technologies and reactivity. Most of the interviewed people stressed the fact that the panorama is “rapidly changing”, though “evolving” and highly “challenging”.

After asking insiders how the market will look like in the next five years, they seemed not to expect major evolutions. They mostly pointed out that they expect the global denim market’s size to grow, even if the major geographical areas will not change significantly. Comfort and additional performance will continue to be key elements, which will characterize the evolution of jeans wear, though wearable technology on the one side and sustainability on the other will become requirements, the market will be increasingly asking for. Not less important could be the need of lower consumer prices in the near future.

The next big trend
Asking what might become a major trend in the future resulted in a wide spectrum of answers. Apart from tattoo, glittery look and bell bottom jeans, many pointed out that stretch, super stretch and skinny jeans will never go out of fashion. Others recognized that masculine denims will become the real new must-have for women, sustainability will grow in importance, and many will return to the origins. Another interesting fact is how collaborations with customers will become more important and how crucial retail customizing will become.

Denim BY PV – a positive “denimy” atmosphere
The main comment that described the atmosphere of the show was “positive”, “good”, “very exciting”, “very electric” and “busy”. Many liked the new show for its services, passion and energy for blue jeans and defined it as “full of inspiration”. In fewer words they saw it as “very denimy”. They recognized that “there were more people around”, “new faces” and “still very international”. They perceived the new venue as good and well-connected. For many, the whole industry was present – manufacturers, designers, premium and major brands from all over the world.

SI described as the best partner to introduce a brand to the denim industry
SI described as the best partner to introduce a brand to the denim industry

When asking people about SPORTSWEAR INTERNATIONAL, they had no doubt. Their comments pointed out that it is the “Denim Bible” and “the biggest source”. It is not only perceived as a magazine, but also as a trend-analyzer, which is global-minded, open to challenges, at the forefront, authoritative, contemporary and sensible. It is the best partner if anyone wants to introduce his or her own brand to the denim industry, because it presents all of the denim market segments to its readers. Others liked to describe it in effective expressions such as “ready-to-read”, “down-to-earth” and “denim, denim, denim”.

More detailed results will soon be released in next SI issues.

Participants of the Denim Formula study include:

Arvind, India (Akhtar Aamir, CEO)
Bossa, Turkey (Sedef Uncu Aki, General Manager of Bossa Denim)
Calik Denim, Turkey (Hamit Yenici, general manager)
Crescent Bahümán, Pakistan (Idrish Munshi, Vice President Product Development)
Indigoscape, Italy (Leopoldo Durante, owner)
Isko, Turkey (Marco Lucietti, marketing director, and Baris Özden, product development manager)
Jeanologia, Spain (Enrique Silla, CEO)
Lenzing, Austria (Tricia Carey, merchandising manager USA, Business Unit Textile Fibers, and Michael Kininmonth – project manager Business Development Apparel)
M&J Group, Bangladesh (Fabio Adami dalla Val, R&D head & trade marketing Manager)
Orta Anadolu, Turkey (Ebru Debbag – general deputy manager/sales, marketing, product development & R&D)
Soorty, Pakistan (Mansoor Bilal, R&D & marketing manager and Suleman Bin Arif, head of marketing)
Tavex, Spain (David Bardin, sales & marketing manager Europe)
Tejidos Royo, Spain (Panos Sofianos, creative director)
Textil Santanderina, Spain (Jordi Ballus, product manager)
US Denim Mills, Pakistan (Rinze Koopmans, consultant marketing product pevelopment)

Interviews: Lorenzo Molina (Sportswear International)