Studying Lifestyles and Creating Story To Sell Denims | Dr Dilek Erik
What If some one is completely clueless about as to how to sell the Denims in the market ? Being a manufacturer or retailer of denim garments or fabric in a perfectly competitive market, what is that feature which motivates the consumer to buy your denim ? The questions are many but the answer is one and that is – You need to study the lifestyles of an individual or group of individual or a culture before creating you product for a market .
There are ‘n’ number of diversity in the market as the Individuals come from different backgrounds,culture ,ambitions,emotions and purchasing capacity therefore it is equally pertinent to go for a pragmatic and comprehensive study as well as observation towards the consumer behavior and thereafter one should proceed further in order to sell their denims in their respective markets .
What do you think before developing a fabric ? Do you think about :
She suggests that more important than all above is to STUDY THE LIFE STYLES OF CUSTOMERS YOU ARE TARGETTING.
She gives many examples of how to understand the type of life styles of people. .
Everything is at Maximum ,there is no limitation , you can use everything in a extreme way , this is what Dr Dilek believes when she talks about extremism as a life style and a trend. Use of patches as either on top or on bottom , oversize jackets , a short over a jeans or a long denim jacket on shorts .
In case you identify the lifestyle as Extremist , how are you going to create is ? She gives certain directions for the denim mills to follow:
This is a premium class of trend which is very clean , detailed and tailored . This trend features fit , rigid and stretch lifestyles and will not have any aggressive slub effects as it had with Extremism Trends. Very classy and expensive .
To create this lifestyle collection, below are the technical details as per Dr Dilek :
Active wear is a very popular trend in the Europe these days as people there are very obsessed to their health , Dr Dilek says while talking about this trend . People go to the gym and different center for exercise to keep themselves very fit and here comes the Active Wear . The lifestyles of these people are different and for them comfort at their workplace is more important than anything . Sporty,Comfortable, Thin and Super Stretch Jeans with functional finishes can be used to in this kind of lifestyles.
To create the Active lifestyle collection , denim mills can follow following guideline :
Denim Lovers trend is all about the comeback of old fashioned jeans which were very popular during the 70’s and 90’s . High waist jeans , crop jeans ,rips and damages ,salt and pepper effects , patches , use of different shades in the single garment and the open edges without any finishing all these denim look are also becoming very popular these days .
To create a Denim Lover lifestyle collection , below are the technical details :
Sustainability is a trend which is needs to be followed by every denim lover . It is the future . In the past , G Star and Pharrel Williams started a project where they collected the plastic bottles from the sea and melted these waste bottles and converted it into yarns and manufactured jeans from these recycled stuffs . H&M has been doing good in the filed of sustainability , they are collecting waste cloths and recycled them into new pair of jeans. Organic cotton ,Lyocell ,Hemp , Linen and Bamboo are being used to produce sustainable denim .
To create A SUSTAINBLE lifestyle collections , Dr Dilek has following suggestions for the denim mills .
About Dr Dilek Erik
Dr. Dilek is a Management Engineer & Industrial Engineer and has been working in textile business for 28 years. After handling important portfolios at some of the top denim companies including Orta Anadolu, Bossa Denim, Martelli-Isko and Calik Denim, in 2014 she started giving marketing consultancy to many denim companies . Currently she is working as a partner of Atkı Çözgü- marketing and production company.