INTODUCTION

Jeans are trousers made from denim or dungaree cloths often

the term ‘JEANS’ refers to a particular style of trousers called
blue jeans and invented by Jacob Davis and Levi Strauss in
1873. Starting in the 1950s, jeans, originally designed for
cowboys, became popular among teenagers, especially
members of the greaser subculture.
Jeans were first designed as durable trousers for farm workers
and miners in the states of the American west. A Nevada tailor,
Jacob Davis, had the idea of using copper bolt sat the corner
of the pockets to make them stronger. They became popular
instantly and soon many people bought them.
Although Davis knew that he had a great product which many
people wanted to buy, he didn’t have the money to patent it.
He asked Levi Strauss, who supplied him with cloth, to help
him out. The two worked together and started making jeans
out of denim, which was more comfortable and could be easily
stretched. It also became softer as it got older. They were dyed
with indigo because it did not go through the cloth like other
dyed do.
From the 1960s onwards, jeans became common among
various youth subcultures and subsequently young members
of the general population. Nowadays, they are one of the most
popular types of specialty trousers in Western culture. Historic
brands include Levi's, Lee, and Wrangler.
Different segment of man and women the Indian jeans
marketers may aim? Using various segmentation schemes,
companies across the globe are able to target various
customer groups effectively. Under gender segmentation, the
database is divided into male or female. Both men and women
have different interest in terms of shopping for various
products such as apparel, cosmetics, perfumes, shoes etc. To
overcome this challenge, a company should have different
marketing strategy for both men and women. A woman will
not buy a product which is made for a man. Likewise, a man
would not purchase a product which is made for a woman.
Male segment: The growth in the male segment of denim
wear is quite significant despite enjoying the lion’s share in the
total pie. Until a few years ago, denim was popular with men
in the urban centers only. However, it has gradually become
popular in the semi-urban and rural markets too. Growing
awareness and an increasing sense of global fashion have led
to the development, coupling with the continuous change in
style statements. Denim is considered the most versatile of
fabrics for men with multiple applications like casual wear,
workwear, and everyday use.
Female Segment: Among all types of denim wear, jeans or
trousers are the most popular articles among Indian women.
Women in different age brackets of all shapes and sizes like to
wear denim as it is comfortable, functional, and durable. Also,
women who are not at ease with western wear have taken up
to wearing jeans by pairing them with Indian ethnic wear like
kurtis. This mix and match style is gradually picking up
particularly among women in small towns who come from a
traditional background and is likely to fuel the growth of the
segment.
The fashion element which is so inherently present in
women’s clothes has been taken care of through the
introduction of ‘flexible / stretch’ fabric for different
applications. The segment is expected to grow the fastest.
Kids segment: It is the smallest segment in the domestic
market, but is expected to grow faster than other segments
primarily due to the availability of the products led by the
innovations in the industry for hygienic and flexible fabrics.
Age-related segment is another distinguishing factor or
demographic the jeans marketers aim, determine their buying
audiences. Many clothing manufacturers target teenage girls
with their trendy new fashion lines, including jeans.
Some small manufacturers and wholesalers may exclusively
focus on the infant and toddler markets, as this segment is
significant enough in size.
The changing trends in the environment
It is evident that the youth of today is very self-conscious, they
not only want to sound smart but they also want to look good
and appealing all the time. They care about their image, and
clothes and fashion are a big part of that image. Clearly the
youth of today is an eye-catcher, a head turner and an
attention-grabber, they look good, dress well and they have
the gift of gab.
Jeans have widely conquered the hearts and closets of people
all over the world. People of all ages irrespective of any gender
love to wear this piece of clothing. Since years jeans have
found its place in the wardrobes of rich and poor, celebrities
and common man. However, it has not lost its charm and is
here to rule with its versatility.
It would not be wrong to say "jeans the second name is
fashion". Nevertheless, we can see a transition in people’s
choice of clothing. There is a shift from traditional wear to
jeans all over the world. Clothing to a large extent depicts the
social culture and tradition of a country. Jeans has been
successful in replacing the traditional wear.
Promotional tools which is suitable for jeans marketing
Social media marketing is a new and rapidly growing way to
reach out to potential customers. Using social media channels
such as Facebook, Twitter, YouTube, and hundreds more is
becoming an effective tool for promoting the company and its
products. The fashion industry is definitely becoming more
accessible to the general public. The use of social media is also
a chance to study and anticipate fashion behaviors, and also
makes it easy to get a reaction toward new trends
Personal (face-to-face) selling – Salespeople from a company
give you a sales presentation in person to present their offer.
Unlike the other approaches, it is easier to build relationships
with you.
i.e.) Sales meeting, sampling, telemarketing, etc.
Advertising – You can use any paid advertisements to reach a
bigger audience and prompt short-term engagement and
sales. It is one-to-one marketing, and its costs are based on the
bidding.
i.e.) Print ads, billboards, TV, radio, etc.
Direct marketing – It is direct communication with a highly
targeted audience through marketing channels. It has more
chances to get quick feedback and retain customer
relationships.
i.e.) Emails, direct mail, digital ads, etc.
Sales promotion – Performing a short-term marketing
campaign to gain attention and encourage conversion or
purchase. You can get immediate responses and interactive,
but it’s not good for developing a long-term relationship.
i.e.) Contests, coupons, flash sales, sweepstakes, etc.
Public relations – To build a good corporate image and
cultivate a stronger customer relationship, you can provide
appropriate information and handle both positive and
negative voices from consumers.
i.e.) Newspaper/magazine articles, seminars, speeches, etc.