Knitted denim is gaining significant traction in the fashion industry

Madame, a women’s fashion brand of western wear was launched in 1993. It caters to a wide range of apparel, handbags, footwear, and accessories for women. The brand provides fast fashion in-trend merchandise, casual wear, and party wear. In line with its global image, Madame has 150+ exclusive stores in tier I & tier-II cities. Ever since the start of its first store in 2002, the brand has briskly grown across India and is available in over 500+ retail outlets across the country. Commendably, having achieved the targeted sales this year, the company has set an aim for a 33.3% growth in its overall business in the next financial year. The brand is also vended through online markets including Myntra, Ajio, Flipkart and Amazon, and its own online store.  Akhil Jain, Executive Director, MADAME, shares the current status of the Indian denim industry and recent trends with Divya Shetty.

Can you discuss how knitted denims is gaining traction in the market? What are the unique features and benefits of knitted denims compared to traditional woven denim fabrics?

The trend of knitted denim is gaining significant traction in the fashion industry, representing an evolution that merges the traditional appeal of denim with the advancements of knitting technology. Unlike traditional woven denim, knitted denim offers unparalleled stretch, which enhances wearer comfort without compromising the iconic denim look. This fabric type is particularly noteworthy for its production efficiency; it consumes less energy and generates less waste compared to traditional methods, aligning with increasing environmental consciousness. Knitted denim caters to modern lifestyle demands, making it a versatile choice for everything from casual wear to more formal denim styles. This approach not only meets the aesthetic and functional needs of consumers but also expands the possibilities of denim apparel, reflecting a shift towards more sustainable and adaptable fashion solutions.

In addition to knitted denims, what other emerging trends do you foresee in the denim industry? How is your company adapting to these trends to stay competitive in the market?

As the denim industry evolves, we are seeing a significant shift towards incorporating more sustainable practices and materials. The use of laser technology to create finishes and designs on denim, for instance, has drastically reduced the need for water and chemicals that are traditionally used in denim processing. At Madame, we are investing in these technologies to ensure our denim not only meets fashion standards but environmental too. This approach not only places us at the cutting edge of denim trends but also fosters a deeper connection with our consumers, who appreciate the ability to express their unique style.

Could you provide insights into the current situation of the denim market on a global scale? What are the key factors driving growth or presenting challenges in the industry?

The global denim market is currently characterized by its dynamic response to the increasing demand for environmentally friendly manufacturing processes and the shift towards online retail channels. These shifts are influenced by both consumer demand and regulatory pressures regarding sustainability. Madame is proactively engaging with these global trends through strategic investments in online marketing and e-commerce platforms, and by adopting international best practices in sustainable manufacturing. Additionally, we are expanding our global footprint by exploring markets where the denim demand continues to grow robustly. Our global strategy is focused on balancing market expansion with sustainable practices, ensuring long-term profitability and environmental stewardship.

How have consumer preferences in denim evolved over the years? Are there any notable shifts in terms of style, fit, sustainability, or other factors that have influenced purchasing decisions?

Consumer preferences in denim have shifted dramatically over the past decade, with increasing demand for both high-quality artisanal products and mass-market eco-friendly products. Consumers are more informed and concerned about the social and environmental impact of their purchases.

What new offerings or innovations is your company introducing to meet the evolving demands of consumers in the denim market? How do these products differentiate from existing offerings?

Our company is introducing innovative collection to meet the evolving demands of consumers in the denim market, focusing on sustainability. This new collection includes the use of tear-resistant paper and organic dyes, which demonstrate our commitment to reducing environmental impact. This approach differentiates our offerings from traditional denim products and aligns with the growing consumer interest in eco-friendly and ethically produced apparel. By prioritising sustainable materials and processes, we are setting new standards in the industry and showcasing our dedication to innovation that respects the planet and its people.

Can you share any upcoming projects or future plans that your company is working on within the denim sector? How do you envision these initiatives contributing to the company’s growth and success?

Looking forward, Madame plans to leverage blockchain technology to enhance transparency in our denim supply chain, allowing consumers to trace the journey of their garments from cotton field to closet. This initiative, along with our exploration of circular fashion models—aiming to recycle and repurpose denim—exemplifies our commitment to innovation and sustainability. These projects are poised to not only contribute to our growth but also set new benchmarks for responsible fashion, reinforcing our leadership in the denim sector. 

With sustainability becoming a major concern in the textile industry, how is your company addressing environmental and ethical considerations in denim manufacturing? Are there any specific initiatives or practices you would like to highlight?

Madame’s sustainability journey is comprehensive, We are expanding our sustainable practices by launching features such as denim patches made from tear-resistant paper and organic dyes.

How do you envision navigating future challenges and opportunities in the market?

As we navigate future challenges, Madame remains committed to agility and resilience, focusing on continuous innovation, customer-centricity, and sustainability. Our strategy involves not only responding to immediate market trends but also anticipating future shifts in consumer behavior, regulatory landscapes, and technological advancements. By fostering a culture of learning and adaptability, we aim to seize opportunities in sustainable fashion, digital integration, and global market expansion, ensuring Madame’s enduring success and relevance in the ever-evolving fashion industry.