Denim products are among the customers’ favorites, as they are perfect for everyday wear. Most of the designers include a couple of denim products in their ready-to-wear show. For instance, one of the denim trends that could be observed on the F/W 2017 runways is the exposed zipper (Satenstein par. 1). Another trend that was popular on the runways throughout the S/S 2017 season is an embellishment (Farra par. 6). Christian Dior’s Fall 2017 ready-to-wear collection featured a surprisingly high amount of denim products, with the main trends being slouched form and washed-out look (Mower par. 1).
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However, these trends are not revolutionary, and they have been impacting denim designs for the past several seasons. In the future, on the other hand, the designs may become bolder. For instance, 5forecastore’s denim trend prediction projects the rise of patched denim during the S/S 2018 season (par. 2). Trotman, however, predicts that prints and embroidery will be among the favorites in the S/S 2018 denim looks (par. 2). Lastly, one general trend that may affect denim products in 2018 is “psychotropic,” referring to bold, bright color combinations (Gordon par. 2), which may increase the variety of color options for denim products.
The primary target customer of H&M denim products is a middle-class American female. The age range among which the products are most popular is between 18 and 25 years old, so college students and recent graduates form the majority of customers. H&M is popular both in urban and suburban settings; however, its denim range is more likely to be attractive to people living in the city.
The target customer of H&M denim lives a moderately active lifestyle and has a variety of interests, including fashion. However, despite the interest in new trends, her top priority for the clothes is to be comfortable and flexible enough to allow for many variable combinations and looks. Leisure activities and pop culture would be the main sources of influence on the customer’s choice of clothes. The racial background of the target customer includes white Americans, Hispanic, and African Americans, whereas the prevalent religious background would be either Christian or non-religious.
The ratio of tops to bottoms in the H&M’s denim products is 1/4, with the majority of products sold being regular jeans. All of the models offered by H&M are for casual wear, as they feature simple styles and silhouettes with limited options in terms of design and color. The number of trendy, bold pieces offered is low, with the majority of designs being traditional in their form and color. The main groups of products are jeans, jackets, and shirts. There are over 200 jeans models available both for men and women.
The prices for jeans range from $9.99 to $69.99. Not every model has different color options, most of the jeans come in one color only. In terms of jackets, around 30 styles are available for men and women, with limited form and color choices. The prices range from $19.99 to $99. There is a considerably higher degree of variation in the shirts offered, but the number of models is still low, 12 for women and six for men. The overall prices for denim shirts range from $14.99 to $39.99. Overall, H&M denim offers a limited choice of designs and colors so far, although more styles may become available if the brand pursues the latest trends in denim collections.
5forecastore. Spring Summer 2018 Denim Trend Forecast Directions. 2016.
Farra, Emily. “The Best Designer Denim Spotted on the Spring ’17 Runways.” Vogue. 2016.
Gordon, Grace. “What Lies Ahead: A Visual Story of Fashion’s Future.” Elle.
Mower, Sarah. “Fall 2017 Ready-to-Wear Christian Dior.” Vogue, 3 Mar. 2017.
Satenstein, Liana. “Your Fly Is Showing: Here’s Why the Exposed Zipper Rules.” Vogue. 2017.
Trotman, Samuel. “This is How Your Jeans Will Look Come Summer 2018.” WGSN Insider. 2016.