Denim through the seasons

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Like the classic black dress and white tee, a pair of denim jeans is seen as a wardrobe staple. Chances are high that you recycle denim season after season for many different looks – in fact, you’re very likely to be wearing a denim item right now.
Denim through the seasons
In 1969, a writer for African Fabrics magazine declared denim as “one of the world’s oldest fabrics, yet it remains eternally young.” Donna McPherson, buying manager at value retailer Ackermans, agrees.

“Denim’s popularity is due to its timeless appeal and versatility – we see it reinvented season after season. Unlike other fabrics such as corduroy or linen which go in and out of fashion, we never seem to tire of denim.”

Donna shares a few fun facts about this eternally popular fabric.
When did denim first become popular?

Denim first become popular for casual wear in the 1950s. Teenagers, rebelling against the more conservative generation of their parents, started to include denim in their everyday wear. It wasn’t long before designers began to play around with different styles.

Style through the eras

The late 60s saw ‘bell bottoms’ come into fashion, followed by the ‘punk’ look of the 70s where denim featured rip and patch detail. The early 2000s saw the rise of ‘skinny jeans’, with this sleeker aesthetic popular among teens all the way up to those in their 30s.

The evolution of colour

Denim’s most popular colour is blue. The fabric used to be dyed using natural indigo from the plant Indigofera tinctoria, but is now coloured using synthetic dyes.

Denim in bright or sorbet/candy shades became fashionable in the ’80s. Almost a decade ago, denim in multiple hues made another comeback and has since evolved into a fashion staple.

Denim through the seasons
Led by Europe and Miami, in summer 2016 we started to see shaded denim raise its head again, this time in washed neon tones.

Even with the ongoing popularity of coloured denims, many people are still most comfortable in shades of indigo, and this remains the most purchased.

Dress it up or dress it down

Denim is versatile and can be worn for just about any occasion. Dress skinny jeans up by pairing it with a beautiful blouse, well-fitted blazer and stilettos, or dress it down by wearing a pair of boyfriend jeans with your favourite sneakers and a tee.

Wear and tear

Not only is denim versatile, the cotton twill material is also incredibly durable – making it perfect for adults and active kids. When looked after properly, denim can last for many seasons to come.

Says Donna, “Denim is an essential in every wardrobe – it’s a fabric that lends itself to multiple interpretation and re-imagination, and truly deserves its ‘classic’ status.”

Apparel Retail dressed for sales success

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Local clothing outlets are feeling the effects of foreign chains’ attraction for SA consumers

By Colleen Goko for Business Live
The global operation of fashion brand Hennes & Mauritz (H&M) may be squeezed by online businesses Zara, Asos and others, but locally the Swedish giant is eating into the profits of competitors’ chains.

Though many SA companies have bemoaned the constrained state of consumer spending, due, among other things, to the depressed economic environment, footfall at H&M’s stores across the country has remained high.

A quarterly update released last week shows that in the three months to end-February H&M reported a 39% increase in sales in rand terms. That equates to about R356m from the nine stores it operates.

H&M’s success comes at a time when stalwarts of the local apparel sector are in flux.

Edcon, the owner of Edgars, has begun the long process of digging itself out of a hole following the completion of its debt-to-equity deal.

The business rescue plan of Stuttafords was adopted by its creditors in March. CEO Robert Amoils says the company has completed the process and is now a “rescued entity” with plans to make some sweeping changes.

The House of Busby has shut down its stand-alone Mango and Nine West stores. Head of marketing Leane Adolph says this alteration of the group’s portfolio was undertaken to match local needs. She rejects speculation that the group has been under strain or headed for business rescue. But market commentators have said that its financial situation is precarious.

Listed players also aren’t faring so well, with the exception of TFG. Truworths, Woolworths and Mr Price all released statements with a cautious tone at the beginning of the year.

It’s likely that local companies will try to claw back market share in 2017. But Mergence Investments equity analyst Peter Takaendesa says while foreign players such as H&M add to the level of competition, they account for a very small percentage of the sector and their sales numbers come off a low base. He says H&M and other multinationals have done well locally because of effective marketing and possibly a “better-positioned product offering”.

In Sandton, a young shopper says the likes of H&M have a wider range of good products to choose from. In addition, the pricing of the products is “friendly to the pocket”.

“You can walk in there and expect to get a good top for R150. You can’t say the same for Mango and Truworths. When Mango was open I never even used to step into the store because I knew the price would ‘kill’ me,” she says.

H&M SA will have 11 stores in operation by April 8. SA spokesman Amelia-May Woudstra says more branches may open during the year, but that is still to be decided.