“There is a growing number of denim consumers who, rather than embracing technology-driven innovation, have planted their feet in an a more hands-on denim experience.“
“The analog didn’t present a serious threat to the world of innovation, but it did present a different set of options for extremely picky counter-current consumers.“
“Rather than having their jeans faded for them by the factory, they wanted to do this work themselves—and they were willing to pay retailers a premium for this privilege.”
Revenge of the analog
explaining the rise of premium denim
In the world of denim, choice, comfort, and convenience continue to attract new customers, but there is a growing body of denim consumers who want something more hands on. Surprisingly, for these picky premium customers, choice, comfort, and convenience are all afterthoughts.