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Lets first categorize jeans into a simple two star, four star and six star
rating, classifying two star as those jeans that fall in the price range of more
than $50.00, but less than $100.00, next four star jeans 150.00 to 400.00 and
six star anything above 400.00 and we can add the Gold star those jeans that
nobody can afford and our more couture or custom made for sports, celebrity or
recording stars.
So I mentioned in my first article that one can become addicted to fashion
especially luxury jeans. Well to those addicted I hope this article sheds a
little light as to why you pay what you do.
It all comes down to status yes jeans have become a status symbol in our
casual world of today, accepted in our every day attire, formal wear, and even
business environments. It has become a highly recognized commodity maybe so much
so as a Rolex, Mercedes-Benz, or any other status symbol that lets the world
know you have arrived.
To the educated consumer they can pick out a pair of premium denim and
distinguish it from a copycat or a trend follower by its feel, look and fit. So
you ask yourself but are we paying for something more than just jeans when we
purchase the high-end denim brands are we getting more value from those four
star jeans vs the two star? Truth be told ...I can't really say but what I do know is that the price is more determined by how much status a designer brand carries but at the same respect not to flaunt how "hip" you are like those costly Haute couture jeans or custom made jeans...that is not hip. Nobody likes a show off.
Now what I propose to do next is to explain the differences between the two
star jeans and the four or six star jeans price points.Here are but a few of the
unique characteristics that separate ‘Luxury" from the masses some maybe subtle
while others are more prevalent.
The designer jean makers more than likely feature gimmicks like ring-spun
denim, triple-needle stitching, bleach "whiskers," or special treatments that
abrade, distress and generally torture a pair of jeans until it has achieved
just the right look and feel the designer is looking for to sell to its
consumer. The more unique the more likely it will sell and the more difficult it
will be to copy by the competition.
1.) Wash the so- called process of obtaining the color on a pair of jeans.
Some companies go so far as to use Old equipment to achieve that one of a kind
look. A great example is the Japanese jean company Evisu they dip the fabric 16
to 30 times and the fabric is woven on a special loom that leaves clean edges.
The irony is that the company was started by an individual who refused to pay
the high price of Levi’s in the Japanese market his jeans are now sold for
650.00 and popular among rappers like Snoop and the Game.
2.) Stitching True Religion is a brand famous for its stitching there twisted
outer seams are a major feature in their jeans and they come up with catchy
names for each style, back pocket stitching is also another way to distinguish
these jeans from the rest of the pack. A horse shoe emblem on back pocket with
distinctive curve in coin pocket and a Buddha logo is known as True Religions
trade mark.
3.) Limited production of a certain style or color. Many high-end denim
labels have a certain wash on a spring collection and quickly change or
discontinue the style. Most four star jeans are the ones setting the trends so
they are at the cutting edge of what is fashionable for the general public. This
creates two fold effect a unique sense that your item maybe a limited or less
main stream and it builds brand loyalty by making it that much harder for the
two star jean companies to reproduce and sell.
4.) Fit, most luxury jean companies sell you the idea that no other jean fits
or feels like their brand. And each brand has it’s own design element and
branding to it. Once you become a loyal customer you can recognize the
individual trade mark branding.
5.) Vendor agreement you sign an exclusive contract with the jeans vendor as
a representative to the designer brands. The contract stipulates price, quantity
and some times location as to where you may sell the product. The jean brands
have flagship stores while also having huge High-end department stores as retail
outlets and then maybe only about 650 high end boutiques that carry the jeans. (
The numbers break down.)
6.) Fabric most of today’s jeans are no longer simply 100 percent cotton,
they are cotton blends with lycra, polymide, polyester or two way stretch
fabrics woven in.
7.) Also the competition of the jean manufactures themselves there is
currently over 100 jean companies with a new one jumping in on regular basis
into the Jean Trend arena. It is fierce competition it takes creativity and luck
to make a name in the industry and the ones at the top do everything they can to
not only maintain their customer base but also expand it looking for venues into
new markets.
So now you know and I hope that leaves those who do not buy into the Jean
trend with one simple fact. Luxury jeans are not for everybody.
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