Apparel Nov, 19 2015

Creating technically sound prospects via denim wear

To add zing to online and offline shopping, most Denim wear brands are now trying hands on high level technology. The use of technology and software has not just given a sign of ease to the customers and franchisees but it is also keeping such brands a s

By Ekta Sharma Verma, TFW Bureau
Sr. Sub-editor
Creating technically sound prospects via denim wear

Denim carries mass appeal and its one fabric that never goes out of style. To keep up the pace, it becomes imperative for the denim brands to have technology tie ups and be ahead in the league. The use of technology is also helping brands create better products and thus make their franchisees perform better.  

Way back in 2012, Kewal Kiran Clothing Limited that has brands like Killer Jeans under its hood had finalised a deal to utilise Tukatech’s award winning garment development software. Tukatech’s advanced system was used to develop new products and streamline their production process. Via this deal Tukatech provided software solutions to Kewal Kiran Clothing Limited (KKCL), one of India’s leading producers of high-quality branded clothing for men and women of all ages. In 1989, KKCL developed the Killer line of denim which quickly became one of the most popular brands in India. KKCL’s decision to install Tukatech’s TUKAcad and TUKA3D for fit development was a part of their continued use of innovative technology.

Leveraging technology intelligently

UK based jeans wear brand, Pepe believes in Innovation and customisation. Kavindra Mishra, CEO, Pepe Jeans India says:  “A customer’s expectation for an in-store purchase experience is high. We realised that they might be looking for the same ease and timely service in physical stores that they get from shopping online. Moreover we understand the need to provide the customer with a great wow experience at our stores. We have brought in Custom Studio and Magic Mirror.”

Such concepts also boost up the franchisees and make them feel best about the brand they are selling. Custom Studio service by Pepe Jeans allows customers to step into the design seat and customise their denim in a few easy steps. Pepe Jeans Custom Studio empowers the customer with the opportunity for personalization; and therein lays a powerful tool that will revolutionise denim fashion in India.

On the Magic Mirror concept Mishra quips: “We understand that it is important to leverage technology intelligently. We have recently introduced the first Magic Mirror at our store in High Street Phoenix, Mumbai. The virtual fitting tool allows shoppers to take a photo of each of the clothes they have tried on and compare the photos side by side. Pepe Jeans Custom Studio and the Magic Mirror are opportunities to build a better shopping experience for Pepe Jeans’ prospective buyers and customers alike.”

Helping Levi’s save money

Intel and Levi's Jeans have partnered to keep a track of all stock movements in the store and to save money too. At Intel's IoT (Internet of Things) Insights event, CEO Brian Krzanich had said: “Intel has partnered with Levi's to build a proof of concept technology at a Levi's retail store in San Francisco.”

Levi's put an RFID tag (a wireless device that can transfer data in real-time) on all of its items in the store, and connected it to Intel's IoT platform, which basically aggregates and sends the data to the cloud. Once the data is sent to the cloud, Intel's analytics platform can track every movement in the store, from excessive inventory to sold out items that need restocking. This also reduces burden of franchisees.

Internet of things has been one of the hottest buzzwords in tech lately. It's the term used to describe how devices get connected to the web, collecting and analysing a bunch of data for the user. As per Just-style, the use of laser technology to create a worn look on denim was launched in 1999, with the first adoption in Italy. According to Spanish company Jeanologia, around 25% of global jeans production uses this technology.

Levi Strauss had also created a process in which it used 100% recycled water for some parts of its garment production. The company had also started making jeans from recycled plastic bottles. 

Related: Ink a profitable deal in women’s wear

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