Brands are Making a Hard Sell for Soft Denim
Brand names like Gap, DL 1961 and Madewell are highlighting the soft hand feel and touch of their pre-fall collections in their latest consumer marketing efforts.
“Brands are seeking soft denim with fiber blends, yarn spinning and various finishing effects,” Tricia Carey, director of global business development for denim at Lenzing, confirmed. “Some brands are producing authentic denim looks with softness built in.”
“Consumers visiting retail stores can feel the difference Tencel fibers provide by touching or trying on denim. As brands sell more online they have to bring denim to life by describing the aesthetics,” Carey said. “Softness is an element of comfort which consumers are seeking in their denim purchases, which is an inherent property of Tencel fibers.”
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