Mills Update: China Manufacturers on Consumer Trends and Collection Launches
Over the past few years, the denim industry has had ups and downs as consumer and market demand ebbs and flows.
With the first half of the year in the rearview, Carved in Blue is checking in with denim mills to get their take on how 2024 is shaping up. Are sales rising or falling? What is driving demand? Which trends are taking off? And how are they addressing market needs? Read on to hear insights from Advance Denim, Panther Denim and Prosperity Textile/Stella Blu.
ADVANCE DENIM
Mark Ix, marketing director – North America
Carved in Blue: Has the first half of 2024 been up, down or flat for your company?
Mark: The first half of 2024 started off slowly but picked up as we got closer to July. The year so far has been flat.
Carved in Blue: How would you describe the current demand, and has it changed in recent months?
Mark: I would say that demand is mixed, and customers have been cautious.
Carved in Blue: What has surprised you the most about 2024 so far?
Mark: So far in 2024, I would say the biggest surprise or shift in the market has been the continued growth of Vietnam given the challenges in the global supply chain.
Carved in Blue: Which trends or styles do you see gaining traction, and how are you building fabrics to suit these looks?
Mark: The trends are scattered, but we are seeing huge excitement with our Fitsense targeted stretch technology.
Carved in Blue: Could you describe your latest collection launches?
Mark: Advance Denim prides itself on being an innovator in the industry and will continue to bring cutting-edge technologies that complement vintage denim aesthetics, such as Fitsense targeted stretch technology and Freecross bistretch technology.
Carved in Blue: What are your predictions for the second half?
Mark: The second half of the year will be as unpredictable as the first half and will present constant challenges and opportunities.
PANTHER DENIM/TAT FUNG
Tim Huesmann, director
Carved in Blue: Has the first half of 2024 been up, down or flat for your company?
Tim: We’ve started 2024 on a positive note, largely due to our commitment to innovation. Our latest developments have received encouraging feedback from the market, leading to a significant number of new customer engagements. We are optimistic that these efforts will translate into substantial business growth.
Carved in Blue: How would you describe the current demand, and has it changed in recent months?
Tim: The demand for sustainable denim has evolved from a preference to a necessity. Consumers now seek genuinely sustainable fabrics and concepts. Fortunately, this shift aligns well with our efforts, as we have been committed to providing sustainable fabrics produced from eco-friendly sources.
Carved in Blue: Which trends or styles do you see gaining traction, and how are you building fabrics to suit these looks?
Tim: We’ve noticed a growing trend of dark, rinse and clean looks on the runway, which is now making its way into ready-to-wear fashion. In response, we developed our Downtown Collection—a sustainable denim line crafted to maintain a raw and fresh aesthetic.
Carved in Blue: Could you describe your latest collection launches?
Tim: We’ve introduced several exciting concepts. Our Botanic Chic collection has received an excellent response, showcasing sustainable innovations like TENCEL™ Modal with Indigo Color technology and matte TENCEL™ from Lenzing with soft hand feel, which matches customer needs right now. And the Downtown Collection offers a new approach to denim that retains its fresh and new appearance without fading like traditional denim. We also launched On The Go, a hybrid fabric design that is light and soft, versatile in different kinds of styles.
Carved in Blue: What are your predictions for the second half?
Tim: We believe the denim market will demand even more innovation going forward. Sustainable denim is now the standard, so offering basic designs alone will not suffice in the near future. The development of fabrics with unique aesthetics and superior hand feel is also crucial.
PROSPERITY TEXTILE/STELLA BLU TEXTILE
Stafford Lau, director
Carved in Blue: Has the first half of 2024 been up, down or flat for your company?
Stafford: The first half of 2024 has been generally positive for Stella Blu and Prosperity. We have seen a steady growth in both sales and market presence, which can largely be attributed to our strategic marketing efforts, the launch of innovative products and the expansion into new international markets. Additionally, favorable economic conditions and increased consumer confidence have contributed to our upward trajectory.
Carved in Blue: How would you describe the current demand, and has it changed in recent months?
Stafford: We have observed a slight increase in demand over the past few months, driven by seasonal trends and the introduction of new collections that resonate well with our target customers. Our focus on sustainable materials, ethical manufacturing practices and capacity increase in our Vietnam mill provide customers more confidence to work with us.
Carved in Blue: What has surprised you the most about 2024 so far?
Stafford: Consumer behavior has shifted significantly, with a greater emphasis on purchasing fewer, higher-quality items that stand the test of time. This has led to a preference for durable, timeless denim pieces rather than fast fashion options.
Carved in Blue: Which trends or styles do you see gaining traction, and how are you building fabrics to suit these looks?
Stafford: We are seeing significant traction in minimalist design aesthetics, earthy color palettes and sustainable fabrics. To meet these demands, we have developed a range collection by combining TENCEL™ fibers, bio-based fibers and other sustainable fiber in different structures. These fabrics not only align with the current style trends but also support our commitment to environmental sustainability.
Carved in Blue: Could you describe your latest collection launches?
Stafford: Our collection focuses on unique washes and distressed details with sustainable materials and practices. We have used different sustainable materials and low-impact dyes to create a line that honors the heritage of denim while minimizing environmental impact. Also, in collaboration with renowned designers, we have created a limited-edition collection that combines luxury and denim. This collection is crafted with premium materials and exclusive designs.
Carved in Blue: What are your predictions for the second half?
Stafford: For the second half of 2024, we anticipate continued growth and an even stronger emphasis on sustainability. We expect the market to favor brands that prioritize ethical practices and transparency. As such, we plan to further expand our sustainable product offerings and continue to innovate in terms of material development and production processes. Additionally, we foresee a rise in collaborative projects with other industry leaders to drive forward the sustainability agenda.