Positioning of a Jeans Brand in the Croatian Garment Market

Abstract

The paper summarizes the origin of blue jeans as well as starting points of the development of sewing machines and the production of denim fabrics. The trend of blue jeans garments, which started in the early 19th century, turned with the time into a peculiar phenomenon of clothing. The phenomenology of the jeans clothes becomes a very challenging subject for sociologists, economists and even political opponents, especially in the time of the cold war during the division of the world. It only confirms the interest and scope of studying various aspects of jeans. This peculiar phenomenon of clothing has lasted in a wide range of production up to the present day. Conditions to accept a brand and market typicalness of a garment are pointed out. As a starting point of the experimental research a survey questionnaire for positioning a jeans brand in the Croatian market for the students of the Faculty of Textile Technology and the Faculty of Agriculture of the University of Zagreb was created. Among a number of jeans brands the students of both faculties prefer Levi‘s brands followed by Diesel and Mustang brands. The students of both faculties affirmatively mention also other jeans brands such as Big Star and Versace, which together with other brands mentioned in the paper take part in 23.77 % of total frequencies. University of Zagreb, Faculty of Textile Technology