Cotton Corp: Analysis Of American Jeans Market In The First Quarter

According to Cotton Corp retail survey (Retail Monitor), jeans accounted for 12% of the US retail market (excluding children's clothing) in the first quarter of 2011, down from the same period in 2009.

The number of knitted shirts is above average, replacing the original position of jeans on the shelf.

According to a recent article in the Wall Street journal, this change is good for retailers and consumers, because retailers can provide low prices and ample supply of goods, and consumers can quickly update wardrobe costumes at low cost.

This change is most prominent in the exclusive store, because jeans now account for only 4% of its retail supply (9% in 2010), and the supply of knitted shirts increased to nearly half (47%), while that of 2010 was only 37%.

According to the Lifestyle Monitor lifestyle (Cotton Corp), 43% consumers said they bought jeans in medium-sized department stores, such as Kohl 's, JC Penny and Sears.

The mid size department stores the largest sales area to jeans (about 15%, other retailers 11%), and also sells more discount jeans than other retailers, accounting for 70% of the total sales of jeans. Compared to other retailers, jeans account for 32% of the total sales of their jeans.

The average price of jeans increased in the first quarter of 2011.

Almost 3/4 of the jeans in the retail market cost less than $39.99.

The average retail price of jeans is $37.41, which is slightly higher than the US $36.24 in the first quarter of last year.

Although the price is rising, it is still lower than the average price of 39.28 US dollars in 2009.

Although the high price of raw materials has little impact on the retail market, lower retail inventories lead to a reduction in discount products.

In fact, in the first quarter of 2011, only 46% jeans were labeled "discounted", a decrease of 55% over the same period in 2010.

Important factors determining purchase

Although the price is the primary factor for consumers to buy general clothing, the price is not the most important when consumers buy jeans.

The emergence of high-end jeans reached its peak in 2005, which initially encouraged consumers to pay higher prices for jeans. However, over time, the lasting effect of the cowboy market is that the high-end fabrics, styles and fit that appear in the parity stores raise expectations for quality inspection and sales, no matter where consumers buy jeans.

Jeans with high cotton content (with cotton content up to 90% or higher) have gained more profit in history.

Consumers are willing to pay a higher price for a better and more durable jeans, because its cost performance is even higher. 76% of consumers believe that the price better clothing comes from natural fibers.

Compared with men, women consider more factors when buying jeans, and pay more attention to these factors.

When women buy Jeans, style is the primary factor, and 83% of female respondents think it is very important.

Women also consider comfort (77%), a favorite appearance (71%), and price (66%) ranks fourth.

Style and comfort are equally important for men. 66% of men think these two factors are very important, and less than 50% of men think price is important.

It is no surprise that men are more likely than women to pay full price for clothing rather than waiting for a discount. This has been a trend for nearly 20 years.

Brand, as an important factor in buying jeans, is less important for men and women.

However, this does not mean that the brand will not be considered.

A single brand name may not affect consumers' purchase of jeans, but when it comes to jeans style, touch and impression based on his or her brand in the past, it may play a role.

In fact, more than half of consumers are willing to buy brands that already own jeans (56% for women and 52% for men). However, 31% of women say they have no favorite brand, compared with 24% of men.

Jeans market prospects

Although the retail stock of jeans is lower than that of a year ago, they are still optimistic about the autumn retail market.

66% of consumers said they plan to buy new jeans this fall, and 78% of their parents plan to buy new jeans for their children.

The Euromonitor International survey found that jeans sales increased by 4.1% to 14 billion 700 million dollars in 2011.

Consumers buy jeans because they are durable, durable and of better style. Therefore, price is not the most important factor in jeans purchase compared with other clothing varieties. These jeans continue to occupy a place in the retail market and continue to be the basic clothing in the consumer wardrobe.