Jeans Market Downturn, Dominance Has Been Replaced By Sportswear.

Sportswear will gradually replace the cowboy will lead the fashion.

Guide reading: in recent years, due to

In the absence of innovation, consumers began to pay more attention to their dress and other factors. Jeans sales were not as good as a year.

Nowadays jeans are gradually being replaced by sportswear in the United States and other European and American countries.

In the United States and other countries, teenagers' love for sports brands such as Nike has surpassed the Cowboy brand.

According to Research Institute NDPGroup latest research data, as of the end of March 2014 in December, the American cowboy market shrank by 5%, of which men's jeans sales fell 4%, women's clothing fell 5%, and children's clothing plummeted 10%.

NDPGroup's chief industry analyst, MarshalCohen, said in his blog blog post that

Doldrums are mainly determined by the genes of jeans clothing - everyday clothing.

Replacing jeans gradually will lead fashion.

Consumers have been paying more attention to their dress in the past two years, so sports and leisure pants are eating away the share of jeans, especially sports.

Another reason for the decline in jeans sales is that the industry has been lacking in innovation. For example, Levi s Levi's has been chattering about water washing.

Take the brand name "Levi" s of jeans as an example. In the past three quarters, its profits have been double digits plummeting. In March 2014, Levi 's Levi's's parent company LeviStrauss&Co. was forced to announce its business restructuring and cost reduction plan, resulting in a layoff of 800 people in March 2014.

Male money

MarshalCohen, chief industry analyst at NDPGroup, said that 6% of the data may not look very large, but it is very rare in the jeans industry.

As retailers usually replenish their jeans in stock, such a decline exacerbated inventory and entered a vicious cycle of adjustment.

TelseyAdvisoryGroup, the chief executive of Research Institute, said in an interview that sports and sportswear must be a new daily dress regardless of age.

Jeans are being replaced by sportswear to lead the new trend.

According to NDPGroup's latest research data, the US cowboy market has shrunk by 5% in the first half of 2014.

Sales fell 4%, women's clothing fell 5%, and children's clothing plummeted 10%.

Sportswear

There has been a lack of innovation, such as Levi's (Levi 's) has been advocating the concept of cowboy is still to reduce water washing, and this is no longer consistent with the current young people's life philosophy.

MarshalCohen said that the data of the US cowboy market shrank by 5% may not seem very large, but it is very rare in the jeans industry. Cowboy clothing has always been equivalent to commodities.

As retailers usually replenish their jeans in stock, such a decline exacerbated inventory and forced retailers to fall into a vicious circle and had to readjust their retail cycle.

Focus on luxury goods and

Statistical data from NOAgency, a research consultancy, also showed that in the past two quarters, the main Volkswagen denim brands including Levi's, Lee, cover Pu, Guess and Wrangler, almost all of the major markets, the sales volume and sales performance in North America, and the performance of the global market almost all showed a downward trend.

In fact, this phenomenon has been maintained for nearly two years.

Sportswear

Cowboy is no longer a trend. Its most direct manifestation is that all the young people's favorite fashion brands all come from the world.

The two category.

The 2014 spring version of the youth clothing report published by investment bank and Asset Management Co PiperJaffray shows that the trend of teenagers' clothing demand is moving. On the contrary, cowboy style has disappeared in the trend of teenagers' clothing.

For example, sports Yoga brand Lululemon's sports wind Leggings became the 28% female consumer's choice in the survey, and 19% of the male adolescents who participated in the survey would choose Nike and Jordans daily.

Clothing.

In the survey of favorite brands, Nike ranked first, and fast fashion brands Forever21 and AmericanEagle ranked second, third respectively.

TelseyAdvisoryGroup, chief executive of the Research Institute, said that regardless of the age of consumers, sports and sportswear have replaced jeans as a new daily clothing, and this trend has put pressure on cowboy retailers.