Can Jeans Market Come Back To Life?

According to the world clothing and shoe net, around 2014, almost everyone was singing bad.

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At that time, the sales of American trunks exceeded that of jeans for the first time.

But two years later, sales of jeans are slowly recovering.

According to euro's data, sales of jeans in the United States decreased by 4.5% and 3.4% in 2014 and 2015 respectively.

However, 2016 was a turning point: its sales rose 1.7% last year and is expected to rise 2.2% this year.

Although jeans are not growing fast enough for Bottomwear and sportswear, the trend is picking up.

In contrast, Bottomwear and sportswear are still growing, but the growth rate is falling.

We have also reported that the market for sportswear is somewhat oversaturated.

CEO, including Lululemon, thinks the bubble may be broken.

Women used to prefer low waist legged trousers for a long time, but this style is not popular now.

Marshal Cohen, an analyst at NPD, thinks that people can't wear narrow legged pants or people who wear them do not intend to buy back.

They are increasingly demanding comfort.

cowboy

It is catering to consumers' requirements for "comfortable clothes".

Elastic force

It has become popular in jeans. Most brands have 1~2% elastic fabrics.

"Ten years ago, if we wanted to add 1% stretch fabrics to jeans, especially men's trousers, we wouldn't dare to label them.

If consumers see them in labels, they will never touch products. "

Stefano Aldighieri said.

He was previously the creative director of 7 for All Mankind and served as the design director of Ls&Co, Levi's s parent company.

The arrival of sports and leisure has changed consumer preferences.

James Curleigh, chairman of the Levi s brand, said: "we saw extreme leisure at that time. When consumers were not exercising, they also wore sportswear.

We saw women wearing yoga pants when they went out for dinner.

Levi 's launched jeans for "Athletic fit" for male consumers in 2014. It reshaped the women's wear line in 2015 and launched the Levi' s 700 series, highlighting elasticity.

Last year it even changed the classic Levi 's 501 fabric, originally made of cotton material. Recently, spandex was added, not only elastic, but also softer.

The Levi's 800 series straight pants are lined with elastic fabric.

Now 67% of all Levi s jeans are elastic, up 7 percentage points from 60% a year ago.

VF Coorporation's Lee also emphasized the elasticity of the cowboy about a year later (June 2016). The main Dream Jean was called "looks like a cowboy, dressed like a yoga pants" and has T-shirt knitted touch.

From these two brands, the Levi's ranked first in the US jeans market is indeed recovering with the recovery of the whole category.

Its sales grew by 3% in 2016, the biggest increase in four years.

It reached 4 billion 550 million dollars.

However, the sales of cowboy sales of VF Cooperation, the parent company of Lee and Wrangler, have declined.

Its CFO is due to the deterioration of wholesale business and too much reliance on department stores. While Levi's is vigorously developing its direct business, optimizing its channel is one of its important strategies this year.

Alison Partridge, vice president of Old Navy ladies' wear department, said that consumers' pursuit of comfort forced the jeans industry to evolve and innovate.

Old Navy also had to launch products with bottompants and more attention to comfort.

The "Built-in Sculpt" not only has women's money, but also offers men's money and children's money.

Peter Berta, director of fashion industry exhibition Accessories Circuit and Intermezzo Collection, said: "because of the popularity of sports and leisure, consumers are accustomed to comfortable sportswear and tend to require other clothes to be so comfortable.

That's why people try to use technology to pform jeans. At present, an important trend is greater elasticity, lighter, as comfortable as sportswear.

He believes that the combination of sportswear is the key to the future of the jeans industry.

Nike also applied for the patent of jeans fabric: it is said to be a reinforced, highly resistant cowboy fabric that is structurally reinforced and designed for athletes who want to stay fashionable.

However, Marshal Cohen, an analyst at NPD, a market research firm, believes that jeans may not have much room for innovation anymore, more often in the form of "re engraved classics".

Fashion still escapes from reincarnation: in fact, elastic jeans were available around 1979, but in 1990s, with the popularity of straps and baggy jeans, elastic jeans had gone down again.

Now, the elastic jeans are back, and become softer and lighter with the needs of consumers.

More interesting reports, please pay attention to the world clothing shoes and hats net.