Under The Trend Of Leisure Sports, Cowboy Charm Remains Undiminished.

"When it comes to jeans, you can't get away from styles, fashionably or practically, but now they provide consumers with the freedom to stretch freely."

- Marshal Cohen, chief industry consultant of NPD group.

With the trend of sports and leisure in the United States becoming mainstream, it is easy to think that jogging pants and bottompants become the world's top fashion trends, and even gradually threaten the most popular jeans of all seasons. However, despite the challenges, because of the classic charm of jeans and its constant evolution with the times, consumers all over the world still love jeans.

Jeans sales continued to grow in 2019. One of the main reasons is that elastic men and women jeans have increased market share.

NPD group chief industry consultant Marshal Cohen Said: "when it comes to jeans, it is always fashionable, or practical, but now they provide consumers with the freedom to stretch freely. This is the triple win of consumers, jeans manufacturers and retailers.

Cohen believes that the increased elasticity of jeans increased women's jeans sales by 5% to 16 billion 400 million dollars in the year to July 2018. From 2011 to 2017, the percentage of American elastic Cowboys rose from 44% to 75%, according to the Retail and Lifestyle Monitor (Cotton Corp). In China, the proportion rose from 26% to 56%.

Global market reviews released by Just Style show that from 2013 to 2018, the global denim market increased by 8.9%, from $52 billion 600 million to $57 billion 300 million. It is expected to reach nearly $60 billion by 2023. According to a study by Prescient and Strategic (P&S), jeans account for more than 75% of the market share of all cowboy products. Jackets, shirts, skirts, dresses, shorts and other denim products constitute the rest of this category.

Just Style studies show that the US (US $20 billion 100 million) and Europe (US $19 billion 750 million) account for 69% of the world's total jeans sales, though the two continents are less than 15% of the world's total population. Although North America and Europe dominate the global cowboy market, the report shows that the fastest growth will be in Asia, South America and the rest of the world, mainly in Africa.

According to the lifestyle survey and the Global Lifestyle Monitor Survey Survey jointly conducted by the Cotton Corp and the American International Cotton Association, although 55% of American consumers like or love to wear jeans, the percentage of consumers who like or love to wear jeans in Latin America has increased significantly by 65% and 77% respectively.

Other countries have an increasing interest in wearing jeans, as the P&S study points out, "the penetration of western fashion and Western lifestyle accelerates the leisure of global apparel. It has promoted the acceptance and love of jeans, dresses, shirts, T-shirts and leisure shirts. Moreover, because of the further development of sports and leisure, it also promotes the change of dressing concept of executives, thus promoting the global demand for jeans products. This change of concept has led to the acceptance of casual trousers including jeans, as a standard for business casual wear of office workers.

According to the lifestyle survey, U.S.A Jeans are the first choice for doing chores (58%), going to school (58%), dining out (42%), taking care of gardens (42%), living at home (41%), appointments (35%) and going to work (33%).

According to the global lifestyle survey, China Among consumers, the most frequent occasions for jeans were eating out and doing odd jobs (all 28%), followed by work (24%).

According to the data of the global lifestyle survey, Mexico The most frequent occasions for jeans were work (49%), followed by miscellaneous activities (32%), eating out (29%), looking fashionable or fashionable (28%), and staying at home (22%).

According to the global lifestyle survey, Mexico consumers have 8 pairs of jeans per person, which is higher than that of American consumers (6) and Chinese consumers (4). Mexico consumers also wear jeans more often than consumers in the United States and China (5 days a week).

Obviously, Mexico has a strong taste for cowboys. According to the global lifestyle survey, almost all Mexico consumers (98%) have at least one pair of jeans. Nearly 1/4 (23%) people wear jeans every day during the week. Mexico is one of the largest producers of jeans.

At the same time, according to the Chinese consumers survey conducted by the American International Cotton Association and the US Cotton Corp, 75% of consumers in China are willing to choose cotton jeans, 64% of consumers like functional jeans, and 64% of consumers prefer jeans with moisture absorption and sweating function. 60% will choose larger elastic jeans, 57% of consumers hope that jeans can be washed less, and 48% of consumers prefer environmentally-friendly jeans.

According to the lifestyle survey, at least 2/3 of the consumers in the mature American market are willing to pay more money to buy Jeans suitable for them (87%), better quality or better wear (79%), according to their body shape and style (70%), so that they keep the whole day (69%).

Although cowboy manufacturers have been able to meet the comfort needs of consumers by increasing stretching, they can also consider adding other sports and leisure styles to make Cowboys more attractive. For example, 64% of consumers are interested in the function of moisture absorption and sweating. However, according to the Cotton Corp retail and lifestyle survey, only 9% of apparel retailers offer jeans with moisture and sweat functions. In addition, 61% of consumers are interested in jeans with temperature control function, but only 2% of the products in the market are similar.

The lasting charm of cowboys proves that it can evolve and develop to meet consumers' wishes and expectations. Just Style commented that no more important moment than now is to let cowboys meet the challenges of fashion.