Newness in Denim Innovations Drive Market

According to the Cotton Incorporated Lifestyle Monitor™, the average woman owns 8 pairs of jeans.

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According to the Cotton Incorporated Lifestyle Monitor™, the average woman owns 8 pairs of jeans. Even with such a high ownership, three out of four female respondents say that they would likely buy another pair in the coming months.

Newness appears to be the primary motivator for most women. "Newness totally drives the market because denim is worn pretty much on every occasion," considers Jennifer Scott, a buyer for Tobi, a West Coast-based online denim retailer. "Denim seems to be the staple in everyone's wardrobe and is the perfect comfort piece for many women."

But a desire for newness does not only apply to the shoppers who peruse the myriad of premium denim brands sold on, but to jeans sold at virtually every price point. "With denim as a staple in the wardrobes of Americans , JCPenney constantly seeks opportunities to add freshness to denim in a wide range of offerings," says Kate Parkhouse, a spokesperson for the retailer. "We are constantly looking for new ways to add excitement to our customers' shopping experience, offering style and quality at a smart price balanced by national, private and exclusive brands."
Denim Purchase Intent (Women)
Don't Need, Won't Buy26%25%-1
Might Buy 1 or Items48%50%+2
Probably Buy Several Items25%25%0

"The key is to find something new that no one else has done and then do it better," says Tara Corral, the denim buyer for Revolve Clothing, a retail site known for its variety of denim brands.
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