WWD Image
Photo By WWD Staff
Most Recent Articles On Fashion Features
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 Tobi.com, 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."
"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.
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 Tobi.com, 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) | |||
| 2006 | 2007 | Point Difference | |
| Don't Need, Won't Buy | 26% | 25% | -1 |
| Might Buy 1 or Items | 48% | 50% | +2 |
| Probably Buy Several Items | 25% | 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.
ADD A COMMENT
Sign in using your Facebook or Twitter account, or simply type your comment below as a guest by entering your email and name. Your email address will not be shared.