Newness in Denim Innovations Drive Market

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

"It is important to understand that women need denim choices and all types of leg widths and washes will succeed since denim is the staple and the go-to item in most people's wardrobe. Variety gives consumers choices," adds Corral from Revolve Clothing.

Choices and options remain important. While newness and innovation drive the market in denim at virtually every price point, most women embrace change in their own leisurely fashion. According to the Monitor, an outstanding 72% of female respondents say that they are not among the first to try a new style.

"Newness is important because the fashionistas get bored and want the next best thing. However, most women don't want to change their denim as quickly and as often as Kate Moss," opines Scott. She cites the skinny jean as an example. "It took time for women to finally become comfortable wearing skinny jeans and sales were extremely slow that first season because consumers were out of their comfort zone."

That comfort zone for women does appear to be with denim. According to the Monitor, 77% of female respondents say that they prefer to go places where they can wear their jeans.

Denim appears to offer it all to women in one concise package of comfort, function, fashionability and flexibility. That alone explains why women are storming the denim market for their favorite and beloved styles.

This story is one in a series of articles based on findings from Cotton Incorporated's Lifestyle Monitor™ tracking research. Appearing Thursdays in these pages, each story will focus on a specific topic as it relates to the American consumer and her attitudes and behavior regarding clothing, appearance, fashion, fiber selection and many other timely, relevant subjects.
Page:  « Previous
load comments


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. Please note that WWD reserves the right to remove profane, distasteful or otherwise inappropriate language.
News from WWD

Sign upSign up for WWD and FN newsletters to receive daily headlines, breaking news alerts and weekly industry wrap-ups.

getIsArchiveOnly= hasAccess=false hasArchiveAccess=false