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.