According to the world clothing and footwear network, probably around 2014, almost everyone is singing down jeans. At that time, the sales of American sports pants exceeded the jeans for the first time.
But two years later, the sales of jeans are slowly recovering. According to Euromonitor, sales of jeans in the US in 2014 and 2015 fell by 4.5% and 3.4%, respectively. However, 2016 was a turning point: its sales rose 1.7% last year and is expected to rise 2.2% this year.
Although jeans are growing at a speed that is not as fast as leggings and sportswear, the trend is picking up. In contrast, leggings and sportswear, although still growing, but the growth rate is falling. We have also reported that the market for sportswear is somewhat saturated. The CEO, including Lululemon, thinks the bubble may be broken.
Previously, female consumers have preferred low-waist narrow-leg pants for a long time, but this style is not very popular now. NPD analyst Marshal Cohen's view is that people can't wear narrow-leg pants, or people who buy them don't want to buy back. They are increasingly demanding comfort.
The denim brand is catering to the consumer's "wearing comfort" requirements.
Stretch fabrics have become popular in jeans, and most brands have 1 to 2% stretch fabric. "A decade ago, if we wanted to add 1% stretch fabric to jeans, especially men's trousers, we wouldn't dare to mark it. If consumers see it in the label, they won't touch the product at all." Stefano Aldighieri said. He was previously the creative director of 7 for All Mankind and the design director of Levi's parent company Ls&Co.
The arrival of sports and leisure has changed consumer preferences. James Curleigh, chairman of Levi's brand, said: "We saw extreme leisure at the time, and consumers wore sportswear when they were not exercising... We saw women wearing yoga pants when they went out for dinner."
In 2014, Levi's launched the jeans for the male consumer “Athletic fitâ€. In 2015, it reshaped the women's line and launched the Levi's 700 series, which emphasizes flexibility. Last year it even changed the fabric of the classic Levi's 501, which was originally made of cotton. Recently, it has added spandex, which not only has elasticity, but also becomes softer. Elastic fabrics are added to Levi's 800 series straight leg pants.
Now 67% of Levi's jeans are stretched, up 7 percentage points from 60% a year ago.
Lee, a member of VF Coorporation, re-emphasized the cowboy's elasticity about a year later (June 2016). The main theme of Dream Jean is “looking like a denim, wearing a yoga trousers†with a T-shirt-like knit feel. .
From the perspective of these two brands, Levi's, which ranked first in the US jeans market, did recover from the recovery of the entire category. In 2016, its sales increased by 3%, the largest increase in four years. It reached $4.55 billion. However, Lee and Wrangler's parent company VF Cooperation's denim sales have declined. The CFO said it was because of the deterioration of the wholesale business and the reason for relying too much on department stores (and Levi's is vigorously developing direct business, optimizing channels is one of its important strategies this year).
Alison Partridge, vice president of the Old Navy Women's Department, said consumer pursuits of comfort forced the jeans industry to evolve and innovate. Old Navy also had to launch a product with leggings and a more comfort-conscious product. This "Built-in Sculpt" is not only available for women, but also for men and children.
Peter Berta, director of the Accessories Circuit and Intermezzo Collection, said: "Because of the popularity of sports and leisure, consumers are accustomed to comfortable sportswear, and they tend to ask other clothing to be so comfortable... that's why people try technology. To transform denim fabrics, an important trend now is greater elasticity and lighter, just as comfortable as sportswear.†He believes that combining sportswear is the key to the future of the jeans industry.
Nike also applied for a patent for jeans fabrics: it is said to be a structurally enhanced, highly tolerant and stretchable denim fabric designed for athletes who want to stay stylish.
However, Marshal Cohen, an analyst at market research firm NPD, believes that jeans may rarely have more room for innovation, and more will reinvigorate sales in the form of “replica classicsâ€. Fashion still can't escape the reincarnation: In fact, stretch jeans have been around 1979, but in the 1990s, with the popularity of bib and loose jeans, stretch jeans have fallen. Now, stretch jeans are back, and they become softer and lighter as consumers demand.
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