U.S. women are buying more jeans, but at a discount: NPD
today Apr 24, 2019
Jeans are more popular than ever, according to a recent report by The NPD Group, but they are being purchased at a discount.
A total of 364 million pairs of women’s jeans were purchased in the U.S. in the 12 months ending February 2019, up by approximately 22 million units compared to the prior year. Still, more than half of those jeans were bought on sale.
Off-price and specialty store channels are reaping the most benefits with off-price unit and dollar sales both up almost 30 percent and the specialty store channel, which includes retailers like American Eagle, H&M, and TopShop, experiencing unit growth of 6 percent, during the 12-month period.
“The recent growth in women’s jeans is good news for the industry – women want to wear more than just leggings and yoga pants,” said Marshal Cohen, chief industry advisor, The NPD Group, in a news statement.
“But, the emphasis on quantity and discounting means marketers need to find new ways to inspire the women’s jeans consumer, and deliver product that compels them to take their purchase to the next level.”
In recent years, the market’s attention has been focused on athleisure, which has been hard on the denim industry.
The majority of jeans - 80 percent in the last year – were still purchased in-store, but online sales are increasing with a 32 percent increase in the number of women’s jeans being purchased through e-commerce channels in the past 12 months.
“The denim consumer has changed,” added Cohen. “Manufacturers and retailers are now faced with the challenge of strengthening the consumer’s passion for jeans to ensure they are more than a commodity in their eyes.”
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