Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Consumer survey data and other sources
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Market still in period of growth
- Premium jeans continue to drive market
- Major jeans manufacturers adapt or face struggle
- Jeans industry more sensitive to growing waistlines
- Jeans marketers relying more on interactive, digital media
- The jeans consumer
- The majority of respondents purchased jeans in 2007
- Jeans buyers prefer to shop at mass merchandisers and department stores
- Fit remains the primary concern for jeans buyers, determining their
long-time loyalty
- Teens remain a major target for jeans, tweens dressed in luxury denim
- Market Size and Forecast
- Key points
- Premium jeans now mass market
- Figure 1: Total U.S. retail sales and forecast of jeans, at current and
constant prices, 2002-12
- Competitive Context
- Khakis, corduroys emerging as stylish option to denim
- "Premium" can apply to practical price points as well as limited edition
luxury items
- Specialty jeans spanning all body types
- Jeans consumers are more trend-conscious and demand good design
- Segment Performance--Women' s Jeans
- Key points
- Increased wearing occasions drive both premium and casual sales
- Motherhood does not negate wearing jeans
- Women seek specialty jeans with form-fitting stretch material
- Figure 2: Total U.S. retail sales of women' s jeans, at current prices,
2002-12
- Segment Performance--Men' s Jeans
- Key points
- Jeans are now as fashionable as they are functional
- New-generation fathers are choosing jeans and retailers respond
- Figure 3: Total U.S. retail sales of men' s jeans, at current prices,
2002-12
- Segment Performance--Boys' Jeans
- Key points
- Boys update their jeans to express attitude
- Cargo pants continue to be the primary competitor
- Figure 4: Total U.S. retail sales of boys' jeans, at current prices,
2002-12
- Segment Performance--Girls' Jeans
- Key points
- Girls' skinny jeans will be a lasting style
- Lower price points make premium jeans affordable for young girls
- Figure 5: Total U.S. retail sales of girls' jeans, at current prices,
2002-12
- Retail Channels--Overview
- Premium trade-ups create losses for mass and national channels
- Figure 6: Retail sales of jeans, by channel, 2003-07
- Retail Channels--Specialty Stores
- Key points
- Specialty stores offering jeans decline in favor of turnarounds from
department stores and popularity of boutique clothiers
- Jeans makers enter and expand specialty market by creating flagship
stores for their premium denim lines
- Retail Channels--Department Stores
- Key points
- Department stores undergo upscale makeovers to stronger clothing brands,
transform stores and attract premium-minded consumers
- Premium jeans makers strike alliances with department stores to carry
specific brands not available anywhere else
- Retail Channels--National Chains
- Key points
- National chains struggle to stay relevant while still appealing to
middle-income jeans buyers
- JCPenney and Kohl' s compete to secure exclusive partnerships with jeans
makers in order to gain relevant edge
- Retail Channels--Mass Merchandisers
- Key points
- Wal-Mart, Target improve fashion trends while realizing their strengths
are in basics and discount jeans
- Wal-Mart, Target devoting more floor space to their respective flagship
brands than to popular jeans brands
- Market Drivers
- Obesity driving specialty jeans market
- Hispanic consumers devoted to denim
- Figure 7: Population, by race and Hispanic origin, 2002-12
- ' Millennial' spending plateaus, concentrated teen spending drives premium
- Figure 8: Total U.S. teen spending, at current and constant prices,
2001-06
- Figure 9: Generations, 2002-12
- Looming recession--bodes ill for apparel retail
- Holiday 2007 sales the worst in five years
- Figure 10: Key economic indicators (GDP, PDI, savings, unemployment),
2000-06
- Leading Companies
- Key points
- Luxury denim industry leaders enjoy soaring sales while others struggle
- Jeans makers see more control and growth over luxury brands through
flagship stores operating outside of traditional retail
- Jeans manufacturers rolling out exclusive middle-market brands specific
for mass-market retail outlets
- Figure 11: Sales of leading jeans manufacturers, 2006 and 2007
- Levi Strauss & Company
- VF Corporation
- The Gap, Inc.
- Tommy Hilfiger Corporation
- Jones Apparel Group, Inc.
- Liz Claiborne, Inc.
- Polo Ralph Lauren Corporation
- Innovation and Innovators
- Jordache leads retro jeans trend, renewing popularity in old styles,
brands
- Organic trend finds its way to jeans market; Levi' s is the leader
- Boutique labels bringing jeans manufacturing from overseas back to Los
Angeles
- New-generation mothers innovate premium jeans segment
- Advertising and Promotion
- Overview
- Product placement
- Celebrity endorsements
- Exposure involves networking, not necessarily dollars
- Celebrity exposure poses potential harm
- Figure 12: Advertising and marketing spend, by leading jeans companies,
2006 and 2007
- Television ads
- Figure 13: Levi' s 501, 2007Figure 14: Lee Jeans, 2007
- Figure 15: Lee Slimming Jeans, 2007Figure 16: Wrangler, 2007
- Incidence of Purchase by Households
- Figure 17: Purchase incidence of jeans, 2003-07
- Figure 18: Brand of jeans purchased, 2003-07Figure 19: Number of jeans
purchased, 2003-07
- Figure 20: Purchase incidence of jeans, by gender, age, race/ethnicity,
household income, presence of children and marital status, May 2006-June
2007
- Figure 21: Brands of jeans purchased, by gender, May 2006-June 2007
- Incidence of Purchase by Individuals
- Figure 22: Purchase incidence of jeans for yourself, by gender, age,
race/ethnicity, household income, presence of children and marital status,
December 2007
- Purchase Channels
- Figure 23: Retail channel where jeans are bought, December 2007
- Figure 24: Retail channel where jeans are bought, by gender, December
2007
- Figure 25: Retail channel where jeans are bought, by age, December
2007Figure 26: Retail channel where jeans are bought, by income, December
2007
- Problems with Fit, and Preferred Attributes
- Figure 27: Problems with the way jeans fit, December 2007
- Figure 28: Problems with the way jeans fit, by gender and age, December
2007
- Figure 29: Preferred jean attributes, December 2007
- Figure 30: Preferred jean attributes, by gender and age, December 2007
- Figure 31: Preferred jean attributes, by income and race/ethnicity,
December 2007
- Attitudes and Motivations
- Figure 32: Purchasing behavior and attitudes, December 2007
- Figure 33: Purchasing behavior and attitudes, by gender and age,
December 2007
- Figure 34: Purchasing behavior and attitudes, by income and
race/ethnicity, December 2007
- Teens
- Figure 35: Purchase incidence of jeans--teens, 2003-07
- Figure 36: Brand of jeans purchased--teens, 2003-07
- Figure 37: Brands of jeans purchased, by gender--teens, May 2006-June
2007
- Figure 38: Number of jeans purchased, by gender--teens, 2003-07
- Figure 39: Purchase incidence of jeans, by gender, age and
race/ethnicity--teens, May 2006-June 2007
- Kids
- Figure 40: Do you wear jeans?--kids, 2003-07
- Figure 41: Brand of jeans worn--kids, 2003-07
- Figure 42: How often do you get to choose the brand of jeans that are
bought for you?--kids, 2007
- Appendix: Trade Associations
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