“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 company press release. “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.”
Women’s jeans are becoming increasingly planned purchases as well as the primary reason for shopping, and the off-price and specialty store channels have realised the most activity. Off-price unit and dollar sales are both up almost 30 per cent in the 12 months ending February 2019 – now representing 17 per cent of unit sales and driving the majority of women’s jeans growth. The specialty store channel, which includes retailers like American Eagle, H&M, and TopShop, accounts for over a third of women’s jeans annual sales and experienced unit growth of 6 per cent compared to the previous 12 months.
In-store sales still account for an overwhelming majority of women’s jeans sold – 80 per cent in the last year – but these purchases are on the decline. Online sales are driving growth in the market, with a 32 per cent increase in the number of women’s jeans being purchased through e-commerce channels the past 12 months. NPD’s checkout e-commerce information reveals that online women’s jeans buyers are also spending more and purchasing more frequently. The average online annual spend per buyer on women’s jeans was 4 per cent higher than last year, and they purchase women’s jeans online twice a year on average.
“The denim consumer has changed,” said 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.”
NPD offers data, industry expertise, and prescriptive analytics to help its clients grow their businesses in a changing world. Over 2000 companies worldwide rely on it to help them measure, predict, and improve performance across all channels, including brick-and-mortar and e-commerce. (PC)
Fibre2Fashion News Desk – India
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