COTTON INCORPORATED SUPPLY CHAIN JUNE 2009
PRICE IS NOT PREMIUM IN DENIM JEANS
Denim jeans are a core cotton product and a wardrobe staple for U.S. consumers, and their popularity shows no signs of fading. According to Cotton Incorporated’s Lifestyle Monitor, 96% of consumers own denim jeans — 7 pairs on average, accounting for 6% of all apparel items in their wardrobe. Based ondata from Cotton Incorporated’s Retail Monitor™, 18% of all cotton apparel is made of denim, and jeans account for 90% of denim items. For the 12 months ending March 2009, dollar sales of denim jeans were up 2.5% from the previous 12-month period, and unit sales were up 3.8% (NPD). U.S. imports of denim jeans grew 11% (from 512.6 to 568.9 million units) for the 12 months ending April 2009, whileimports of non-denim bottomswear, such as slacks and shorts, were down 8.6% (OTEXA). Premium denim jeans (those priced at $100 or more) have done especially well, despite the economic downturn. Although premium jeans account for only 2% of denim jeans offerings at retail (according to the Retail Monitor), this key category sets trends for the entire denim jeans market in product styling, fit, fiber,and finishes that appeal to young, affluent fashion innovators.
JEANS BUYERS CARE MOST ABOUT FIT
What is the most important feature of your next denim jeans purchase? (% responding) Fit Style Price Brand Quality Durability 1 3
Cotton Incorporated’s Lifestyle Monitor™
50 19 16 5
A GENUINE ATTACHMENT TO DENIM
Denim jeans’ appeal at retail reflects consumers’ positive attitudes towardsdenim. According to the Lifestyle Monitor, 78% of consumers love or enjoy wearing denim. Consumers reported wearing denim jeans an average of four days a week, and 60% said they wore them to work. The comfort and versatility of cotton denim jeans translate into steady purchases. Among consumers who had recently bought apparel, 45% said they had purchased denim jeans (second only to knit shirts). Ofthose who said they planned to buy
About the Research Cotton Incorporated’s Lifestyle Monitor™ is a monthly on-line research study that gauges the attitudes and behavior of U.S. consumers regarding clothing, appearance, fashion, home furnishings, fiber selection, and other topics. Each year, 6,000 consumers are surveyed, 60% female and 40% male, aged 13 to 70, and representative of the U.S.population based on ethnicity, income, education, and geography. Cotton Incorporated’s Retail Monitor™ is a quarterly survey of textile products carried by national mass-merchant, chain, department, and specialty stores. It is conducted in stores and via the Internet, and data are collected on product category, brand, fiber content, fabrication, price, country of origin, and product features.
apparelin the coming month, 40% said they planned to purchase jeans — 62% because they needed them (e.g., to replace old ones) and 28% because they wanted something new and different. Generally, price is the top purchase driver for apparel; overall, 84% of consumers named price as the most important factor in their apparel purchases. However, jeans differ from other apparel product categories in thatprice is not the key factor for most shoppers. When consumers were asked to name the most important feature for their next denim jeans purchase, only 16% named price; the top response was fit (50%), followed by style (19%). Women were more likely than men to care most about fit (55% vs. 41%).
THE STRENGTH OF PREMIUM DENIM JEANS
In spite of the downturn in consumer spending, sales of premiumdenim jeans have grown and are expected to remain strong. The fact that jeans shoppers care less about price than about style and fit enables the premium denim jeans market to continue to attract consumers. Premium denim jeans are at the cutting edge of jeans fashion, and their innovative fabrications and finishes, along with their well-known attention to fit, entice consumers to make discretionary...
Leer documento completo
Regístrate para leer el documento completo.