Imports of denim apparel into US has fallen by about 7.5% in the period Jan-Oct’14 compared to the same period in 2013. The imports fell by about 33 million pieces from 437 million pcs to about 404 million pcs during this period. The average price has also seen pressure with the same falling by about 8.6% from $8.12 per piece to about $8.03 per piece.
Imports of Denim Apparel | 2013-2014 (Jan-Oct)
Quantity (mn .pcs)
It is worth noting that the imports of denim in US had increased in 2013 by over 4% compared to the year 2012 . However, the imports never touched the peak of over 600 million pcs that US achieved in 2005.
Denim sales in US have been under pressure as there has been strong competition from Yoga and Athletic wear with female consumers strongly moving in favor of the latter due to their versatility and comfort . Pioneers of form fitting garments like Spanx have been working to create stretchy pants that look like denim and steal consumers away from denim . On the other hand denim companies are fighting back and coming out with products to compete with Yoga wear. High stretch abilities going upto 100% with strong recoveries and low growths with high comfort quotient are being brought out by innovative companies. But it will take time before denim can recover lost ground. As per NPD group , US, the sale of active wear climbed 7% while denim sales fell leading top retailers to increase their offering of athletic and leisure apparel.
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