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Category: Denim Data & Figures

  • Production Of Denim Jeans In The EU

    Here is a summary of the production of denim jeans in the EU for the period 2003-2007. This report has been compiled by the CBI . It is interesting to see that till 2007 , the production of jeans in Italy is still the largest in the EU and followed closely by Romania and Spain. Italy is increasingly becoming an expensive place to produce the jeans – however, the production of jeans is still quite high. This production has actually seen a significant fall in the last 2 years as per industry estimates and the production is moving to low cost countries like Romania, Spain, Portugal etc. Italy is slowly expected to become more of a design centre than a production center.
    Even countries like Romania and Spain are now producing which are middle to high end. The low end jeans are almost entirely being imported from third world countries. This is only to be expected.

    Value and Units Of Denim Production In EU From 2003-2007

    Place 2003
    million units    		 2003
    value in
    million Euros    		 2005
    million units    		 2005
    value in
    million Euros    		 2007
    million units    		 2007
    value in
    mill. Euros
    Italy 63.9 959 56.1 994 59.3 1276
    Romania 14.2 42 20.2 76 14.2 151
    Spain 15.9 278 9.4 152 11.7 196
    Portugal 4.7 75 4.9 81 5.2 78
    UK 6.7 96 2.5 35 3.2 30
    France 0.9 32 0.6 18 0.5 17
    Greece 0.5 8 0.6 13 0.5 11
    Germany 0.8 12 0.5 7 0.3 7
    Others 3.5 42 5.1 54 1.6 15
    Total EU 111.1 1,544 99.9 1,430 96.5 1,781

    It is interesting to note that in case of Romania, the average value of the jeans produced in 2003 was Euro 2.5 only. However, just within 4 years , the average value has increased to Euro 10.63 . This shows that the country has quickly migrated from being a producer of lowest end jeans to that of higher quality jeans in a very short period. This is perhaps the case in most of the EU countries as the wage structure there does not allow to produce low cost jeans which can be easily sourced from the less developed countries. In case of Romania, it is specially so since a large number of Italian jeans manufacturers have set up base there and having their designing base in Italy, they produce in Romania.

    When we come to the average value of the jeans produced in EU in 2003 as compared to that in 2007, we again arrive at the same conclusion. In 2003, the average value per pair of jeans was Euro 13.90  . The same increased to Euro 18.45.  This has perhaps increased further in the last 2 years.

    Average Value Of  Jeans Produced In EU 2003-2007

    Place 2003
    (Av. Value per jeans in Euros)    		 2005
    (Av. Value per jeans in Euros)    		 2007
    (Av. Value per jeans in Euros)
    Italy 15 17.71 21.51
    Romania 2.95 3.76 10.63
    Spain 17.48 16.17 16.75
    Portugal 15.95 16.53 15
    France 35.55 30 34
    Greece 16 21,66 22
    Germany 15 21.66 23.33
    Others 12 10.58 9.37
    Total EU 13.90 14.31 18.45

    It is also  interesting to note that almost 89% of total jeans manufacturing in EU is concentrated in Italy, Spain and Romania and out of which Italy and Spain can count as fairly developed countries. Though manufacturing in these countries will reduce in the coming years, it goes on to prove that low cost may not always be the reason for a region to develop a large manufacturing base. The supporting infrastructure, the systems, proximity to  market and the entire knowledge base is equally , if not more, important.  Similar  arguments could perhaps be used to justify the increase of jeans manufacturing in L.A in US.

    Note : An unrelated but interesting comparison is the figure of production of jeans in the town of Xintang in China which is supposed to be close to 200 million pcs  per annum. Thus this single town in China produces more  than double the jeans produced in the entire EU  !!!!

    eu jeans

    The complete report on Jeans can be downloaded for free from CBI website. CBI is the Centre for Promotion of Imports from Developing Countries.

  • The Highest And Lowest Priced Exporters Of Denim To USA In 2009

     denim prices About 580 million pieces of denim apparel were imported into US from various countries around the world in 2009. This apparel included mainly jeans and some small quantities of  denim skirts, denim jackets, denim blazers etc. The average price of all this apparel was USD7.15/ piece CIF US .

    It would be interesting to know which were the countries whose exports of denim apparel  to the US were very high priced and which were the ones which were priced low and we can see the marked difference between the two as also compared with the average prices .Lets have a look

    Countries Exporting High Priced Denim Apparel

    Italy , Japan and and Tunisia were the countries from where the denim jeans and apparel were the costliest for imports into US.  Naturally the volume for the same was also much lower as compared to low priced exporters.

    Japan – $46.47/piece   CIF US Ports
    Tunisia -$32.75/piece    –do–
    Italy -     $31.21/piece    –do–

    As expected Japan had to get the distinction of the highest priced exporting country . However, it was surprising to see that apparel from Tunisia were more expensive that from Italy. It is however to be noted that Tunisia exported much lesser volume to US than Italy.

    Countries Exporting Cheap Denim Apparel

    This is the category of countries most of the buyers of denim jeans/apparel from US are interested in knowing.  Bangladesh, Pakistan and Vietnam were the countries from where these exports were really very cheap.

    Bangladesh : $ 5.19/piece  CIF US Ports
    Vietnam      : $5.92/piece   —-do——–
    Pakistan      : $5.97/piece   —-do——-

    So we have an interesting matrix where ,against the average price of denim apparel at $7.15/piece, we can see the prices to be as high as $46.50 and as low as $5.20. This also shows the difference in prices  at which jeans and other denim apparel retail in the US – from $9.99(or lower) a jeans to $500 for a pair jeans.

  • Imports Of Women’s Denim Jeans Into US : 2007-2009

    In a previous report we mentioned that Imports of Women’s/Girls Jeans into US in the period from Jan-June 2009 increased over 6.34% over the same period in the year 2008. Lets see how this category fared over the entire last year and whether the same trend continued towards the end of the year or not.

     

    From 2007
    (million pcs)    		 2008
    (million pcs)    		 2009
    (million pcs)    		 % inc. in 2009 over 2007 % inc. in 2009 over 2008
    World 249.59 269.54 278.91 +11.74% +3.35%
    China 43.75 60.63 115.80 +164.70% +47.63%
    Mexico 38.97 30.49 27.10 -30.45% -12.53%
    Bangladesh 15.77 18.47 23.13 +46.71% +20.18%
    Vietnam 7.62 12.83 16.32 +114.18% +21.39%
    Egypt 13.35 15.77 14.73 +10.37% -7.05%
    Cambodia 12.96 15.75 11.07 -14.52% -42.17%
    Jordan 9.00 9.56 8.06 -10.35% -18.47%
    Nicaragua 5.51 9.00 6.97 +26.58% -28.95%
    Pakistan 8.41 7.61 6.92 -17.76% -9.97%
    Indonesia 7.56 7.02 6.31 -16.51% -11.11%
    Sri Lanka 7.96 7.67 6.05 -24% -26.80%
    Madagascar 6.82 8.00 5.97 -12.57% -34.08%
    Lesotho 5.91 5.59 5.96 +0.85% +6.23%
    Kenya 3.64 6.15 5.04 +38.52% -22.12%
    India 2.93 4.76 4.18 +42.39% -13.96%

    Source:US Customs

    It is very interesting to see that the trend of increase in imports of women’s/girls jeans continued even in the second half of the year and a net increase of about 3.35%  was achieved on year on year basis (2009 over 2008). The undertone of imports is very strong and indicates a strong market for the women’s denim jeans in the US . This tone is expected to continue even in the current year.

    Winners :


    China , Vietnam and Bangladesh emerge as strong winners – improving their export performance continuously and in great volumes .China has specially increased its share dramatically.All of these three destinations are strong denim production centers providing low priced jeans. This does indicate that the buyers are definitely getting more and more price concious where denim buying is concerned. However, they also want a quality product and some cheaper destinations which could not probably provide the same –eg Cambodia- have emerged as losers. India has also improved its exports but the overall volumes are quite limited. Lesotho seems to have gained whereas as its sub-saharan fellow country Madagascar is losing its share. Out of the two, Lesotho is a cheaper producer of denim jeans and a number of denim factories(garments) have been established there by reputed manufacturers from around the world including Taiwan.

    Losers :

    Mexico and South American countries are among the biggest losers . Whereas in earlier years, these countries had captured a large % share of US imports of denim jeans, their importance is slowly reducing on account of increased costs of production . This is despite various advantages provided by the US government to them. Jordan is also losing its cost competitiveness and has lost some share to Egypt. Pakistan, Sri Lanka and Indonesia are surprise losers – even though being important denim centers and being low cost countries.

  • Imports Of Blue Denim Skirts In USA 2007-2009

    Let’s take a look at the import figures of Blue Denim Skirts into US in the last three years . We will find that the total imports of denim skirts has fallen in the last three years from 22.49 million pieces in 2007 to 13.72 million pcs in 2009(11 months). Also given are the few major exporters who are contributing to these imports with China on the top position.

    Imports of Denim Skirts In US –(2007-2009): In Million pcs

    From 2007 2008 2009(Jan-Nov) 2009 Vs 2008
    World 22.49 14.21 13.72  image
    China 13.21 8.66 6.93  image
    Bangladesh 1.94 2.13 2.83 image
    Cambodia 1.04 0.54 0.84 image
    India 1.04 0.52 0.63 image
    Vietnam 0.93 0.37 0.54 image
    Indonesia 1.02 0.51 0.49  image

     

    China has been the major exporter of this item to US – but it seems to be losing ground. However, it has still maintained a healthy 50% share of the blue denim skirt market(imports) into US. 

    Bangladesh seems to have improved their share drastically by almost 60% . Other countries have just about maintained their share or improved a bit.

    But on the whole the total imports for this item have fallen by almost 33% since 2007 indicating a not great a market and trend for the same.

  • Market For Blue Denim Jackets in US

    image We have been hearing of a revival in the blue denim jackets and that the demand seems to be picking up in the same with some forecasters also suggesting a starting of a trend on Double Denim. But is it really so ?

    The figures don’t tell the same story. Lets take a look at the total imports of denim jackets in US in 2007,2008 and 2009

     

    US Imports of blue denim jackets in 2007-2009

    2007

    2008

    2009(Jan – Nov )
    2.9 million pcs 1.79 million pcs 1.30 million pcs

    Source : US customs

    The imports of Blue Denim Jackets in US has actually reduced over a period of 2007-2009. Though this data may not cover some other jackets which do not fall under the “Blue Denim Jackets” category, their quantity is expected to be small.
    Thus, the data belies any expectations of a great surge in denim jackets demand.

  • Levi’s India To Touch $100 million Sales Turnover

    indian denim market

    Levi’s India, which had struggled to find its feet in the price concious Indian Denim market, is set to achieve a sales turnover of USD 100 million plus this year. It would make it the first international apparel brand to do so as ET reports .Besides another brand – Benetton – is also set to achieve the same feat .

    Levi’s India plans to open over 800 stores by 2011 and it seems that the turnover is set to increase at a faster pace in the coming years  and it plans to take a larger cake of the existing $450 million organized denim market . However, it is to remembered that the organized denim market in India is much smaller than the unorganized denim market . However , with increased incomes with the youth, the organized denim market is growing at a fast pace of around 10-12%p.a . This is prompting other International denim brands  in India like Pepe Jeans , Lee Cooper etc to expand aggresively with Pepe Jeans itself wanting to add another 300 stores in the coming year. The local denim brands like Spykar , Flying Machine (Arvind Mills) etc are also creating an impact in the denim market.

  • What Is The Per Capita Consumption Of Jeans In USA ?

     per capita jeans1
    USA consumes almost 30% of world denim jeans production. Being such a large market , the figures related to this market are generally of great interest. One such figure is that often surfaces in various news reports  is that of ‘ Per Capita Consumption of Jeans in USA ‘ ie how many jeans does every resident of USA buys on an average in a year..

    I have seen that the figures that surface range from 1 Jeans per person p.a to 7 jeans per person p.a .. I thought it would be a good idea if we could arrive at a calculated figure which does away with the ambiguities related to this .

    Now, the main point to remember is that almost all of the jeans consumed in US is imported from outside. Premium denim jeans are an exception as they are mostly made in USA. But though premium denim jeans are very important due to their high value, their share of the total volume of jeans consumed in US is quite low. So lets look at the figures below:

     

    Imports Of Jeans Into USA in the Year 2008

      2007(million pcs) 2008(million pcs)
    Imports of Mens/Boys Jeans 273.94 292.00
    Imports of Women’s/Girls Jeans 249.55 269.53
    Production In USA
    (approx.)    		   20.00    20.00
    Total Consumption 523.49 561.53
    Population of USA 301 million 304 million
    Per Capita Consumption of Jeans in USA 1.80 Jeans 1.91 Jeans

    Note: Import figures are sourced from US Customs
     

    The figures for production of Jeans in USA are an approximation and taken after considering various reports in this regard, though there are no authentic figures available in this regard. However, the production of jeans is a small percentage of imports and hence a slight variation (+ or –) will not make much difference.

    These figures also clearly show that the consumption of denim jeans is on the rise in US as reported in various posts before here  ,  here and many other places. Just search the site and you will find some more reports in this regard.

    I have done my best to put up the most updated figures. However, if any viewer finds any better figures , I would be most happy to update them here….:)

  • World Denim Market – A Report on Capacities,Market Size, Forecasts etc

     

    Update: Check  out our latest 2012 report on the global denim market 

    Recently an International Conference on “Steering Mature Business: A Leadership Challenge to Textile Industry”  was held in Ahmedabad (India) – organised by Fibre2Fashion.com.

    Amir Akhtar, CEO of Arvind Lifestyle Fabrics , made an interesting presentation ‘Denim Today and Tomorrow’ . Some excerpts from the presentation are given below :

    World Denim Market

    The world denim market is likely to grow continously for the next few years . However, supply is growing at a faster pace.

    •World Jeans Market- 51.6$ Billion in 2007

    •Expected to become 56.2$ billion by 2014

    •Global demand growing at 5%, supply at 8%

    •Global Denim fabric production in 2006- 2.7 billion mtrs.

    •Over 50 percent of denim production is based in Asia with China, India, Turkey, Pakistan and Bangladesh.

    •Between EU, US and China, 70% of world jeans consumption.

    Estimated Share of Jeans Purchase By Region

    North America : 39%

    Western Europe : 20%

    Japan & Korea : 10%

    Rest of the world : 31%

    No. Of Denim Mills Worldwide

    Region No. Of Denim Mills
    Asia(China) 297
    Asia(Other countries) 104
    North America 9
    Europe 41
    Latin America 46
    Africa 15
    Australia 1
    Total Denim Mills (World) 513

     

    Note: The presentation also mentions the denim capacities in each of this region with a world total of 7.7 billion metres. However, I do not agree with these figures(they are grossly overstated) and hence have not reproduced them here.

    Forecasts For Denim Market – 2010

    In volume terms:

    •the developed world will not grow at all, remaining at 1240 million units  of jeans.

    •the rest of the world will grow by 13 per cent to 783 million units.

    •In total this means that world volume growth will be 4.8 per cent, delivering 2024 million units.

     

    In Value terms:

    •Value growth is effectively zero. In the short term the world market will grow by 1.5 per cent in volume and will fall by 3 per cent in value in long term. This is because of :

    -continuing downwards price pressure from retailers in USA and Europe,

    -elimination of tariff and quota barriers to low cost imports from the developing world

    -Overcapacity  Global installed capacity of denim.

     

    Denim Market In India

    • There are 23 denim mills in India

    •600 million mtrs/ Year denim manufacturing capacity ( installed/under installation)

    •Approx. 79 % of the jeans sold in India are tagged with a label, the rest by tailors and localized manufacturers.

    •The menswear obtains a majority share of the Indian market with around 75 per cent, women’s wear at around 15 per cent and kids wear at around 10 percent. (This is because the Indians are still very conservative with most of the denim wear in women’s segment being worn in the cities )

    •Domestic Market sells approx 300 million metres/ annum: Domestic denim market of India is huge and growing . The per capita consumption of jeans in India is, however, only about 0.3 jeans per person p.a.

    •Where as export of denim fabrics  is around 170 -180 million metres/ annum.

    Indian Domestic Denim Market

    Denim Fabric Selling Centre Sales/Month (In Million Mtrs.) Sales/Annum (in Million Mtrs.)
    Ahmedabad 0.6 7.2
    Delhi &Nearby 10 120
    Mumbai 6 72
    Ulhasnagar 3 36
    Kolkatta 2.5 30
    Bellari 0.5 6
    Indore 0.3 3.6
    Others 1 12
    Total 23.9 286.8

     

    The domestic denim market in India consumes about 300 million mtrs of denim currently and at a  10% CAGR , can reach about 530 million mtrs in 2015.

    The Spirit Of Denim Like You Have Never Seen Before.

    And , here are some uncoventional product possibilities from Denim to keep you thinking..

     

    denim dress japanese

    denim dress african

     

    Download the full presentation from this link (about 34mb).

  • Surprising Fall In Levi’s 3rd Quarter Results -2009

    levis strauss denim jeans Levi Strauss & Co  announced its financial results for the third quarter ended August 30, 2009 and they were surprisingly poor.

    Both the turnover and net profit went down. Turnover was down 6% and net income was down 41%. This is surprising since denim has been the only  one segment in the textile sector which has been showing positive growth in last one year. The  imports of denim is also continuously rising in US with over 6% rise in imports of Women’s denim in the first 6 months of this year.

    Levi’s Financial Results 3rd quarter 2009

    Particulars Quarter  ending August 30, 2009 Quarter ending August 30, 2008 % Decrease
    Net Revenues $1.040 billion $1.111 billion -6 %
    Net Income $41 million $69 million -41%

     

     

    The company’s says that its reflected the challenging global economy and the adverse effect of currency exchange rates compared to the prior year.At constant currency, the results change a bit, but still show the same trend .

    The sales of the company region wise can also be seen below for this quarter. Both the Americas and European region have shown a fall in sales, and only the Asia Pacific region has shown an increase in sales .

    Region wise sales of Levi’s products 3rd quarter 2008 &2009

    Region August 30,2009 August 30,
    2008    		 % Change
    Americas $616 million $649 million -5% (-3% at constant currency)
    Europe $266 million $306 million -13% (-2% at constant currency)
    Asia Pacific $158 million $156 million +2% (+4% at constant currency)

     

     

    Is Levi’s not yet able to fully adapt itself to the changing denim environment like some other companies . Does it need to do something more  in the Premium denim segment like Gap ?

  • Men’s/Boy’s Denim Jeans Imports Into USA – Jan-July 2009

    The latest figures of imports of men’s/boy’s denim jeans into US reveal that the imports of Men’s Jeans are down by 3.9%  during the period Jan-July 2009 as compared to the same period in 2008..

    Imports of Men’s/Boy’s Denim Jeans –2009 (million pcs)

    Particulars Jan-July 2009 Jan-July 2008 % Change
    Men’s Jeans 108.79 113.26 -3.95%
    Boy’s Jeans 43.92 36.87 +17.67
    Total 152.71 150.13 +1.35%

     

    Boy’s jeans , on the other hand, have increased in imports by over 17% !. However, since the actual import size of Boys’ Jeans is small, the net impact of both the categories put together is slightly positive and gives a healthy figure of +1.35% . This augurs well for the coming times if seen with the figures of Imports of Women’s Jeans also – which have shown a 6.3% rise during 2009

    What is the reason for a great surge of imports in the Boy’s Jeans ?? No clear explanation seems to be available for this as of now. But it is seen during previous years that Men’s Jeans imports are concentrated more in the last 5 months of the year than the first 7 months. Last year almost 50% of the imports of Men’s Jeans were during the period September – December.. On the other hand, Boys’ Jeans imports seem to be evenly spread out during the year ..

  • 6.3 % Rise In Women’s Jeans Imports In USA During Jan- June 2009

    Its great to see some positive news in these recessionary times. And here is one very good news on the imports of Women’s/Girls Denim Jeans into USA – a 6.3% increase in the first six months over the same period last  year. This also corroborates the 2.3%  increase in sales of Denim Jeans in USA in the first 4 months of the year 2009 and indicates that this whole year is going to be good for denim. Checkout the figures for imports given below and see the change in share of different countries.

     

    Countrywise Imports of Women’s Denim Jeans  into USA

    During   2008 and 2009(Jan- June period)

    Country Jan-June 2008
    (million pieces)    		 Jan-June 2009
    (million pieces)    		 % change
    China 21.3 41.95 +96.95% !!
    Mexico 12.5 10.82 -13.1%
    Hong Kong 11.6 1.2 -89.66%
    Bangladesh 7.0 7.98 +13.67%
    Cambodia 6.6 5.23 -20.58%
    Egypt 6.4 6.82 +6.95%
    Macao 5.7 0.92 –83.91%
    Nicaragua 4.9 2.82 -42.68%
    Vietnam 4.3 7.78 +80.77%
    Jordan 2.9 3.76 +29.21%
    Pakistan 2.7 2.94 +8.4%
    Sri Lanka 2.4 2.64 +12.24%
    Indonesia 2.3 2.43 +6.8%
    Madagascar 2.1 2.1 No Change
    Lesotho 1.9 2.44 +27.5%
    Kenya 1.3 2.50 +95%
    India 1.4 1.34 -3.4%
    Phillipines 0.8 0.6 -25%
    Taiwan 0.6 0.06 -90%
    Turkmenistan 0.4 0.61 +50%
    Mauritius 0.3 0.57 +90%
    Others 5.82 4.37 -24.91%
    Total 105.22 111.88 +6.32%

     

    There are some interesting things to note from the above figures:

    1. China has seen a stumpendous increase in exports of Women’s/Girls’ Denim Jeans exports to USA and has almost doubled the same within a year. However, these figures have to be seen alongwith the figures of exports of Hongkong which has almost lost 90% of its exports. This clearly means that the denim jeans that  were last year being exported from Hongkong are now being exported through China. Inspite of this , the increase in China’s exports of Jeans has been phenomenal.. Has it got something to do with recession and a preference for cheaper products??
    2. Most of the South American countries like Nicaragua, Costa Rica, Guatemala have been continously losing share of these exports (womens’ denim). However, the South East Asian /South Asian countries like Vietnam, Cambodia, Bangladesh ,Pakistan and Sri Lanka have been improving their share. Vietnam’s performance has been ,in particular , hs been very impressive in this category of denim jeans.
    3. It is interesting to see that Jordan and Egypt both have increased their share. It shows that currently Egypt is not proving as much a threat to Jordan’s exports (in this category) as had been feared.
    4. It is however, to be noted that the exports of denim jeans (men’s as well as women’s ) peak during the second half of the year. The figures for many countries could change during this half and show some reversal in trends. But the overall undertone for denim  is strongly positive and shows that sales of denim jeans is nowhere affected by the recessionary times.

    I shall shortly post a report on the imports of Mens’/Boys’ Denim Jeans into USA in 2009 and I hope that it shall show similar positive trends..

    Note: Like the report ? If u want to receive such reports free , just subscribe to the newsletter by entering your email address(if not already subscribed)..

  • Denim Jeans in the U.S wardrobe – a report

    Report on denim consumption in US
    Report on denim consumption in US 2008

    A report by CottonInc brings out the latest facts and trends in the jeans consumption in the US. It corroborates our previous report that the consumption and imports of Jeans in the US in 2008 was about 5% more than that in 2007.

    Here are some interesting facts from the report:

    a) US consumers:Own about 15 denim garments each on an average.
    Out of these are 7 pairs of jeans.
    Of all apparel purchased , denim formed 17% ( remember ,denim is the highest selling
    clothing item in the world.
    Are buying more of denim especially now since denim is more value for money.

    b)Brand loyalty: Brand loyalty is quite high across genders,income levels and age groups.
    73% of the consumers preferred to buy the same brand of jeans they owned.
    64% of men and 45% of women preferred the same brand of jeans for 6 years.
    What is interesting to note is that brand loyalty has been generated due to product
    features rather than brand name. 66% consumers listed fit as the most important factor
    for buying a jeans rather than its name (1%)

    c)Price  sensitivity:Price senstivity is going to increase in the year 2009. Though only  9% respondents
    mentioned price as the reason to buy a brand, over 26% mention price will be the most
    imp factor in the next purchase. With the economy slowing down, we should not be
    surprised  if this figure increases further.
    Average price that a consumers were willing to pay for a good fitting jeans fell down from
    $36.10 in January 2008 to $ 32.13 in October 2008.

    d) Denim Imports:Mexico , China and Bangladesh remained the top three exporters of jeans to US in
    2008.They exported (till September 2009) the following million units of jeans :
    Mexico – 92.8 million units
    China – 55.6 million units
    Bangladesh – 39.1 million units
    Egypt – 23.4 million units
    Hongkong – 23.2 million units
    Out of these, Bangaldesh had the lowest average price of jeans exported – $5.07 against
    a world average export price  of $ 7.45

    Going by these figures and previous reports coming in regarding denim consumption in the US, we get the indications that the consumption of denim/jeans would perhaps not experience the serious fall in consumption as expected in other clothing (esp fashion products) items. The reason is clear – consumers want to invest in jeans as – it lasts longer, can be worn at wide variety of occasions, offers wide price ranges and remains its fashion appeal. Will we  see the  market share of some clothing items cannabalised by
    Jeans ?.
    Another lesson , oft repeated, for jeans producers is that FIT IS THE MOST IMPORTANT factor consumers . Identify your target consumers and give them the best fits possible.Though quality of denim, wash, brand name all are important, they are secondary to THE FIT ..

    Download the full report on denim jeans consumption in US here – right click and ‘Save link as’