The jeans category had a strong run in the fashion spotlight through the first two years of the new century, with dozens of new companies jumping into the denim game, often with high-end and high-priced products. But the constant glare of attention...
The jeans category had a strong run in the fashion spotlight through the first two years of the new century, with dozens of new companies jumping into the denim game, often with high-end and high-priced products. But the constant glare of attention has lowered the demand for denim, and some in the fashion flock are starting to scramble to other fabrics.
Yet when one talks to the executives at the top of the nation’s largest jeans companies, they show little concern about whether denim is hot or not.
Their reason for confidence is clear when one turns to a ranking of the 10 most-recognized jeans brands, which contains few if any surprises.
Despite more than five years of sales declines, sesquicentenarian Levi Strauss remains the most-recognized brand in the category, a distinction that only seems fair for the company that invented blue jeans. The brand’s recognition is likely to grow even further starting this summer, when a spin-off label called “Levi Strauss Signature” makes its debut in Wal-Mart’s 2,800 U.S. doors.
A long but recently ended sales slump didn’t much affect Gap’s recognition level with consumers either, as the brand settled in at fifth place.
Exactly what causes consumers to remember a brand can be unclear, but Lee’s appearance in the second spot suggests that people remember seeing dolls explode. The brand, part of the VF Corp. stable, has prominently featured its Buddy Lee character in ads in recent years, though it has also started to tweak its campaigns to be more product-focused. A prime example is last fall’s spots introducing the stain-resistant Lee Performance Khakis, which featured a woman pouring red wine onto her pants.
The average price paid for a pair of women’s jeans in the U.S. is about $23, which helps explain how Gap Inc.’s moderately priced Old Navy chain weighs in at third place. It illustrates the point that for every one shopper who’s ready to drop $150 on a handsanded, low-rise pair of jeans to wear to the clubs, there are dozens of women looking for an inexpensive, comfortable choice to wear on Saturday mornings.
Similarly, Wrangler, VF’s largest mass-market offering, is placed solidly in fourth place.While comfort may drive a lot of jeans-buying decisions, clearly sex still sells as well. Case in point: Guess Inc. While the company has experienced tough going in its wholesale business over the past year, its retail chain continues to grow. The company also continues to focus its advertising campaigns on concise, sexy images.
J.C. Penney Co. executives said when they decided to cut back on the number of categories in which they used their Arizona Jean Co. brand, their aim was to increase fashion interest and inventory turnover, even if it meant sacrificing some volume. The move appears to have increased the brand’s standing among consumers as well, as Arizona took seventh place.
The lesson in Jordache’s placement in the top 10 appears to be that if a brand is going to tie its fortunes to a single account, it doesn’t hurt for that account to be the world’s largest retailer. Jordache Enterprises over the past year has pulled back on an effort to extend its flagship name into higher-priced retailers, changing the name of the Jordache Originals line to Vintage 79, with “By Jordache” appearing in small type on the buttons. Still, the flagship junior line, sold only at Wal-Mart, placed a solid eighth.
Tommy Jeans is the sole designer name on the category list, which is dominated by more historic jeanswear names. Tommy’s presence on the list suggests that the heavy promotional and image-building activities of modern designers can clearly overcome the power of history.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)