1Denim store at Americana at Brand

A recent report released by Slice Intelligence revealed that leggings outperform jeans in U.S. volume ordered year-on-year. The research concludes that legging orders have increased by 41 percent in the last year – by comparison, denim orders rose three percent in the same time frame.

Slice Intelligence is a direct measurement agency specializing in digital commerce activity and customer loyalty. The agency measures commerce in real-time, extracting data from aggregated and anonymous e-receipts. The measurement spans numerous devices and analyzes hundreds of millions of e-receipts. This is increasingly more important as consumers are participating in omnichannel shopping and item research.

It’s not completely cut-and-dried, though. Legging orders are surpassing denim, but jeans still produced 48 percent more online revenue than leggings — most likely due to higher pricing, the report said. Nordstrom is the go-to shopping stop for online denim purchases, achieving 11.8 percent of market share in jean sales — it’s also second in market share in online legging sales at nearly 11 percent. Amazon tops the market share of online legging sales, garnering over 11 percent. Old Navy is second with online jean sales with 10.6 percent.

“Nordstrom and Amazon dominate,” the researchers noted. “Even though their styles may differ, women order jeans and leggings mainly through Nordstrom and Amazon. Nordstrom is the top seller of denim by volume and is the second-largest online retailer for leggings orders.”

It’s also a matter of real estate, the report said. The research concluded that women on the West Coast and states west of the Mississippi River purchase denim more than Northeastern and Midwestern women, who opt for leggings instead. This might be due to perhaps traditionally more temperate climates in the West and South, whereas leggings serve as a layering tool for cooler months. As climate change proceeds to spark trans-seasonal dressing across regions, versatility is becoming an utmost priority to shoppers. Retailers would be best advised to offer several options of each item.

Annual Market Share in Online Jean Sales

  1. Nordstrom
  2. Old Navy
  3. Amazon
  4. Gap
  5. American Eagle
  6. Kohl’s
  7. Macy’s
  8. HauteLook
  9. Levi’s
  10. Express.com

Annual Market Share in Online Leggings Sales

  1. Amazon
  2. Nordstrom
  3. Victoria’s Secret
  4. Kohl’s
  5. Old Navy
  6. American Eagle
  7. Zulily
  8. Gap
  9. Macy’s
  10. Carter’s