Is the downturn in the jeanswear category starting to come to an end?
According to The NPD Group Inc., in the 12 months ending in June sales of women’s and men’s jeans increased 2 percent to nearly $13 billion. Recent growth in the category was driven by a 4 percent increase in the number of pairs of women’s jeans sold.
Nearly 304 million pairs of women’s jeans were sold in the 12 months ending in June. Women’s jeans account for 60 percent of the total of adult jeans unit sales for the year.
“The denim industry has the opportunity to turn this positive shift in volume into momentum toward significant dollar growth,” said Marshal Cohen, chief industry analyst of The NPD Group. “It’s good to see that women are buying more jeans than they were a year ago, but the average spend isn’t growing. The industry needs to embrace this opportunity, which means more innovation and more inventory upfront to help perpetuate the consumer interest.”
Last week, Terry J. Lundgren, chief executive officer of Macy’s Inc., in announcing second-quarter results and the closure of 100 stores, said that in the last quarter there was a sales lift in apparel, and that apparel trends were best in denim, juniors, dresses and athletic area.