Sports And Leisure Pants Are Eating Away The Share Of Jeans?

according to Research In the first half of 2014, the American cowboy market had shrunk by 5%, including 4% of men's jeans sales, 5% of women's wear, and 10% of children's clothing, according to NDPGroup's latest research data. NDPGroup's chief industry analyst, MarshalCohen, published an article analysis that cowboy clothing was mainly depressed because jeans had everyday loaded genes.

In the past two years, consumers have begun to pay more attention to the casual clothing of their undergarments. Therefore, sports and leisure trousers are eating up the share of jeans, especially the sports category. Another reason for the decline in jeans sales is that the industry has been lacking in innovation, such as Levi's (Levi 's). Advocacy The cowboy concept is still to reduce water washing, which is no longer consistent with the young people's life philosophy. Marshal Cohen said that the data in the US cowboy market shrank by 5% may not seem very large, but it is very rare in the jeans industry. Cowboy clothing has always been equivalent to commodities. As retailers usually replenish their jeans in stock, such a decline exacerbated inventory and forced retailers to fall into a vicious circle and had to readjust their retail cycle.

Statistics on NO Agency, a research consultancy in the luxury goods and apparel retailing industry, also showed that in the past two quarters, the main Volkswagen denim brands including Levi's, Lee, cover Pu, Guess and Wrangler, almost all of the major markets, the sales volume and sales performance in North America, and the performance of the global market almost all showed a downward trend. In fact, this phenomenon has been maintained for nearly two years.

Take jeans as synonymous brand Reaves, for example, the brand has been leading the trend in the field of jeans for nearly 40 years. However, its profit has been declining in double digits in the past 3 quarters. In March 2014, Levi's parent Levi Strauss & Co. was forced to announce its business restructuring and reduction plan, resulting in 800 layoffs. In addition, the deterioration of Calvin Klein Jeans in the North American market is also very serious. The last 6 quarter The sales of the brand in the North American market are basically flat, and the same store sales in the international market even fell by 5%, especially in Europe.

Cowboy is no longer a trend. Its most direct manifestation is that the most popular trend brands of teenagers all come from two categories: sports and fast fashion. The 2014 spring edition of youth clothing report published by investment bank and Asset Management Co Piper Jaffray shows that the trend of teenagers' clothing demand is moving. On the contrary, cowboy style has disappeared in the trend of teenagers' clothing. For example, sports Yoga brand Lululemon's sports wind Leggings has become the 28% female consumer's choice to participate in the survey. 19% of the male adolescents who participated in the survey would choose sports brand clothing such as Nike and Jordans daily. In the most popular brand survey, Nike ranked first, and fast fashion brands Forever 21 and American Eagle ranked second, third respectively.

The chief executive of Telsey Advisory Group, Research Institute, said that no matter what age consumers are, sports and sportswear have become a new daily dress instead of jeans. This trend is a pressure for cowboy retailers.