Women Are Adding More Jeans To Their Closets; More Than Half Are…
“The recent growth in women’s jeans is good news for the industry – women want to wear more than just leggings and yoga pants,” said Marshal Cohen, chief industry advisor, The NPD Group.
PORT WASHINGTON, N.Y. (PRWEB) April 18, 2019
Women in the U.S. are making more room in their closets for jeans. A total of 364 million pairs of women’s jeans were purchased in the U.S. in the 12 months ending February 2019, more than half of which were bought on sale, according to The NPD Group. The nearly 22 million unit increase compared to the prior year was the primary source of growth for the jeans category overall.
“The recent growth in women’s jeans is good news for the industry – women want to wear more than just leggings and yoga pants,” said Marshal Cohen, chief industry advisor, The NPD Group. “But, the emphasis on quantity and discounting means marketers need to find new ways to inspire the women’s jeans consumer, and deliver product that compels them to take their purchase to the next level.”
Women’s jeans are becoming increasingly planned purchases as well as the primary reason for shopping, and the off-price and specialty store channels have realized the most activity. Off-price unit and dollar sales are both up almost 30 percent in the 12 months ending February 2019 – now representing 17 percent of unit sales and driving the majority of women’s jeans growth. The specialty store channel, which includes retailers like American Eagle, H&M, and TopShop, accounts for over a third of women’s jeans annual sales and experienced unit growth of 6 percent compared to the previous 12 months.
In-store sales still account for an overwhelming majority of women’s jeans sold – 80 percent in the last year – but these purchases are on the decline. Online sales are driving growth in the market, with a 32 percent increase in the number of women’s jeans being purchased through e-commerce channels the past 12 months. NPD’s Checkout E-commerce information reveals that online women’s jeans buyers are also spending more and purchasing more frequently. The average online annual spend per buyer on women’s jeans was 4 percent higher than last year, and they purchase women’s jeans online twice a year on average.
“The denim consumer has changed,” said Cohen. “Manufacturers and retailers are now faced with the challenge of strengthening the consumer’s passion for jeans to ensure they are more than a commodity in their eyes.”
Source: The NPD Group / Consumer Tracking Service
About The NPD Group
NPD offers data, industry expertise, and prescriptive analytics to help our clients grow their businesses in a changing world. Over 2000 companies worldwide rely on us to help them measure, predict, and improve performance across all channels, including brick-and-mortar and e-commerce. We have offices in 27 cities worldwide, with operations spanning the Americas, Europe, and APAC. Practice areas include apparel, appliances, automotive, beauty, books, B2B technology, consumer technology, e-commerce, fashion accessories, food consumption, foodservice, footwear, home, juvenile products, media entertainment, mobile, office supplies, retail, sports, toys, travel retail, games, and watches / jewelry. For more information, visit npd.com. Follow us on Twitter: @npdgroup.
Checkout delivers the most comprehensive view of consumer purchase behavior for general merchandise categories, across all retailers over time, to help you understand how to adjust your marketing to fuel growth. Checkout E-commerce offers the most complete and accurate view of the online channel – 600+ e-commerce retailers including Amazon, Walmart, top industry specific retailers, direct-to-consumer and emerging players. Information is collected from more than 3 million consumers, through data provided by our partner Rakuten Intelligence and NPD’s own proprietary receipt-harvesting mobile phone app.