In the past year, America females consumed 300 million pairs of jeans.

Denim bounced off the bottom! The word sounds more like a marketing hype from brands. Although more than once being kept in the doghouse, denim is never out of style. Most of us put them at the bottom of our wardrobe, waiting the next denim spring.

The market research NPD found out that, within a year ended June, denim products has brought sales at 130 billion dollars in America, risen 2% from a year earlier. The female were the main buyers, who bought 300 million pairs of jeans.

 “Denim is coming back,” chief analyst Marshal Cohen thought, the vital thing is to transform the purchase motive into the industry’s long-term growth,”which means that the brands and manufactures need to input more innovation to stimulate customers” .

Last week, when publishing the second-quarter results, Terry J. Lundgren, the CEO of Mercy declaimed that garment revenue growth show up in the past 3 months, among which the sales of denim, dress, sportswear and kids wear are most strong.

In America, compared to baby boomers, Millennials and Generation X are more used to wear trousers when going eating. However the proportion of going sport or wearing jeans at home is very low. In fact, denim’s low sales situation were blame to the popularity of sports fashion. Fashionicons were scrambling to put on sneakers and loose trousers.

”Undoubtedly, consumers are falling in love with these sports brands such as Lululemon.” Dio Kurazawa, the director of fashion trends research WGSN, said, 

”but it doesn’t mean that they abandoned Denim. You can see that the denim are showing up frequently on Instagram, they are most embroidery, sequin,eruvian bead, and patchwork with other fabric. Fashion brands like Miu Miu, Balenciaga, Demna Gvasalia, Stella McCartney,Public Schools are making issue of Denim.” 

“ the embroidery elements in Gucci’s early fall series inspired denim products.” The editor of WSGN, Samuel Trotman analyzed.

”Take jeans veteran Levi’s as an example, they launched a denim jacket of limited edition with Brooklyn badge fashion brand Pintrill, which covered all vintage badges.”

Take a look at denim market in China. Euromonitor data shows that, China is the second large market of denim products, which had sales of 120 billion dollars(about 795.9 billion RMB)in 2015. Looking from the personal amount of consumption, china is still lower than some America countries, such as America, Colombia and Mexico.

Translated by Harley

A forever fairness