US women purchased 22 million more jeans in 2018 than in 2017. Off-price unit and dollar sales are both up nearly 30 per cent, representing 17 per cent of unit sales and driving the majority of women’s jeans growth. 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.
Specialty store channels account for more than a third of annual sales in women’s jeans. The category experienced unit growth of six per cent. In-store sales account for 80 per cent of women’s jeans sold. However, growth is coming from the online channel. The number of women’s jeans purchased online increased 32 per cent in the past year. The average online annual spend per buyer on women’s jeans was four per cent higher than last year.
The allure of denim rests on traditional values like price and quantity. In contrast the athleisure category, which represents 24 per cent of the total apparel industry, is riding a wave of momentum that’s accelerated by relaxed dress codes, fabric innovations and celebrity collaborations. The recent growth in women’s jeans is good news for the industry—women want to wear more than just leggings and yoga pants.