A new report by retail data analytics firm Edited reveals the average advertised full price of men’s jeans has climbed considerably since 2018. The full price of men’s jeans, as of March 17, 2020, is up 46 percent to $211.60. This growth reflects how the male consumer is evolving into a key fashion consumer. Meanwhile, the price of women’s jeans grew 16 percent to $170—demonstrating it’s the more competitive market.
Though $200-plus price tags are a hallmark of the premium denim sector, Edited’s data shows a shift away from the inexpensive fast-fashion styles that have plagued the denim industry for years. Even Gap is inching closer to the $100 mark, Edited noted, with 55 percent of its U.S. women’s jeans being advertised full price for $70-$80.
Prices for women’s jeans by mass market brands like Uniqlo and Zara in the US, however, continue to hover around $30-$40. The rising price of jeans falls in line with the growing number of sustainable jeans hitting the market, and the stories brands are creating around their eco products. In fact, Edited’s data shows that the amount of new sustainable denim arrivals online has nearly doubled from Q1 2008 to Q1 2020.
These garments are primarily made with recycled or repurposed fabrics and alternative fibers like organic cotton, Repreve and hemp, and are coupled with consumer-oriented messaging on how to care for the jeans.
