Denim brands in the US are figuring out how to appeal to Gen Z. These are consumers born since 1996. They will account for 40 per cent of all US consumers by 2020. Shapeless T-shirts, sweatshirts, dresses and other low-key staples like denim appeal to Gen Z because they’re effortless and without pretense, which is exactly what they aspire to be, says Zion Market Research.
Most of these consumers prefer their denim jeans be made of 100 per cent cotton or cotton blends. Vintage vibes delivered in lighter weights is just what the younger set prefers. After years of wearing athleisure’s joggers and yoga pants, 94 per cent of Gen Z consumers say lightweight jeans are more comfortable than heavier weight options. Lightweight denim is defined as under 12 ounces per square yard, midweight ranges from 12 to 16 ounces and heavyweight denim comes in above 16 ounces. Even though these young consumers spend the least on their denim, Gen Z shoppers say price isn’t the most important factor when they buy new jeans. Rather, they put a higher value on fit, comfort and quality.
Globally, the denim jeans market was valued at $44.02 billion in 2018 and is expected to grow to $85.4 billion by 2025.