Data published by the NPD Group shows, sale of straight-leg jeans are surpassing skinny jeans in the US market. In 2021, straight-leg jeans recorded one-third or $3.3 billion of women’s jeans market revenues. Flare and boot-cut jeans also gained traction as trend for comfort apparels accelerated, says Maria Rugolo, Analyst, NPD Group.
However, the older generations born between 1946 and 1964 are stuck to skinny jeans styles and accounted for 12 per cent of all women’s skinny jeans sold in the US last year, a three-share-point increase from 2019. Though initially millennials protested against the takedown launched by Gez TikTokers of skinny jeans, by August, retail analytics provider Edited noted the highest sellout of mom jeans. Edited’s report indicated baby boomers were partial to skinny and straight styles, while Gen Z counterparts was much more willing to experiment.
The report further showed, denim is a top fixture in the wardrobes of customers across all demography. The post-pandemic urge to return to socializing has further fueled the popularity of the category, the report adds. It estimates overall revenue from sale of women’s jeans increased 9 per cent in 2021 compared to 2019. It attributed the spike to consumers’ return to a more normal schedule, with offices, schools and social venues lowering or eliminating their restrictions.
Brands are launching new collections to offer new fits. The industry’s success has inspired labels like contemporary women’s brand Ulla Johnson and Australian label Emma Mulholland on Holiday to branch out of their standard offerings and introduce their first denim collections.
