US imports of denim apparel including jeans fell by just 0.3 per cent from January to September 2015 compared to the same period last year. This indicates the total demand for denim jeans and apparel is almost the same with a marginal fall. However, the total demand for denim apparel in the US still lags behind that of 2013 figures by a good margin. Against total imports of denim apparel of about 522 million pieces in 2013, the country is struggling to even reach a figure of 500 million pieces in imports.

In 2014, imports were stuck at 479 million pieces and are likely to be of a similar quantity this year, probably with a slight fall as seen in the figures of 2015 till September. The US market is more or less a saturated market and fashion, styles, market shares of brands, prices etc are the main parameters witnessing changes. Quantities and average consumption have reached a ceiling which was defined in 2005.

However, women’s jeans seem not to be losing their sheen as imports and hence sales are witnessing a growth for this segment. Imports of women’s jeans increased by about 2.2 per cent in the year 2015 and at the same time men’s jeans imports fell by about two per cent creating a net balance on import figures.