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Jeans - Consumer Attitudes to Buying and Wearing - UK - November 2010

This report looks at consumer attitudes towards buying and wearing jeans (excluding denim skirts and shorts). Mintel estimates a market size for 2010, based on TGI data of consumer purchasing and average amount spent, but due to lack of consensus among the trade, trend data and forecasts are not provided.

  • The proportion of adults buying jeans has remained relatively stable over 2006 and 2010, with over half of adults (51%) acquiring a pair in 2010.
  • The majority of consumers spend under £50 on a pair of jeans, with almost seven in ten adults (68%) buying jeans at the cheaper end of the price scale.
  • Jeans have become so acceptable that they are worn for a whole host of sociable occasions, with over three quarters of adults wearing jeans to go for a drink or meal at a pub and nearly seven in ten (68%) to eat out at a casual restaurant or to visit friends.
  • Young people aged under 25 are most likely to buy jeans from Primark (28%) or fashion stores such as Zara, Oasis, River Island and Ted Baker (27%). A similar proportion of this age group shop at New Look, Topshop and Topman.
  • More than four in ten men (44%) would be willing to spend more on jeans that are hard wearing, particularly those aged 25-34. At the same time men are twice as likely as women to buy Levi’s branded jeans and those aged 25-34 also prefer other specialist jeans retailers such as Diesel and Superdry. These consumers are most likely to spend more on jeans that are hard wearing and to spend over £100 if they find a great fitting pair of jeans.
  • Women are more than twice as likely as men (64% vs. 29%) to find it difficult to find jeans that fit them properly. This is particularly the case for under-35s and could be because they are looking for more tightly-fitting styles.
  • To address the issue of fit, Levi’s has created a new sizing system for jeans that measures bottom size. Curve ID are women’s jeans that come in the same waist size with three different bottom variants: Slight Curve is the smallest, Demi Curve is medium-sized and Bold Curve is the largest.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

              • Tailoring with a technological twist
                • ‘My jeans have been here… and here… and here…’
                • Market in Brief

                  • Jeans purchases remain stable
                    • Most spend under £50 on jeans
                      • People wearing jeans more often
                        • Levi’s enduringly popular, Wrangler next in line
                          • Adspend on jeans falls
                            • Britons own nearly four pairs of jeans
                              • Next most popular for jeans
                                • Older shoppers opt for supermarkets
                                  • Under-25s buy from Primark
                                    • Under-25s buy from fashion stores
                                      • Men twice as likely to buy Levi’s
                                        • Sociable jeans
                                          • Jeans for work
                                            • Wear and tear
                                              • Older people won’t spend a lot, but young will spend over £100
                                                • Women struggle to find jeans to fit
                                                • Internal Market Environment

                                                  • Key points
                                                    • People wearing jeans more often
                                                      • Figure 1: Adults who usually wear jeans, by age and socio-economic group, 2010
                                                      • Figure 2: Agreement with selected lifestyle statements, 2006-10
                                                    • Bargain hunting trend
                                                      • Women more influenced by fashion
                                                        • Older people opt for comfort over style
                                                          • Men like designer clothes
                                                            • Women always trying to lose weight
                                                              • People becoming bigger
                                                                • Figure 3: Percentage of overweight and obese adults, in England, by BMI, 2003-08
                                                                • Figure 4: Children’s overweight and obesity prevalence, 2003-08
                                                              • Impact of deflation
                                                                • Figure 5: Implied price deflator, clothing, quarter on quarter percentage change, Q1 2005-Q3 2010
                                                              • Ban on jeans sandblasting
                                                              • Broader Market Environment

                                                                • Key points
                                                                  • Young to drive jeans sales
                                                                    • Figure 6: Trends in the age structure of the UK population, 2005-15
                                                                  • Growth in C1s and C2s to benefit jeans
                                                                    • Figure 7: Forecast adult population trends, by socio-economic group, 2005-15
                                                                    • Figure 8: Forecast adult population trends, by lifestage, 2005-15
                                                                  • Consumers cut back
                                                                    • Figure 9: GDP, PDI, consumer expenditure and savings, at constant 2005 prices, 2005-15
                                                                • Strengths and Weaknesses in the Market

                                                                  • Strengths
                                                                    • Weaknesses
                                                                    • Who’s Innovating?

                                                                      • Key points
                                                                        • A new way of measuring jeans
                                                                          • Hi-tech jeans
                                                                            • Denim specific shopping areas
                                                                              • Eco-friendly jeans
                                                                                • New jeans store openings
                                                                                • Consumer Purchase of Jeans/Market Size

                                                                                  • Key points
                                                                                    • Growth in imports
                                                                                        • Figure 10: Imports and exports of jeans, 2006-09
                                                                                      • Half of adults buy jeans each year
                                                                                        • Figure 11: Bought jeans in the last 12 months, 2006-10
                                                                                      • Most spend under £50 on jeans
                                                                                        • Figure 12: Amount spent in total on jeans, 2010
                                                                                        • Figure 13: Trends in amount spent in total on jeans, 2007-10
                                                                                      • Key brands
                                                                                        • Figure 14: Turnover of the main players in the jeans market, 2008-09
                                                                                      • Mid-market jeans brands threatened by stores’ own brands
                                                                                        • Diesel seen as trendy by young men
                                                                                        • Brand Elements

                                                                                          • Key points
                                                                                            • Brand map
                                                                                                • Figure 15: Attitudes towards and purchase of various jeans brands, July 2010
                                                                                              • Brand qualities of jeans brands
                                                                                                • Levi’s cool and classic
                                                                                                  • Figure 16: Personalities of various jeans brands, July 2010
                                                                                                • Experience of jeans brands
                                                                                                  • Levi’s enduringly popular, Wrangler next in line
                                                                                                    • Figure 17: Consumer purchase of various jeans brands, July 2010
                                                                                                  • Brand consideration for jeans brands
                                                                                                    • Fashion has greatest appeal
                                                                                                      • Figure 18: Consideration of various jeans brands, July 2010
                                                                                                    • Brand satisfaction for jeans brands
                                                                                                      • Style brands most riveting
                                                                                                        • Figure 19: Satisfaction with various jeans brands, July 2010
                                                                                                      • Brand commitment to jeans brands
                                                                                                        • Levi’s has highest loyalty, Gap and Wrangler losing interest?
                                                                                                          • Figure 20: Commitment to various jeans brands, July 2010
                                                                                                        • Brand intentions for jeans brands
                                                                                                          • Diesel to steal Levi’s crown?
                                                                                                            • Figure 21: Future usage intentions for various jeans brands, July 2010
                                                                                                          • Brand recommendation for jeans brands
                                                                                                            • The original is still the best
                                                                                                              • Figure 22: Recommendation of various jeans brands, July 2010
                                                                                                            • Calvin Klein
                                                                                                              • What the consumer thinks
                                                                                                                • Figure 23: Attitudes towards the Calvin Klein brand, July 2010
                                                                                                              • Personality
                                                                                                                • Strengths
                                                                                                                  • Room for improvement
                                                                                                                    • Gap
                                                                                                                      • What the consumer thinks
                                                                                                                        • Figure 24: Attitudes towards the Gap brand, July 2010
                                                                                                                      • Personality
                                                                                                                        • Strengths
                                                                                                                          • Room for improvement
                                                                                                                            • Levi’s
                                                                                                                              • What the consumer thinks
                                                                                                                                • Figure 25: Attitudes towards the Levi’s brand, July 2010
                                                                                                                              • Personality
                                                                                                                                • Strengths
                                                                                                                                  • Room for improvement
                                                                                                                                  • Companies and Products

                                                                                                                                    • Major players
                                                                                                                                      • VF Corporation
                                                                                                                                        • Recent activity
                                                                                                                                          • Financial performance
                                                                                                                                            • Figure 26: Financial performance of VF Corporation, global, 2008-09
                                                                                                                                          • Brand overview and innovation
                                                                                                                                            • Advertising and marketing
                                                                                                                                              • Levi’s
                                                                                                                                                • Recent activity
                                                                                                                                                  • Financial performance
                                                                                                                                                    • Figure 27: Financial performance of Levi Strauss UK Limited, 2008-09
                                                                                                                                                  • Brand overview and innovation
                                                                                                                                                    • Advertising and marketing
                                                                                                                                                      • Diesel
                                                                                                                                                        • Recent activity
                                                                                                                                                          • Financial performance
                                                                                                                                                            • Figure 28: Financial performance of Diesel London Limited, UK, 2007-08
                                                                                                                                                          • Brand overview and innovation
                                                                                                                                                            • Diesel Black Gold
                                                                                                                                                              • Diesel Kid
                                                                                                                                                                • Advertising and marketing
                                                                                                                                                                  • Lee Cooper
                                                                                                                                                                    • Recent activity
                                                                                                                                                                      • Brand overview and innovation
                                                                                                                                                                        • Advertising and marketing
                                                                                                                                                                          • Pepe Jeans
                                                                                                                                                                            • Financial performance
                                                                                                                                                                              • Figure 29: Financial performance of Pepe Jeans London Limited, UK, 2008-09
                                                                                                                                                                            • Brand overview and innovation
                                                                                                                                                                              • Advertising and marketing
                                                                                                                                                                                • Replay
                                                                                                                                                                                  • Recent activity
                                                                                                                                                                                    • Financial performance
                                                                                                                                                                                      • Figure 30: Financial performance of Fashion Box Greece S.A. (Group), global, 2008-09
                                                                                                                                                                                    • Brand overview and innovation
                                                                                                                                                                                      • Gap
                                                                                                                                                                                        • Recent activity
                                                                                                                                                                                          • Financial performance
                                                                                                                                                                                            • Figure 31: Financial performance of Gap, Inc., global, 2008-09
                                                                                                                                                                                            • Figure 32: Financial performance of Gap, Inc. in europe, by brand, 2009
                                                                                                                                                                                          • Brand overview and innovation
                                                                                                                                                                                            • Advertising and marketing
                                                                                                                                                                                            • Brand Communication and Promotion

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                  • Figure 33: Main monitored media advertising expenditure on jeans, by main advertiser, 2006 and 2010
                                                                                                                                                                                                • Adspend on jeans falls
                                                                                                                                                                                                  • TV adspend replaced by outdoor ads
                                                                                                                                                                                                    • Figure 34: Main monitored media advertising expenditure on jeans, by medium, 2006-2010
                                                                                                                                                                                                • The Consumer – Pairs of Jeans Owned

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                      • Figure 35: Number of pairs of denim jeans owned, September 2010
                                                                                                                                                                                                      • Figure 36: Number of pairs of denim jeans owned, September 2010
                                                                                                                                                                                                    • Britons own nearly four pairs of jeans
                                                                                                                                                                                                      • Young women own 5-7 pairs
                                                                                                                                                                                                        • Over-45s own only 1-2 pairs
                                                                                                                                                                                                          • Few own more than eight pairs
                                                                                                                                                                                                            • One in eight don’t wear jeans
                                                                                                                                                                                                            • The Consumer – Where They Shop for Jeans

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                  • Figure 37: Brand of jeans bought, by age and affluence, September 2010
                                                                                                                                                                                                                  • Figure 38: Stores from which jeans were bought for self in the last two years, September 2010
                                                                                                                                                                                                                • Next most popular for jeans
                                                                                                                                                                                                                    • Figure 39: Consumers who have bought jeans for self from supermarkets or Primark in the last two years, by age group, September 2010
                                                                                                                                                                                                                  • Older shoppers opt for supermarkets
                                                                                                                                                                                                                    • Young buy from Primark
                                                                                                                                                                                                                      • M&S favourite among over-55s
                                                                                                                                                                                                                        • Online
                                                                                                                                                                                                                          • Young buy fashion jeans
                                                                                                                                                                                                                            • Figure 40: Consumers who have bought jeans for self from other fashion stores, New Look, Topshop and Topman in the last two years, by age group, September 2010
                                                                                                                                                                                                                            • Figure 41: Consumers who have bought jeans for self from Levi’s, other jeans retail brands and designer brands in the last two years, by age group, September 2010
                                                                                                                                                                                                                          • Men twice as likely to buy Levi’s
                                                                                                                                                                                                                            • Department stores
                                                                                                                                                                                                                              • Men favour designer jeans
                                                                                                                                                                                                                                • Gap fades away
                                                                                                                                                                                                                                  • Mix and match
                                                                                                                                                                                                                                  • Consumer – Motivations for Buying Jeans

                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                        • Figure 42: Reasons or occasions for which new jeans were bought, September 2010
                                                                                                                                                                                                                                      • Replacing worn jeans
                                                                                                                                                                                                                                        • Discounted denim
                                                                                                                                                                                                                                          • Women enjoy adding to their wardrobe
                                                                                                                                                                                                                                            • Young buy when a style suits them
                                                                                                                                                                                                                                              • Jeans as a treat
                                                                                                                                                                                                                                                • Jeans sizes
                                                                                                                                                                                                                                                  • Men buy jeans to go on holiday
                                                                                                                                                                                                                                                    • Women more influenced by fashion jeans
                                                                                                                                                                                                                                                    • Consumer – Occasions when Jeans are Worn

                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                          • Figure 43: Occasions on which likely to wear jeans, September 2010
                                                                                                                                                                                                                                                        • Older people wear jeans for fewer occasions
                                                                                                                                                                                                                                                          • Figure 44: consumers who wear jeans for relaxing at home and those that wear them to a friend’s party, by age group, September 2010
                                                                                                                                                                                                                                                        • Sociable jeans
                                                                                                                                                                                                                                                          • House-bound jeans
                                                                                                                                                                                                                                                            • Men wear jeans for a date
                                                                                                                                                                                                                                                              • Jeans for work
                                                                                                                                                                                                                                                                • Jeans can be worn most places
                                                                                                                                                                                                                                                                • Consumer – Attitudes Towards Buying Jeans

                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                      • Figure 45: Attitudes towards buying jeans, September 2010
                                                                                                                                                                                                                                                                    • Wear & tear
                                                                                                                                                                                                                                                                      • Older people won’t spend a lot on jeans
                                                                                                                                                                                                                                                                        • Figure 46: Attitudes towards buying jeans, September 2010
                                                                                                                                                                                                                                                                      • Young willing to spend over £100
                                                                                                                                                                                                                                                                        • Men splash out on hard wearing jeans
                                                                                                                                                                                                                                                                          • Cheap jeans as good as expensive ones
                                                                                                                                                                                                                                                                            • Older people look for comfortable jeans
                                                                                                                                                                                                                                                                              • Figure 47: Attitudes towards buying jeans, September 2010
                                                                                                                                                                                                                                                                            • Under-25s want fashionable jeans
                                                                                                                                                                                                                                                                              • Brand loyalty
                                                                                                                                                                                                                                                                                • Women struggle to find jeans to fit
                                                                                                                                                                                                                                                                                  • Figure 48: Attitudes towards buying jeans, September 2010
                                                                                                                                                                                                                                                                                • Women dread buying new jeans
                                                                                                                                                                                                                                                                                  • Jeans are ageless
                                                                                                                                                                                                                                                                                  • Target Groups

                                                                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                                                                      • Identifying targets
                                                                                                                                                                                                                                                                                        • Figure 49: Target groups for jeans, September 2010
                                                                                                                                                                                                                                                                                      • Fit Over Fashion (29%)
                                                                                                                                                                                                                                                                                        • Who are they?
                                                                                                                                                                                                                                                                                          • Reaching this group
                                                                                                                                                                                                                                                                                            • Disinterested Shoppers (27%)
                                                                                                                                                                                                                                                                                              • Who are they?
                                                                                                                                                                                                                                                                                                • Reaching this group
                                                                                                                                                                                                                                                                                                  • Value Shoppers (27%)
                                                                                                                                                                                                                                                                                                    • Who are they?
                                                                                                                                                                                                                                                                                                      • Reaching this group
                                                                                                                                                                                                                                                                                                        • Brand & Style Aware (17%)
                                                                                                                                                                                                                                                                                                          • Who are they?
                                                                                                                                                                                                                                                                                                            • Reaching this group
                                                                                                                                                                                                                                                                                                            • Appendix –Internal Market Environment

                                                                                                                                                                                                                                                                                                                • Figure 50: Bought jeans in the last 12 months, by demographics, 2010
                                                                                                                                                                                                                                                                                                                • Figure 51: Agreement with selected lifestyle statements on appearance and clothes, by demographics, 2010
                                                                                                                                                                                                                                                                                                            • Appendix – Consumer – Pairs of Jeans Owned

                                                                                                                                                                                                                                                                                                                • Figure 52: Stores from which jeans were bought for self in the last two years, by number of pairs of denim jeans owned, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 53: Reasons or occasions for which new jeans were bought, by number of pairs of denim jeans owned, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 54: Occasions on which likely to wear jeans, by number of pairs of denim jeans owned, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 55: Attitudes towards buying jeans, by number of pairs of denim jeans owned, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 56: Repertoire of stores from which jeans were bought for self in the last two years, September 2010
                                                                                                                                                                                                                                                                                                            • Appendix – Consumer – Where They Shop for Jeans

                                                                                                                                                                                                                                                                                                                • Figure 57: Most popular stores from which jeans were bought for self in the last two years, by demographics, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 58: Next most popular stores from which jeans were bought for self in the last two years, by demographics, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 59: Other stores from which jeans were bought for self in the last two years, by demographics, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 60: Stores from which jeans were bought for self in the last two years, by most popular reasons or occasions for which new jeans were bought, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 61: Stores from which jeans were bought for self in the last two years, by next most popular reasons or occasions for which new jeans were bought, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 62: Stores from which jeans were bought for self in the last two years, by most popular occasions on which likely to wear jeans, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 63: Stores from which jeans were bought for self in the last two years, by next most popular occasions on which likely to wear jeans, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 64: Stores from which jeans were bought for self in the last two years, by other occasions on which likely to wear jeans, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 65: Stores from which jeans were bought for self in the last two years, by most popular attitudes towards buying jeans, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 66: Stores from which jeans were bought for self in the last two years, by next most popular attitudes towards buying jeans, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 67: Stores from which jeans were bought for self in the last two years, by other attitudes towards buying jeans, September 2010
                                                                                                                                                                                                                                                                                                            • Appendix – Consumer – Motivations for Buying Jeans

                                                                                                                                                                                                                                                                                                                • Figure 68: Most popular reasons or occasions for which new jeans were bought, by demographics, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 69: Next most popular reasons or occasions for which new jeans were bought, by demographics, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 70: Other reasons or occasions for which new jeans were bought, by demographics, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 71: Reasons or occasions for which new jeans were bought, by most popular occasions on which likely to wear jeans, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 72: Reasons or occasions for which new jeans were bought, by next most popular occasions on which likely to wear jeans, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 73: Reasons or occasions for which new jeans were bought, by other occasions on which likely to wear jeans, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 74: Attitudes towards buying jeans, by most popular reasons or occasions for which new jeans were bought, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 75: Attitudes towards buying jeans, by next most popular reasons or occasions for which new jeans were bought, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 76: Attitudes towards buying jeans, by other reasons or occasions for which new jeans were bought, September 2010
                                                                                                                                                                                                                                                                                                            • Appendix – Consumer – Occasions when Jeans are Worn

                                                                                                                                                                                                                                                                                                                • Figure 77: Most popular occasions on which likely to wear jeans, by demographics, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 78: Next most popular occasions on which likely to wear jeans, by demographics, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 79: Other occasions on which likely to wear jeans, by demographics, September 2010
                                                                                                                                                                                                                                                                                                            • Appendix – Consumer – Attitudes towards Buying Jeans

                                                                                                                                                                                                                                                                                                                • Figure 80: Attitudes towards buying jeans, by demographics, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 81: Attitudes towards buying jeans, by demographics, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 82: Attitudes towards buying jeans, by demographics, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 83: Attitudes towards buying jeans, by demographics, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 84: Attitudes towards buying jeans, by demographics, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 85: Attitudes towards buying jeans, by demographics, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 86: Attitudes towards buying jeans, by demographics, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 87: Attitudes towards buying jeans, by demographics, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 88: Attitudes towards buying jeans, by demographics, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 89: Attitudes towards buying jeans, by demographics, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 90: Attitudes towards buying jeans, by demographics, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 91: Attitudes towards buying jeans, by demographics, September 2010
                                                                                                                                                                                                                                                                                                            • Appendix – Target Groups

                                                                                                                                                                                                                                                                                                                • Figure 92: Target groups, by demographics, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 93: Stores from which jeans were bought for self in the last two years, by target groups, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 94: Reasons or occasions for which new jeans were bought, by target groups, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 95: Occasions on which likely to wear jeans, by target groups, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 96: Attitudes towards buying jeans, by target groups, September 2010
                                                                                                                                                                                                                                                                                                                • Figure 97: Number of pairs of denim jeans owned, by target groups, September 2010

                                                                                                                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                                                                                                                            • Advertising Standards Authority
                                                                                                                                                                                                                                                                                                            • ASOS (UK retail sales)
                                                                                                                                                                                                                                                                                                            • Calvin Klein, Inc.
                                                                                                                                                                                                                                                                                                            • Diesel
                                                                                                                                                                                                                                                                                                            • Donna Karan International Inc.
                                                                                                                                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                                                                                                                                            • French Connection (Retail)
                                                                                                                                                                                                                                                                                                            • Gap Inc
                                                                                                                                                                                                                                                                                                            • Giorgio Armani S.p.A.
                                                                                                                                                                                                                                                                                                            • Government Actuary's Department (GAD)
                                                                                                                                                                                                                                                                                                            • House of Fraser Plc
                                                                                                                                                                                                                                                                                                            • Kantar Media
                                                                                                                                                                                                                                                                                                            • Lee Cooper
                                                                                                                                                                                                                                                                                                            • Levi Strauss (UK) Ltd
                                                                                                                                                                                                                                                                                                            • Matalan Ltd
                                                                                                                                                                                                                                                                                                            • Net-A-Porter Ltd
                                                                                                                                                                                                                                                                                                            • Next Group
                                                                                                                                                                                                                                                                                                            • Ralph Lauren Ltd
                                                                                                                                                                                                                                                                                                            • River Island Clothing Co Ltd
                                                                                                                                                                                                                                                                                                            • Selfridges Retail Ltd
                                                                                                                                                                                                                                                                                                            • Sun Capital Partners, Inc.
                                                                                                                                                                                                                                                                                                            • Ted Baker
                                                                                                                                                                                                                                                                                                            • The North Face Inc.
                                                                                                                                                                                                                                                                                                            • Topshop old
                                                                                                                                                                                                                                                                                                            • Twitter, Inc.
                                                                                                                                                                                                                                                                                                            • Uniqlo UK Ltd
                                                                                                                                                                                                                                                                                                            • VF Corporation

                                                                                                                                                                                                                                                                                                            Jeans - Consumer Attitudes to Buying and Wearing - UK - November 2010

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