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Jeans - US - November 2014

“The current jeans marketplace is tepid and challenged, as a broader athleisure trend is competing for consumers’ attention and wallets. This trend is expected to have some lasting power, so jeans retailers should be front-loading the innovation pipeline while considering unique, stand out marketing approaches to attract attention and stay in consumers’ consideration set while shopping for clothes.”
– Diana Smith, Senior Research Analyst, Retail and Apparel

This report answers the following key questions:

  • Who buys jeans?
  • What prevents consumers from buying more jeans?
  • What styles and attributes are favored among jeans owners?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Direct marketing creative
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • The market
                        • Figure 1: Jeans purchasers for self or others in last 12 months, by gender, April 2011-June 2014
                      • Market drivers
                        • Rising Hispanic population will impact jeans market
                          • Figure 2: Population by Hispanic origin, 2009-19
                          • Figure 3: Number of pairs of jeans purchased for myself in the last 12 months, by race/Hispanic origin, August 2014
                        • Higher consumer confidence may lead to increased discretionary spending
                          • Figure 4: Consumer confidence and unemployment, 2000-14
                        • Rising obesity rates represent a threat to the jeans industry
                          • Figure 5: Prevalence of obesity among adults aged 20 and over, 2011-12
                        • The consumer
                          • Men purchased more pairs of jeans in the past year
                            • Figure 6: Number of pairs of jeans purchased for myself in the last 12 months, by age, August 2014
                          • Levi’s is dominant brand
                            • Figure 7: Brands purchased in last 12 months for self or others, by gender, April 2013-June 2014
                            • Figure 8: Reasonable price to pay for a pair of jeans not on sale, by age, August 2014
                          • Replacement is the main reason for new jeans purchases
                            • Figure 9: Reasons for purchasing jeans, August 2014
                          • Consumers wear jeans until they wear out, creating a long purchase cycle
                            • Figure 10: Reasons for not purchasing jeans, by gender, August 2014
                          • Most people buy jeans at value department stores
                            • Figure 11: Retailers shopped for jeans, August 2014
                          • Regular and loose fits most popular styles among jeans owners
                            • Figure 12: Jeans style preferences, August 2014
                          • What we think
                          • Issues and Insights

                              • Who buys jeans?
                                • The issues
                                  • The implications
                                    • What prevents consumers from buying more jeans?
                                      • The issues
                                        • The implications
                                          • What styles and attributes are favored among jeans owners?
                                            • The issues
                                              • The implications
                                              • Trend Applications

                                                  • Trend: Experience Is All
                                                    • Trend: Never Say Die
                                                      • Trend: Guiding Choice
                                                      • Market Drivers

                                                        • Key points
                                                          • Population growth will continue with the most avid jeans purchasers – adults 25-34 – slated to grow 6%
                                                            • Figure 13: US Population by age, 2009-19
                                                            • Figure 14: Population by gender, 2009-19
                                                          • Hispanics will comprise nearly 19% of total US population by 2019
                                                            • Figure 15: US Population by Hispanic origin, 2009-19
                                                          • Economic stability can lead to increased discretionary spending
                                                            • Figure 16: Consumer confidence and unemployment, 2000-14
                                                            • Figure 17: Median household income, in inflation-adjusted dollars, 2002-12
                                                          • Over one third of Americans are obese
                                                            • Figure 18: Prevalence of obesity among adults aged 20 and over, 2011-12
                                                            • Figure 19: Percentage of people aged 20 or older who are at a healthy weight, overweight, or obese, 2009-12
                                                          • More consumers are shopping online and via mobile devices
                                                            • Increasing casual workplace policies benefit the jeans industry
                                                            • Brand Overview

                                                                • Figure 20: Brand listing, a sample of key brands by premium, moderate and value, 2014
                                                            • Innovations and Innovators

                                                                • Verbatims
                                                                  • Like them as they are
                                                                    • Styles & features
                                                                      • Price-related
                                                                        • Customization
                                                                          • Comfort
                                                                          • Marketing Strategies

                                                                            • Overview of the brand landscape
                                                                              • Theme: Goodwill from sustainability to helping customers
                                                                                • Levi’s
                                                                                    • Figure 21: Levi’s, Direct Mail advertising, September 2014
                                                                                    • Figure 22: Levi’s, Email Ad, September 2014
                                                                                  • Theme: Provocative storytelling
                                                                                    • Levi’s
                                                                                      • AG Jeans
                                                                                        • Gap
                                                                                          • Figure 23: Gap, Email ad featuring “Dress Normal,” October 2014
                                                                                        • Theme: Email communications
                                                                                          • Figure 24: Gap, Email featuring rewards program, October 2014
                                                                                          • Figure 25: Gap, Email ad featuring In-store reservations, October 2014
                                                                                          • Figure 26: American Eagle Outfitters, Email, October 2014
                                                                                          • Figure 27: Guess, Email ad, October 2014
                                                                                          • Figure 28: Lee Jeans, Email ads, July 2014
                                                                                          • Figure 29: Guess, Email Ads, October 2014
                                                                                          • Figure 30: Abercrombie & Fitch, Email, September 2014
                                                                                          • Figure 31: 7 For All Mankind, Email, September 2014
                                                                                      • Number of Jeans Owned and Purchased

                                                                                        • Key points
                                                                                          • Purchasing of jeans is trending downward
                                                                                            • Figure 32: Jeans purchasers for self or others in last 12 months, April 2011-June 2014
                                                                                          • Men have purchased more pairs of jeans in the past year
                                                                                              • Figure 33: Number of jeans owned and purchased, by gender, August 2014
                                                                                            • Consumers under 45 own and purchase more jeans
                                                                                              • Figure 34: Number of jeans owned and purchased, by age, August 2014
                                                                                            • Higher household income correlates with more pairs of jeans owned and recently purchased
                                                                                              • Figure 35: Number of jeans owned and purchased, by household income, August 2014
                                                                                            • Other targets worth monitoring include moms and teens
                                                                                              • Figure 36: Jeans purchasers for self or others in last 12 months, by parents/guardian with children in household, April 2013-June 2014
                                                                                              • Figure 37: Jeans purchasers for self or others in last 12 months, October 2010-December 2013
                                                                                              • Figure 38: Jeans purchasers for self or others in last 12 months, by gender and age, November 2012-December 2013
                                                                                            • Jeans fall in the top five purchased clothing items
                                                                                              • Figure 39: Articles of men’s clothing purchased, by men, April 2013-June 2014
                                                                                              • Figure 40: Articles of women’s clothing purchased, by women, April 2013-June 2014
                                                                                          • Brands of Jeans Owned and Purchased

                                                                                            • Key points
                                                                                              • Brands of jeans purchased remains steady over past three years
                                                                                                • Figure 41: Brands purchased in last 12 months for self or others, April 2011-June 2014
                                                                                              • More men buy moderate brands while more women buy value brands
                                                                                                • Figure 42: Brands purchased in last 12 months for self or others, by gender, April 2013-June 2014
                                                                                              • Levi’s is dominant brand
                                                                                                • Figure 43: Brands purchased in last 12 months for self or others, by gender, April 2013-June 2014
                                                                                                • Figure 44: Brands purchased in last 12 months for self or others, by age, April 2013-June 2014
                                                                                              • As age goes up, so do value-oriented jeans purchases
                                                                                                • Figure 45: Brands purchased in last 12 months for self or others, by age, April 2013-June 2014
                                                                                              • Old Navy is a popular choice of jeans among teens
                                                                                                • Figure 46: Brands purchased in last 12 months, October 2010-December 2013
                                                                                              • Brand favorites
                                                                                                • Highlights
                                                                                                  • Verbatims from men
                                                                                                    • Verbatims from women
                                                                                                    • Reasons for Purchasing Jeans

                                                                                                      • Key points
                                                                                                        • Figure 47: Reasons for purchasing jeans, by gender, August 2014
                                                                                                      • Younger consumers have more varied reasons for buying jeans
                                                                                                          • Figure 48: Reasons for purchasing jeans, by age, August 2014
                                                                                                        • Affluent consumers are more style-conscious
                                                                                                          • Figure 49: Reasons for purchasing jeans, by income, August 2014
                                                                                                      • Reasons for Not Purchasing Jeans

                                                                                                        • Key points
                                                                                                          • Consumers wear jeans until they wear out, creating a long purchase cycle
                                                                                                              • Figure 50: Reasons for not purchasing jeans, by gender, August 2014
                                                                                                            • Older consumers prefer other types of clothing and bottoms over jeans
                                                                                                              • Figure 51: Reasons for not purchasing jeans, by gender and age, August 2014
                                                                                                          • Retailers Shopped for Jeans

                                                                                                            • Key points
                                                                                                              • Most people buy jeans at value department stores
                                                                                                                • Figure 52: Retailers shopped for jeans, August 2014
                                                                                                              • Retailers shopped in-store
                                                                                                                • Men shop a number of different types of retailers for jeans
                                                                                                                  • Figure 53: Retailers shopped for jeans – In-store, by gender, August 2014
                                                                                                                • Qualitative insight about shopping experiences
                                                                                                                  • Male participants
                                                                                                                    • Female participants
                                                                                                                      • Young adults demonstrate strong preference for specialty apparel stores
                                                                                                                        • Figure 54: Retailers shopped for jeans – In-store, by age, August 2014
                                                                                                                      • Retailers shopped online
                                                                                                                        • One third of men 18-34 shopped for jeans on Amazon
                                                                                                                          • Figure 55: Retailers shopped for jeans – Online, by gender and age, August 2014
                                                                                                                      • Shopping Process

                                                                                                                          • Key takeaways
                                                                                                                            • Research-related verbatims
                                                                                                                              • Online shopping verbatims
                                                                                                                                • Reasons for online shopping
                                                                                                                                  • Reasons for not shopping online
                                                                                                                                    • Method of online shopping
                                                                                                                                    • Jeans Style Preferences

                                                                                                                                      • Key points
                                                                                                                                        • Regular and loose fits most popular styles among jeans owners
                                                                                                                                          • Figure 56: Jeans style preferences, August 2014
                                                                                                                                        • Women have more jeans style preferences versus men
                                                                                                                                          • Figure 57: Jeans style preferences, by gender, August 2014
                                                                                                                                        • Young adults 18-34 favor skinny jeans
                                                                                                                                          • Figure 58: Jeans style preferences, by age, August 2014
                                                                                                                                      • Jeans Attributes Preferred

                                                                                                                                        • Key points
                                                                                                                                          • Many consumers don’t know what attributes they prefer in jeans
                                                                                                                                            • Figure 59: Color, weight, rise, and wash jeans preferences, August 2014
                                                                                                                                          • Half of women 18-34 opt for dark blue jeans
                                                                                                                                            • Figure 60: Jeans color preferences, by gender and age, August 2014
                                                                                                                                          • Over half of virtually all age segments prefer mid-weight jeans
                                                                                                                                            • Figure 61: Jeans weight preferences, by gender and age, August 2014
                                                                                                                                          • Two out of five men 55+ do not know what jeans wash they prefer
                                                                                                                                            • Figure 62: Jeans wash preferences, by gender and age, August 2014
                                                                                                                                          • Jeans with a mid/at waist rise command consumers’ preferences
                                                                                                                                            • Figure 63: Jeans rise preferences, by gender and age, August 2014
                                                                                                                                        • Reasonable Price for Jeans

                                                                                                                                          • Key points
                                                                                                                                            • Majority of consumers think under $50 is a reasonable price for jeans
                                                                                                                                              • Figure 64: Reasonable price to pay for a pair of jeans not on sale, by gender, August 2014
                                                                                                                                            • Consumers 25-34 not only buy more jeans, but pay more for them
                                                                                                                                              • Figure 65: Reasonable price to pay for a pair of jeans not on sale, by age, August 2014
                                                                                                                                            • Some 30% of consumers with $150K+ willing to pay over $100 for jeans
                                                                                                                                              • Figure 66: Reasonable price to pay for a pair of jeans not on sale, by household income, August 2014
                                                                                                                                            • Jeans spending patterns
                                                                                                                                              • Spent more
                                                                                                                                                • Spent the same
                                                                                                                                                  • Spent less
                                                                                                                                                  • Attitudes towards Jeans

                                                                                                                                                    • Key points
                                                                                                                                                      • Comfort is the overwhelmingly most important factor to jeans owners
                                                                                                                                                        • Figure 67: Attitudes toward jeans, August 2014
                                                                                                                                                      • Women are loyal to their favorite styles and brands
                                                                                                                                                        • Figure 68: Agreement with attitudes toward jeans, by gender, August 2014
                                                                                                                                                      • Over half of 25-34s will spend $100+ for a great fitting pair of jeans
                                                                                                                                                        • Figure 69: Agreement with attitudes toward jeans, by age, August 2014
                                                                                                                                                      • Nearly 80% of people with 10+ pairs of jeans buy for the variety
                                                                                                                                                        • Figure 70: Agreement with attitudes toward jeans, by number of jeans owned, August 2014
                                                                                                                                                    • Race and Hispanic Origin

                                                                                                                                                      • Key points
                                                                                                                                                        • Hispanics more likely than non-Hispanics to purchase jeans at all increments
                                                                                                                                                          • Figure 71: Number of jeans owned and purchased, by race/Hispanic origin, August 2014
                                                                                                                                                        • All groups favor moderately priced jeans brands
                                                                                                                                                          • Figure 72: Brands purchased in last 12 months for self or others, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                                        • Blacks are most likely to buy jeans as a treat
                                                                                                                                                          • Figure 73: Reasons for purchasing jeans, by race/Hispanic origin, August 2014
                                                                                                                                                        • Hispanics shop in-store at all retail outlets more so than non-Hispanics
                                                                                                                                                          • Figure 74: Retailers shopped for jeans – In-store, by race/Hispanic origin, August 2014
                                                                                                                                                        • Hispanics much more likely to shop for jeans online
                                                                                                                                                          • Figure 75: Retailers shopped for jeans – Online, by race/Hispanic origin, August 2014
                                                                                                                                                        • Nearly one in three Black consumers prefers a regular jeans fit
                                                                                                                                                          • Figure 76: Jeans style preferences, by race/Hispanic origin, August 2014
                                                                                                                                                        • Minorities’ jeans color preferences more diverse versus White consumers
                                                                                                                                                          • Figure 77: Jeans color preferences, by race/Hispanic origin, August 2014
                                                                                                                                                          • Figure 78: Jeans weight preferences, by race/Hispanic origin, August 2014
                                                                                                                                                          • Figure 79: Jeans wash preferences, by race/Hispanic origin, August 2014
                                                                                                                                                          • Figure 80: Jeans rise preferences, by race/Hispanic origin, August 2014
                                                                                                                                                        • Hispanics willing to pay 24% more for jeans than non-Hispanics are
                                                                                                                                                          • Figure 81: Reasonable price to pay for a pair of jeans not on sale, by race/Hispanic origin, August 2014
                                                                                                                                                        • White consumers are more likely to stick with familiar styles and brands
                                                                                                                                                          • Figure 82: Agreement with attitudes toward jeans, by race/Hispanic origin, August 2014
                                                                                                                                                      • Cluster Analysis

                                                                                                                                                          • Figure 83: Cluster groups, August 2014
                                                                                                                                                        • Jeans Enthusiasts (JE)
                                                                                                                                                          • Demographics
                                                                                                                                                            • Characteristics
                                                                                                                                                              • Opportunity
                                                                                                                                                                • Tried & True (TT)
                                                                                                                                                                  • Demographics
                                                                                                                                                                    • Characteristics
                                                                                                                                                                      • Opportunity
                                                                                                                                                                        • Other Bottoms Preferred (OBP)
                                                                                                                                                                          • Demographics
                                                                                                                                                                            • Characteristics
                                                                                                                                                                              • Opportunity
                                                                                                                                                                                • Indifferents
                                                                                                                                                                                  • Demographics
                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                        • Figure 84: Number of pairs of jeans owned, by target clusters, August 2014
                                                                                                                                                                                        • Figure 85: Number of pairs of jeans purchased for myself in the last 12 months, by target clusters, August 2014
                                                                                                                                                                                        • Figure 86: Reasons for purchasing jeans, by target clusters, August 2014
                                                                                                                                                                                        • Figure 87: Retailers shopped for jeans – In-store, by target clusters, August 2014
                                                                                                                                                                                        • Figure 88: Retailers shopped for jeans – Online, by target clusters, August 2014
                                                                                                                                                                                        • Figure 89: Jeans style preferences, by target clusters, August 2014
                                                                                                                                                                                        • Figure 90: Jeans color preferences, by target clusters, August 2014
                                                                                                                                                                                        • Figure 91: Jeans weight preferences, by target clusters, August 2014
                                                                                                                                                                                        • Figure 92: Jeans wash preferences, by target clusters, August 2014
                                                                                                                                                                                        • Figure 93: Jeans rise preferences, by target clusters, August 2014
                                                                                                                                                                                        • Figure 94: Reasonable price to pay for a pair of jeans not on sale, by target clusters, August 2014
                                                                                                                                                                                        • Figure 95: Agreement with attitudes toward jeans, by target clusters, August 2014
                                                                                                                                                                                      • Cluster demographic tables
                                                                                                                                                                                        • Figure 96: Target cluster, by demographic, August 2014
                                                                                                                                                                                        • Figure 97: Target groups, by area, August 2014
                                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                                      • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                        • Number of pairs of jeans owned
                                                                                                                                                                                          • Figure 98: Number of jeans owned, by household size, August 2014
                                                                                                                                                                                          • Figure 99: Number of jeans owned, by presence of children in household, August 2014
                                                                                                                                                                                          • Figure 100: Number of jeans owned, by employment, August 2014
                                                                                                                                                                                          • Figure 101: Number of jeans owned, by area, August 2014
                                                                                                                                                                                        • Number of jeans purchased for self
                                                                                                                                                                                          • Figure 102: Number of pairs of jeans purchased for myself in the last 12 months, by household size, August 2014
                                                                                                                                                                                          • Figure 103: Number of pairs of jeans purchased for myself in the last 12 months, by presence of children in household, August 2014
                                                                                                                                                                                          • Figure 104: Number of pairs of jeans purchased for myself in the last 12 months, by employment, August 2014
                                                                                                                                                                                          • Figure 105: Number of pairs of jeans purchased for myself in the last 12 months, by employment, August 2014
                                                                                                                                                                                        • Jeans purchasers for self or others
                                                                                                                                                                                          • Figure 106: Jeans purchasers for self or others in last 12 months, by gender and age, April 2013-June 2014
                                                                                                                                                                                          • Figure 107: Jeans purchasers for self or others in last 12 months, by presence of children in household, April 2013-June 2014
                                                                                                                                                                                          • Figure 108: Jeans purchasers for self or others in last 12 months, by parents/guardian with children in household, April 2013-June 2014
                                                                                                                                                                                        • Brands purchased – Adults
                                                                                                                                                                                          • Figure 109: Brands purchased in last 12 months for self or others, by household income, April 2013-June 2014
                                                                                                                                                                                          • Figure 110: Brands purchased in last 12 months for self or others, by gender and age, April 2013-June 2014
                                                                                                                                                                                        • Brands purchased – Teens
                                                                                                                                                                                          • Figure 111: Brands bought in last 12 months, by gender, November 2012-December 2013
                                                                                                                                                                                          • Figure 112: Brands bought in last 12 months, by age, November 2012-December 2013
                                                                                                                                                                                          • Figure 113: Brands bought in last 12 months, by gender and age, November 2012-December 2013
                                                                                                                                                                                          • Figure 114: Brands purchased in last 12 months, by race/Hispanic origin, November 2012-December 2013
                                                                                                                                                                                        • Reasons for purchasing jeans
                                                                                                                                                                                          • Figure 115: Reasons for purchasing jeans, by household income, August 2014
                                                                                                                                                                                          • Figure 116: Reasons for purchasing jeans, by household size, August 2014
                                                                                                                                                                                          • Figure 117: Reasons for purchasing jeans, by presence of children in household, August 2014
                                                                                                                                                                                          • Figure 118: Reasons for purchasing jeans, by area, August 2014
                                                                                                                                                                                        • Reasons for not purchasing jeans
                                                                                                                                                                                          • Figure 119: Reasons for not purchasing jeans, by age, August 2014
                                                                                                                                                                                          • Figure 120: Reasons for not purchasing jeans, by household income, August 2014
                                                                                                                                                                                          • Figure 121: Reasons for not purchasing jeans, by household size, August 2014
                                                                                                                                                                                          • Figure 122: Reasons for not purchasing jeans, by presence of children in household, August 2014
                                                                                                                                                                                          • Figure 123: Reasons for not purchasing jeans, by employment, August 2014
                                                                                                                                                                                          • Figure 124: Reasons for not purchasing jeans, by generations, August 2014
                                                                                                                                                                                          • Figure 125: Reasons for not purchasing jeans, by area, August 2014
                                                                                                                                                                                          • Figure 126: Reasons for not purchasing jeans, by race/Hispanic origin, August 2014
                                                                                                                                                                                        • Retailers shopped for jeans – in store or online
                                                                                                                                                                                          • Figure 127: Retailers shopped for jeans, August 2014
                                                                                                                                                                                        • Retailers shopped for jeans – in store
                                                                                                                                                                                          • Figure 128: Retailers shopped for jeans – In-store, by household income, August 2014
                                                                                                                                                                                          • Figure 129: Retailers shopped for jeans – In-store, by household size, August 2014
                                                                                                                                                                                          • Figure 130: Retailers shopped for jeans – In-store, by presence of children in household, August 2014
                                                                                                                                                                                          • Figure 131: Retailers shopped for jeans – In-store, by generations, August 2014
                                                                                                                                                                                          • Figure 132: Retailers shopped for jeans – In-store, by area, August 2014
                                                                                                                                                                                        • Retailers shopped for jeans – online
                                                                                                                                                                                          • Figure 133: Retailers shopped for jeans – Online, by household income, August 2014
                                                                                                                                                                                          • Figure 134: Retailers shopped for jeans – Online, by household size, August 2014
                                                                                                                                                                                          • Figure 135: Retailers shopped for jeans – Online, by presence of children in household, August 2014
                                                                                                                                                                                          • Figure 136: Retailers shopped for jeans – Online, by generations, August 2014
                                                                                                                                                                                          • Figure 137: Retailers shopped for jeans – Online, by area, August 2014
                                                                                                                                                                                        • Jeans style preferences
                                                                                                                                                                                          • Figure 138: Jeans style preferences, by household income, August 2014
                                                                                                                                                                                          • Figure 139: Jeans style preferences, by generations, August 2014
                                                                                                                                                                                          • Figure 140: Jeans style preferences, by area, August 2014
                                                                                                                                                                                        • Jeans color preferences
                                                                                                                                                                                          • Figure 141: Jeans color preferences, by household income, August 2014
                                                                                                                                                                                          • Figure 142: Jeans color preferences, by region, August 2014
                                                                                                                                                                                          • Figure 143: Jeans color preferences, by area, August 2014
                                                                                                                                                                                        • Jeans weight preferences
                                                                                                                                                                                          • Figure 144: Jeans weight preferences, by household income, August 2014
                                                                                                                                                                                          • Figure 145: Jeans weight preferences, by region, August 2014
                                                                                                                                                                                          • Figure 146: Jeans weight preferences, by area, August 2014
                                                                                                                                                                                        • Jeans wash preferences
                                                                                                                                                                                          • Figure 147: Jeans wash preferences, by household income, August 2014
                                                                                                                                                                                          • Figure 148: Jeans wash preferences, by region, August 2014
                                                                                                                                                                                          • Figure 149: Jeans wash preferences, by area, August 2014
                                                                                                                                                                                        • Jeans rise preferences
                                                                                                                                                                                          • Figure 150: Jeans rise preferences, by household income, August 2014
                                                                                                                                                                                          • Figure 151: Jeans rise preferences, by region, August 2014
                                                                                                                                                                                          • Figure 152: Jeans rise preferences, by area, August 2014
                                                                                                                                                                                        • Reasonable price for jeans
                                                                                                                                                                                          • Figure 153: Reasonable price to pay for a pair of jeans not on sale, by household size, August 2014
                                                                                                                                                                                          • Figure 154: Reasonable price to pay for a pair of jeans not on sale, by presence of children in household, August 2014
                                                                                                                                                                                          • Figure 155: Reasonable price to pay for a pair of jeans not on sale, by employment, August 2014
                                                                                                                                                                                          • Figure 156: Reasonable price to pay for a pair of jeans not on sale, by region, August 2014
                                                                                                                                                                                          • Figure 157: Reasonable price to pay for a pair of jeans not on sale, by generations, August 2014
                                                                                                                                                                                          • Figure 158: Reasonable price to pay for a pair of jeans not on sale, by area, August 2014
                                                                                                                                                                                          • Figure 159: Agreement with attitudes toward jeans, by household income, August 2014
                                                                                                                                                                                          • Figure 160: Agreement with attitudes toward jeans, by presence of children in household, August 2014
                                                                                                                                                                                          • Figure 161: Agreement with attitudes toward jeans, by region, August 2014
                                                                                                                                                                                          • Figure 162: Agreement with attitudes toward jeans, by generations, August 2014
                                                                                                                                                                                          • Figure 163: Agreement with attitudes toward jeans, by area, August 2014
                                                                                                                                                                                      • Appendix – Trade Associations

                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                        • Calvin Klein, Inc.
                                                                                                                                                                                        • Gap (USA)
                                                                                                                                                                                        • Gilt
                                                                                                                                                                                        • Haggar Corp.
                                                                                                                                                                                        • Old Navy
                                                                                                                                                                                        • Ralph Lauren Ltd
                                                                                                                                                                                        • True Religion

                                                                                                                                                                                        Jeans - US - November 2014

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