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Shopping for Jeans - US - October 2012

“The jeans market is likely to experience growth as many consumers consider jeans a staple of their wardrobes and buy frequently for replenishment. New styles and the expansion of colored denim have created more product offerings in this category. Furthermore, jeans are increasingly considered acceptable attire in many situations including special occasions where more formal attire may previously have been worn, including many workplaces. These factors are likely to continue to support demand for jeans and generate renewed interest in the category.”

– Ali Lipson, Senior Retail & Apparel Analyst

Some questions answered in this report include:

  • How is the obesity epidemic impacting the jeans industry?
  • Is the casualization of the workplace creating greater demand for jeans?
  • How will the growing Hispanic population affect the jeans market?
  • How can retailers alleviate consumers’ frustrations when shopping for jeans?

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Table of contents

  1. Scope and Themes

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

                      • Market factors
                        • Obesity epidemic impacts demand for jeans
                          • Figure 1: Prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older (percentages), 1988-2008
                        • Shifts in workplace environments affects demand for jeans
                          • Growing Hispanic population and purchasing power
                            • Figure 2: Population, by Hispanic and non-Hispanic origin, 2007-17
                          • Retail channels
                            • The consumer
                              • Most jeans owners own 4-6 pairs of jeans
                                • Figure 3: Number of pairs of jeans owned, June 2012
                              • Most spend between $25 and $49.99 on a single pair of jeans
                                • Figure 4: Amount spent on single pair of jeans, June 2012
                              • Most buy jeans to replace old/worn-out pairs
                                • Figure 5: Reasons for purchasing jeans, June 2012
                              • Comfort most important factor when buying jeans
                                • Figure 6: Attitudes toward jeans brands and style – Any agree, June 2012
                                • Figure 7: Attitudes toward jeans ownership and usage – Any agree, June 2012
                                • Figure 8: Attitudes toward jeans prices – Any agree, June 2012
                              • Jeans shoppers have difficulty finding jeans that fit them well
                                • Figure 9: Frustrations when shopping for jeans, June 2012
                              • What we think
                              • Issues in the Market

                                  • How is the obesity epidemic impacting the jeans industry?
                                    • Is the casualization of the workplace creating greater demand for jeans?
                                      • How will the growing Hispanic population affect the jeans market?
                                        • How can retailers alleviate consumers’ frustrations when shopping for jeans?
                                        • Insights and Opportunities

                                          • Functional jeans may drive incremental purchases
                                            • Trade-in programs may offer incentives to replace jeans
                                              • Move into other categories to extend consumers’ interest in brands
                                              • Trend Application

                                                  • Inspire Trend: Premiumization and Indulgence
                                                    • Inspire Trend: Guiding Choice
                                                      • 2015 Trends
                                                        • Access Anything, Anywhere
                                                        • Market Drivers

                                                          • Key points
                                                            • Increasing levels of obesity will impact the market for jeans
                                                              • Figure 10: Prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-2008
                                                            • Changes in workplace dynamics affects demand for jeans
                                                              • Figure 11: Employed persons working at home, by full and part time status and gender, 2011 annual averages
                                                            • Growing Hispanic population and purchasing power
                                                              • Figure 12: Population, by race and Hispanic origin, 2007-17
                                                            • Jeans as fashion will drive growth in industry
                                                            • Retailer Overview

                                                                • Specialty apparel stores
                                                                  • Gap Inc.
                                                                    • J. Crew
                                                                      • Abercrombie & Fitch
                                                                        • American Eagle Outfitters
                                                                          • The Buckle
                                                                            • Market threats and opportunities for specialty apparel stores
                                                                              • Department stores
                                                                                • Macy’s Inc.
                                                                                  • Neiman Marcus
                                                                                    • Nordstrom
                                                                                      • Saks Fifth Avenue
                                                                                        • Kohl’s
                                                                                          • JCPenney
                                                                                            • Sears
                                                                                              • Market threats and opportunities for department stores
                                                                                                • Mass merchandisers and warehouse clubs
                                                                                                  • Target
                                                                                                    • Walmart
                                                                                                      • Costco Wholesale
                                                                                                        • Market threats and opportunities for mass merchandisers and warehouse clubs
                                                                                                          • Online retailers
                                                                                                            • Amazon.com
                                                                                                              • Piperlime.com
                                                                                                                • Zappos.com
                                                                                                                  • Market threats and opportunities for online retailers
                                                                                                                    • Other notable jeans retailers:
                                                                                                                      • Figure 13: Other notable retailers selling jeans, 2012
                                                                                                                  • Innovations and Innovators

                                                                                                                    • Denim fit services help shoppers find their best fit
                                                                                                                      • Wrangler launching women’s jeans with built-in moisturizer
                                                                                                                        • Hudson introduces glow-in-the-dark jeans
                                                                                                                          • Figure 14: Hudson lou lou tuxedo crop skinny jeans, March 2012
                                                                                                                          • Figure 15: Hudson lou lou tuxedo crop skinny jeans
                                                                                                                        • Colored denim brings more interest to category
                                                                                                                          • Figure 16: Colored styles from J Brand, May 2012
                                                                                                                      • Marketing Strategies

                                                                                                                          • Television advertising
                                                                                                                            • eBay.com
                                                                                                                              • Figure 17: eBay.com TV ad, “Mom Jeans,” September 2011
                                                                                                                            • American Eagle Outfitters
                                                                                                                              • Figure 18: American Eagle Outfitters TV ad, “Comfort (Jeans Under $30),” July 2012
                                                                                                                            • Hautelook
                                                                                                                              • Figure 19: Hautelook.com TV ad, “A fashionable address,” June 2012
                                                                                                                            • Lee jeans
                                                                                                                              • Figure 20: Lee jeans TV ad, “The new lee,” September 2012
                                                                                                                            • Old Navy
                                                                                                                              • Figure 21: Old Navy TV ad, “The perfect fit,” August 2012
                                                                                                                            • Wrangler
                                                                                                                              • Figure 22: Wrangler TV ad, “U-Shape (Walmart),” August 2012
                                                                                                                            • Print advertising
                                                                                                                              • Figure 23: Azzaria ad, as seen in Riviera magazine, may 2012
                                                                                                                            • Other marketing activity
                                                                                                                                • Figure 24: Old Navy email ad, “in-jean-ious,” August 2012
                                                                                                                                • Figure 25: Gap email ad, “the icon redefined,” September 2012
                                                                                                                                • Figure 26: Piperlime men’s email ad, “summer style blueprint,” August 2012
                                                                                                                                • Figure 27: Piperlime women’s email ad, “can’t beat these blues,” August 2012
                                                                                                                            • Numbers of Pairs of Jeans Owned

                                                                                                                              • Key points
                                                                                                                                • Most own 4-6 pairs of jeans
                                                                                                                                  • Figure 28: Number of pairs of jeans owned, June 2012
                                                                                                                                • Women more likely than men to own 10 or more pairs
                                                                                                                                  • Figure 29: Number of pairs of jeans owned, by gender, June 2012
                                                                                                                                • 65+ least likely to own 10 or more pairs
                                                                                                                                  • Figure 30: Number of pairs of jeans owned, by age, June 2012
                                                                                                                                • 4-6 pairs of jeans most commonly owned across all household income groups
                                                                                                                                  • Figure 31: Number of pairs of jeans owned, by household income, June 2012
                                                                                                                              • Pairs of Jeans Purchased

                                                                                                                                • Key points
                                                                                                                                  • Jeans buyers buying more jeans in-store than online
                                                                                                                                    • Figure 32: Number of pairs of jeans purchased in last 12 months, online vs. in store, June 2012
                                                                                                                                  • Only marginal differences in numbers of jeans bought in-store last year by men vs. women
                                                                                                                                    • Figure 33: Number of pairs of jeans purchased in-store in last 12 months, by gender, June 2012
                                                                                                                                  • Younger consumers purchasing five or more pairs of jeans
                                                                                                                                    • Figure 34: Number of pairs of jeans purchased in-store in last 12 months, by age, June 2012
                                                                                                                                  • More than one quarter of those in lowest household income group not buying jeans
                                                                                                                                    • Figure 35: Number of pairs of jeans purchased in-store in last 12 months, by household income, June 2012
                                                                                                                                • Retailers Shopped for Jeans

                                                                                                                                  • Key points
                                                                                                                                    • Most buy jeans at department stores
                                                                                                                                      • Figure 36: Retailers shopped for jeans, June 2012
                                                                                                                                    • Women shop at discount, specialty stores; men buy at outlets, manufacturer’s stores
                                                                                                                                      • Figure 37: Retailers shopped for jeans in-store, by gender, June 2012
                                                                                                                                    • Regardless of age, most buy jeans at department stores
                                                                                                                                      • Figure 38: Retailers shopped for jeans in-store, by age, June 2012
                                                                                                                                    • Lowest income earners shop at mass merchandisers, highest earners shop at upscale department stores, specialty stores
                                                                                                                                      • Figure 39: Retailers shopped for jeans in-store, by household income, June 2012
                                                                                                                                  • Amount Spent on Jeans

                                                                                                                                    • Key points
                                                                                                                                      • Most spend between $25 and $49.99 on a single pair of jeans
                                                                                                                                        • Figure 40: Amount spent on single pair of jeans, June 2012
                                                                                                                                      • Women spend slightly less on a pair of jeans compared to men
                                                                                                                                        • Figure 41: Amount spent on single pair of jeans, by gender, June 2012
                                                                                                                                      • Under 45s spend more on jeans on average compared to those 55+
                                                                                                                                        • Figure 42: Amount spent on single pair of jeans, by age, June 2012
                                                                                                                                      • Highest income earners spend the most on jeans on average
                                                                                                                                        • Figure 43: Amount spent on single pair of jeans, by household income, June 2012
                                                                                                                                    • Reasons for Purchasing Jeans

                                                                                                                                      • Key points
                                                                                                                                        • Most buy jeans to replace old/worn-out pairs
                                                                                                                                          • Figure 44: Reasons for purchasing jeans, June 2012
                                                                                                                                        • Women buy jeans for a wider variety of reasons than men
                                                                                                                                          • Figure 45: Reasons for purchasing jeans, by gender, June 2012
                                                                                                                                        • 18-24s buy jeans for the most reasons, older shoppers buy as replacement
                                                                                                                                          • Figure 46: Reasons for purchasing jeans, by age, June 2012
                                                                                                                                        • Lowest income earners buy jeans to treat themselves
                                                                                                                                          • Figure 47: Reasons for purchasing jeans, by household income, June 2012
                                                                                                                                      • Brands of Jeans Purchased

                                                                                                                                        • Key points
                                                                                                                                          • Levi’s most commonly bought brand
                                                                                                                                            • Figure 48: Brands of jeans purchased, by gender, January 2011-March 2012
                                                                                                                                          • Younger shoppers prefer Old Navy, Arizona jeans
                                                                                                                                            • Figure 49: Brands of jeans purchased by age, January 2011-March 2012
                                                                                                                                        • Attitudes Toward Jeans and Shopping Behaviors

                                                                                                                                          • Key points
                                                                                                                                            • Comfort most important factor when buying jeans
                                                                                                                                              • Figure 50: Attitudes toward jeans, June 2012
                                                                                                                                            • Men and women both seek comfort, women more interested in style
                                                                                                                                              • Figure 51: Attitudes toward jeans, by gender, June 2012
                                                                                                                                            • Older adults prefer comfort, younger adults seek style
                                                                                                                                              • Figure 52: Attitudes toward jeans, by age, June 2012
                                                                                                                                            • Comfort, price important to those in all household income groups
                                                                                                                                              • Figure 53: Attitudes toward jeans – Any agree, by household income, June 2012
                                                                                                                                          • Shopping Behaviors – Jeans

                                                                                                                                            • Key point
                                                                                                                                              • Jeans owners likely to buy jeans at stores where they buy other clothing
                                                                                                                                                • Figure 54: Jeans shopping behaviors, June 2012
                                                                                                                                            • Frustrations When Shopping for Jeans

                                                                                                                                              • Key points
                                                                                                                                                • Jeans shoppers have difficulty finding jeans that fit them well
                                                                                                                                                  • Figure 55: Frustrations when shopping for jeans, June 2012
                                                                                                                                                • Women encounter more challenges than men when shopping for jeans
                                                                                                                                                  • Figure 56: Frustrations when shopping for jeans, by gender, June 2012
                                                                                                                                                • Regardless of age, all jeans owners have difficulty finding jeans that fit well
                                                                                                                                                  • Figure 57: Frustrations when shopping for jeans, by age, June 2012
                                                                                                                                                • Finding best fit a challenge for jean owners of all household incomes
                                                                                                                                                  • Figure 58: Frustrations when shopping for jeans, by household income, June 2012
                                                                                                                                              • Impact of Race/Hispanic Origin

                                                                                                                                                • Key points
                                                                                                                                                  • Hispanics tend to own more pairs of jeans than non-Hispanics
                                                                                                                                                    • Figure 59: Number of pairs of jeans owned, by race/Hispanic origin, June 2012
                                                                                                                                                  • Hispanics buy more pairs of jeans than non-Hispanics
                                                                                                                                                    • Figure 60: Number of pairs of jeans purchased in-store in last 12 months, by race/Hispanic origin, June 2012
                                                                                                                                                  • Whites, Hispanics most likely to shop for jeans at department stores
                                                                                                                                                    • Figure 61: Retailers shopped for jeans in-store, by race/Hispanic origin, June 2012
                                                                                                                                                  • Asian/Pacific Islanders spend most on jeans
                                                                                                                                                    • Figure 62: Amount spent on single pair of jeans, by race/Hispanic origin, June 2012
                                                                                                                                                  • Hispanics more likely than other groups to buy for a variety of reasons
                                                                                                                                                    • Figure 63: Reasons for purchasing jeans, by race/Hispanic origin, June 2012
                                                                                                                                                  • Hispanics more likely than non-Hispanics to buy Levi’s
                                                                                                                                                    • Figure 64: Brands of jeans purchased by race/Hispanic origin, January 2011-March 2012
                                                                                                                                                  • Hispanics say price most important factor when buying jeans, yet willing to pay for those with great fit
                                                                                                                                                    • Figure 65: Attitudes toward jeans, race/Hispanic origin, June 2012
                                                                                                                                                  • Hispanics more likely than non-Hispanics to have trouble finding best fit
                                                                                                                                                    • Figure 66: Frustrations when shopping for jeans, by race/Hispanic origin, June 2012
                                                                                                                                                • Key Driver Analysis

                                                                                                                                                    • Figure 67: Key drivers of consumer spending on a single pair of jeans, June 2012
                                                                                                                                                  • Methodology
                                                                                                                                                  • Cluster Analysis

                                                                                                                                                      • Creatures of Habit
                                                                                                                                                        • Demographics
                                                                                                                                                          • Characteristics
                                                                                                                                                            • Opportunity
                                                                                                                                                              • Big Spenders
                                                                                                                                                                • Demographics
                                                                                                                                                                  • Characteristics
                                                                                                                                                                    • Opportunity
                                                                                                                                                                      • Moderate Wearers
                                                                                                                                                                        • Demographics
                                                                                                                                                                          • Characteristics
                                                                                                                                                                            • Opportunity
                                                                                                                                                                              • Jeans Junkies
                                                                                                                                                                                • Demographics
                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                      • Cluster characteristics tables
                                                                                                                                                                                        • Figure 68: Number of pairs of jeans owned, by cluster groups, June 2012
                                                                                                                                                                                        • Figure 69: Number of pairs of jeans purchased online in last 12 months, by cluster groups, June 2012
                                                                                                                                                                                        • Figure 70: Number of pairs of jeans purchased in store in last 12 months, by cluster groups, June 2012
                                                                                                                                                                                        • Figure 71: Retailers shopped for jeans, by cluster groups, June 2012
                                                                                                                                                                                        • Figure 72: Amount spent on single pair of jeans, by cluster groups, June 2012
                                                                                                                                                                                        • Figure 73: Attitudes toward jeans, by cluster groups, June 2012
                                                                                                                                                                                        • Figure 74: Frustrations when shopping for jeans, by cluster groups, June 2012
                                                                                                                                                                                      • Cluster demographics table
                                                                                                                                                                                        • Figure 75: Cluster groups, by key demographics, June 2012
                                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                                      • Appendix

                                                                                                                                                                                        • Leading brands
                                                                                                                                                                                          • Figure 76: Brand listing, a sample of key brands by premium, moderate and economy, 2012
                                                                                                                                                                                        • Pairs of jeans owned
                                                                                                                                                                                          • Figure 77: Number of pairs of jeans owned, by gender and age, June 2012
                                                                                                                                                                                          • Figure 78: Number of pairs of jeans owned, by marital/relationship status, June 2012
                                                                                                                                                                                          • Figure 79: Number of pairs of jeans owned, by presence of children in household, June 2012
                                                                                                                                                                                          • Figure 80: Number of pairs of jeans owned, by generation, June 2012
                                                                                                                                                                                        • Pairs of jeans purchased
                                                                                                                                                                                          • Pairs of jeans purchased – In-store
                                                                                                                                                                                            • Figure 81: Number of pairs of jeans purchased in-store in last 12 months, by gender and age, June 2012
                                                                                                                                                                                            • Figure 82: Number of pairs of jeans purchased in-store in last 12 months, by marital/relationship status, June 2012
                                                                                                                                                                                            • Figure 83: Number of pairs of jeans purchased in-store in last 12 months, by presence of children in household, June 2012
                                                                                                                                                                                            • Figure 84: Pairs of jeans purchased in-store in last 12 months, by generation, June 2012
                                                                                                                                                                                          • Pairs of jeans purchased – Online
                                                                                                                                                                                            • Figure 85: Number of pairs of jeans purchased online in last 12 months, by gender, June 2012
                                                                                                                                                                                            • Figure 86: Number of pairs of jeans purchased online in last 12 months, by age, June 2012
                                                                                                                                                                                            • Figure 87: Number of pairs of jeans purchased online in last 12 months, by household income, June 2012
                                                                                                                                                                                            • Figure 88: Number of pairs of jeans purchased online in last 12 months, by race/Hispanic origin, June 2012
                                                                                                                                                                                            • Figure 89: Number of pairs of jeans purchased online in last 12 months, by marital/relationship status, June 2012
                                                                                                                                                                                            • Figure 90: Number of pairs of jeans purchased online in last 12 months, by presence of children in household, June 2012
                                                                                                                                                                                            • Figure 91: Pairs of jeans purchased online in last 12 months, by generation, June 2012
                                                                                                                                                                                          • Retailers shopped for jeans
                                                                                                                                                                                            • Figure 92: Retailers shopped for jeans in-store, by gender and age, June 2012
                                                                                                                                                                                            • Figure 93: Retailers shopped for jeans in-store, by marital/relationship status, June 2012
                                                                                                                                                                                            • Figure 94: Retailers shopped for jeans in-store, by presence of children in household, June 2012
                                                                                                                                                                                            • Figure 95: Retailers shopped for jeans in-store, by generation, June 2012
                                                                                                                                                                                          • Amount spent on jeans
                                                                                                                                                                                            • Figure 96: Amount spent on single pair of jeans, by gender and age, June 2012
                                                                                                                                                                                            • Figure 97: Amount spent on single pair of jeans, by marital/relationship status, June 2012
                                                                                                                                                                                            • Figure 98: Amount spent on single pair of jeans, by generation, June 2012
                                                                                                                                                                                          • Reasons for purchasing jeans
                                                                                                                                                                                            • Figure 99: Reasons for purchasing jeans, by gender and age, June 2012
                                                                                                                                                                                            • Figure 100: Reasons for purchasing jeans, by marital/relationship status, June 2012
                                                                                                                                                                                            • Figure 101: Reasons for purchasing jeans, by presence of children in household, June 2012
                                                                                                                                                                                            • Figure 102: Reasons for purchasing jeans, by generation, June 2012
                                                                                                                                                                                          • Attitudes toward jeans
                                                                                                                                                                                            • Figure 103: Attitudes toward jeans, by gender and age, June 2012
                                                                                                                                                                                            • Figure 104: Attitudes toward jeans, by marital/relationship status June 2012
                                                                                                                                                                                            • Figure 105: Attitudes toward jeans, by presence of children in household, June 2012
                                                                                                                                                                                            • Figure 106: Attitudes toward jeans, by generation, June 2012
                                                                                                                                                                                          • Frustrations when shopping for jeans
                                                                                                                                                                                            • Figure 107: Frustrations when shopping for jeans, by gender and age, June 2012
                                                                                                                                                                                            • Figure 108: Frustrations when shopping for jeans, by marital/relationship status, June 2012
                                                                                                                                                                                            • Figure 109: Frustrations when shopping for jeans, by presence of children in household, June 2012
                                                                                                                                                                                            • Figure 110: Frustrations when shopping for jeans, by generation, June 2012
                                                                                                                                                                                        • Appendix – Trade Associations

                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                          • Abercrombie & Fitch Co
                                                                                                                                                                                          • Aeropostale, Inc
                                                                                                                                                                                          • Alexander McQueen
                                                                                                                                                                                          • Amazon.com Inc
                                                                                                                                                                                          • American Eagle Outfitters Inc
                                                                                                                                                                                          • Anthropologie
                                                                                                                                                                                          • Apparel Search Company
                                                                                                                                                                                          • Banana Republic
                                                                                                                                                                                          • Bloomingdale's
                                                                                                                                                                                          • Burlington Coat Factory Warehouse Co.
                                                                                                                                                                                          • Converse, Inc
                                                                                                                                                                                          • Costco Wholesale Corporation
                                                                                                                                                                                          • Dolce & Gabbana
                                                                                                                                                                                          • Forever 21 Inc.
                                                                                                                                                                                          • Gap Inc
                                                                                                                                                                                          • J C Penney Company, Inc
                                                                                                                                                                                          • Lane Bryant
                                                                                                                                                                                          • Levi Strauss
                                                                                                                                                                                          • Macy's, Inc.
                                                                                                                                                                                          • Mossimo, Inc.
                                                                                                                                                                                          • National Retail Federation (NRF)
                                                                                                                                                                                          • Nordstrom
                                                                                                                                                                                          • Old Navy
                                                                                                                                                                                          • Ralph Lauren Ltd
                                                                                                                                                                                          • Saks Incorporated
                                                                                                                                                                                          • Sears Holdings Corporation
                                                                                                                                                                                          • Stella McCartney
                                                                                                                                                                                          • The Neiman Marcus Group Inc
                                                                                                                                                                                          • True Religion
                                                                                                                                                                                          • U.S. Bureau of Labor Statistics
                                                                                                                                                                                          • Urban Outfitters
                                                                                                                                                                                          • Vera Wang
                                                                                                                                                                                          • Walmart Stores (USA)

                                                                                                                                                                                          Shopping for Jeans - US - October 2012

                                                                                                                                                                                          £3,277.28 (Excl.Tax)