PVH Corp, the parent company of Tommy Hilfiger and Calvin Klein — announced third quarter revenue increase and consequent raising of its fiscal year 2017 guidance driven largely by their two denim-focused brands. Tommy Hilfiger’s business for the quarter saw a rise of 22 per cent to touch $1.1 billion, with a 37 per cent rise in their international and a 5 per cent rise in their North America sales.

Both brands targeted the millennials’ and Gen Zs craze for denim fashion style leaders. This includes Tommy Hilfiger’s collaboration with model Gigi Hadid and Calvin Klein’s #MYCALVINS campaign starring influencers such as the Kardashian and Jenner sisters, Solange Knowles and Paris Jackson.

As PVH chairman and CEO Emanuel Chirico said in an earnings report, “We believe that the incredible brand power behind Calvin Klein and Tommy Hilfiger positions us well in the marketplace against our competition and will drive continued momentum, as reflected in our 2018 outlook.”

Similarly, Abercrombie’s strategy of targeting Gen Z is finally paying off with sales up 5 per cent; their first quarterly increase in five years. CEO Fran Horowitz says the rise was due to “staying close” to its customer and and lowered prices. The brand is harking back to the ’90s revival styles such as ripped boyfriend overalls and two-tone denim mini-skirts to maintain growth momentum.

At the recent WWD’s Men’s Wear Summit in New York City, Chad Kessler, American Eagle global brand president, reported they garnered over $3 billion in sales last year, largely from their denim range. “We’ve emerged as the clear leader in our space. We’ve had several years in row with positive comps and we’re driving positive traffic and positive comps in our stores and in our digital channel.”

On similar lines, net revenue for American Eagle Outfitters rose 12 per cent to $1.23 billion during Q4, as against $1.10 billion for the 13-week period last year. Riding on the wave denim brands are launching new and exciting designs for spring/summer. G-Star Raw showcases denim for curvy ladies with a narrow waist in its new collection, G-Star Raw Shape.

Kickstarter, the world’s first patent pending denim jeans and tees that claim to repel stains and kill odour to keep you fresh and clean are out with campaigns to draw consumers with their long-lasting and durable jeans.