"A study by the NPD Group in 2018 titled, ‘The Denim Evolution’ reveals, despite stiff competition denim remains a highly popular category with activewear having 24 per cent of total apparel sales while sales of men’s and women’s jeans making up 25 per cent sales. As per the study in 2018, American women spent $8.8 billion on jeans, a growth of 6 per cent over previous year."

A study by the NPD Group in 2018 titled, ‘The Denim Evolution’ reveals, despite stiff competition denim remains a highly popular category with activewear having 24 per cent of total apparel sales while sales of men’s and women’s jeans making up 25 per cent sales. As per the study in 2018, American women spent $8.8 billion on jeans, a growth of 6 per cent over previous year.

The report also notes that despite the introduction of new apparel styles, denim holds a major share in bricks-and-mortar sales. Driven by its fits, price and comfort, around 70 per cent consumers prefer buying jeans at physical stores rather than online.

Adequate representation of the denim category

According to Marshal Cohen, an NPD retail analyst, despite their robust growth, denim brands needs to introduce new styles and designs. He cites the examples of retailer Debbie Rudoy, whose shop in New York has 30 per cent of its space dedicated to denim with brands including Mother, Frame, CQY and L’Agence. According to Rudoy, denim will remain the top choice of consumers if retailers represent the category well. These retailers should direct their shoppers to brands that will give them a superior fit in order to create long-term customers.

Offering novelty to their customers

Los Angeles–based designer Rik Guido seconds her opinion. According to her, denim brands need to offer more novelty to their consumers. She validates her statement with the introduction of a new denim brand named La Forme. The brand has created a new denim that though looks like an indigo jean but fits and feels like yoga pants. It is made from an Italian fabric that is 86 percent performance cotton and 16 percent polyester/spandex, retailing for $68 to $88.

Cohen says, the denim sector holds a lot of potential if entrepreneurs are able to satisfy the needs of their customers. According to him, instead of manipulating their consumers, brands should try to evolve with them.