Shifts toward comfort and at-home lifestyles have significantly disrupted the denim industry.
While COVID-19 has disrupted new seasons across all categories, shifts toward comfort and at-home lifestyles have significantly disrupted the denim industry.
Trendalytics March 2020 top trends report found ethical eco-friendly denim continuing to accelerate growth, with “sustainable denim” searches increasing 123 percent year-over-year and “sustainable jeans” searches increasing 195 percentyear-over-year. The terms were predicted to grow further over the next six months with 90 percent confidence. Levi’s, Cheap Mondays and Asos were the top associated brands.
In the past, denim has taken a backseat as ath-leisure has risen in popularity. And during coronavirus, sweatpants have thrived. Though despite falling on hard times in 2014, Edited, the retail-decision platform points to streetwear’s ability to incorporate both ath-leisure and denim as denim’s key to reinvigorating, in its 2020 denim report.
Tracking U.S. pricing on jeans, Edited found average advertised full price has increased since 2018, demonstrating a more competitive market overall. Simultaneously, NPD’s 2019 Jeans report found that 80 percent of women’s jeans were sold in-store, online sales were rising. As told by experts, coronavirus has served to amplify digital trends that were on the verge of escalation, including shifts in online sales for certain markets.
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