Low price and right fit will drive more jeans into our wardrobes,
reports Mintel
CHICAGO, Nov. 13, 2012 /PRNewswire/ -- Most of us have our
favorite pair of jeans, the ones that are comfortable and perfectly
worn in in all the right places. But, just because you have the
perfect pair, doesn't mean you don't need more. According to
Mintel's latest report into the jeans market in the US, you can
never have too many pairs. More than three in 10 American adults
say they own between four and six pairs of jeans. Meanwhile 19% own
seven to nine pairs and a surprising 17% own 10+ pairs of
jeans.
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"While jeans tend to be a fairly static item in most consumers'
wardrobes, the category itself has been dynamic in terms of
innovations in style, brands, features and overall product
offerings," says Ali Lipson, senior retail and apparel analyst at
Mintel. "With such market triggers as more casual work
environments, the obesity epidemic demanding plus size jean options
and the growing Hispanic population and their purchasing power, we
can expect to see this clothing category continue to grow."
Nearly half (46%) of all jeans owners say they have spent
between $25 and $49.99 on a single
pair of jeans. Furthermore, 39% say they spend less than
$25, while the average amount to
spend on jeans is just over $34. This
low price point is important for retailers to recognize if they
want to reach the mass market.
In addition, nearly 60% of Americans who have purchased jeans in
the last year did so to replace an old or worn out pair, while some
35% say they bought them to update their wardrobe and 28% bought
them for no particular reason (they saw jeans they liked and bought
them). Some 19% say they bought them to wear to work, which is an
indication that office environments are allowing a more casual
dress code or offering a dress down day for employees and another
19% bought a pair to wear when going out. Jeans are no longer just
a casual article of clothing, but are often used when dressing up,
too.
While more than four in 10 (42%) jeans owners say they have
difficulty finding a pair that fits them well, it's not surprising
that 16% of consumers are willing to pay $100 or more for jeans with a great fit. However,
64% of shoppers say that price/discount is the most important
factor when buying jeans and 71% think most jeans are
overpriced.
"While many consumers already own several pairs of jeans, there
are opportunities for them to purchase additional pairs, either for
replacement or to have a greater variety in their wardrobes," adds
Ali Lipson. "Retailers and
manufacturers need to pay careful attention to price point and
different styles and fits to accommodate the large consumer base
for this category."
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SOURCE Mintel