Despite the poor performance of the jeans market in recent years, the trend reversed due to the readjustment of prices and the constant search for innovation.
These last months have not been very profitable for most labels. Several reasons explain this situation: the first concerns the economic crisis that has weakened the clothing sector in Europe, and the second is the escalation in the prices of jeans. Indeed, considered as simple work clothes in the early 20th century, jeans have experienced a boom in the last few years and have become an indispensable part of fashion. As a result, brands used jeans and made it an exclusive product by selling pairs between € 200 and € 300 in average. The proliferation of premium models because of the star system in the late 90s and the new entrants blew market prices, and shook the industry leaders. Thus, several brands like Lee Cooper or April 77 suffered because of the cannibalization of the market.
However, the trend begins to fade and premium brands of jeans like 7 For All Mankind tend to lower their prices for their basic collections. Thus the main European retailers advocated a return at the right price, i.e. the adjustment of the price of jeans in terms of its quality and less in terms of its image. The main beneficiaries of this turnaround could be the pioneers of jeans, Levi's and Wrangler, who always remained faithful to their values by offering a wide range of products at a good price (less than € 100 on average) compared to the current market. Moreover, they benefit from strategic alliances in supply chains and distribution that guarantee a certain presence in the market. With unprecedented cuts, sophisticated washes and a better denim quality, these manufacturers will have to maintain this reputation by innovating and increasing consumer interest.
An end to the premium denim blues that will obviously make jeans’ aholic’s happy!! J
Read more:
http://blog.jeansdenim.fr/actu/marche-jean-tendance-2010-405
http://www.wwd.com/markets-news/denim/european-evolution
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http://www.etsicommunication.fr/blog_etsi
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