Can Skinny Jeans still outperform wide legged jeans?
Summary
There are lots of buzzes how wide legged or relaxed fit jeans is hurting the sale of skinny jeans, but we couldn't agree anymore as our research reveals the different picture. In last two years from 2015-2015, the sales of Jeans manufacturers had very steep decline. Levis had to undergo 14% sales revenue loss and Guess had to close some of its stores to incur the further loss.
According to Constance Fischer from Germany - It's been an issue for years to get rid of a trend such as skinny jeans. The fashion industry wants to create new patterns and sell new styles. Why not listen to the customers? They love skinny jeans so what is the problem?
Fischer is trying to make a valid point, and we need to understand the skinny jeans is still not dead really.
But
According to Alexandra Stedman - I'm not the only one who feels this way, either. 'As I get older, it's not about showing off skinny legs, or figure-hugging clothing – feeling comfortable in my clothes and in myself is more important, 'Plus, the denim styles at the moment are moving away from slick silhouettes to more relaxed and voluminous – and I love that.'
There are two different viewpoints but as we dig into more the millennial still prefer skinny. According to Melissa Hagen - Hmmmm...you'd think for being a Fashion publication, you would realize that skinny jeans have been a classic staple in fashion for decades! Even back in the 90's when everyone was wearing those god awful flares, skinnies were always on the radar, and will always be considered a classic wardrobe must have!
Editor of Elle.uk magaizne have a valid point, according to her, 'Jeggings ruined them,' says Donna Wallace, ELLE's Accessories Editor, who currently favours a pair of Lee straight-leg men's jeans that she's cut off at the hems. 'As soon as they started bastardising the denim and putting in too much stretch, it became trashy.'
Our perception of what looks cool has shifted, and though I'm a little miffed to realise that the skinny jean isn't, as I had previously thought, my denim life partner, it's a sign of a greater shift in fashion, and that is always exciting
So, to find the real picture we analyzed the current mood of the consumer's, not the one we see at Runway streets but the real consumers. We analyzed the five jeans styles- Skinny, Boyfriend, Mommy, Flare and the bell bottom jeans to see how each perform.
The study shows - UK retailers could afford to grow skinny styles by around 3% – which for a retailer like ASOS would amount to just a few new styles a season – to bring the style’s emphasis back in line with the general category shifts.
The same wasn’t true in the US, where skinny denim increased 11.5%, but full-priced sell outs declined 11%. US retailers, given the prevailing discounting culture which is plaguing retail right now, over expanded on the style and weren’t rewarded for their efforts with the full price sell outs.