Denim in the USA: Comfort is King as Consumers Seek Value & Sustainable Jeans
Denim in the USA: Comfort is King as Consumers Seek Value & Sustainable Jeans
Denim in the USA: Comfort is King as Consumers Seek Value & Sustainable Jeans
Fashnopsis:
- Denim remains amongst top clothing choices in the US, with a projected market size of $17.3 billion in 2024.
- Consumers prioritize comfort, seeking stretchy, lightweight, and moisture-wicking denim for various occasions.
- Value reigns supreme, with affordable jeans ($40-$60) selling well, but some higher-priced options show growth too.
- Looser fits are replacing skinny jeans, particularly popular among Gen Z who prefer a relaxed look.
- Sustainability is becoming a key factor, with brands using recycled materials to create eco-friendly denim.
Denims in the USA still continues to be an emminent part of consumers wardrobes, and still continues to be a strong growing category in the apparels market. According to Coresight Research- the jeans sales in the US is projected to see a modest growth of 2.2% in 2024, reaching $17.3 billion.
Though denims category faces a competition from the ever-growing athleisure category but still as per Cotton Incorporated’s survey over 34% consumer’s prefer wearing jeans over sweatpants, leggings and casual pants. This shift reflects a broader consumer preference for comfort and versatility in clothing.
According to Sunny Zheng Senior Analyst (Coresight Research)-“Denim will be a staple, everyone needs a pair of jeans,” said Zheng. “But consumers are looking for new ideas, looking for something different.”
Let’s delve deeper into the key trends shaping the US denim market.
Comfort is Supreme: A Denim Revolution
There is a renewed demand for denim, authentic aesthic with modern demand. Consumers preferences for denims have changed, they now aspire for comfort along with trendy options that make thier jeans suitable to be worn at different occasions even at work.
In response to the changed aspirations of the consumers, the denim brands are leading a comfort revolution. They are now working on different denim options to make thier product a right fit for consumers.
The denim players instead of focusing on highly commoditised traditional products with rich cotton content and less stretchability they are highly focussed on offering differentiated offering as below:
- Stretchier: Offering a wider range of movement and a more relaxed fit.
- Lighter: Perfect for warmer weather and all-day wear without feeling weighed down.
- Moisture-wicking: Keeping you cool and dry, ideal for active lifestyles.
- Different Denim Washes: The brands are also playing with different types of washes such as dark, medium, pale indigo to make versatility to the denims to be worn at different occasions.
This focus on functionality ensures denim remains a practical choice for today’s active consumers.
Value Denims Segment Takes Center Stage
According to Krista Corriagan-Analsyst at Edited, with inflation impacting discretionary spending, value reigns supreme. The value segment is witnessing a good sales as compared to the higher priced jeans in the denims market. The jeans priced within the range of $40-$60 is flying off the shelves quickly in the mass market followed by the jeans within the range of $80-$100.
Interestingly, some higher-priced options (above $100) are also showing growth (4% from previous year). But the consumers are inclined towards buying affordable jeans from the renowned affordable brands that offer premium quality product at a slightly premium but yet within the affordable range.
Looser fits & comfortable jeans see increased demand
Skinny jeans, once a ubiquitous fashion statement, are taking a backseat to looser fits. This trend is particularly popular among Gen Z, who favor a more relaxed and comfortable silhouette. The denim market is responding with a wider variety of loose-fit styles, from relaxed straight legs to mom jeans, to cater to this evolving preference.
Blue remains most preferred Denims
While classic blue denim remains the dominant force, accounting for 45% of sales, a shift towards darker hues is emerging. Black and Gray denims are gaining traction, capturing a 28% share of sales in the past 3 months. This suggests a growing desire for more versatile denim options that can be easily dressed up or down, making them suitable for a wider range of occasions.
Sustainability takes the centre stage in denims purchasing
Consumers are increasingly eco-conscious, and the denim industry is taking note. Sustainability is becoming a key factor in purchasing decisions. Brands are exploring sustainable practices, such as using recycled materials in some performance fabrics. This focus on eco-friendly denim aligns with consumer values and ensures the industry operates responsibly.
The Future of Denim: A Blend of Tradition and Innovation
Denim’s future is bright. By embracing comfort, functionality, style diversity, and sustainability, brands are ensuring this timeless fabric remains relevant for years to come. The denim market will continue to evolve, offering exciting new options that cater to the ever-changing needs and preferences of American consumers.
From innovative fabrics to a wider color palette and a focus on sustainability, denim is poised to remain a wardrobe staple for years to come.
Information Source: Rivet- Sourcing Journal/Edited
