"Amid athleisure’s growing preference, the world’s most famous attire – denim is witnessing lacklustre growth since the last two years. But what can bring zing back is the products newness. In a report, ‘Spotlight on Jeans: Denim Bounces Back’, Lorna Hennelly, fashion & beauty analyst, Euromonitor, says consumer demand for leggings is slowing, giving rise to a rebound in rigid, retro-style denim. The resurgence in demand is driven by millennials and grows in line with the industry-wide revival of ’90s-style fashion and nostalgic Americana, after over a decade of ultra-stretch skinny jeans saturating the market. In an effort to compete against athleisure, jeans manufacturers are innovating and adapting to evolving consumer needs."

Amid athleisure’s growing preference, the world’s most famous attire – denim is witnessing lacklustre growth since the last two years. But what can bring zing back is the products newness. In a report, ‘Spotlight on Jeans: Denim Bounces Back’, Lorna Hennelly, fashion & beauty analyst, Euromonitor, says consumer demand for leggings is slowing, giving rise to a rebound in rigid, retro-style denim. The resurgence in demand is driven by millennials and grows in line with the industry-wide revival of ’90s-style fashion and nostalgic Americana, after over a decade of ultra-stretch skinny jeans saturating the market. In an effort to compete against athleisure, jeans manufacturers are innovating and adapting to evolving consumer needs.

Similarly, Cotton Incorporated Lifestyle Monitor Survey suggested in the US, almost six out of 10 consumers (59 per cent) ‘love or enjoy’ wearing denim. Nearly two thirds (61 per cent) say they wear denim jeans or shorts at least three times a week. American women are even more likely than men to wear denim so often (63 per cent versus 57 per cent). According to Prescient & Strategic (P&S) Intelligence, North America is the world’s largest denim market, contributing more than 30 per cent revenue to the global market in 2016.

Growth channels

Statista research reveals sales are being encouraged by expanding urban populations, increase in the number of white-collar employees, changes in perceptions about ‘executive wear’ and the resulting acceptance of jeans as business casual attire for men. Affinity for denim is highest in Colombia (82 per cent), Germany (81 per cent), Turkey (72per cent), Mexico (71 per cent), and Great Britain (68 per cent). The two most heavily populated countries in the world, India and China, have come to appreciate denim jeans more than ever. The number of people in these Asian countries who love or enjoy wearing denim has grown significantly between 2003 and 2018, from 22 per cent to 53 per cent in India, and from 39 per cent to 65 in China, states the Global Lifestyle Monitor Survey.

Monitor research shows on average, men and women in the US own six pairs of denim jeans. In contrast, consumers in denim-loving Colombia own nine pairs; followed by Mexico (eight pairs); Germany (seven pairs), Italy and Turkey (both six pairs); Great Britain and Thailand (both five pairs); China (four pairs); and Japan and India (three pairs). P&S Intelligence says jeans have been the largest contributor to global denim market, and they are expected to drive future sales as well. The availability of numerous styles in jeans, such as: skinny, stretch, ultra-low-rise, mid- and high-rise denims, boyfriend, straight/cigarette jeans, flared, wide-legged, capri, cropped, and cuffed jeans, provides multiple options for buyers to choose according to their preference. Globally, consumers want quality denim that wears well because they are usually wearing it out in public. The Global Monitor finds denim is worn to run errands (48 per cent), to work (35 per cent), to go out for dinner (33 per cent), to be stylish or fashionable (28 per cent), and to look and feel good in your outfit (27 per cent).

Your denim in future

It’s going to be packed with embellishments, destroyed and bleached denim going forward. Oversized denim will see a rise, although younger designers and emerging brands will use overly exaggerated silhouettes and more street-style looks. Spring/Summer 2019 will also see a strong usage of raw denim. According to Hennelly, the novelty of athleisure is wearing off, and consumers are looking to their fashion favorite for newness in their wardrobes. Consumer demand for leggings is slowing, giving rise to a rebound in rigid, retro-style denim. The resurgence in demand is driven by millennials and grows in line with the industry-wide revival of ’90s-style fashion and nostalgic Americana, after over a decade of ultra-stretch skinny jeans saturating the market.