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Jeans - US - November 2014

Published By :

Mintel

Published Date : Nov 2014

Category :

Apparel

No. of Pages : 193 Pages

The current jeans marketplace is tepid and challenged, as a broader athleisure trend is competing for consumers’ attention and wallets. This trend is expected to have some lasting power, so jeans retailers should be front-loading the innovation pipeline while considering unique, stand out marketing approaches to attract attention and stay in consumers’ consideration set while shopping for clothes.
Table of Content

Scope and Themes

What you need to know
Definition
Data sources
Consumer survey data
Direct marketing creative
Abbreviations and terms
Abbreviations
Terms

Executive Summary

The market
Figure 1: Jeans purchasers for self or others in last 12 months, by gender, April 2011-June 2014
Market drivers
Rising Hispanic population will impact jeans market
Figure 2: Population by Hispanic origin, 2009-19
Figure 3: Number of pairs of jeans purchased for myself in the last 12 months, by race/Hispanic origin, August 2014
Higher consumer confidence may lead to increased discretionary spending
Figure 4: Consumer confidence and unemployment, 2000-14
Rising obesity rates represent a threat to the jeans industry
Figure 5: Prevalence of obesity among adults aged 20 and over, 2011-12
The consumer
Men purchased more pairs of jeans in the past year
Figure 6: Number of pairs of jeans purchased for myself in the last 12 months, by age, August 2014
Levi’s is dominant brand
Figure 7: Brands purchased in last 12 months for self or others, by gender, April 2013-June 2014
Figure 8: Reasonable price to pay for a pair of jeans not on sale, by age, August 2014
Replacement is the main reason for new jeans purchases
Figure 9: Reasons for purchasing jeans, August 2014
Consumers wear jeans until they wear out, creating a long purchase cycle
Figure 10: Reasons for not purchasing jeans, by gender, August 2014
Most people buy jeans at value department stores
Figure 11: Retailers shopped for jeans, August 2014
Regular and loose fits most popular styles among jeans owners
Figure 12: Jeans style preferences, August 2014
What we think

Issues and Insights

Who buys jeans?
The issues
The implications
What prevents consumers from buying more jeans?
The issues
The implications
What styles and attributes are favored among jeans owners?
The issues
The implications

Trend Applications

Trend: Experience Is All
Trend: Never Say Die
Trend: Guiding Choice

Market Drivers

Key points
Population growth will continue with the most avid jeans purchasers – adults 25-34 – slated to grow 6%
Figure 13: US Population by age, 2009-19
Figure 14: Population by gender, 2009-19
Hispanics will comprise nearly 19% of total US population by 2019
Figure 15: US Population by Hispanic origin, 2009-19
Economic stability can lead to increased discretionary spending
Figure 16: Consumer confidence and unemployment, 2000-14
Figure 17: Median household income, in inflation-adjusted dollars, 2002-12
Over one third of Americans are obese
Figure 18: Prevalence of obesity among adults aged 20 and over, 2011-12
Figure 19: Percentage of people aged 20 or older who are at a healthy weight, overweight, or obese, 2009-12
More consumers are shopping online and via mobile devices
Increasing casual workplace policies benefit the jeans industry

Brand Overview

Figure 20: Brand listing, a sample of key brands by premium, moderate and value, 2014

Innovations and Innovators

Verbatims
Like them as they are
Styles & features
Price-related
Customization
Comfort

Marketing Strategies

Overview of the brand landscape
Theme: Goodwill from sustainability to helping customers
Levi’s
Figure 21: Levi’s, Direct Mail advertising, September 2014
Figure 22: Levi’s, Email Ad, September 2014
Theme: Provocative storytelling
Levi’s
AG Jeans
Gap
Figure 23: Gap, Email ad featuring “Dress Normal,” October 2014
Theme: Email communications
Figure 24: Gap, Email featuring rewards program, October 2014
Figure 25: Gap, Email ad featuring In-store reservations, October 2014
Figure 26: American Eagle Outfitters, Email, October 2014
Figure 27: Guess, Email ad, October 2014
Figure 28: Lee Jeans, Email ads, July 2014
Figure 29: Guess, Email Ads, October 2014
Figure 30: Abercrombie & Fitch, Email, September 2014
Figure 31: 7 For All Mankind, Email, September 2014

Number of Jeans Owned and Purchased

Key points
Purchasing of jeans is trending downward
Figure 32: Jeans purchasers for self or others in last 12 months, April 2011-June 2014
Men have purchased more pairs of jeans in the past year
Figure 33: Number of jeans owned and purchased, by gender, August 2014
Consumers under 45 own and purchase more jeans
Figure 34: Number of jeans owned and purchased, by age, August 2014
Higher household income correlates with more pairs of jeans owned and recently purchased
Figure 35: Number of jeans owned and purchased, by household income, August 2014
Other targets worth monitoring include moms and teens
Figure 36: Jeans purchasers for self or others in last 12 months, by parents/guardian with children in household, April 2013-June 2014
Figure 37: Jeans purchasers for self or others in last 12 months, October 2010-December 2013
Figure 38: Jeans purchasers for self or others in last 12 months, by gender and age, November 2012-December 2013
Jeans fall in the top five purchased clothing items
Figure 39: Articles of men’s clothing purchased, by men, April 2013-June 2014
Figure 40: Articles of women’s clothing purchased, by women, April 2013-June 2014

Brands of Jeans Owned and Purchased

Key points
Brands of jeans purchased remains steady over past three years
Figure 41: Brands purchased in last 12 months for self or others, April 2011-June 2014
More men buy moderate brands while more women buy value brands
Figure 42: Brands purchased in last 12 months for self or others, by gender, April 2013-June 2014
Levi’s is dominant brand
Figure 43: Brands purchased in last 12 months for self or others, by gender, April 2013-June 2014
Figure 44: Brands purchased in last 12 months for self or others, by age, April 2013-June 2014
As age goes up, so do value-oriented jeans purchases
Figure 45: Brands purchased in last 12 months for self or others, by age, April 2013-June 2014
Old Navy is a popular choice of jeans among teens
Figure 46: Brands purchased in last 12 months, October 2010-December 2013
Brand favorites
Highlights
Verbatims from men
Verbatims from women

Reasons for Purchasing Jeans

Key points
Figure 47: Reasons for purchasing jeans, by gender, August 2014
Younger consumers have more varied reasons for buying jeans
Figure 48: Reasons for purchasing jeans, by age, August 2014
Affluent consumers are more style-conscious
Figure 49: Reasons for purchasing jeans, by income, August 2014

Reasons for Not Purchasing Jeans

Key points
Consumers wear jeans until they wear out, creating a long purchase cycle
Figure 50: Reasons for not purchasing jeans, by gender, August 2014
Older consumers prefer other types of clothing and bottoms over jeans
Figure 51: Reasons for not purchasing jeans, by gender and age, August 2014

Retailers Shopped for Jeans

Key points
Most people buy jeans at value department stores
Figure 52: Retailers shopped for jeans, August 2014
Retailers shopped in-store
Men shop a number of different types of retailers for jeans
Figure 53: Retailers shopped for jeans – In-store, by gender, August 2014
Qualitative insight about shopping experiences
Male participants
Female participants
Young adults demonstrate strong preference for specialty apparel stores
Figure 54: Retailers shopped for jeans – In-store, by age, August 2014
Retailers shopped online
One third of men 18-34 shopped for jeans on Amazon
Figure 55: Retailers shopped for jeans – Online, by gender and age, August 2014

Shopping Process

Key takeaways
Research-related verbatims
Online shopping verbatims
Reasons for online shopping
Reasons for not shopping online
Method of online shopping

Jeans Style Preferences

Key points
Regular and loose fits most popular styles among jeans owners
Figure 56: Jeans style preferences, August 2014
Women have more jeans style preferences versus men
Figure 57: Jeans style preferences, by gender, August 2014
Young adults 18-34 favor skinny jeans
Figure 58: Jeans style preferences, by age, August 2014

Jeans Attributes Preferred

Key points
Many consumers don’t know what attributes they prefer in jeans
Figure 59: Color, weight, rise, and wash jeans preferences, August 2014
Half of women 18-34 opt for dark blue jeans
Figure 60: Jeans color preferences, by gender and age, August 2014
Over half of virtually all age segments prefer mid-weight jeans
Figure 61: Jeans weight preferences, by gender and age, August 2014
Two out of five men 55+ do not know what jeans wash they prefer
Figure 62: Jeans wash preferences, by gender and age, August 2014
Jeans with a mid/at waist rise command consumers’ preferences
Figure 63: Jeans rise preferences, by gender and age, August 2014

Reasonable Price for Jeans

Key points
Majority of consumers think under $50 is a reasonable price for jeans
Figure 64: Reasonable price to pay for a pair of jeans not on sale, by gender, August 2014
Consumers 25-34 not only buy more jeans, but pay more for them
Figure 65: Reasonable price to pay for a pair of jeans not on sale, by age, August 2014
Some 30% of consumers with $150K+ willing to pay over $100 for jeans
Figure 66: Reasonable price to pay for a pair of jeans not on sale, by household income, August 2014
Jeans spending patterns
Spent more
Spent the same
Spent less

Attitudes towards Jeans

Key points
Comfort is the overwhelmingly most important factor to jeans owners
Figure 67: Attitudes toward jeans, August 2014
Women are loyal to their favorite styles and brands
Figure 68: Agreement with attitudes toward jeans, by gender, August 2014
Over half of 25-34s will spend $100+ for a great fitting pair of jeans
Figure 69: Agreement with attitudes toward jeans, by age, August 2014
Nearly 80% of people with 10+ pairs of jeans buy for the variety
Figure 70: Agreement with attitudes toward jeans, by number of jeans owned, August 2014

Race and Hispanic Origin

Key points
Hispanics more likely than non-Hispanics to purchase jeans at all increments
Figure 71: Number of jeans owned and purchased, by race/Hispanic origin, August 2014
All groups favor moderately priced jeans brands
Figure 72: Brands purchased in last 12 months for self or others, by race/Hispanic origin, April 2013-June 2014
Blacks are most likely to buy jeans as a treat
Figure 73: Reasons for purchasing jeans, by race/Hispanic origin, August 2014
Hispanics shop in-store at all retail outlets more so than non-Hispanics
Figure 74: Retailers shopped for jeans – In-store, by race/Hispanic origin, August 2014
Hispanics much more likely to shop for jeans online
Figure 75: Retailers shopped for jeans – Online, by race/Hispanic origin, August 2014
Nearly one in three Black consumers prefers a regular jeans fit
Figure 76: Jeans style preferences, by race/Hispanic origin, August 2014
Minorities’ jeans color preferences more diverse versus White consumers
Figure 77: Jeans color preferences, by race/Hispanic origin, August 2014
Figure 78: Jeans weight preferences, by race/Hispanic origin, August 2014
Figure 79: Jeans wash preferences, by race/Hispanic origin, August 2014
Figure 80: Jeans rise preferences, by race/Hispanic origin, August 2014
Hispanics willing to pay 24% more for jeans than non-Hispanics are
Figure 81: Reasonable price to pay for a pair of jeans not on sale, by race/Hispanic origin, August 2014
White consumers are more likely to stick with familiar styles and brands
Figure 82: Agreement with attitudes toward jeans, by race/Hispanic origin, August 2014

Cluster Analysis

Figure 83: Cluster groups, August 2014
Jeans Enthusiasts (JE)
Demographics
Characteristics
Opportunity
Tried & True (TT)
Demographics
Characteristics
Opportunity
Other Bottoms Preferred (OBP)
Demographics
Characteristics
Opportunity
Indifferents
Demographics
Characteristics
Opportunity
Figure 84: Number of pairs of jeans owned, by target clusters, August 2014
Figure 85: Number of pairs of jeans purchased for myself in the last 12 months, by target clusters, August 2014
Figure 86: Reasons for purchasing jeans, by target clusters, August 2014
Figure 87: Retailers shopped for jeans – In-store, by target clusters, August 2014
Figure 88: Retailers shopped for jeans – Online, by target clusters, August 2014
Figure 89: Jeans style preferences, by target clusters, August 2014
Figure 90: Jeans color preferences, by target clusters, August 2014
Figure 91: Jeans weight preferences, by target clusters, August 2014
Figure 92: Jeans wash preferences, by target clusters, August 2014
Figure 93: Jeans rise preferences, by target clusters, August 2014
Figure 94: Reasonable price to pay for a pair of jeans not on sale, by target clusters, August 2014
Figure 95: Agreement with attitudes toward jeans, by target clusters, August 2014
Cluster demographic tables
Figure 96: Target cluster, by demographic, August 2014
Figure 97: Target groups, by area, August 2014
Cluster methodology

Appendix – Other Useful Consumer Tables

Number of pairs of jeans owned
Figure 98: Number of jeans owned, by household size, August 2014
Figure 99: Number of jeans owned, by presence of children in household, August 2014
Figure 100: Number of jeans owned, by employment, August 2014
Figure 101: Number of jeans owned, by area, August 2014
Number of jeans purchased for self
Figure 102: Number of pairs of jeans purchased for myself in the last 12 months, by household size, August 2014
Figure 103: Number of pairs of jeans purchased for myself in the last 12 months, by presence of children in household, August 2014
Figure 104: Number of pairs of jeans purchased for myself in the last 12 months, by employment, August 2014
Figure 105: Number of pairs of jeans purchased for myself in the last 12 months, by employment, August 2014
Jeans purchasers for self or others
Figure 106: Jeans purchasers for self or others in last 12 months, by gender and age, April 2013-June 2014
Figure 107: Jeans purchasers for self or others in last 12 months, by presence of children in household, April 2013-June 2014
Figure 108: Jeans purchasers for self or others in last 12 months, by parents/guardian with children in household, April 2013-June 2014
Brands purchased – Adults
Figure 109: Brands purchased in last 12 months for self or others, by household income, April 2013-June 2014
Figure 110: Brands purchased in last 12 months for self or others, by gender and age, April 2013-June 2014
Brands purchased – Teens
Figure 111: Brands bought in last 12 months, by gender, November 2012-December 2013
Figure 112: Brands bought in last 12 months, by age, November 2012-December 2013
Figure 113: Brands bought in last 12 months, by gender and age, November 2012-December 2013
Figure 114: Brands purchased in last 12 months, by race/Hispanic origin, November 2012-December 2013
Reasons for purchasing jeans
Figure 115: Reasons for purchasing jeans, by household income, August 2014
Figure 116: Reasons for purchasing jeans, by household size, August 2014
Figure 117: Reasons for purchasing jeans, by presence of children in household, August 2014
Figure 118: Reasons for purchasing jeans, by area, August 2014
Reasons for not purchasing jeans
Figure 119: Reasons for not purchasing jeans, by age, August 2014
Figure 120: Reasons for not purchasing jeans, by household income, August 2014
Figure 121: Reasons for not purchasing jeans, by household size, August 2014
Figure 122: Reasons for not purchasing jeans, by presence of children in household, August 2014
Figure 123: Reasons for not purchasing jeans, by employment, August 2014
Figure 124: Reasons for not purchasing jeans, by generations, August 2014
Figure 125: Reasons for not purchasing jeans, by area, August 2014
Figure 126: Reasons for not purchasing jeans, by race/Hispanic origin, August 2014
Retailers shopped for jeans – in store or online
Figure 127: Retailers shopped for jeans, August 2014
Retailers shopped for jeans – in store
Figure 128: Retailers shopped for jeans – In-store, by household income, August 2014
Figure 129: Retailers shopped for jeans – In-store, by household size, August 2014
Figure 130: Retailers shopped for jeans – In-store, by presence of children in household, August 2014
Figure 131: Retailers shopped for jeans – In-store, by generations, August 2014
Figure 132: Retailers shopped for jeans – In-store, by area, August 2014
Retailers shopped for jeans – online
Figure 133: Retailers shopped for jeans – Online, by household income, August 2014
Figure 134: Retailers shopped for jeans – Online, by household size, August 2014
Figure 135: Retailers shopped for jeans – Online, by presence of children in household, August 2014
Figure 136: Retailers shopped for jeans – Online, by generations, August 2014
Figure 137: Retailers shopped for jeans – Online, by area, August 2014
Jeans style preferences
Figure 138: Jeans style preferences, by household income, August 2014
Figure 139: Jeans style preferences, by generations, August 2014
Figure 140: Jeans style preferences, by area, August 2014
Jeans color preferences
Figure 141: Jeans color preferences, by household income, August 2014
Figure 142: Jeans color preferences, by region, August 2014
Figure 143: Jeans color preferences, by area, August 2014
Jeans weight preferences
Figure 144: Jeans weight preferences, by household income, August 2014
Figure 145: Jeans weight preferences, by region, August 2014
Figure 146: Jeans weight preferences, by area, August 2014
Jeans wash preferences
Figure 147: Jeans wash preferences, by household income, August 2014
Figure 148: Jeans wash preferences, by region, August 2014
Figure 149: Jeans wash preferences, by area, August 2014
Jeans rise preferences
Figure 150: Jeans rise preferences, by household income, August 2014
Figure 151: Jeans rise preferences, by region, August 2014
Figure 152: Jeans rise preferences, by area, August 2014
Reasonable price for jeans
Figure 153: Reasonable price to pay for a pair of jeans not on sale, by household size, August 2014
Figure 154: Reasonable price to pay for a pair of jeans not on sale, by presence of children in household, August 2014
Figure 155: Reasonable price to pay for a pair of jeans not on sale, by employment, August 2014
Figure 156: Reasonable price to pay for a pair of jeans not on sale, by region, August 2014
Figure 157: Reasonable price to pay for a pair of jeans not on sale, by generations, August 2014
Figure 158: Reasonable price to pay for a pair of jeans not on sale, by area, August 2014
Figure 159: Agreement with attitudes toward jeans, by household income, August 2014
Figure 160: Agreement with attitudes toward jeans, by presence of children in household, August 2014
Figure 161: Agreement with attitudes toward jeans, by region, August 2014
Figure 162: Agreement with attitudes toward jeans, by generations, August 2014
Figure 163: Agreement with attitudes toward jeans, by area, August 2014

Appendix – Trade Associations

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