Jeans: in the US the Y generation is keen to buy again

By

Olivier Guyot

Published
Aug 31, 2015

Jeans sales are about to press ahead again in the USA. Though there isn't much growth to speak of yet, indicators appear to suggest there are encouraging prospects for the industry.

"While the denim industry still has to recover its dynamics, brands are focusing their energy on the young consumers' segment, whose jeans purchases are on the rise", explained Marshal Cohen, of market analysis firm NPD Group, in the presentation of a jeans consumer survey in the USA. 

The survey pinpoints in particular the market breakdown in terms of jeans sales between June 2014 and May 2015. Consumers below 35 years of age, including Generation Z (below 17) and the Millennials (Generation Y) from 18 to 35, account for 52% of dollar purchases.

The survey specifically details how, though the market is losing 5%, the Millennials' purchases are growing 2%. And 25-34 year old consumers appear to be the keenest to buy new jeans. Their purchases jumped up 13% between June 2014 and May 2015.