The more times change, the more things stay the same, goes the old adage. And when it comes to denim – and more particularly, women’s fondness for it – that statement couldn’t be truer.
When the Cotton Incorporated Lifestyle Monitor™, conducted a comparison of consumer habits and preferences over the last 10 years, women of various generations stayed consistent in the attributes that they seek from their jeans.
When asked by the Monitor what their major priorities were when purchasing denim, female respondents favored practicality slightly more than appearance. Baby Boomers, aged 40 to 58 today, and women from the Greatest Generation, aged 59 to 70 today, were nearly identical in their demands on denim. In 1995, 61% of Baby Boomers and Greatest Generation consumers cited being practical as their major concern when purchasing denim. In 2004, that 61% held steady. Generation X consumers, however, today aged 26 to 39, were more partial to denim’s flattering appearance. In 1995, 52% of Gen Xers cited being practical while 48% claimed looking good was more important. In 2004, women of this generation stayed true to form, at 53% and 47% for practicality and appearance, respectively.
“Everyone loves denim because it’s the easiest thing to throw on, and it always looks good,” states David Shelist, founder of the Denim Lounge, a boutique in Chicago. “And denim goes with everything.”
“Denim is pretty much as practical a fabric as you can get today,” considers Claire Dupuis, senior trend forecaster with Cotton Incorporated. “You are just as likely to see it in the mall with a pair of tennis shoes, as you are on the red carpet with diamonds. Women love denim for its overwhelming versatility; it’s the ultimate practical garment.”
That most likely explains why they own so much of it. Gen Xers, Baby Boomers and women of the Greatest Generation claimed that they owned 8.12, 6.89 and 5.14 pairs of jeans, respectively, up slightly from the previous decade at 7.43, 6.62 and 4.83.
“Denim is truly a 24/7 type of fabric,” continues Dupuis. “Women own so many pairs that they could wear a new pair every day for a week with no repeats.”
Shelist can definitely attest to that. “I was at an extremely fancy cocktail party this past weekend and there were women there in denim,” he relates. “And you know what? They fit right in among the silks and velvets.” That certainly speaks of a new practicality to denim from its humble origins as a true working garment. “The market has evolved so much,” asserts Michael Ball, designer and founder of premium denim label Rock & Republic. “While denim delivers both, it’s function before fashion for most women.”
“Trends come and go, but what denim usually comes down to is the basic five-pocket styling,” says Lars Klingenstedt, creative director of merchandising/design for Carbon Denim, a moderately priced denim collection aimed at young women. “At any age, women want jeans that look good and provide the right fit.” Adds Shelist, “We encourage women to try on as many pairs as they can carry, so that they can find that perfect fit. It’s not necessarily about the latest and greatest, but it is always about the fit.”
Agrees Cotton Incorporated’s Dupuis, “Women all have different things they look for, but for the most part, I think it’s about the waist to hip ratio.” That assessment leads her to another point. “I think, because the waist is such a sensitive area for women, we’re seeing the continued popularity of the low-rise pant. It fits the hip and you don’t have to worry about the waist.” And don’t discount the stitching, washes, finishes, cuts, tints and other novelty touches that keep women on the hunt for another new pair of jeans, say fashion experts.
“I think because women love denim, they’re looking for a pair of jeans with the great fit they crave,” say Ball of Rock & Republic, “so they seek a range of colors and textures, twills or cross hatches, so that they don’t look like they’re wearing the same pair of jeans every day. Only their comfort is consistent.” He adds, “There are a dizzying amount of finishes out there that all relate to a particular trend. Take your pick.”
The very last thing women are likely to be looking at is the label inside the jean, maintain Ball and Klingenstedt, who design and sell jeans at significantly different price points.
“Women care about what looks good and fits well,” Klingenstedt relates.
Drawing the same conclusion is Ball from Rock & Republic. “There’s a premium market dedicated to delivering a premium value,” he says, “but spending $150 doesn’t make it a serious value; that comes from how they fit, look and feel.”
So whatever style, fit, price or treatment it comes in, one thing’s for certain – American women will always remain true blue to denim!
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