Women Are Flocking to Off-Price, Specialty Retailers for Jeans

by | 3 minute read

"Women in the U.S. are mak­ing more room in their clos­ets for jeans. A total of 364 mil­lion pairs of women’s jeans were pur­chased in the U.S. in the 12 months end­ing Feb­ru­ary 2019, more than half of which were bought on sale, accord­ing to The NPD Group. The near­ly 22 mil­lion unit increase com­pared to the pri­or year was the pri­ma­ry source of growth for the jeans cat­e­go­ry over­all."

'The recent growth in women’s jeans is good news for the indus­try: women want to wear more than just leg­gings and yoga pants,' said Mar­shal Cohen, chief indus­try advi­sor, The NPD Group. 'But, the empha­sis on quan­ti­ty and dis­count­ing means mar­keters need to find new ways to inspire the women’s jeans con­sumer, and deliv­er prod­uct that com­pels them to take their pur­chase to the next lev­el.'”

Accord­ing to Audi­enceS­CAN, Women's Cloth­ing Shop­pers are high­ly moti­vat­ed by deals. With­in the last month, 52.5% used the inter­net to find coupons or dis­count codes and, with­in the last six months, 36.4% used a mobile device to redeem or down­load coupons. Addi­tion­al­ly, last year, 55.5% took action after see­ing ads on dai­ly deals sites such as Groupon and 65% were moti­vat­ed by ads and coupons they received via direct mail.

"Women’s jeans are becom­ing increas­ing­ly planned pur­chas­es as well as the pri­ma­ry rea­son for shop­ping, and the off-price and spe­cial­ty store chan­nels have real­ized the most activ­i­ty. Off-price unit and dol­lar sales are both up almost 30% in the 12 months end­ing Feb­ru­ary 2019, now rep­re­sent­ing 17% of unit sales and dri­ving the major­i­ty of women’s jeans growth. The spe­cial­ty store chan­nel, which includes retail­ers like Amer­i­can Eagle, H&M, and Top­Shop, accounts for over a third of women’s jeans annu­al sales and expe­ri­enced unit growth of 6% com­pared to the pre­vi­ous 12 months."

"In-store sales still account for an over­whelm­ing major­i­ty of women’s jeans sold (80% in the last year), but these pur­chas­es are on the decline. Online sales are dri­ving growth in the mar­ket, with a 32% increase in the num­ber of women’s jeans being pur­chased through e‑commerce chan­nels the past 12 months. NPD’s Check­out E‑commerce infor­ma­tion reveals that online women’s jeans buy­ers are also spend­ing more and pur­chas­ing more fre­quent­ly. The aver­age online annu­al spend per buy­er on women’s jeans was 4% high­er than last year, and they pur­chase women’s jeans online twice a year on aver­age."

'The den­im con­sumer has changed,' said Cohen. 'Man­u­fac­tur­ers and retail­ers are now faced with the chal­lenge of strength­en­ing the consumer’s pas­sion for jeans to ensure they are more than a com­mod­i­ty in their eyes.'”

The best ways for jeans retail­ers to adver­tise their prod­ucts to Women's Cloth­ing Shop­pers are to show them how good the jeans can make them look. Accord­ing to Audi­enceS­CAN, last year, these shop­pers took action after see­ing TV com­mer­cials (70%), ads in both print and dig­i­tal mag­a­zines (53.3%) and out­door ads (41.9%). They don't always have to see the jeans to be inspired to buy them, though. Last year, 49.6% were dri­ven to action by both over-the-air and dig­i­tal radio ads.

Audi­enceS­CAN data is avail­able for your appli­ca­tions and dash­boards through the Sales­Fu­el API. Media com­pa­nies and agen­cies can access Audi­enceS­CAN data through the Audi­enceS­CAN Reports in AdMall.

Rachel Cagle

Rachel Cagle

Rachel is a Research Ana­lyst, spe­cial­iz­ing in audi­ence intel­li­gence, at Sales­Fu­el. She also helps to main­tain the major accounts and co-op intel­li­gence data­bas­es. As the hold­er of a Bach­e­lors degree in Eng­lish from The Ohio State Uni­ver­si­ty, Rachel helps the rest of the Sales­Fu­el team with their writ­ing needs.