American women are buying more jeans -- and especially discounted ones -- as retailers stock new cuts, colors and styles.
Denim jeans of all styles were seen during the New York Fashion Week featuring Autumn/Winter 2019 collections. By Abha Bhattarai Abha Bhattarai Reporter covering the retail industry Email Bio Follow April 19 at 2:16 PM So long, yoga pants.
“Consumers are finally starting to show interest in jeans again,” said Marshal Cohen, an adviser for NPD. “The fact that we’re seeing more relaxed fits, more comfortable styles, is what’s getting people to say, ‘Okay, I have a reason to buy jeans again.’" “There’s a lot more variety than there used to be,” said Sucharita Kodali, a retail analyst for Forrester. “Today’s denim is more comfortable and versatile than what we’ve traditionally seen."
Designer denim, which has fallen out of favor in recent years, continues to take a back seat to more moderately priced options. Specialty stores including American Eagle Outfitters, H&M and TopShop — where prices typically range from about $20 to $60 — continued to sell about one-third of all women’s jeans.
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