It looks like the biggest fashion names, specializing in denim, are banking on a denim revival moment.
The denim industry and struggled a bit, forcing labels to opt for more comfortable styles such as leggings and yoga wear.
The U.S. Census Bureau reports that for the first time ever, the demand and imports on elastic knit pants have surpassed those of jeans, leaving blue jeans to become unpopular, especially over the past 10 years.
And while microtrends like cropped flares and ’80s throwbacks have made their appearance over the past decade, it’s the skinny jean that reigns supreme.
But even with such a sure trend, brands like Levi Strauss & Co. struggled for years to stave off pressure from stretchy pants.
But the brand shows signs of rebounding as Levi Strauss & Co. revealed an increase in revenue by 8 percent for 2017. The brand thanks a significant revamp of its women’s jeans for this increase and notes that this increase was its strongest annual growth since 2011.
Meanwhile, luxury labels are here to help spark the denim revival.
Brands like Off White have shown interest and have participated in reworked denim pieces.
Denim focused brands are now seeking the development of more “technical” fabrics in order to win over consumers, as they demand stretch and moisture-wicking features – calling for fibers like elastane and lyocell.
Emanuel Chirico, Chief Executive Officer at PVH Corp. (which owns Tommy Hilfiger and Calvin Klein), notes seeing “incredible improvement” in the denim industry.
Chirico also speaks to the denim revival and notes that PVH is putting its marketing dollars behind it.
For example, the company brought on the Kardashian/Jenner clan, Kim, Khloe, Kourtney, Kendall and Kylie, for a Calvin Klein jeans and underwear global ad campaign.
Chirico touches on Calvin Klein’s denim sales and says:
“Clearly, the limited jeans product we have been focused on rolling out is paying huge dividends for us.”
And also notes:
“We’re feeling really strongly about that business.”
Ralph Lauren Corp. is refocusing their efforts as denim currently only represents 2 – 3 percent of the company’s total revenue.
With that, management believes the denim segment should hold a much larger stake when contributing towards revenue.
In February, Patrice Louvet, CEO at Ralph Lauren said:
“Based on recent consumer research, we believe that we have a clear basis to win in this category.”