Cashing In on the Denim Boom Is Harder Than It Looks
Brands from Jenni Kayne to Fabletics have flooded into the category in recent months, but breaking through requires an obsessive attention to fit and a distinctive point of view.
Denim is experiencing a resurgence in popularity, but retailing the trend is proving to be more challenging than initially anticipated. The denim industry has raised its annual net sales forecast, exceeding quarterly estimates. However, its shares have suffered a decline due to concerns over its full-year profit outlook.
Denim styles, ranging from the Millennial skinny trend to Gen-Z's preference for ultra-baggy jeans, have been polarizing. With multiple trends coexisting simultaneously and experiencing rapid fluctuations, discerning consumer preferences has become increasingly complex. Young, fashion-conscious males are driving demand for jeans featuring bold graphic prints, unique embellishments, and extremely baggy silhouettes. These elements present opportunities for both niche denim labels and mass retailers.
Lei Takanashi, a correspondent at The Business of Fashion (BoF) based in New York City, specializes in covering menswear, streetwear, young consumer trends, and the intersection between fashion and culture.
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