Two million people now shop for jeans every week, according to data from product intelligence firm Trendalytics.
This asserted figure is a relief for everyone in the denim industry compared to a year ago when joggers and nap dresses were all the rage. At the same time, searches for items like leggings, sweatpants and joggers reach 940,000 per week.
The return to jeans is a sign that consumers are saying goodbye to their comfort-focused quarantine uniform, but the denim takeover isn’t just a response to a year-long lockdown. Echoing Levi Strauss & Co. president and CEO Chip Bergh, this is also due in part to denim’s new cycle of loose fit and wider silhouettes. Searches for jeans have increased 33% since the same period last year, Trendalytics reported, and 13% since 2019.
Searches for larger cuts have more than doubled since 2019 and continue to grow. On average, 640,000 people search for baggy styles, up 74% from last year, with a particular focus on mom jeans, Trendalytics reported.
Still, that doesn’t mean skinny jeans will be put aside for good. Both men and women are hopeful that their favorite bodycon figure will always be relevant, and the sentiment is underscored by Trendalytics’ findings that there are twice as many skinny products on the market as non-skinny products. Brands such as Good American and AG continue to launch skinny styles, showing their faith in the famous bestseller.
Likewise, jeggings, the skinniest of skinnies, are constantly evolving thanks to new innovations that make them more comfortable than ever. NYDJ’s recent SpanSpring jeggings collection, for example, sold out within a week.
The silhouettes that are popular in 2021 will likely carry over to 2022, Trendalytics said. Mom jeans, along with their skinny counterparts, will continue to be the main trends throughout the new year, followed by baggy jeans, flares and jeggings. Along with the skin-stripping trends that dominate post-pandemic fashion, stockings that show off legs are seen as styles to watch out for. Ankle-length jeans, flared jeans and capri pants are also gaining ground.
Colored denim is also experiencing a time when consumers are looking for simple yet impactful ways to update their closets. Trendalytics identified purple as the # 1 color denim to watch, just behind black jeans, which has 100,000 weekly searches, up slightly since 2019. Purple accounts for 42% of searches for colored denim, followed by green and 15 percent pink, 14 percent red, 6 percent yellow, and 5 percent orange.
The strong demand for jeans opens up new opportunities for fashion and pure denim players. After Zara’s wide and colorful jeans went viral on TikTok, “Zara jeans” generated 49,000 weekly searches, up 35% from last year, making the fast fashion retailer the number one denim brand. in terms of search growth since 2020.
Wrangler, which capitalizes on the revival of Western wear, Old Navy and JNCO, the must-have streetwear of the 90s, followed closely behind.
Yet Levi’s remains sovereign overall, with over 1.3 million average weekly searches. The company saw its net revenues for the second quarter of 2021 jump 156% to $ 1.28 billion, prompting executives to forecast that the second half of fiscal 2021 will be higher than in 2019, thanks to the growing demand for denim, as well as the quickness of the business. during the pandemic.