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After spending on denim jeans dropped a whopping 10% in a 12 month span analyst had only one conclusion… the market is changing and is in need for something different new and refreshing. The day of the multiple stitched over embellished and highly priced denim are coming to an end.

According to NPD group men ages 18-24 spent 10% less on denim in 12 months ending in March 2007 compare $992.0 million to $1.1 billion a year before. The consumer is interested now in more subtler designs and more moderate priced denim with good quality. Their is just a disconnection between what the brands are offering and what the consumers are willing to spend their dollars on.

Large retailers including Dr.Jays report that consumers are picking up on classic denim brands like Levi’s going for the more simple clean cut classic look that they have been offering for years at very competitive prices. No longer are consumers choosing tops and bottoms that match exactly, but instead are picking up on denims that can match with three to four tops getting more wear out of what they are purchasing.

I’m guessing we will see more change in denim brands like Evisu, Red Monkey, and Antik Denim who thrived off of the over embellished premium priced denim jean or they will lose major ground in the denim market.

Do trends play an important part in your seasonal designs?

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