The Denim Market's Next Wave

The denim market is undergoing a paradigm shift, unseen since the rise and fall of premium denim in the 2000s. The combination of consumer demand for new denim styles coupled with shifting market factors sets the stage for a new playing field.

From the runway to do-it-yourself construction, consumers are paying attention to denim. With newness in cut, fabric, and finish; denim is popping up as a key must-have fashion item. Trendalytics’ intelligence indicates that denim supply and demand is imbalanced as the breadth of style availability currently falls short of directional consumer demand signals. Today, style-centric search queries outpace branded search, creating new opportunities for brand discovery, while making brand experience more important than ever.

Lower barriers to entry, sustainability initiatives and supply chain innovation are reshaping the denim landscape. Fierce competition comes from all segments of the market: influencer collaborations, fast fashion nimbleness, new direct-to-consumer entrants, heritage brand revivals, and the ability for higher margin premium and luxury brands to offer specialized products (made-to-order fit, raw selvedge fabrications and embellishments).

So how can brands and retailers innovate?

Let's take a basic like the Denim Jacket. With so many throwback looks from the 80s and 90s coming back, it's not a surprise that consumer demand signals are accelerating for this style. Despite it's increasing buzz on social media and online shopping interest, the number of products in the market are significantly undersaturated relative to other styles within both denim and versus the bomber jacket. Furthermore patches have been plastered over the jackets, backpacks and clothing of influencers all over social media, but few retailers have taken advantage of this trend in a creative way. Instead of tossing in Denim Jackets into your denim wall, why not create an engaging DIY experience in-store that takes advantage of the patch trend and allow consumers to co-design their own patches online. The cross section of these trends could allow a brand to offer a more limited set of SKUs but give consumers the breadth of choice without inventory overstock concerns. It's also a way to cater to consumer interest in expressing personal style but also being a part of the creative process. Arthur Zaczkiewicz's coverage in WWD highlights our take on how consumers want personalization in denim.

Check out the latest Trendalytics intelligence report for an an overview of:

• A consumer pulse on key segments of the market (e.g., fast fashion, speciality, premium, luxury) based on product saturation, promotional activity and opportunity.
• The data behind core trends gaining traction with consumers and an update on the lifecycle of core silhouettes.
• A call out to the movers and shakers that are innovating within the denim market with sustainability, customization and technology.