Cotton Inc. Predicts Denim Will Drive Back-to-School Shopping
Cotton Inc.’s Lifestyle Monitor survey is reporting that denim is high up on consumers’ shopping lists thanks to increasing consumer confidence and jeans’ durability and versatility. The survey found that almost three-fourths of consumers have bought the same amount or more denim in the last 12 months compared with the previous 12 months. Lifestyle Monitor goes on to say that the fact that 83 percent of consumers surveyed said they will continue to buy the same or more denim over the next 12 months indicates the recession-proof quality of denim.
Children’s jeans showed the strongest signs of growth in 2009 compared with sales of men’s and women’s jeans. In 2009, denim accounted for 14 percent of apparel purchases by shoppers ages 13 to 18, the highest among all age groups, Lifestyle Monitor reports.
From its findings, Lifestyle Monitor extrapolates that denim could drive Back-to-School sales. “In 2009, the Back-to-School season was largely driven by denim, and it is possible this year could be no different,” the report states. Dan Butler, vice president of retail operations at the National Retail Federation, agreed that might be the case. “It’s too soon to tell about this year, but if all things stay the same in terms of consumer confidence, it should be a strong selling season,” he told Lifestyle Monitor. “Consumers—and, in particular, moms—will be looking for value when shopping for Back-to-School, and they will be sensitive to price while still trying to meet their children’s needs.”—Erin Barajas
