Posted on 10/12/2015 7:38:19 AM PDT by afraidfortherepublic
Blue jeans are increasingly going out of style, and even industry heavyweights like Levi's and Gap are taking notice.
Teens are now buying more gear from Nike and Lululemon over denim classics from brands like Abercrombie, according to a recent Piper Jaffray survey on teen spending.
Levi's CEO has admitted that the company is threatened by the athleisure trend of wearing yoga pants, Bloomberg reports.
"We’re scrambling," Bloomberg notes CEO Chip Bergh told analysts last year. "I mean, there is a big difference between the product that we’ve got on the floor today and what the consumer is looking for. And we just flat-out missed it."
Bloomberg reports that Levi's, which is the world's most iconic denim company, stuck to its core product instead of adapting to consumer trends.
As a result, this has cost the company. Bloomberg notes sales have dipped from over $7 billion to $4.8 billion over the years.
"As we saw ‘casualization’ continue even further, the customer basically told us that they had enough denim until something really unique and innovative came along,'" NPD analyst Marshal Cohen told Bloomberg. "We really saw the denim industry and denim retailers basically turn their nose up on the customer and say, 'We don’t care what you really want, we’re going to tell you what you want.'"
(Excerpt) Read more at businessinsider.com ...
Could it have anything to do with outrageous prices?
for later
Replaced by something even worse.
OH, just like the GOP-e. Probably some big GOP-e donors there.
It's an amazing world.
So lower the price.
Maybe related to the obesity trend as well. ‘Athleisure’ clothes are more comfortable if you’re fat and easier to fit with multiple fat rolls. Denim isn’t comfortable if you’ve got multiple fat rolls. Ask me how I know this stuff...
Sports and yoga apparel replacing work pants. Color me surprised! In a country where athletes and eastern philosophies are replacing the good old American work ethic, this doesn’t surprise me at all.
I don’t see corporate interests supporting “yoga pants Fridays” any time soon, though. You want sexual harassment lawsuits? That’s how you get sexual harassment lawsuits!
They better not. I live in them.
LOL
Maybe if they offered some styles with cut-out holes for the tattoos to show...
I have a hard time finding those anywhere. They're all too expensive, and "pre-distressed." I want a pair in good shape.
Is that too much for which to ask?
Almost all college coeds are wearing yoga pants now.
I buy jeans for about $20 at Kmart.
I don’t have tattoos thankfully. But I did have a BMI of nearly 40 at one point. Still have a few fat rolls to lose but of them are long gone at this point.
With two teens, I agree with the obesity reason. It’s much easier for these overweight teens to slip on yoga pants with sizes measuring at S M L XL than to try and squeeze into denim that is 3 sizes too small.
Good for you! That’s a big accomplishment.
You and I might do that, but the young people the article is talking about wouldn’t be caught dead buying jeans at Kmart.
Try Old Navy. They usually have a good selection at decent prices.
I gave up on LEVI brand a long time ago, when I was younger they could take abuse and lasted, today they are overpriced crap that falls apart as fast as the wal mart store brand... I switched to Wrangler long ago, they are far better than Levi’s but I am noticing with each passing purchase of them they seem to lass less and less as well.
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