米国におけるジーンズの市場

Abstract

The U.S. jeans market is stable in 2008 after a profitable surge in revenue earlier this decade. Although sales are not growing at comparable rates, the market remains in good shape. A failing housing market, rising gas prices and general recessionary fears have slowed this market somewhat, but consumer survey results and a booming premium denim segment illustrate that jeans remain an essential component to U.S. consumer wardrobes. Jeans manufacturers are responding by offering stylish jeans at all price points and at retail outlets ranging from mass merchants to specialty boutiques.

This report builds on the analysis presented in Mintel' s Jeans- U.S., February 2006.

The focus of this report is denim jeans, commonly defined in the clothing industry as a form of casual pants that contain raised seams, often with back pockets sewn on, made from denim or some other durable fabric. Jeans come in various color shades and are distinguished by a variety of cuts, construction, washes, stitching and other designer-driven accruements that determine their price point at retail.

It is important to note that this report only covers denim pants and includes any exploration of other denim clothing apparel, notably denim skirts, shorts, jackets, or accessories.

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Consumer survey data and other sources
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Market still in period of growth
• Premium jeans continue to drive market
• Major jeans manufacturers adapt or face struggle
• Jeans industry more sensitive to growing waistlines
• Jeans marketers relying more on interactive, digital media
• The jeans consumer
• The majority of respondents purchased jeans in 2007
• Jeans buyers prefer to shop at mass merchandisers and department stores
• Fit remains the primary concern for jeans buyers, determining their long-time loyalty
• Teens remain a major target for jeans, tweens dressed in luxury denim
• Market Size and Forecast
• Key points
• Premium jeans now mass market
  • Figure 1: Total U.S. retail sales and forecast of jeans, at current and constant prices, 2002-12
• Competitive Context
• Khakis, corduroys emerging as stylish option to denim
• "Premium" can apply to practical price points as well as limited edition luxury items
• Specialty jeans spanning all body types
• Jeans consumers are more trend-conscious and demand good design
• Segment Performance--Women' s Jeans
• Key points
• Increased wearing occasions drive both premium and casual sales
• Motherhood does not negate wearing jeans
• Women seek specialty jeans with form-fitting stretch material
  • Figure 2: Total U.S. retail sales of women' s jeans, at current prices, 2002-12
• Segment Performance--Men' s Jeans
• Key points
• Jeans are now as fashionable as they are functional
• New-generation fathers are choosing jeans and retailers respond
  • Figure 3: Total U.S. retail sales of men' s jeans, at current prices, 2002-12
• Segment Performance--Boys' Jeans
• Key points
• Boys update their jeans to express attitude
• Cargo pants continue to be the primary competitor
  • Figure 4: Total U.S. retail sales of boys' jeans, at current prices, 2002-12
• Segment Performance--Girls' Jeans
• Key points
• Girls' skinny jeans will be a lasting style
• Lower price points make premium jeans affordable for young girls
  • Figure 5: Total U.S. retail sales of girls' jeans, at current prices, 2002-12
• Retail Channels--Overview
• Premium trade-ups create losses for mass and national channels
  • Figure 6: Retail sales of jeans, by channel, 2003-07
• Retail Channels--Specialty Stores
• Key points
• Specialty stores offering jeans decline in favor of turnarounds from department stores and popularity of boutique clothiers
• Jeans makers enter and expand specialty market by creating flagship stores for their premium denim lines
• Retail Channels--Department Stores
• Key points
• Department stores undergo upscale makeovers to stronger clothing brands, transform stores and attract premium-minded consumers
• Premium jeans makers strike alliances with department stores to carry specific brands not available anywhere else
• Retail Channels--National Chains
• Key points
• National chains struggle to stay relevant while still appealing to middle-income jeans buyers
• JCPenney and Kohl' s compete to secure exclusive partnerships with jeans makers in order to gain relevant edge
• Retail Channels--Mass Merchandisers
• Key points
• Wal-Mart, Target improve fashion trends while realizing their strengths are in basics and discount jeans
• Wal-Mart, Target devoting more floor space to their respective flagship brands than to popular jeans brands
• Market Drivers
• Obesity driving specialty jeans market
• Hispanic consumers devoted to denim
  • Figure 7: Population, by race and Hispanic origin, 2002-12
• ' Millennial' spending plateaus, concentrated teen spending drives premium
  • Figure 8: Total U.S. teen spending, at current and constant prices, 2001-06
  • Figure 9: Generations, 2002-12
• Looming recession--bodes ill for apparel retail
• Holiday 2007 sales the worst in five years
  • Figure 10: Key economic indicators (GDP, PDI, savings, unemployment), 2000-06
• Leading Companies
• Key points
• Luxury denim industry leaders enjoy soaring sales while others struggle
• Jeans makers see more control and growth over luxury brands through flagship stores operating outside of traditional retail
• Jeans manufacturers rolling out exclusive middle-market brands specific for mass-market retail outlets
  • Figure 11: Sales of leading jeans manufacturers, 2006 and 2007
• Levi Strauss & Company
• VF Corporation
• The Gap, Inc.
• Tommy Hilfiger Corporation
• Jones Apparel Group, Inc.
• Liz Claiborne, Inc.
• Polo Ralph Lauren Corporation
• Innovation and Innovators
• Jordache leads retro jeans trend, renewing popularity in old styles, brands
• Organic trend finds its way to jeans market; Levi' s is the leader
• Boutique labels bringing jeans manufacturing from overseas back to Los Angeles
• New-generation mothers innovate premium jeans segment
• Advertising and Promotion
• Overview
• Product placement
• Celebrity endorsements
• Exposure involves networking, not necessarily dollars
• Celebrity exposure poses potential harm
  • Figure 12: Advertising and marketing spend, by leading jeans companies, 2006 and 2007
• Television ads
  • Figure 13: Levi' s 501, 2007Figure 14: Lee Jeans, 2007
  • Figure 15: Lee Slimming Jeans, 2007Figure 16: Wrangler, 2007
• Incidence of Purchase by Households
  • Figure 17: Purchase incidence of jeans, 2003-07
  • Figure 18: Brand of jeans purchased, 2003-07Figure 19: Number of jeans purchased, 2003-07
  • Figure 20: Purchase incidence of jeans, by gender, age, race/ethnicity, household income, presence of children and marital status, May 2006-June 2007
  • Figure 21: Brands of jeans purchased, by gender, May 2006-June 2007
• Incidence of Purchase by Individuals
  • Figure 22: Purchase incidence of jeans for yourself, by gender, age, race/ethnicity, household income, presence of children and marital status, December 2007
• Purchase Channels
  • Figure 23: Retail channel where jeans are bought, December 2007
  • Figure 24: Retail channel where jeans are bought, by gender, December 2007
  • Figure 25: Retail channel where jeans are bought, by age, December 2007Figure 26: Retail channel where jeans are bought, by income, December 2007
• Problems with Fit, and Preferred Attributes
  • Figure 27: Problems with the way jeans fit, December 2007
  • Figure 28: Problems with the way jeans fit, by gender and age, December 2007
  • Figure 29: Preferred jean attributes, December 2007
  • Figure 30: Preferred jean attributes, by gender and age, December 2007
  • Figure 31: Preferred jean attributes, by income and race/ethnicity, December 2007
• Attitudes and Motivations
  • Figure 32: Purchasing behavior and attitudes, December 2007
  • Figure 33: Purchasing behavior and attitudes, by gender and age, December 2007
  • Figure 34: Purchasing behavior and attitudes, by income and race/ethnicity, December 2007
• Teens
  • Figure 35: Purchase incidence of jeans--teens, 2003-07
  • Figure 36: Brand of jeans purchased--teens, 2003-07
  • Figure 37: Brands of jeans purchased, by gender--teens, May 2006-June 2007
  • Figure 38: Number of jeans purchased, by gender--teens, 2003-07
  • Figure 39: Purchase incidence of jeans, by gender, age and race/ethnicity--teens, May 2006-June 2007
• Kids
  • Figure 40: Do you wear jeans?--kids, 2003-07
  • Figure 41: Brand of jeans worn--kids, 2003-07
  • Figure 42: How often do you get to choose the brand of jeans that are bought for you?--kids, 2007
• Appendix: Trade Associations