Athleisure Causes Denim Sales Plummet

August 13, 2014 • Fashion, Fashion Blog

yoga pants not always for yoga

While riding the train into the city yesterday I read an article in the NY Post about how yoga pants and other types of leggings are cutting into the bottom line of the backbone of America. I’m talking about jeans.

Apparently denim sales dropped 6% in the US last year which is quite a significant decrease in the typically stable industry. A similar drop in the denim industry occurred in 1984 after new styles of leggings took over the market.

Athleisure wear is taking over and I find this totally confounding. One NYC tourist commented, “I can wear leggings from yoga to going out at night.” Oh really? Who goes out at night in their workout clothing? Seriously? Yes, I have been known to run errands in my Lululemon or Gap athletic leggings, but it’s either before or after a workout. I don’t go OUT in them! They may be easier and cheaper than designer denim, but have we really become that lazy? Also, there are so many styles of denim that it’s relatively easy to find a flattering pair of jeans. Leggings? Not so much. They show every bump and bulge. Who wants to see that? I certainly don’t.

Athleisure iinstead of denim isn't always a good look

Athleisure isn’t always a good look

Today’s “6 percent drop may not seem like much, but it’s rare for denim to take such a dramatic drop,” Marshal Cohen, chief industry analyst for the NPD Group a market research firm, told NBC News. “It’s a commodity business — we buy it and replenish it all the time.”

Levi Strauss & Co. reported a 2 percent drop in global sales for the second quarter this year already and because of this, they plan to cut 800 jobs over the next year. That’s just not right!

Come on, there are so many fabrications of denim on the market today, it’s not that hard to find a pair that feels like leggings. I for one, will not be contributing to the decline in the denim market, who is with me?

 

– Lauren Dimet Waters

Source: NY Post

Images: Someecards, FunnySir

 

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