Even though U.S.
jeans sales by dollar volume rose 3.4% in 2006, and unit sales
increased 3.9%, the results showed a significant slowdown from the double-digit gains
reported in 2005 and were driven by growth in the men’s market.
the first time in five years, sales of women’s jeans were down in 2006,
falling 1.8% in dollar volume and 2.3 %in units. The
women’s market serves as an early warning sign of where the overall
market is headed, said Marshal Cohen, NPD’s chief industry analyst.
and footwear have been the beneficiaries of denim’s decline and have
become what Cohen described as "signature items" on which women are
willing to spend more money.
Cohen expects a cutback in denim to
begin in the next couple of months, as retailers make heavy markdowns
on the category in July to get rid of inventory. So get ready for some sales!