Leading marketing research company The NPD Group, Inc. has found three areas of the US apparel market that seem to be growing despite the decrease in consumer spending and decline in total apparel sales - the jeans, tights, and dresses businesses.
Jeans
The dollar volume sales for total jeans increased 2.3% for the 3 months ending with February 2009, while the total apparel sales declined 6.3% for that same period. Premium jeans sales also increased 17% during the year 2008. "That is the time period that was the most challenging in terms of consumer spending, so any growth during that time is significant. With the newfound focus on fit by some of the commodity brands coupled with women's never ending quest for the perfect pair of jeans, the passion for denim is alive and well" said Marshal Cohen, chief industry analyst of the NPD Group. Cohen also suspects that the increase in demand for outerwear had been delayed for a year or so, creating a greater need for it during the past year.
Tights
The dollar volume sales for tights increased 11% for the 3 months ending with February 2009 and the annual 2008 hosiery sales rose about 3%. This increase in sales is due to the consumers' change in perception of hosiery - they have finally begun to realize that leggings/stockings/tights are important and inexpensive fashion items after great efforts by the hosiery industry to attract consumers to its products.
Dresses
Sales of women's dresses were also up 11% for the 3 months ending with February 2009 and grew 12% in the year 2008. The popularity of dresses is due to the fact that a consumer can buy a "complete outfit" by purchasing one dress. Dresses have also been embraced by numerous magazines and celebrities, helping drive its growth. With the warmer weather approaching, sales of dresses are likely to continue increasing.
Despite the overall decline in apparel sales, these three pockets of growth give the apparel industry some hope that fashion will lead it back on track.
Jeans
The dollar volume sales for total jeans increased 2.3% for the 3 months ending with February 2009, while the total apparel sales declined 6.3% for that same period. Premium jeans sales also increased 17% during the year 2008. "That is the time period that was the most challenging in terms of consumer spending, so any growth during that time is significant. With the newfound focus on fit by some of the commodity brands coupled with women's never ending quest for the perfect pair of jeans, the passion for denim is alive and well" said Marshal Cohen, chief industry analyst of the NPD Group. Cohen also suspects that the increase in demand for outerwear had been delayed for a year or so, creating a greater need for it during the past year.
Tights
The dollar volume sales for tights increased 11% for the 3 months ending with February 2009 and the annual 2008 hosiery sales rose about 3%. This increase in sales is due to the consumers' change in perception of hosiery - they have finally begun to realize that leggings/stockings/tights are important and inexpensive fashion items after great efforts by the hosiery industry to attract consumers to its products.
Dresses
Sales of women's dresses were also up 11% for the 3 months ending with February 2009 and grew 12% in the year 2008. The popularity of dresses is due to the fact that a consumer can buy a "complete outfit" by purchasing one dress. Dresses have also been embraced by numerous magazines and celebrities, helping drive its growth. With the warmer weather approaching, sales of dresses are likely to continue increasing.
Despite the overall decline in apparel sales, these three pockets of growth give the apparel industry some hope that fashion will lead it back on track.
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