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Demand for value denim overtakes premium

Demand for value and mass-produced denim rocketed by 52% and 29% respectively in the past year, while the premium and luxury market shrank by 24%, according to retail analytics company Editd.

Asos.com, House of Fraser and Debenhams are likely to benefit most from the shift, as the report concludes they are the biggest UK retailers for mass and value denim. Selfridges and independent etail portal Farfetch are among those expected to suffer as a result of their focus on premium and luxury denim brands.

Asos is planning to launch a dedicated denim hub of predominantly own-brand styles later this month.

Luxury denim products had the highest discount rate last year, with only 45% of products sold at full price compared to 61% of mass-produced and value and 65% of premium jeans.

The report found 76% of women’s styles are skinny, while just 4% are flares; however, wider trousers are expected to increase in popularity in 2015. The bestselling women’s style in the UK is currently high-rise skinny jeans.

Editd said patchwork designs should be avoided, as they are likely to end up discounted.

@LukeToddUK

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