Last year’s favourite chinos have seen year-on-year sales fall 14.9% since January - but jeans have shown signs of resurgence.
The decline in sales of chinos in the 24 weeks to April 14 comes on the back of 100% year-on-year growth in the 12 months to January 2012, according to Kantar Worldpanel Fashion.
Over the same period so far this year, however, sales volume of men’s jeans rose 1.5% to £288.8m.
Kelly Chandaria, analyst at Kantar, said the slowdown in chinos came as growth at that level was “unsustainable”. She added: “Chinos peeked last year due to a trend-led push in the market and in stores, but we can see much more of a balance in stores this season, with a focus on denim.”
However, Chandaria said the decline in chino sales may level out as the good weather “drives back a demand for light weight trousers”. An uplift in the sale of shorts is also likely.
The average price of men’s jeans fell by 0.2% to £22.35, although this was more a case of consumers switching to lower price items, rather than discounting.
Chandaria said: “Consumers are not cutting back on the amount of denim that they buy, but given economic restraints they are opting for cheaper retailers.”