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Exclusive: Chinos fall out of fashion as denim sales lift

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.”

Readers' comments (2)

  • The could of been written 12 months ago. Any agent selling for S14 that tells you that chino's are still 'really strong' isn't going to be taken very seriously.

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  • Until the difficult trading conditions ease, colour will be big as it stimulates trade. Only when all trading is buoyant do we see a return to dull denim, black and white etc......

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