Sales of women’s jeans have plummeted by nearly a quarter in the past six months, while sales of skirts have taken an 8% knock.
According to figures seen by Drapers and collated by research group Kantar Worldpanel Fashion, sales of women’s jeans slumped 22% in the 24 weeks to October 3. Both categories showed declines across all retailer types including branded, own-label, full-price and discount chains, indicating an overarching shift in fashion trends.
Female shoppers are understood to have abandoned denim in favour of casual bottoms such as the cargo pant first popularised by J Brand’s Houlihan. Chinos and more formal trousers have also turned shoppers’ heads after the autumn 10 Céline catwalk showcased classic styles.
Meanwhile, shoppers are believed to be still buying into “easy to wear” dresses ahead of skirts.
The figures emerged after Drapers analysed the November sales data published by the British Retail Consortium (BRC) this week. The BRC said womenswear sales had fallen well below last year’s level.
Sales of women’s jeans could pick up for spring 11 if consumers take to the 1970s trend. High street chains have championed high-waisted, wide-legged, flared and capri jeans.