I love jeans so much I’ve dedicated my working life to them.
I love jeans so much I’ve dedicated my working life to them. Every day all I do is think about jeans. They are so cool. If you want to look dressed down, sexy and cool, jeans are the only answer. When I’m selling a pair of jeans to someone and they see they’re £200, I tell them to think about price per wear.
Denim is season-less and you can sell a good style continuousaly for years – just keep topping it up. If the style is great then the label won’t want to change it too much either, so if they change the wash slightly it will be so inconsequential. You’ll be able to sell it as a continuous product.
Denim is amazing for the consumer too. Your customer can wear jeans four or five times – more if they feel so inclined – before they throw them in the washing machine. You don’t need to dry-clean jeans and if you wear them six days in a row with different tops and accessories, no one will bat an eye. I’ve tested this theory myself and no one even noticed. I had to say: “Hey, have you noticed I’ve been wearing these jeans six days on the trot?” No one knew or cared. Try that with a dress.
Jeans will work for you and your customer, not the other way around. They’ll drive your pound further than any other item in your wardrobe or within your offering. Customers will repeat buy a pair of jeans online without trying, or once they know the brand that works for them they’ll be more inclined to buy that brand from you online and experiment with different styles.
Denim is a confident buy with consumers. They know they need to have it and you just need to bring it to your customers in the quickest, cleanest, easiest way possible for them.
- Donna Ida is owner of the eponymous four-store premium denim indie, which has stores in London and Guildford.