Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

You don’t have to be a genius to sell jeans

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.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.