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Selfridges invests in denim category as sales of jeans increase

Sales of denim at Selfridges London store are up 27% compared to last year, prompting the retailer to invest in further staff training across the denim category.

Brands including True Religion, Denham, Nudie and Red Seal will be providing dedicated training sessions for sales teams throughout the month of February as the department store group increases its business focus on the category.

The retailer is also launching two denim customisation pop-ups in the store this month. From 16 to 19 February, denim brand Nudie Jeans will host their Repair, Re-use, Reduce campaign which sees an in-store denim tailor alter and repair old pairs of Nudie jeans free of charge, followed by a customisation bar from Denham from 23 to 26 February.

According to the department store group, 7 For All Mankind’s standard handcrafted jean is the best selling denim style with brands G Star and Diesel also performing well.

Straight and slim-fit styles continue to outperform looser fits. Lighter washes, or those that have been distressed, are proving the most popular finishes.

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