NPD: Apparel growth is in the jeans

PORT WASHINGTON, N.Y. Though the apparel sector has been struggling, one area of growth is the jeans business. According to The NPD Group/Consumer Tracking Service, dollar volume sales for total jeans rose 2.3% for the three months ending with February (a key period of the economic downturn for the consumer).

Total apparel sales declined 6.3% for the same three-month period.

In the jeans sector, premium jeans performed especially well, with sales growth of 17% during all of 2008, and the category is still growing. For the most recently reported three-month time period, December 2008 thru February, sales rose 2.3%.

“That is the time period that was the most challenging in terms of consumer spending, so any growth during that time is significant. With the newfound focus on fit by some of the commodity brands coupled with women’s never ending quest for the perfect pair of jeans, the passion for denim is alive and well” said Marshal Cohen, chief industry analyst of The NPD Group.