Niche Specialists will take Denim Into the Future
Two of the world’s biggest players, Gap and Levis, have suffered runs of poor sales. According to the analysts Koncept Analytics, the market’s double-digit growth is gradually – perhaps inevitably – declining as sales channels reach saturation point in a general absence of innovation.
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“When we launched 10 years ago there was nothing new happening in the market, just the big brands. Now we face the opposite situation,” says Palle Stenberg, co-owner of Nudie. The company has recently made a foray into khakis – in part to offset the dip in interest in denim. ”It feels like there’s no passion in the industry at all – just different brands trying to do the same thing over and over,” he says. “The market is saturated, in part because the internet has provided access to such huge choice. It won’t kill interest in jeans – but it will mean brands will come and go much faster.”
David added some interesting links in the comments:
Thanks for sharing this article it’s real interesting… reminds me of this one from 2009 http://www.synovate.com/changeagent/index.php/site/full_story/boot_cut_beats_black_tie
Oh you might be interested in this as well: http://www.bookdepository.co.uk/Die-for-Lucy-Siegle/9780007264094
Her writing style might drive you crazy but she pulls together some interesting chapters.
