September 07, 2019 / By mobanmarket
It is denim season again and we all eagerly anticipate what’s next; what will follow on from trends in eco-responsible production, gender adaptability in styling and innovations to deliver true consumer personalisation? What will be the big new denim story? Is the skinny jean dead yet?
Whether it’s the re-invented five pocket jean with wide or tapered leg shaping or a chino style sitting high at the waist, one thing remains constant- jeans must fit perfectly! Consumers face this problem every season, as brands adopt new design trends. As an industry, how can we best deliver fashion, newness and also democratise fit?
42% of consumers worry about getting something that fits well, with denim (alongside lingerie) named as they key category. When 85% of consumers staying loyal to a brand because their products fit them — fit is how you win!
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Even back in 2014, the CBI fact sheet (Jeans in the Netherlands) concluded that to differentiate in an increasingly competitive market, brands must offer:
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