The Denim Industry Is Getting Decimated by the COVID-19 Pandemic
No surprise, stuck-at-home consumers are turning to athleisure wares
Turns out staying at home means turning to comfort.
The COVID-19 pandemic is putting a major dent in denim sales, according to the Washington Post. Brands such as True Religion, G-Star RAW and Lucky have recently filed for bankruptcy, while Levi’s had a 62 percent drop in revenue for the second quarter of 2020.
“People just aren’t wearing jeans right now,” as Tiffany Hogan, an apparel analyst for Kantar, tells the Post. “They’re living in comfort as much as they can, which is accelerating a trend we were already seeing.”
And while apparel sales are down about 40 percent overall, there are some sales upticks with athleisure brands (Lululemon, Athleta) and comfy apparel (leggings, sweatpants, etc.).
One possible explanation: Buying sweatpants and other like-minded comfort wares online is easier than getting a good fit for jeans. But really, it’s about comfort levels.
“Jeans are cardiovascular prisons,” as Rocío Rodríguez, 28, an operations manager for a salon and medical spa, told the paper. “As much as I like the look, I don’t find myself waking up everyday thinking, ‘Wow, I can’t wait to put on my jeans.’ ”
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