Editd offers partly free reports about fashion market topics
01 Aug. 2014
Levi’s pointed as most stocked denim brand worldwide
According to a global denim study carried out by the apparel data warehouse Editd, Levi’s is the most stocked denim brand worldwide in July 2014, and German online retailer Zalando offers the largest online range of jeans. Editd obtains this information by monitoring retailers and websites together with their more than 10 million different product stock keeping units (SKUs). They analyze the size, price cycles and timing of jeans that are currently on the market. The other companies representing the top 3 of most stocked denim brands are Diesel and 7 For All Mankind. We find Farfetch and ASOS, following Zalando, as biggest denim retailers.
Another result that the study reveals is that the mass market is the largest segment for jeans (63%), when observing pricing and brands. The premium jeans segment follows with a remarkable difference (19%). However, the luxury market has shown the most growth in the last 12 months, increasing the number of new products being introduced into the market by 87% in June 2014, compared to the same month last year. In regard of gender, womenswear denim market still represents the biggest quota (53%), followed by men (36%) and children (11%).
Taking price as a variable, the study indicates that the average price for women’s denim in the premium market is $301, representing an increase of 14% for new products arriving online in June’14 compared to June’13. On the contrary, the average price for men’s denim raised in the mass market, reaching $178, 14% more than in the same period last year. In general, men jeans are priced higher in the mass market ($100-110), while women prices range from $30 to $40.
Finally, the Editd study identifies March and July as the months of new products arriving to the market, whereas June and November represent the discount peaks.
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