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While jeans have long been a staple in wardrobes across the globe, their reign may be facing a challenge from the rising tide of athleisure. This article explores the impact of the pandemic and the growing popularity of activewear on the denim industry.
Jeans sales had been slow moving for a few years now amidst the growing athleisure trend, but the pandemic has rung the death knell for many denim companies.
The COVID-19 pandemic put a major dent in denim sales given the preference for comfortable wear as employees continue to work from home amidst global lockdowns.
Let us look at the Pandemic’s Impact on Denim:
- The COVID-19 pandemic significantly impacted denim sales, as people favoured comfortable clothing while working from home.
- Analysts attributed recent bankruptcies of denim companies like True Religion, G-Star RAW, Ann Taylor and Brooks Brothers to this shift in consumer preference.
- Even Levi Strauss & Co. experienced a 62% drop in revenue for the second quarter of 2020 and announced workforce cuts, highlighting the industry’s struggles.
“Activewear is becoming more acceptable and if customers are looking to extend their wardrobe, they’re more likely to buy something with multiple uses that they can wear for work, leisure and working out”, according to the Washington Post.
Athleisure offers a wide variety of fashionable, comfortable, and functional clothing, catering to the evolving needs of consumers.
The U.S. athleisure market is expected to reach $257.1 billion by 2026, demonstrating its continued growth.
The concept of athleisure has revolutionised casual clothing, as stretchy suits, smart sneakers and high-tech fabrics are being highly preferred by customers.
Before Covid-19 struck worldwide, jeans sales in the US were slowly picking up after years of facing tough competition from activewear companies who were stealing away their sales. But the pandemic put a halt to the rebound of denim sales.
As governments worldwide continued to impose multiple lockdowns to contain the Covid-19 pandemic, much of the global workforce needed to work from home. And nobody preferred to wear jeans when they’re working from home.
White-collar workers who are logging in from home say they’re increasingly reaching for comfortable, loose and airy shorts and pants to pair with formal shirts or tops for video calls. And jeans, despite being considered a casual clothing staple, aren’t known exactly to be comfortable to sit in for long periods.
In the early days of March, when the entire world came to a standstill due to Covid-19, it took just a few days for everyday office attire to change from traditional work-wear to activewear.
Athleisure quickly became a preferred choice of work from home get-up that provided the ultimate comfort for the whole day. Great for daytime Zoom meetings as well as evening Netflix binges. Shoppers have chosen comfortable, stretchy products over formal clothes, such as suits, trousers or skirts.
The global athleisure market size is anticipated to reach USD 330.97 billion by 2022 and grow at a compound annual growth rate (CAGR) of 9.1% from 2023 to 2030. Increased passion for sports and outdoor recreational activities among youth is predicted to fuel demand for athleisure products. One of the primary aspects driving this trend is a rise in fitness & health consciousness, which is generating the demand for comfortable and fashionable clothes.
Teens are now buying more gear from Nike and Lululemon over denim classics from brands like Abercrombie, according to a recent Piper Jaffray survey on teen spending. Cashing on this trend, athleisure companies have recorded a staggering growth, with many established brands launching their own line of activewear.
American Eagle recently launched its own brand of athleisure named Offline by Aerie, which is supposed to be “built for real movement and real comfort”. The collection includes leggings, hoodies, tops, and bottoms.
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Also, Guess has launched a full athleisure collection that includes cotton and cotton blend hoodies, joggers, tees, and tank tops. These newcomers join established players such as Lululemon Athletica, the athleisure powerhouse that saw its share value leap almost 40 percent during the pandemic. Athleta, the athleisure brand of Gap reported an upward sales of joggers, leggings and men’s sweatpants.
Owing to this growing trend, consumers now have a wide variety of options as more fashionable athleisure garments have entered the market that are breathable, temperature-regulating, sweat-wicking, are easy maintenance and remain wrinkle free.
Final thoughts On Death of the denim
While jeans may not disappear entirely, their dominance in casual wear is undoubtedly facing a threat from athleisure. Consumers are prioritising comfort and versatility, driving the demand for activewear.
Is it time to say Goodbye, Jeans?or it is the time of death of the denim? The future of jeans remains uncertain, but their relevance will depend on their ability to adapt to the changing needs of the market.
