Shoppers still want skinny jeans, and that’s a problem for retailers

Dive Brief: Apparel retailers selling jeans are eager for a new trend in the space—but, despite fashion gurus who say skinny jeans are out, consumers are hanging on to them, according to Bloomberg News[1]. March data from trend forecasting firm WGSN shows that skinny jeans made up 54% of stores’ new full-price jean assortments, and other jean styles are failing to compete....

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The next big pair of blue jeans? Yoga pants

This month, Levi’s debuted its new line of women’s jeans, backed by its largest-ever marketing campaign targeted to women, “Live in Levi’s.” Starring Grammy award-winning recording artist Alicia Keys, the push is designed to recalibrate the Levi’s brand to suit the realities of changing tastes and multicultural styles. The company undertook a two-year-long safari to cities such as Chicago, Shanghai,...

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The skinny on vanity sizing

When J. Crew last month announced[1] it was introducing a new triple-zero size, equivalent to an XXXS, the blogosphere erupted in irritated frustration and condemnation of the supposed routine, and worsening practice, of “vanity sizing.” And that included[2] the apparel retailer’s fans.  Why are J. Crew and other retailers going to these extremes? Is it really about women’s vanity? Vanity...

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