Sales of Men's Denim Jeans
 The popularity of denim jeans for men remains high in almost every age group - most male respondents to Cotton Incorporated's Lifestyle Monitor™ rank denim jeans as their first choice for casual wear and say they would rather wear denim jeans than casual slacks. According to consumer data from STS Market Research, of Cambridge, MA, jeans outsold slacks in the first quarter of 2001, accounting for an estimated 43.5% of unit sales of men's bottomswear (jeans, slacks, and shorts), while slacks accounted for about a third (34.3%) of unit sales.
Of men's denim jeans purchased in the first quarter of 2001, 22.5% were for males aged 30 to 39. Per-capita purchases of denim jeans for 20- to 29-year-olds appear to have lagged behind those for teens and 30-somethings. In this age group, as men complete their education, career dressing moves to the forefront. Per-capita jeans purchases for men 60 and over trailed those for all other age groups.
 The average price paid for denim jeans for males 13 and over was $26.66 in the first quarter. Denim jeans for the age groups 17 to 19 and 20 to 24 sold for an average of $37. For 25- to 29-year-olds, the price averaged $32, nearly $2 below last year's average for that age group. Jeans purchased for men 30 or older averaged $26 or less. For the first quarter, cotton's share of men's denim jeans was 98.4%. Its share was highest (99.9%) for teens and lowest (92.9%) for men over 60. |
