Industry Report: Denim
Flared vs Skinny
Why flared jeans haven't taken off
Jeans: the great social leveler. We all own a pair, yet the choices we make vary dramatically. In a market worth over $50 billion yearly, it’s interesting to watch the decisions denim retailers make against demand from consumers. We’ve been looking into the data again; applying facts to fashion.
New products and their price points
Skinny jeans fall into two clear bands of pricing - just below $100 and around the $200 mark - catering for mainstream and branded price points. Price structures for flared jeans are less clear, with far fewer products at the lower end of the market.
Skinny versus Flared: What style has been talked about more?
Skinny jeans are the clear winner in the buzz-stakes, being talked about online more frequently than flares. It is interesting however to see how flares have climbed in the past year and are continuing to do so.
Oct 2010
Oct 2011
Skinnies sit tight,
whilst few dare with flares
Over the last 8 years, skinny jeans have become a staple in all denim collections. It’s easy to forget that prior to 2003 they were the territory of mods - most of us would have baulked at their shape. So, could the recent return of flared jeans see a similar story of adoption? Or is this a short-lived trend?
Today, there are three times as many skinny jeans available to buy online compared to flared jeans. But analysis of what consumers and influencers talk about reveals that while there are a greater number of people talking about skinnies online, the sentiment towards flares is more positive. So are retailers missing a trick? ASOS, always one to back a trend, stock 112 styles of skinny jeans compared to just 16 flares. However, every denim brand in our chart (below) does both a skinny jean and flared. Are buyers brave enough to opt for the more daring styles within their ranges?
The scatter graph, that shows when a product drops and at what price, illustrates the situation well. It shows that there are fewer flared products available at the fast-fashion end of pricing; a market normally keen to pick up on new trends.
We also found confusion around the pricing of flared jeans. There are two clear price points for skinny jeans - just under $100 or around $200. Flared jeans have a less clear set of price points, which unevenly scatters them across the graph. Our advice? Flares are popular online, are popular with street style photographers and denim brands are making early forays into including them in their collections. Apply a clear-cut, two tier price structure like skinnies’ and this trend could work.
Which denim labels are being talked about?
Oct 2010
Oct 2011
Key denim commercial products
Topshop
Moto Jessie Jeans
- Style: Flared
- Retailer: Topshop
- Price: £42
- First dropped: January 2011
- Restocked: Yes
- Sold out within: 2 months
7 For All Mankind
Roxanne Mid-rise Skinny Jeans
- Style: Skinny
- Retailer: Net-a-Porter
- Price: £150, down to £84
- First dropped: June 2010
- Restocked: No
- Sold out within: 5 months
bebe
Super Flare Jean
- Style: Flared
- Retailer: bebe
- Price: $109
- First dropped: May 2011
- Restocked: No
- Sold out within: 1 month
J Brand
Babe Jeans in Starless Wash
- Style: Flared
- Retailer: Bloomingdales
- Price: $187 up to $198, then down to $148.50
- First dropped: May 20111
- Restocked: No
- Sold out within: 4 months
River Island
Clean Skinny Jeans
- Style: Skinny
- Retailer: ASOS
- Price: £40
- First dropped: March 2011
- Restocked: Yes
- Sold out within: 2 months each time
River Island
Front Pocket Flare
- Style: Flared
- Retailer: ASOS
- Price: £45 down to £26.50
- First dropped: February 2011
- Restocked: No
- Sold out within: 1 month across 3 of 7 sizes
Salsa
Coloured Skinny Jeans
- Style: Skinny
- Retailer: Selfridges
- Price: £80
- First dropped: June 2011
- Restocked: No
- Sold out within: 2 months
Levis
606 Skinny Jeans
- Style: Skinny
- Retailer: Shopbop
- Price: $265, down to $132.50
- First dropped: March 2011
- Restocked: No
- Sold out within: 2 months
Top denim street style looks
About EDITD
EDITD connects fashion, luxury and apparel people with the data they need to make better decisions. EDITD is a cloud-based social, commercial and factual observation instrument, giving businesses the ability to quickly understand trends and market dynamics, both historically and in real time. Far beyond inspiration, EDITD is factual information; essential for how the fashion industry is evolving.
