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During a 12-month period that ended in May of this year, overall denim sales fell by 5 percent; however, the same report found that sales among older Millennials (ages 25 to 34) increased from 26 percent to 28 percent—leading many people to wonder why this specific age range has demonstrated a new interest in denim.
According to an article published by WWD, the data was collected by the NPD Group of Port Washington, NY. The information concluded that the group of Millennials, which is comprised of 92 million people ages 18-34, was the only generation that saw an increase in denim purchases; however, that leap was only experienced among the generation’s older population, while those between the ages of 18 and 24 experienced a decrease in denim sales.
But why? According to Marshal Cohen, chief industry analyst for NPD, it may have to do more with necessity than desire.
“The older Millennials are coming into a bit of discretionary spending money and finding new reasons to replenish their denim wardrobes,” Cohen told WWD, “but the age of 30 is generally when women and men begin to change size and add an inch or two in the waistline. We spend a lot of time in research looking at the emotional stages of people’s lives, but life stages play an important role, too.”
The report also revealed that jeans are far from losing their cool factor. About 63 percent of those surveyed said they love their jeans, but only 32 percent said they had bought themselves a pair within the past five months, while 25 percent said they had trouble finding jeans “they like or that fit well.”
“It’s clear that the older Millennials need more attention,” Cohen told WWD. “Why aren’t we seeing more age-sympathetic fits and styles? Baby boomers for nearly their entire lives have lived and loved in their jeans. They don’t give them up, but the market really isn’t catering to them either. You don’t run away from your most dependable market, but you can’t be a one-trick pony either.”