Posted on 10/12/2015 7:38:19 AM PDT by afraidfortherepublic
Blue jeans are increasingly going out of style, and even industry heavyweights like Levi's and Gap are taking notice.
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.
Levi's CEO has admitted that the company is threatened by the athleisure trend of wearing yoga pants, Bloomberg reports.
"We’re scrambling," Bloomberg notes CEO Chip Bergh told analysts last year. "I mean, there is a big difference between the product that we’ve got on the floor today and what the consumer is looking for. And we just flat-out missed it."
Bloomberg reports that Levi's, which is the world's most iconic denim company, stuck to its core product instead of adapting to consumer trends.
As a result, this has cost the company. Bloomberg notes sales have dipped from over $7 billion to $4.8 billion over the years.
"As we saw ‘casualization’ continue even further, the customer basically told us that they had enough denim until something really unique and innovative came along,'" NPD analyst Marshal Cohen told Bloomberg. "We really saw the denim industry and denim retailers basically turn their nose up on the customer and say, 'We don’t care what you really want, we’re going to tell you what you want.'"
(Excerpt) Read more at businessinsider.com ...
I buy Wranglers at Academy for a song.
I like jeans.
Besides, sweat pants by any other name look just as bad, unless you are out jogging (I don't wear them).
Denim remains both durable and practical for me.
The would have to be older than I am if they haven’t fallen apart... I gave up on them in the 90s they were just crap overpriced marketing by that point.
Levi’s were designed to stand up to HARD WORK.
Not much of that happening lately.
Ok, I’m 70. What is “athleisure”??????
Sorry, I’m sticking with my Wrangler’s. I live in a log home I built with my own hands in the middle of the woods and heat with firewood all winter.....and ride Harley’s and old Triumph motorcycles........ain’t never goin’ athleisure.......
And all my kids are still wearing jeans too........even the 26 year old......
Anybody remember “landlubbers”?
That is a neat story. Thanks for sharing.
I quit buying Levi’s when they tried to queer the boy scouts.
I haven’t owned a pair of jeans for at least thirty years. I prefer the cargo pants.
Great story. Thanks for taking the time to put it up for us.
Clothing Mfgrs have been slow to adapt to the cell phone. Cargo shorts and pants were the short term solution by consumers. Carhartt has a “cell phone short” that looks nice enough to pass as a casual short to wear with a Polo, but still sturdy enough material to wear well on a job site. Carhartt also has the iconic carpenter shorts and pants that have a leg pocket that fits most cell phones.
Levi sold their souls to the LGBT***** community which is arguably 5% or so of the population. Not every male consumer in the US has a body like a twink with a eating disorder.
” ... they have started wearing the same shorts we wore in the 80’s(akin to the old NBA short shorts) instead of the yoga “shorts” they used to wear.”
A fashion trend I heartily endorse.
Whew. I was worried they were talking about collar stays.
I am a high school track official and they still wear the yoga shorts but they have disappeared from campus.
If jeans are too formal, there's always bib overalls.
I don’t have a problem with the Old Navy jeans. They are my “go out of the house once it’s not short weather” pants.
I don’t have a problem with the Old Navy jeans. They are my “go out of the house once it’s not short weather” pants.
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