Even though athleisure with tights and leggings is gaining popularity, jeans are still a staple in wardrobes and the demand for jeans will continue to increase. The athleisure trend has given rise to hybrid jeans, which are a softer, durable and stretchable version of jeans.
The denim industry is one of the major pollutants within the fashion industry. According to Euromonitor International’s Global Consumer Trends Survey, the share of respondents making ethically conscious purchases is increasing, and initiatives have therefore been taken by a few companies to make their denim sustainable, while also working towards environmental sustainability.
Levi Strauss & Co improved its performance in 2018 following several digital innovations. The jeans label launched a new AI-powered chatbot Virtual Stylist, which converses with shoppers to offer them recommendations based on their style preferences and fit, considerably improving the customer experience.
Outland Denim, an Australian denim brand, is gaining prominence in Australia and overseas as an ethical brand. The company has rescued and provided employment to girls who had been victims of the sex trade and human trafficking in Cambodia.
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This industry report originates from Passport, our Apparel and Footwear market research database.