Skinny jeans boost sales

The arrival of the skinny jean has signified an ever strengthening passion for denim. The trendy, unembellished jeans have caused the denim market to reach sales of $15.26 billion (£8.79 billion) in 2005, an increase of 9.3 percent from the year before. Although not everyone is as wild about the unforgiving cut, overall jeans sales have not suffered, thanks to a myriad of choices made available to consumers. According to the US based NPD Group sales in the higher segment, concerning prices of $80 and up, have risen 27.7 percent to $335.4 million

The phenomenon has reached global proportions with boutique owners from New York to London and Milan professing the popularity of the premium jean. Consumers are more than prepared to be more for a brand name and a special cut. "People are willing to pay up the wazoo because it's such a hot jean and a great fit," a New York boutique owner tells WWD, speaking of a Sass & Bide skinny jean. Owner Jo of The Denim Hub in Manhattan 's East Village tells WWD, "Most people are happy spending $150. When it comes to paying more, some people complain, but they mostly expect to (pay more)."

Another shop owner said that "there's absolutely no price resistance" to jeans purchases. The current trend for which people will be a premium is clean, sophisticated, non-distressed and slim cut. Brands such as Seven For All Mankind, Citizens of Humanity and True Religion are still selling well, although slightly newer brands such as J Brand, Earnest Sewn, Notify, Acne and Chip and Pepper are also enjoying great success at the moment. Any brand offering the popular slim cut is reaping the benefits.

In Europe , cities like Paris are only just picking up on the trend of the skinny jean, which is expected to be a big seller this summer. Sarah Lerfel, buyer for the iconic lifestyle store Colette, tells WWD, "Skinny fits with a rock 'n roll feel are strong directions this summer." Joanna Jeffreys at Harvey Nichols also sees no diminishment of the popularity of the skinny jean, although there are reports of the skinny jean having to make way for a roomier fit next season. "There's no sign of the skinny jean waning," she said. However, the one thing that everyone agrees on is that demand for premium jeans shows no signs of slowing down.