As Denim Sales Plummet, Is It A Matter Of Fit Or Fashion?

Kim head shotThere have been a number of reports lately about the dwindling sales of jeans in the U.S. But is the growing distaste for denim an issue of fashion or comfort?

A major problem that women, and I would argue many men, have with buying jeans is finding the right fit. Companies such as House of Fraser have been focusing on technology to help consumers find the right pair of jeans.

This is not easy technology to develop or perfect. But as more shoppers are buying online, there is going to be an even larger demand for virtual try-on apps that will help consumers navigate the often frustrating process of buying jeans.


I would argue that retailers have not done enough to make the process as painless as possible. If you find me a retailer with the tools to steer me toward a pair of jeans that is not only comfortable but fashionable, affordable and flattering, I’d be there.

Until then, I guess I’ll stick to my yoga pants when I go grocery shopping. 

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