Buh-bye, skinny jeans: Levi’s adopts a baggy look

by



[ad_1]

Comfortable clothing is what consumers want now, and Levi’s is set to deliver with looser, looser jeans this year.
“I think we’re sort of leading this trend to some extent,” Levi Strauss (LEVI) CEO Chip Bergh told analysts on Wednesday during a call to discuss the company’s fourth-quarter results. “The line that we launched [is] a loose line last season. It’s in our stores now [for] both women and men. It’s kind of a loose, straight fit, and it’s a very, very quick start. “

Bergh also referred to the “trend towards more relaxed and looser clothing in general”.

This change in style has not yet been enough to increase sales. Levi’s on Wednesday reported fourth-quarter revenue, which included the year-end shopping season, of $ 1.39 million for the period ended November 29, down 12% from the same period a year ago.

As with most retailers, Levi’s attributed the decline primarily to store closings triggered by a pandemic and a drop in customer traffic to its own stores and other outlets that sell its branded denim clothing. Levi’s (LEVI) the stock was down 8% on Thursday.

Pending the factors that will drive demand for jeans in 2021, Bergh said the need for “casualization” will be prominent.

The iconic JNCO wide leg jeans made a comeback in 2019 and saw demand increase during the pandemic.

Levi’s isn’t the only one seeing baggy jeans take off. Los Angeles-based JNCO, known for its wide-legged styles in the 1990s, relaunched its jeans in 2019. The jeans are priced from around $ 130 to $ 200, and some pairs feature distinctive embroidery and stitching. .

“While the pandemic as a whole has been negative for many brands, it has increased our sales,” said Camilla Revah, vice president of sales and marketing for JNCO. “Our jeans are iconic, they’re comfortable and that’s what people are looking for right now.

[ad_2]

Source link