"Shoppers can find a way to wear a pair of jeans in almost every setting," Marshal Cohen, chief industry analyst at the NPD Group said at the Oppenheimer Consumer, Gaming, Lodging & Leisure Conference in Boston earlier in the month. "Since they are wearing jeans so many different occasions, shoppers are willing to invest in premium denim."
Indeed, back-to-school denim now comprises 40% of Guess' product mix, up from 30%, with $128 premium denim its best selling price point.
And on Wednesday Jones Apparel Group (JNY) said during its second-quarter its wholesale jeanswear division jumped 28.5% even as revenue fell at its other segments.So maybe not everything needs to be Wal-Mart prices to move. Maybe, in fact, all it takes to get shoppers to open their wallets is a comfy American tradition. -- Reported by Jeanine Poggi in New York.