For some consumers, it's the fashion equivalent of a
symphony: a well-packaged derrière, a wash that rivals the
night sky after rain, a shape that stops traffic. For others,
it's a sign of prosperity that's within reach. For still
others, it's an ode to celebs such as Sarah Jessica Parker,
Britney Spears and other premium-denim devotees.
The premium jeans market, which includes brands such as Rock
& Republic, Serfontaine, and 7 for All Mankind, help to account
for 3 percent of the $11 billion jeans market, according to the
latest research from the "Lifestyle Monitor," an ongoing
survey from Cotton Inc., the Cary, North Carolina-based research
and promotion company that supports the cotton industry. Men and
women alike aren't thinking twice about plunking down $150 or
more for the perfect pair-or in some cases, pairs-of jeans. Even
old favorites like Calvin Klein, which will debut a retail line of
premium denim this spring, are getting in on the trend.
"Premium jeans are here to stay," says Lukus Eichmann,
21-year-old co-founder of Los Angeles based Saddlelite Jeans
Co., one of a number of upscale women and men's denim
companies impressing shoppers at Barney's, Fred Segal, Maxfield
and 30-plus select stores internationally. "Fit is the primary
concern, and quality would follow that."
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"These people are willing to spend that because it's
something they wear all the time," adds cofounder Daniel
Green, also 21, who says he started Saddlelite in 2003 to get the
kind of silhouette he could only find in the women's
department.
In fact, Cotton Inc.'s research reveals that both men and
women alike own an average of eight pairs of jeans apiece, with
different looks for different occasions. "Premium denim will
stick around for a while," affirms Claire Dupuis, Cotton
Inc.'s senior trend forecaster. "What's important
about premium denim to the people buying it is the fit."
But as makers of less-expensive denim work to improve the fit of
their jeans, to keep premium denim at a premium price, high-end
jeans companies need to appeal to consumer tastes without becoming
too mainstream. Saddlelite, for one, is focusing on steady growth,
developing customer loyalty and being selective about where they
sell-and, of course, that ever-important fit. Says Eichmann,
"That's one thing any jeans company has to continually
work on."