DENIM ‘s SALES DOWN FALL NDP GROUP

U.S JEANS SALES (000)

Women’s

Men’s

2011

13,506,375 $

7,793,271 $

5,713,104$

2010

$13,799,525

$ 8,055,837

$5,743,688

CHANGE

-2.1%

-3.3%

-0.5%

U.S JEANS UNITS (000)

Women’s

Men’s

531,224

311,730

219,494

565,246

334,277

230,969

-6.0%

-6.7%

-0.5%

AVERAGE RETAIL PRICE

Women’s

Men’s

$ 25.43

$25.00

$26.03

$24.41

$24.10

$24.87

4.1%

3.7%

4.7%

-2.1% CHANGES IN JEANS SALES IN 2011

DENIM FACEBOOK LIKES

RANK BRAND LIKES CHANGE

1 LEVI'S 11,237,419 198.90%

2 DIESEL 1,837,959 131.30%

3 GUESS 1,836,352 117.40%

4 PEPE JEANS 904,495 N/a

5 G-STAR 766,909 167.50%

6 TRUE RELIGION BRAND JEANS 663,407 120.30%

7 WARNGLER WESTERN 579,485 100.80%

8 MAVI JEANS 472,911 109.50%

9 MISS ME JEANS 436,211 103.60%

10 MISS SIXTY 421,465 68.10%

11 GUESS BY MARCIANO 403,175 70.50%

12 LUCKY BRAND 306,886 85.00%

DENIM APPAREL IMPORTS 2011 VS 2010

DOZENS

VALUE

(000)

2011 2010 CHANGE 2011 2010 CHANGE

MENS/BOYS

JEANS 22,900,682 26,022,970 -12.00% $2,260,042 $2,152,394 5.00%

WOMEN'S/GIR

LS JEANS 19,725,121 24,385,710 -19.10% $1,916,132 $2,023,896 -5.30%

OTHER DENIM

APPAREL 882,950 1,042,799 -15.30% $758,743 $1,037,231 -26.80%

TOTAL 43,508,753 51,451,479 -15.40% $4,934,917 $5,213,521 -5.30%

Denim or non-Denim ?

• With high end denim business pressured in recent seasons there’s a dichotomy between companies focused on denim and those who are after non denim fabrics and novelty silhouettes.

• Novelty fashion makes up 75% of most of higher end jeans company’s such as Rich & Skinny , Seven for all mankind.

• The novelty part of the denim business is what keeps it going, it gives freshness that was never there before, in the past it was just blue jeans –people got bored of that!!!

DIESEL is a Denim Brand

“Renzo Rosso equated jeans with freedom and rebellion leading him to start a jeans brand that embraced values such as individuality, irreverence, bravery and freedom, and these values very soon translated into a lifestyle, we were pioneers in this, we had to fight in the beginning but today it sounds quiet normal.”

“When lifestyle is authentic it can be applied to many categories starting from non denim apparel collection to accessories, fragrances and so on..”

General Information