Surge in New Silhouettes Propels Denim Sales
The leader of Hollister parent company Abercrombie and Fitch provided quite a few details about emerging denim fashion trends for the mall customer for both women and men during a recent earnings conference call.
Denim is a key category for the company, and their comments on how trends continue to change are interesting – including the return of low-rise styles.
In women’s, customers are most interested in high rise, wider legs, Mom, Dad, Straight and Flare styles, executives said. Skinny is still selling, but is becoming a smaller part of the total.
New upcoming trends also include 90’s inspired low rise, in addition to the return in popularity of full-length styles after years of ankle-length dominance.
The new denim trends are not limited to women. In men’s, customers are also buying wider leg styles.
“This represents another significant opportunity as it’s been a long time since we’ve updated this silhouette,” Abercrombie CEO Fran Horowitz said.
“(Skinny jeans) have been around for a decade,” she said. “So to talk about all of this newness in denim, we see a long, long runway.”