The apparel industry has been severely impacted by the global economic downturn but the state of the denim jeans industry is relatively better. The denim industry continues to hold an advantageous position over other apparel categories, owing to longer life span of jeans as compared to other apparel items. Denim defies the fundamental structure of the global economy. While other industries are outsourcing their work to cheaper foreign labor, high cost of manufacturing the jeans in the US is, in fact, a selling point for denim jeans industry.

US retailers of jeans have cut down orders and also their workforce to minimize the impact of economic recession. Manufacturers and retailers are also adopting various pricing strategies in order to offer more entry level products. The premium segment continues to grow but denim manufacturers are reducing prices to focus on cheaper items. Consumers still plan to buy jeans but they are more price-conscious now.

The denim industry is highly competitive with many new brands entering the market during the last few years. Most of these brands were focused on premium denim. These premium denim brands are strategically planning to gain a competitive edge in market share and retail space. Moving ahead in this situation will require companies to surpass consumers' expectations on price and value.

The report focuses on the US denim jeans market – value, growth rate, and segments. It discusses the key trends prevalent in the market. The report provides comprehensive analysis of the men’s and women’s segment of the market. It also profiles the major brands, including their key business strategies.

1. Denim Jeans: An Introduction

2. Market Size

2.1 US Men’s Jeans Market

Market Value
Distribution Channels
Top Brands

2.2 US Women’s Jeans Market

Market Value
Distribution Channels
Top Brands

2.3 Denim Imports

Import Volumes
Import Destinations

3. Market Trends

3.1 Trend of Skinny Jeans
3.2 Move to Low-to-Medium Priced Category
3.3 Premium Jeans Records Healthy Growth
3.4 Consumer Trends

4. Competitive Landscape

Major Brands by Price Point
Market Share

5. Company Profiles

5.1 VF Corp

Overview
Business Strategies
Outdoor Apparels & Jeanswear - Key Focus Areas
Strategic Acquisitions
Protecting Profitability & Investing for Growth

5.2 True Religion

Overview
Business Strategies
Targeting Affluent & Fashion-Conscious Consumers
Contract Manufacturing Strategy
Strong Distribution Channels

5.3 The Gap

Overview
Business Strategies
Regaining Market Share in North America
Real Estate Strategy
Phase 3 of Turnaround Plan

5.4 Levi Strauss

Overview
Significant Developments
Acquisition of Stores from Anchor Blue Retail
Appointment of Global CMO
Alliance with Graphic Design Firm Sagmeister

List of Tables

US Men's Jeans Market Value & Growth Rate (2008-09)
US Men’s Jeans Sales by Distribution Channel (2008-09)
US Men's Jeans Sales by Price Point (2008-09)
Shipments of Men's, Junior Boys', and Little Boys' Jeans (2007-08)
US Women's Jeans Market Value & Growth Rate (2008-09)
US Women’s Jeans Sales by Distribution Channel (2008-09)
US Women's Jeans Sales by Price Point (2008-09)
Shipments of Women's, Misses', Juniors', and Girls' Jeans (2007-08)
Countrywise Imports of Women’s Denim Jeans into US (2008-09)
Imports of Men’s/Boy’s Denim Jeans (2008-09)
Imports of Denim Fabric (2005-08)
Imports of Denim Fabric in US by Destination (2008-09)
Market Share by Price Point (2008)
True Religion - Revenue by Business Segment (2006-08)

List of Charts

Market Share of Top Brands in Jeanswear (2004-07)
VF Corp - Revenue by Brand (2008)
Gap - Revenue by Business Segment (2007-09)
Levi Strauss - Revenue by Geographic Segment (2006-08)