More popular than ever, denim has evolved from a simple wardrobe staple to a statement of personal style for many of today's Gen Y shoppers.
A recent survey on how Gen Y feels about denim, conducted for the Retail Advertising and Marketing Association by SLANT, found that today's younger consumers have their own ideas about what brands are popular and where to find them.
According to the survey, 7 For All Mankind is the top denim brand for Gen Y consumers aged 17-26. Other popular denim brands among this group include Diesel, Levis, Lucky, and Gap.
According to the survey, 41 percent of those polled typically spend more than $100 on each denim purchase. Nearly one in three (30.9 percent) spend between $50 and $99, while more than a quarter (28.2 percent) spend less than $50 on a pair of jeans.
When it comes to purchasing denim, women are willing to spend a little more for their favorite brands. The majority of females (68.4 percent) age 17-26 typically spend between $50 and $150 on jeans, though more than one in ten (12.5 percent) will spend upward of $150.
Nearly half (41.8 percent) of Gen Y consumers say they head to their favorite brand-specific retail store, such as Gap or Old Navy, to purchase jeans. Other popular spots to scoop up the hottest in denim include department stores (29.1 percent), boutiques (7.3 percent) and discount stores (6.4 percent).
Targeting Gen Y: The Retail Challenge Retailers arefinding it challenging to capture the attention of today's Gen Y consumers because members of Gen Y tend to be both social and spontaneous.
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