Levi's sales grow in UK as celebrities drive denim revival

"The UK was one of Levi's fastest-growing markets last year as British trend leaders from Harry Styles to Noel Gallagher and Grime Gran were spotted in the brand's kit. Lucia Marcuzzo, the managing director of the European operations at the US company famous for its denim jeans, said the revival of 1990s trends had boosted sales of its classic 501s. New trends such as baggy jeans and cinch styles, which can be adjusted around the waist, had also helped, as denim has found its way back"

"Denim lost out in the Covid pandemic era in favour of slouchy dressing for lounging at home. Closed high streets in many parts of the world also affected sales as most people prefer to try on jeans before buying in order to get a good fit. Louise Deglise-Favre, the lead apparel analyst at GlobalData, said sales of jeans were rising faster than the wider fashion market, at about 1.5% a year, as denim was having a bit of a moment."

"She said that denim brands with a certain level of trust and reputation for quality were benefiting from a shift towards value for money that was not necessarily about low prices but getting your money's worth. Established labels such as Levi's also have strong resale value on sites such as Vinted, while competition from brands such as Topshop, which once flooded the high streets with cheap and trend jeans, has receded."

Levi's experienced rapid growth in the UK as British trendsetters were seen wearing the brand, boosting 501 sales. Revival of 1990s styles and new silhouettes such as baggy and cinch jeans prompted consumers to return to denim after pandemic-era loungewear. Closed high streets during Covid reduced jean trials and sales, but demand is now rising about 1.5% annually, outpacing overall fashion. Consumers are seeking value for money and favor brands with trusted quality and resale potential on platforms like Vinted. Competition from fast-fashion trend jeans has diminished, while Levi's subtle celebrity collaborations and expanded denim assortments strengthened appeal.

Read at www.theguardian.com