Lycra losing popularity in denim jeans industry: US study

E-commerce discussion share of voice in regards to synthetic materials in the denim jeans industry has decreased by 45 per cent from 2019 to 2020, according to an analysis of 111,429 online reviews collected from the US denim jeans market by Revuze, an artificial intelligence-based consumer research platform backed by Nielsen and SAP. Lycra is a trend that is losing popularity every year, it found. In 2019, lycra was down by 38 per cent and in 2020 it dropped by an additional 28 per cent, the analysis found.

American Eagle is the leading brand with a sentiment score of 84 per cent. The brand’s trendsetting and continuous innovation and the exposure gained from their thriving brand Arie has placed it at the top of the online discussion and sentiment charts, Revuze said in a press release.

Amazon Essentials, a newly established initiative of Amazon, has also gained recognition in the last year. The brand has a model based on adaptation through customer feedback, attention to detail, comfortability and affordability; and customers are loving that they don’t need to sacrifice their pocketbook to purchase high-quality jeans, the study revealed.

The quality of materials used and their eco-friendliness is where the industry is going in the second half of this year, the company said.

Denim fabric is a long-standing customer favourite with market size of $90 billion in 2019, and is expected to reach $105 billion by 2023. With brands such as Levi’s, Wrangler, Levi Strauss & Co., and LEE coming back to the top of the charts in the last few years, it’s no surprise that the discussion has turned to quality over quantity.

The e-commerce discussion share of voice about synthetic materials has decreased by 45 per cent from last year, moving the conversation from elasticity to stretch. Customers want to retain the stretch and comfortability in their jeans, but without the elastics. Attention to the stretch in jeans is a must, as 7.31 per cent of all discussion revolved around it.

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