Blue-Jeans Sales Up While Average Apparel Sales Drop in 2009
According to recent statistics compiled by The NPD Group Inc., the Port Washington, N.Y.–based apparel market-research firm, overall apparel sales in 2009 were down 5.2 percent to $188.5 billion compared with 2008. But blue-jeans sales inched up 3.5 percent, dress sales increased 2.3 percent and men’s undershirt sales jumped 11 percent.
The apparel business started to improve slightly in the fourth quarter of 2009, with womenswear sales declining only 3 percent. That may not sound like goods news, but it was better than the rest of the year.
“For the fashion industry, this is a very important sign. As go women shoppers, so goes the total fashion market,” said Marshal Cohen, chief industry analyst for The NPD Group. “Women represent just over 50 percent of total fashion market sales, and they account for almost 25 percent more in the purchases they make for others. Without them, a true recovery will not occur.”
Apparel statistics show that middle-class consumers who earn between $25,000 and $75,000 were holding steady with their purchases last year while upper-income consumers spent 9 percent less and teens with no income became more frugal and spent 20 percent less. “Middle-income consumers held fast,” Cohen said. “That means the recovery is beginning to show up in the apparel market for the very critical middle-income consumer.”
Cohen predicted that shoppers would take a slight break from spending in February and March to catch up on credit card debt left over from the holidays. When the weather starts to change in March and April, the shopping brigades could be on the move again.—Deborah Belgum
