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Tuesday , December 14, 2010
Fashion Theory: The Skinny Jeans Effect
I was reading an article about Urban Outfitters' fourth quarter's earnings in WWD a few issues back. The company keeps showing a nice growth, but are looking for profits to slow down in the next year. (Don't worry, I'll get to the interesting part right about now.) Some corporate someone-or-another in the article said something fascinating as the reasoning behind this, being that women are slow to embrace the change in silhouette that has been emerging in fashion lately: the skinny jeans and voluminous top, essentially, as opposed to the bootleg pant with form-fitting top. While the company's Urban Outfitters customer may be quicker to adjust, the older Anthropologie customer probably won't. (But then again, I have to wonder who buys pants at Anthropologie? No one I know--everyone seems to be into their tops, lingerie and dresses.) I'm sure there is a clever cultural historian who can align the disappearing waistline with some sociological trend or another. (I'm going out on a limb and guessing that the girls attracted to such a silhouette are rejecting the midriff-exposing, nymphet, Paris Hilton-type stereotype, which practically advertises an appealing hip-to-waist ratio that is supposed to attract the attention of the opposite sex. But I'm just making stuff up.) I'm just fascinated by how a company's whole corporate strategy can shift to accommodate a trend. What do you all think? Do you think skinny jeans are here to stay for awhile? There is always a push-pull between what a company senses its customers want and what those customers really want, but it seems like this company is forecasting that skinny jeans and the like are here for awhile.
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