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Press Release
The Future of Denim

The future of denim – where does it stand as a category? This question was addressed in the conversation panel – held in L.A. on August 19th – at the Avery Dennison RBIS Customer Design & Innovation Center. The panel hosted some of the fashion industry’s most denim-focused professionals to discuss, alongside the audience, how consumer trends are shifting, and some of the influencing factors that might be contributing to an underlying conversation on the category.

The future of denim – where does it stand as a category? This question was addressed in the conversation panel – held in L.A. on August 19th – at the Avery Dennison RBIS Customer Design & Innovation Center. The panel hosted some of the fashion industry’s most denim-focused professionals to discuss, alongside the audience, how consumer trends are shifting, and some of the influencing factors that might be contributing to an underlying conversation on the category.

The panel was chaired by Amy Leverton, former Denim Director at WGSN and author of Denim Dudes. The contributing expert panelists included Miles Johnson, Creative Director at Patagonia, David Hieatt, Founder of Hiut Denim, Marco Lucietti, Global Marketing Director at Isko Denim, and Adriano Goldschmied, Founder & Creative Director of Goldsign.

As the market saw denim sales take a dip by eight percent to the dollar in 2014, the conversation about denim’s future and shifting trends and manufacturing processes has been a topic of discussion. But many brands like RVCA, who has made a robust effort as a brand to revitalize their higher-quality denim program, see denim as a lasting category. “Denim has a strong following in the fashion world,” said Amy White, Vice President of Global Branding Solutions, Avery Dennison RBIS. “Its heritage and history will inspire the next generation and help drive longevity. The industry is rapidly changing and with a larger focus on sustainability, we hope these insights will help brands not only better understand their audience, but also help shape their future business model.”

Avery Dennison RBIS’s recent insight report on consumer and denim research provided the audience with background information on consumer preferences and the domino-effect those preferences have on purchase intent. The report also brought up the growing trend of “athleisure.”

Years ago when denim sales were declining, many justified the drop in the rapidly growing traction “athleisure” had on the market, giving consumers a different option in casual-wear. Sustainability in the retail industry was also a conversation during the panel, outlining consumer’s interest in sustainable apparel. Closing up the evening, the point was made “…the denim industry has to stay one step ahead of the game to ensure their brands stand,” says Avery Dennison RBIS.

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