Sales of jeans are jumping as blue denim continues to be a staple of the British wardrobe, according to a new report.
Three pairs will be sold every second of every day this year, according to market analysts Mintel.
The success of stores’ cheaper own-label designs is boosting sales figures.
Jeans sales are expected to hit £1.51 billion by the end of 2007 – up 4 per cent on last year and a 32 per cent increase on 2002 figures.
Designs from chains such as Topshop, Marks & Spencer and George at Asda have seen the biggest sales boost, according to Mintel.
Own-label sales soared by 41 per cent between 2004 and 2006 to grab a 24 per cent share of the total British jeans market.
Mintel senior market analyst Vivianne Ihekweazu said budget supermarket fashion meant shoppers were buying more denim at bargain prices.
‘Jeans are the ultimate fashion success story. Today, we not only wear jeans lounging in front of the TV but we are also happy to wear them for a night out on the town or for a day in the office,’ she said.
‘More recently, we have even seen celebrities wearing them down the red carpet.’
Jeans sales in the UK will rise by a further 38 per cent to hit £2.1 billion by 2012, Mintel predicts.
Designs aimed at older shoppers or in larger sizes could become more popular, its ‘Jeans’ report says.
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