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Date: 9 months ago   Category: Life Style

Lee and Wrangler were left without trousers


The whole jeans era is close to the end: Lee and Wrangler can be closed because of drop in sales. Why jeans lose popularity? Photo: Wrangler Brands of Lee and Wrangler can leave jeans business, The Wall Street Journal writes. The reason — stable drop in sales of jeans in the USA. In four years they have decreased by 1,5 billion dollars. The VF Corporation company which owns Lee and Wrangler considers the possibility of sale or even closing of brands. Why jeans lose popularity, professor of fashion of the Milan university Lyubov Popova:lyubov Popova professor of fashion of the Milan university "Explains the market of jeans is really subject to changes now. To what party these changes will go while it is difficult to predict, but, considering sanctions of the USA on the European products, Europe, for example, is going to answer with sanctions which will be expressed in increase in taxes on import of jeans. The second aspect is that now it is very difficult to operate in the market of jeans goods because there is a lot of cheap, and, apparently, the only thing on what it is possible to distinguish more expensive brands, it is the price because there is no big difference between a cheap and expensive product. The market based on snobbery, desire to pay dearly for pair of trousers, too, probably, isn't repaid. It is such strip of the market which, probably, is so oversaturated that really on it it is difficult to resist". The relation to jeans has completely exchanged in recent years, the expert of fashion, the TV host Vlad Lisovets:vlad Lisovets the expert of fashion, the TV host "Says now it is popular to buy jeans in a second-hand, worn, it is an absolute trend now: both the cut, and cooking, and, in general, jeans have to look strongly dragged. Has stopped being fashionable to wear the starched qualitative luxury-jeans. Respectively, now at many brands really because of it a problem. 15 years ago jeans had to be obligatory a luxury brand with some very recognizable logo. Now all this has consigned to the past, now very many create collections on the basis of jeans from a second-hand, that is they put on them the label and sell. I can assume that for this reason such large serious brands at which jeans cost much begin to incur losses". VF Corporation has bought brands of Lee and Wrangler 40 years ago. At that time the company occupied 25% of the market of jeans. Now she develops other brands, for example the serious growth of sales is shown by the Vans, Timberland and The North Face brands. To add BFM.ru to your sources of news?

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