This document discusses key topics in the denim industry including market share, consumer preferences, pricing strategies, attracting new consumer groups, innovation, and emerging styles. It provides data on brand equity, price tiers, demographics of denim shoppers, and growth areas like jeggings. The expert contact can provide more fashion market research insights to understand industry trends and effectively reach consumers.

1. AUTOMOTIVE
BEAUTY
COMMERCIAL TECHNOLOGY
CONSUMER TECHNOLOGY
ENTERTAINMENT
FASHION
FOOD & BEVERAGE
FOODSERVICE
HOME
OFFICE SUPPLIES
SOFTWARE
A view from NPD
SPORTS
TOYS
The “Flare” of Denim
WIRELESS
June 2011
Copyright 2011. The NPD Group, Inc. All Rights Reserved. This presentation is Proprietary and Confidential and 1
may not be disclosed in any manner, in whole or in part, to any third party without the express written consent of NPD.

2. 2011 Denim Brands Tracked by The NPD Group
7 for all mankind Diesel Jessica Simpson Mossimo Rustler
9 West DKNY Joe's Jeans Mudd Sasson
AG/Adriano Goldschmied Ecko Jones New York Nautica Sean John
American Rag Ed Hardy Jordache Not Your Daughter's Jeans Silver Jeans
Angels Faded Glory Just My Size Old Navy Sonoma
Arizona Gap Kut from the Kloth Paige South Pole
BandolinoBlu GLO Lee Paris Blues St. John's Bay
Bongo Gloria Vanderbilt L.e.i. Polo/Ralph Lauren Style & Co.
Buffalo Grane Levi Strauss Signature Quiksilver
Timberland
Carhartt Guess Levi's Rewind Tommy Hilfiger
Calvin Klein Hudson Lucky Brand Rich & Skinny True Religion
Canyon River Blues Hugo Boss Mavi Riders by Lee Unionbay
Chaps Hurley MEK Denim Rocawear Vigoss
Citizens of Humanity Hydraulic Merona Rock and Republic Wrangler
Daisy Fuentes INC Miss Me Route 66 Xhilaration
Dickies J Brand Miss Vigoss Ruby Rd YMI
And others
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3. Where do you rank among your competition?
“Capturing market share is the name of the game
for the foreseeable future…”
Terry Lundgren, Chairman, President, and Chief Executive Officer, Macy’s.
Source: Portfolio.com, Executive Style, March 16, 2010
What is your market share?
How important is your brand at the retailer?
What keeps you on the shelf at your retail
partners?
Source: The NPD Group/Retail Tracking Service
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Proprietary and Confidential

4. How do you convert shoppers?
Brand X
Brand Equity & Consumer Preferences
32.9%
14.6%
9.2%
3.0%
.5%
Awareness Familiarity Consideration Purchase Loyal
Usage
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Proprietary and Confidential

5. Does your pricing appeal to consumers?
“Price is going to be a polarizing issue.”
Marshal Cohen, Chief Industry Analyst, The NPD Group
Source: WWD Style, February 16, 2011
Is price or value more important for the denim shopper?
What are the Good, Better, and Best pricing opportunities?
Dollar Contributions by Price Tier
Dept Stores 8.0% 52.0% 40.0%
Your Brand 10.0% 38.0% 52.0%
$50-$75 $75-$100 $100+
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6. How are you attracting new consumer groups?
“The denim market is good at making adjustments quickly, and they’re
ready to usher in a new generation of customers…”
Marshal Cohen, Chief Industry Analyst, The NPD Group
Source: WWD Style, February 16, 2011
Denim Wearer
What and why are they buying?
Sample Data for Illustration Only
Where are they shopping?
What is the profile of denim shoppers, and 16.9 20.1
what are their purchase drivers? Under 3 years
3-12 years
What is the consumer’s outlook for 3.5
11.2 13-17 years
spending? 18-34 years
35-54 years
55 years +
26.3
22
Source: The NPD Group, Inc. / Consumer Tracking Service,
as released February 2010
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Proprietary and Confidential

7. What’s your innovation strategy?
“Not everyone wanted to go out and get that
skinny jean or those jeggings.”
Marshal Cohen, Chief Industry Analyst, The NPD Group
Source: WWD Style, February 16, 2011
Women’s Jeggings Market
Annual 2010 vs. 2009
What features are moving fast in the 320,000
denim market? 280,000
Dollar Volume (000's)
What are the new and top-performing 240,000
styles you may be able to emulate? 200,000
160,000
Are there styles that are no longer 120,000
dependable performers that you could 80,000
drop from your assortment? 40,000
0
Annual 2009 Annual 2010
Source: The NPD Group, Inc. / Consumer Tracking Service,
as released February 2010
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Proprietary and Confidential

8. Learn More
For more information,
call me at +1.516.625.6118
or email michelle.criss@npd.com.
NPD fashion market research information helps the apparel, footwear, and accessories
industries understand what, where, and why consumers are buying across all retail
channels. Our fashion market research combines point-of-sale (POS) market tracking
with consumer panel insights so companies can stay on top of fashion industry trends
and effectively connect with the fashion consumer.
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