Over a third of the fashion conscious GCC population owns 15 pairs of jeans, with 84% of them finding it difficult to part with a good pair of denims, according to a survey carried out in the GCC by New Look, the UK’s number one denim retailer in terms of number of jeans sold.
The survey, which was sent to over 2,000 customers from across the Middle East, supports the fact that jeans are the most popular and influential item of clothing around the world today. Invented in 1873 and originally designed for labourers, jeans have now become a staple item in every wardrobe, transcending every fashion trend over the last 60 years.
The survey shows that although participants may have one pair of designer denims, the high street is the best place to buy a good pair of jeans, with a third of respondents stating that they only purchase their jeans on the high street.
Fit is the most important factor for fashonistas when selecting a new pair of jeans, with almost 80% stating that a perfect fit is ‘a must’. Value for money is also essential, with almost half of those questioned stating that this is a priority when selecting their perfect pair.
The skinny jean still tops the trend charts, with almost 50% of participants choosing it as the cut of the moment. However, as you never can tell when the latest trend may turn into a trend revival, one in ten admitted that they keep hold of their denim collection for up to ten years before throwing them out!
New Look has conducted the survey in preparation for its newly launched denim collocation, which is available now at New Look stores in Deira City Centre, Ibn Battuta and Dubai Mall, and will be coming soon to its other stores across the UAE. The brand new ‘Yes Yes’ collection offers great value, with fabulous fit and style in sizes 8-26. Whether customers are a fan of boot cut, the rock n’ roll skinny, low-rise hipster, straight leg and flare, the new collection offers it all from Dhs 65! And the denim devotion doesn’t stop there, with a great denim belted shirtdress and the must have mini in shades spanning black, through indigo to bleach.
Peter Whittle, Business Head at New Look Middle East, said: “It is fascinating to see how attached people get to their collection of jeans and that, despite the array of colourful, decorative designer pairs in the shops today, comfortable, well styled high street denim is still the most popular choice for even the most discerning denim enthusiast.
“New Look has positioned itself as the leading high street denim retailer and the launch of the ‘Yes Yes’ collection is sure to be extremely popular with our shoppers.”
© 2009 Mena Report (www.menareport.com)
