Point Sur Denim: The Decline Of Fashion

For the past several years denim as casual wear had been on the decline. For many, including the men and women of groups like the Baby Boomers, the Millenials, and soon to become the Founders, yoga pants, workout or jogging pants became the choice and popular bottoms to wear. Lately, the dead and gone trend seems to be making a comeback and with a vengeance. Remember fashion trends go out of style only to return with a new name, in this case, it's called ’retro’. The premium brands like The GAP, Mcguire, R13, and Point Sur Denim are mass marketing the same straight–leg, skinny, and boyfriend denim with slight differences and are considered “fashion followers and not trendsetters” (Hameide, K. K.) for those who are less interested in creativity.

The luxury brands like APO, Dussault, and Escada are working to stimulate a once-sluggish market by creating jeans with creative differences and priced from $4000 and upwards. A pair of Secret Circus Luxury jeans is priced at $1.3 million and the back pockets are encrusted with diamonds.

Premium Brand – The Gap 1969
Target customer – 25-45
Brand value – Dynamic and classic
Pricing attitude – A cheaper alternative to higher priced luxury brands of denim.
Location choices - Malls, free-standing locations, an international brand but, closing many U.S. store.

Luxury Brand – Secret Circus
Target Customer – Millionaires of course! Hip, youthful and wealthy celebrities
Brand Value – The most expensive jeans money can buy.
Pricing Attitude – Outrageous
Location choices – on-line