Levi, S And Other Old Jeans Take The Final Step Of High Technology.

Because more and more women give up

Choosing elastic tights and yoga pants, American jeans companies are caught up in the technological war of improving women's jeans.

Scott jeans, head of denim apparel at VF, said that jeans usually go on to store shelves for several years, from typing to finished products.

Launch the blue jeans rescue plan: make them more like yoga pants! As more and more women give up jeans and choose elastic tights and yoga pants, American jeans companies are caught up in the technological war of improving women's jeans.

As report goes,

Veteran Jeans Companies, such as Levi Strauss (Levi 's Levi's brand) and VF companies with Lee, Wrangler and 7 For All Mankind, are scrambling to increase fabric's stretchability to attract more and more people looking for comfortable and fashionable clothes.

At the same time, the brand of the new fashion tights, like Spanx, is trying to attract jeans fans and strive to develop elastic pants like jeans.

Levi "s brand President James Curleigh said:" what consumers are now looking for is leisure and comfort, whether jeans or yoga pants. "

Last fall, Levi s launched the latest Revel women 's fit, using a patent application "liquid forming technology", an elastic coating that can be applied to the inner layer of trousers.

The coating can limit the extensibility of the fabric to a certain range, making the consumer's thighs more delicate and comfortable.

This extremely soft material will "keep its shape at all times," Levi "s company is full of confidence.

In 2013, Levi s opened the Eureka laboratory, a research institute in San Francisco.

The company uses its Dyneema like strong lightweight fiber to make its signature jeans style.

VF launched its newest easy to bend women's jeans in its Lee brand in August.

Several innovative product lines: Heavenly Touch, Curvy Fit and Easy Fit use very soft cowboy fabrics, but they still look like regular denim fabrics.

Scott jeans, head of denim apparel at VF, said that jeans usually go on to store shelves for several years, from typing to finished products.

"What you are beginning to see is the work of 2010," Baxter said.

"It takes a while to develop and go through all the processes."

Later this year, VF will also open a cowboy Innovation Centre next to the Greensboro headquarters in North Carolina, to ensure continuous innovation.

Previously, the company's projects usually take 6 months to 2 years to complete.

VF wants to study breakthroughs in innovation centers that may take longer, Baxter said.

Small denim manufacturers have also taken action.

Canada's Silver Jeans has launched a hybrid product of jeans and yoga pants.

It's called "Joga jeans", which combines traditional jeans with plush appearance and sports pants inside.

Jeans have been struggling to compete with soft trousers.

According to recent data from market research firm NPD group, total sales of jeans in the United States dropped by 6% last year.

Women's jeans sales have dropped slightly by 7%.

Expensive jeans are the hardest hit.

NPD found that between March 2013 and March 2014, sales of jeans worth $75 and above fell by 32.5%.

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Levi 's fired 800 people in March.

In July, the company announced that its first quarter profit fell from $48 million 100 thousand to $11 million 500 thousand, or 76%, compared with the same period last year.

VF's Cowboy brand income fell 1% in the first quarter compared to the same period last year, of which Lee brand fell 7%.

The Lucky brand jeans were completely abandoned by the parent company Fifth & Pacific, now known as Kate Spade & Co., and sold to a private equity fund in December.

7 for Mankind high tech skinny pants

Children are no longer choosing jeans.

According to the Financial Services Company Piper Jaffray study, for the first time in history, legging has become the most popular trend in this spring.

"Jeans like white shirts are the biggest wardrobes," says Fashionista's freelance editor Lauren Sherman.

"But fashion is cyclical, and jeans will be popular or declining like this any other brand or garment."

The decline of these jeans stems from the rise of the industry known as athleisure, that is, the elastic clothing that can be worn outside the gym.

This is the new jeans.

"This is the new jeans," Gap CEO Glenn Murphy announced in February this year at its new yoga brand Athleta conference.

GAP bought this yoga clothing company in 2008.

Murphy said its two popular brands, Gap and Old Navy, will also produce sportswear and casual wear.

Sportswear will now be placed at the conspicuous counter of the shop rather than in the old underwear showcase.

While jeans retailers infringe on their sites, Lululemon, Nike, Under Armour and Adidas sportswear companies are developing new products in their laboratories.

Spanx "Slim-X Super Skinny" jeans

"Sports brands are investing more in design and fabric," said magazine editor Ali Pew.

"They don't want to send customers to those new competitors."

Even Spanx fans, who believe in the magic of body sculpting, have joined the battle of jeans.

Spanx's new chimera product guarantees the appearance of jeans and the comfort of bottompants, while avoiding the annoying bulge of the body.

Jeans from Levi and J Brand also promise consumers that wearing their products will look thinner.