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It was not that easy of a decision though. They had to think of a way to keep the existing customers in the other channels and not lessen the brand's perceived quality overall.
Overall, the apparel market had been growing steadily since 1998 until 2001, when it dropped 5.7% in dollars from the year before. The total jeans sales accounted for approximately 7% of the total $166 billion made in 2001 with 569 million pairs sold. Experts in the apparel industry forecasted an interesting year for sales in 2002, stating that most categories of apparel were going to level out or even decrease.
Jeans were just one of the different categories of pants along with casual pants and dress pants, and jeans had dominated the category until the 1990's when sales had tapered off when consumers migrated over to khakis, cargo pants, and other types of pants...
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