In a recent NPD survey, 63% of consumers said they love their jeans

In a recent NPD survey, 63% of consumers said they love their jeans

Millennial consumers - who already represent the largest dollar segment of US jeans sales at 28% - are showing a renewed interest in the market, a new report has found.

In the 12 months ending May 2015, overall dollar sales of jeans declined 5%, but among millennials (aged 18-34) increased 2%, driven by a 13% dollar sales increase from the older end of that group (aged 25-34), NPD Group has found.

"Denim is facing a real opportunity to build on past and present success with subtle strategic changes," said Marshal Cohen, chief industry analyst for the NPD Group. "While the industry is not yet in a state of recovery, brands are focusing their energy on the younger customer base, where jeans sales are growing."

In a recent NPD survey, 63% of consumers said they love their jeans, but only 32% purchased a pair for themselves in the past five months. In the same survey, one out of every four consumers said they can’t find jeans they like or that fit well anymore.

"There are missed opportunities across the denim retail landscape, from the limited distribution of classic styles, fuller cuts, and peripheral speciality sizes, to the absence of colour that is living large in so many other industries," added Cohen. "Providing a broader mix of product that appeals to a broader audience, with variety stocked in stores, will help to bridge the gap between what consumers are buying, what they want to buy, and rejuvenation of the denim market."