LENA-SOPHIE RÖPER (13) PREMIUM BUYING DIRECTOR, ZALANDO

Today’s customers value quality, heritage, authenticity and credibility – especially when it comes to denim. They love denim editorial stories about the history of a heritage denim brand, or revivals, or archive pieces and silhouettes of the 80’s and 90’s (Mom Jeans, Boot Cut, Flare, etc.). Furthermore, it is about comfort and fit, so any editorials that present a multi-faceted variety of looks speak to customers.

Denim also often attracts in shoots with a certain sex appeal, like Calvin Klein Jeans’ campaign featuring Hailey and Justin Bieber.

Last but surely not least, sustainability is becoming an increasingly important part in purchase decisions. Denim is highly criticized as one of the worst environmental polluters due to its high water consumption and use of chemicals. Therefore, sustainably sourced denim and denim brands built on a CSR (Corporate Social Responsibility) model are stronger than ever.