The Iron Heart 2020 Oscars
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Surprised to see 14oz with 23%sales , I was expecting heavier stuff with higher percentage .
Is market shifting ? I hope not !
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Also 18oz and 19oz with such a low percentage . Those are eye opening numbers !!
18oz is special fabric
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Is market shifting ? I hope not !
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21oz taking up nearly 50% of sales, I would say no. 14oz is a more entry-level weight and pricepoint, so it gets lots of people into the brand.
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I’m glad to see that the 666 is doing well. I’ve been thinking that I need to stock up on the cut so I have enough pairs to last the rest of my life. That’s how much I love them.
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Thanks also for the insights on the split between retailer and direct. I was expecting the ratio would have been the other way around. I know many people who window shop only to buy online. Speaks to the strong service in the retails stores for sure. I know there's a lot more of them as well. Even in COVID era, retail dominated significantly..
Do sales by denim weight change over time? Has/does the market shift directionally in weights by season, is there a YoY trend to get heavier or lighter? Tell me to feck off as well. You've already shared WAY more info that I'd expect to see - thank you for the insights :).
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Cool. Do you know numbers from Japan? I'd guess they sell more of the wider cuts ?
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I'm curious if the Japanese market does not prefer 555 and 777 because their tastes are more oriented towards "traditional" fits–-more in alignment with other selvedge-style vintage and replica companies. IH doesn't aim for the vintage wear, heritage, or replica style (and I happen to like that look a lot) but the 634 and Boot Cut are closer to "old" school looks. Obviously 555 and 777 look more like "modern" jeans (though gratefully not the typical too tight look that dominates fast fashion). I wouldn't be surprised that IH sales in Japan are quite different from the majority of retailers in Europe and North America who seem to prefer 555 and 777.
I should change my nom du selvedge to prof634s.
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I came up with the concepts for the 555, 666, 777 and 888 cuts. (well often with the help of customers and forum members) Haraki understood why I needed to do it, but did not sell any of them for years in Japan. Then he decided he liked the 666, then a few years later the 555. I know they would all sell well in Japan especially the 777, but Japan is Haraki's gig and I don't interfere.
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Weird that the 634 is now essentially the worst seller.
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I have a feeling that they will reclaim the throne in the next year or two.
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Wow that would be crazy.
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I have a feeling that they will reclaim the throne in the next year or two.
I was thinking the same thing. The current/future trend seems to be that looser fits are going to be "in" again and the skinny fits are going to phase out. My guess is that the typical IH customer doesn't give a fuck about trends, myself included, but I'm curios to see how that might trickle down and affect the sales here.
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Also I am very happy to see that 14oz sells so well. It is such a great fabric and the weight is perfect for me in my climate. All iterations of the 14oz fabrics are awesome and I hope they continue to be IH staples for years to come.
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Even more food for thought, as I have yet to buy my first pair of IH jeans. Just have shirts so far. When we can actually go into stores and try on things and shop, I plan on going into Snake Oil Provisions here in Nashville to get an idea for some different fits.
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Really cool seeing the data. Surprised how “middle-of-the-road” the 888 sales are. They seem to get a lot of love. Probably just my personal preference colouring my view.
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@Weft:
Really cool seeing the data. Surprised how “middle-of-the-road” the 888 sales are. They seem to get a lot of love. Probably just my personal preference colouring my view.
I think it is easy to confuse the demographic of the forum with the buying public in general. They aren't always the same thing. I have learnt this only after many years of being "surprised" myself.
