Canadian consumers are sliding into a new pair of blue jeans at record rates and it’s aging boomers, not twenty-something generation y-ers, who are driving the trend. Men and women over 35 years of age purchased more than half of all jeans sold in Canada with the biggest gains, at almost 20 percent, coming from women over 55. ; NPD Group, a leading provider of business and market information, released its latest data on the Canadian apparel market today. The report offers a comprehensive analysis, as of the end of February, of where Canadians shop, what they buy and who spends what, where. ; “The women’s denim market is an estimated $579.7 million dollar annual business, 52 percent of which is driven by women over 35,” says Kaileen Millard, Director of Fashion, NPD Canada, a division of The NPD Group . “The biggest growth has been sales of denim to women over 55. This market has doubled in the last five years with stretch denim cuts being the most popular styles.” ; NPD Group also found that men and women have different purchasing patterns when it comes to denim, with 44 per cent of men’s denim purchased at mass merchandisers
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