In the clothing industry and in the jeans industry in particular, several factors like innovation and new products have to be introduced frequently. Recently, when there was a shift from bootleg jeans to narrow skinny styles, sales went up remarkably high. This has caused the denim market to reach sales of $15.26 billion (£8.79 billion) in 2005, an increase of 9.3 percent from the year before (FashionUnited 2006). .At the same time, research suggests that brands continue to play an important role for the purchase of jeans (Jeans1 2006).