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American Women are Shifting to Wearing Jeans After a Decade Long Love for Athleisure

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NEW YORK – In its report, the NPD group has revealed that the trend of wearing jeans is coming back in America as there is a surge in the American women wearing jeans. The report highlighted that sales of women’s jeans in the US had increased by 22 million units in 2018 in comparison to 2017. This, in other words, means about 365 million pairs were sold in the US. For the last 10 years, people had mostly worn gym clothes to remain comfortable. Due to this, there was a boom in the athleisure sector in the country which resulted in the downfall of the Denim industry in the market. But now, the trend has been changing on a large scale which means American women are choosing Denim jeans to wear.

According to the marketing research of Euromonitor, the compound annual growth rate for the sale of designer jeans in the US will rise by 1% between 2018 and 2023. However, in the time period between 2013-2018, this growth rate stood at -2.3% and in the same period, the sale of sportswear landed at 6%. Marshal Cohen, the chief industry advisor for NPD while releasing his statement in the press said that the recent growth in the sale of women’s designer jeans will boost the Denim industry on a large scale. He further said that the growth in jeans sales is due to women majorly buying denim at off-price and low-cost retailers such as TJ Maxx or Ross Stores. Due to this, women jeans’ sale has increased to almost 30% in the year ending February 2019 which equals to a 17% total unit sales.

However, the growth in the specialty store channel which covers retailers such as American Eagle, H&M and Topshop were not impressive and it only registered 6% growth rate in jeans sales. Women are preferring less expensive and more comfortable stuff in jeans. The sole motive of marketing teams of various companies should be to increase the sale by introducing more discount rate and high comfort in clothes.

A multi-lingual talent head, Jimmy is fluent in languages such as Spanish, Russian, Italian, and many more. He has a special curiosity for the events and stories revolving in and around US and caters an uncompromising form of journalistic standard for the audiences.

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American Coffee Shop Closes after 3rd ADA Lawsuit

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On April 30th, Jason’s Cafe closed after three different ADA lawsuits were filed against the restaurant. The cafe had been doing business in Menlo Park, California for 11 years.

These lawsuits were all filed for different reasons: the width of bathroom stalls was too narrow, the front door was too heavy, and the lines for the handicap spaces in the parking lot were faded beyond recognition.

Restaurant owner Jason Kwan says the building was old–built 40 or 50 years ago. This was before the ADA was in place. So, the original building plans did not comply with today’s expectations.

To meet the requirements of the ADA, Kwan would need to replace the front door or install a handicap door switch with a button, repaint the lines in the parking lot, and do a total renovation of the bathroom. These repairs would certainly add up.

But, if the changes are not made, Kwan will continue to be faced with even more costly lawsuits.

It seems that these are typically the types of buildings that are targeted for lawsuits. People familiar with the American Disabilities Act (ADA) know that, like Jason’s Cafe, these older buildings have likely not been renovated or updated to meet the standards required by the 1990s act.

Two of the three people who filed lawsuits against Jason’s Cafe have sued other restaurants for noncompliance. Each one had already sued a handful of restaurants and hotels in the years previous.

These lawsuits had a devastating effect on Kwan’s bottom line. Not only would he have to pay for the changes made to the restaurant, but he also needs to pay for his own legal fees and the legal fees of the plaintiff, along with any other damages incurred by the noncompliance.

After the third lawsuit, Kwan was forced to close his doors. He was understandably disappointed, saying, “That’s my baby right there.”

These lawsuits are not uncommon today, and small business like Jason’s Cafe need to be aware of the requirements expected of their stores and websites through the ADA.

In the first half of 2018, about 5,000 ADA lawsuits were filed. That number is up 30% from the previous year. Of those lawsuits, 1,053 of them were filed for noncompliance on business websites. This number increased a staggering 90% from the previous year.

A good example of noncompliance on a website comes from a lawsuit filed on Avanti Hotel.

This small, 10-room boutique was sued because its website was not accessible for non-seeing, non-hearing users. In order to have an ADA compliant website, it needs to be coded properly to allow for a screen reader to translate the information. Links and images need tags, videos need captions, etc.

Without proper coding, some people with disabilities will not have access to all of the information on the businesses’ sites.

Though there is no need for physical renovation in this case, these lawsuits can still be incredibly expensive. California sees more ADA lawsuits than any other state in the U.S. The state government has set a minimum $4,000 fee for non compliant businesses. This number does not include any legal fees for the defendant or the plaintiff.  This minimum is only enforced in California at this time.

For Avanti Hotel, they were advised to take a settlement between $8,000 and $13,000 after all fees and costs for damages were covered.

These damages can be much higher depending on the sort of business/association being sued. Healthcare organizations with noncompliant sites have some of the biggest risks associated with these lawsuits.

A healthcare website that is not ADA complaint is a real danger to the health and wellness of disabled persons. Damages in these cases can easily add up to a six-figure fine. Organizations could lose business, government funding, their good reputation, and would risk the wellbeing of millions of disabled people.

ADA lawsuits are no small matter. They have the power to close down restaurants or businesses if owners are not careful. Many small businesses cannot afford the kinds of fees associated with these lawsuits. So, it is essential that business owners learn how to protect themselves and how to better serve their disabled patrons before they are faced with a lawsuit.

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