Jennifer Foyle
Analyst · Barclays.
So yes, in denim, we still remain #1 in women's for all ages, and we sit #1 in men's for our age demo. 20% market share or still in that zone. I would like to just add though, it's really about the health of the business. I mentioned it on my prior answer, the AURs and denim are at record highs, and they've surpassed the total AE brand AURs. So it's pretty impressive as a percentage growth.
It's pretty, pretty impressive when you see our ability to sell full price denim. And honestly, it's about time because the love and the detail and the workmanship that goes into our denim at this price value equation is like no other. And I'd like to say that we're in this for the long haul. I like what we've done over the past year. I like that we're demanding the retails that warrant the quality that I just spoke about because I think it bodes well for our future where many retailers are going to face a lot of headwinds. We have that beauty of, again, delivering quality, less units, and we're going to keep on looking at what else we can offer this customer and grow that AUR, where it's warranted, so only where it's warranted, but we're seeing no resistance. If they love the fit and they love the silhouette, they are spending. So that will give us a lot of leverage in the future. If you think about it, eventually, these headwinds are going to come down. Our costs are going to be more advantageous.
And I think we're going to be in a good position to take advantage of some of that, but also continue to better our quality year-over-year. And that's truly the strategy. we're trending up over the past five years as far as market share. And our customer is aging with us, which I mentioned as well. Love that. love that because in the past, we used to see the customers jump out around 19, 20 years old. So we are in there as the #1 solid denim offering in specialty from age 15 to 25. So really excited about that.
And headed into holiday, we're continuing the momentum. I like what I'm seeing. But again, it's early on, Adrienne, to tell. It's obviously a big quarter, but we definitely saw some acceleration early in on the quarter. So now we're here. We call it green week, and we are ready to fight and most importantly, delight our customers. So just wanted to wish you a happy Thanksgiving as well.