Jeans experienced a significant drop in demand in 2020 across all price segments, impacting both men’s and women’s categories. This performance was directly related to the home seclusion trend during the pandemic-induced lockdown in March, when Australians looked for comfort in terms of loungewear, and were therefore more likely to wear jogging pants, leggings or nightwear.
The lockdown also saw a greater switch towards e-commerce in Australia, with this trend already gaining momentum towards the end of the review period as consumers searched for competitive prices and a wider range of brands and styles online. E-commerce retailer ASOS Plc has been able to capitalise on this trend, gaining leadership of jeans in 2019.
ASOS Plc retained its overall leadership of a fragmented competitive landscape in 2020. It was one of a limited number of players to record positive value growth, benefiting from a further switch towards e-commerce during the pandemic, and its offer of jeans with a standard price positioning.
Jeans is predicted to see a notable upturn in demand in 2021 across all price segments due to postponed purchases during the pandemic, before gradually returning to greater levels of normalisation towards the end of the forecast period. Nevertheless, despite this more positive outlook for the category, the significant drop in demand during 2020 means that volume sales will struggle to recover to pre-pandemic levels by 2025, dragged down by the higher price segments.
A return to the workplace after the home seclusion trend for some employees is also set to support the category, with jeans benefiting from more relaxed dress codes that have emerged in Australian workplaces. As casual work attire becomes increasingly acceptable, smarter jeans will offer a popular alternative option.
Value sales growth (at constant 2020 prices) is set to outperform volume growth in line with a rise in premiumisation over the forecast period, as an increasing number of consumers pay attention to both quality and the production of their jeans. Sustainability within the category is therefore set to remain a driving force for the development of jeans in the longer term, with millennials’ purchasing decisions more likely to be influenced by sustainable products.
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Understand the latest market trends and future growth opportunities for the Jeans industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Jeans research and analysis database.
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