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Country Report

Jeans in

Jeans in Austria

Mar 2020

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Jeans strongly appeal to men and women of all ages, with sales benefiting from convenience and informality trends, discounting and strong marketing

Jeans saw positive current value growth in all price segments in 2019, benefiting from ongoing convenience and informality trends, discounting, increasing popularity of e-commerce and strong, high-profile marketing activities by leading brands in Austria. While growth rates were a slight improvement over the previous year, market saturation in clothing, in general, continues to suppress demand, limiting consumer spending on jeans in spite of healthy economic conditions.

Increasingly popular premium jeans can often be purchased online for lower prices than jeans of similar quality on offer in retail stores

Premium jeans continued to gain in popularity in Austria in 2019, because Austrian consumers not only put great emphasis on quality but also are increasingly purchasing them through e-commerce sites, where premium jeans can most often be purchased at lower prices than that of jeans of similar quality sold in physical stores. Premium jeans present a smart as well as casual look and they are often worn at work; therefore, premium quality has meaning.

Jeans is increasingly challenged by growing demand for sports-inspired apparel

Jeans has been and is expected to continue being challenged by competition from sports-inspired apparel, which is proving highly attractive to modern consumers and saw higher value growth in 2019 than its jeans counterpart did. Sportswear apparel is especially appealing to consumers that pursue more active lifestyles because it provides flexibility, comfort and convenience due to the use of synthetic fabrics.

COMPETITIVE LANDSCAPE

Levi Strauss & Co maintains the lead with its iconic Levi’s in an otherwise highly fragmented landscape

Levi Strauss & Co (Europe) (Levi’s) continued to lead in jeans in 2019, riding on its iconic brand status and the popularity of its classic products. The brand saw a significant increase in value share and was the only player that saw double-digit value growth over the year.

Environmental and sustainability concerns present strong challenge to jeans manufacturers

Environmental and sustainability concerns continue to present strong challenges to leading jeans manufacturers, who have been facing increasing media and public pressure to invest in best practice jeans production and improve their brand image. Consumers have become increasingly aware of studies, such as a highly publicised report from the International Solid Waste Association, that show what a negative impact that standard jeans production has had on the environment due to cotton cultivation, washing processes and the use of dyes.

Entrance of new brands will broaden the jeans offer, but also will lead to spiralling competition and more discounting

To sustain the popularity of jeans, leading manufacturers are expected to increase their marketing activities and investment in brands over the forecast period. Many new brands are likely to appear on retailers’ shelves in Austria, broadening the fashions and styles on offer and adding dynamism to the category.

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Jeans Market Sample Report Jeans Market Sample Data

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Jeans industry in Austria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Jeans industry in Austria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Jeans in Austria market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Jeans in Austria?
What are the major brands in Austria?
How dynamic is the growth of clothing and footwear internet sales?
What is the performance of women’s clothing vs men’s clothing?
What % of clothing and footwear sales goes through grocery retailers?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Apparel and Footwear market research database.

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Jeans in Austria - Category analysis

HEADLINES

PROSPECTS

Jeans strongly appeal to men and women of all ages, with sales benefiting from convenience and informality trends, discounting and strong marketing

Increasingly popular premium jeans can often be purchased online for lower prices than jeans of similar quality on offer in retail stores

Jeans is increasingly challenged by growing demand for sports-inspired apparel

COMPETITIVE LANDSCAPE

Levi Strauss & Co maintains the lead with its iconic Levi’s in an otherwise highly fragmented landscape

Environmental and sustainability concerns present strong challenge to jeans manufacturers

Entrance of new brands will broaden the jeans offer, but also will lead to spiralling competition and more discounting

CATEGORY DATA

Table 1 Sales of Jeans by Category: Volume 2014-2019
Table 2 Sales of Jeans by Category: Value 2014-2019
Table 3 Sales of Jeans by Category: % Volume Growth 2014-2019
Table 4 Sales of Jeans by Category: % Value Growth 2014-2019
Table 5 Sales of Men’s Jeans by Category: Volume 2014-2019
Table 6 Sales of Men’s Jeans by Category: Value 2014-2019
Table 7 Sales of Men’s Jeans by Category: % Volume Growth 2014-2019
Table 8 Sales of Men’s Jeans by Category: % Value Growth 2014-2019
Table 9 Sales of Women’s Jeans by Category: Volume 2014-2019
Table 10 Sales of Women’s Jeans by Category: Value 2014-2019
Table 11 Sales of Women’s Jeans by Category: % Volume Growth 2014-2019
Table 12 Sales of Women’s Jeans by Category: % Value Growth 2014-2019
Table 13 NBO Company Shares of Jeans: % Value 2015-2019
Table 14 LBN Brand Shares of Jeans: % Value 2016-2019
Table 15 Forecast Sales of Jeans by Category: Volume 2019-2024
Table 16 Forecast Sales of Jeans by Category: Value 2019-2024
Table 17 Forecast Sales of Jeans by Category: % Volume Growth 2019-2024
Table 18 Forecast Sales of Jeans by Category: % Value Growth 2019-2024
Table 19 Forecast Sales of Men’s Jeans by Category: Volume 2019-2024
Table 20 Forecast Sales of Men’s Jeans by Category: Value 2019-2024
Table 21 Forecast Sales of Men’s Jeans by Category: % Volume Growth 2019-2024
Table 22 Forecast Sales of Men’s Jeans by Category: % Value Growth 2019-2024
Table 23 Forecast Sales of Women’s Jeans by Category: Volume 2019-2024
Table 24 Forecast Sales of Women’s Jeans by Category: Value 2019-2024
Table 25 Forecast Sales of Women’s Jeans by Category: % Volume Growth 2019-2024
Table 26 Forecast Sales of Women’s Jeans by Category: % Value Growth 2019-2024

Apparel and Footwear in Austria - Industry Overview

EXECUTIVE SUMMARY

Apparel and footwear market sees modest value growth, driven by demand for sportswear, fast fashion and childrenswear

Austria remains a stronghold for discounters, changing purchasing patterns, escalating market saturation and transforming category dynamics

Fast fashion giants, discounters, sports brands and luxury brands are among the many players in Austria’s highly fragmented competitive landscape

E-commerce keeps gaining ground on store-based retailing, driven by sales to millennials and generation Z, who are the highest spenders on apparel and footwear

Apparel and footwear is set to achieve higher value growth over the forecast period, despite ongoing factors that constrain growth potential

MARKET DATA

Table 27 Sales of Apparel and Footwear by Category: Volume 2014-2019
Table 28 Sales of Apparel and Footwear by Category: Value 2014-2019
Table 29 Sales of Apparel and Footwear by Category: % Volume Growth 2014-2019
Table 30 Sales of Apparel and Footwear by Category: % Value Growth 2014-2019
Table 31 NBO Company Shares of Apparel and Footwear: % Value 2015-2019
Table 32 LBN Brand Shares of Apparel and Footwear: % Value 2016-2019
Table 33 Distribution of Apparel and Footwear by Format: % Value 2014-2019
Table 34 Distribution of Apparel and Footwear by Format and Category: % Value 2019
Table 35 Forecast Sales of Apparel and Footwear by Category: Volume 2019-2024
Table 36 Forecast Sales of Apparel and Footwear by Category: Value 2019-2024
Table 37 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2019-2024
Table 38 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2019-2024

Megatrends

Country Report

Jeans in Austria

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Jeans strongly appeal to men and women of all ages, with sales benefiting from convenience and informality trends, discounting and strong marketing

Increasingly popular premium jeans can often be purchased online for lower prices than jeans of similar quality on offer in retail stores

Jeans is increasingly challenged by growing demand for sports-inspired apparel

COMPETITIVE LANDSCAPE

Levi Strauss & Co maintains the lead with its iconic Levi’s in an otherwise highly fragmented landscape

Environmental and sustainability concerns present strong challenge to jeans manufacturers

Entrance of new brands will broaden the jeans offer, but also will lead to spiralling competition and more discounting

Samples

Overview

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Table of Contents

Jeans in Austria - Category analysis

HEADLINES

PROSPECTS

Jeans strongly appeal to men and women of all ages, with sales benefiting from convenience and informality trends, discounting and strong marketing

Increasingly popular premium jeans can often be purchased online for lower prices than jeans of similar quality on offer in retail stores

Jeans is increasingly challenged by growing demand for sports-inspired apparel

COMPETITIVE LANDSCAPE

Levi Strauss & Co maintains the lead with its iconic Levi’s in an otherwise highly fragmented landscape

Environmental and sustainability concerns present strong challenge to jeans manufacturers

Entrance of new brands will broaden the jeans offer, but also will lead to spiralling competition and more discounting

CATEGORY DATA

Apparel and Footwear in Austria - Industry Overview

EXECUTIVE SUMMARY

Apparel and footwear market sees modest value growth, driven by demand for sportswear, fast fashion and childrenswear

Austria remains a stronghold for discounters, changing purchasing patterns, escalating market saturation and transforming category dynamics

Fast fashion giants, discounters, sports brands and luxury brands are among the many players in Austria’s highly fragmented competitive landscape

E-commerce keeps gaining ground on store-based retailing, driven by sales to millennials and generation Z, who are the highest spenders on apparel and footwear

Apparel and footwear is set to achieve higher value growth over the forecast period, despite ongoing factors that constrain growth potential

MARKET DATA

APPENDIX

CORONAVIRUS (COVID-19)

DEFINITIONS

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