In 2020 jeans was hard hit by the outbreak of COVID-19, with the strong decline in sales being down to several factors. With consumers forced to spend considerably more time at home, the focus switched from fashion to comfort, whilst there were also far fewer opportunities to show off a new pair of jeans.
Jeans experienced a rapid shift in distribution towards e-commerce in 2020, and purchases continued to be made via this channel in 2021. Being a highly popular product even before the outbreak of COVID-19, many Austrian consumers chose to purchase jeans online, as they compared prices across different channels.
In 2020 and 2021, despite seeing a slight share decline, New Yorker Group-Services International continued to lead jeans, and was the only player to hold a double-digit retail value share. However, this remains a very fragmented category, with the smallest players, included under “others”, accounting for nearly half of sales.
Jeans is expected to see strong although slowing retail volume and current value growth over the forecast period, with value sales expected to return to the pre-COVID-19 level by 2023. Jeans are expected to remain a core wardrobe staple for both men and women.
Jeans is expected to continue experiencing the effects of the pandemic in the early forecast period. As consumers continue to be encouraged to work and study from home, the demand for casual apparel will be a positive factor for jeans during the early forecast period, with Austrians continuing to choose comfort and style as well as design.
Trends that were important across the review period included eco-friendly and fair trade. As the outbreak of COVID-19 increased price-sensitivity in the country, many of these trends took a back seat as consumers focused on purchasing essentials and affordable goods.
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Understand the latest market trends and future growth opportunities for the Jeans industry in Austria 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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Jeans
This report originates from Passport, our Jeans research and analysis database.
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