Jeans was hard hit by the outbreak of COVID-19, with the heavy 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, with far fewer opportunities to show off a new pair of jeans.
While sales plummeted across jeans it was premium and super premium jeans which suffered the steepest decline. Aside from the health and social impact of COVID-19 it also had a financial impact with most consumers forced to reassess their spending.
The average unit price of jeans dropped significantly in 2020. With prevailing economic uncertainty stemming from the outbreak of COVID-19 many consumers looked to reign in their spending during 2020 with it not being clear how long or how significant the impact of the pandemic would be.
A pair of jeans is considered an everyday item in most wardrobes and as such as restrictions are lifted sales of jeans should start to recover, with value sales expected to return to pre-COVID-19 levels by 2022. Once consumers can confidently and safely start shopping in-store again this should also provide a significant boost to sales, with jeans being an item of apparel that consumers generally prefer to try before they buy.
Jeans have traditionally been a form of apparel that consumers prefer to try before they buy; however, online retailers have been finding new and innovative ways to overcome this challenge and this could help to drive further growth in e-commerce over the forecast period. Free returns is one method of encouraging consumers to shop online, while click and collect allows the consumer to try the jeans when they collect them.
While the look and feel of a pair of jeans is hugely important in the decision-making process other factors are expected to play an increasingly significant role moving forward. Consumers in Austria are becoming more aware of their carbon footprint and the impact their purchasing decisions have on the environment.
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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.
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This report originates from Passport, our Jeans research and analysis database.
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