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Learn more19 pages, Feb 2018
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In the forecast period, jeans are expected to register moderate value growth, which is no mean feat for a single piece of clothing in the highly saturated and competitive Austrian apparel market. This is because jeans are indispensable to a modern person’s wardrobe and epitomise the informal, leisurely lifestyle most Austrians prefer and the shift towards comfortable clothing.
In the forecast period, smart technology is expected to permeate jeans as well. Already some manufacturers have launched initial products.
In the long term, smart technology is expected to transform the way Austrian consumers purchase and wear jeans. For example, Likeaglove.
Jeans is a very congested category in Austria and the top five companies together accounted for less than a fifth of total value sales in 2017. Classical jeans brands such as Levi’s and Wrangler as well as fast fashion apparel retailers including H&M and Zara, traditional apparel retailers such as C&A and apparel discounters comprising the likes of KiK and Primark and designer brands such as Armani, Calvin Klein and Ralph Lauren all have a presence.
Thanks to the marketing activities of leading manufacturers, retailers and designers with strong brands, including high-profile advertising and the frequent launch of an influx of designs and styles, jeans have never lost their appeal to generations of Austrians. But on the down side, it creates high competition and discounting and frequent sales as well as low unit prices that erode the value growth in the category.
Leading manufacturers are expected to focus on the ecological and ethical aspects of manufacturing jeans in the forecast period. There is controversy around the manufacturing processes of jeans, as they are considered harmful to the environment and to the workers.
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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:
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Why buy this report?
This industry report originates from Passport, our Apparel and Footwear market research database.
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.