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Country Report

Jeans in

Jeans in Canada

Feb 2020

US$990

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Executive Summary

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PROSPECTS

Slowing demand for jeans due to athleisure trend encourages further development of stretch denim to capitalise on demand for greater comfort and flexibility

Jeans in Canada experienced slower demand in 2019 compared to the previous year, due to weaker performances by the larger economy and standard price segments within both men’s and women’s jeans, which could be linked to the athleisure trend as consumers looked to more comfortable leggings and sweatpants for their casual wear. However, women’s super premium jeans recorded the highest current value growth in 2019, in addition to experiencing strengthening demand, a trend that is predicted to continue into the forecast period, and driven by a general increasing trend for purchasing luxury goods, primarily supported by tourism and a rise in the number of affluent immigrants in the country.

Younger demographics drive demand for and development of sustainable production

Sustainability remains a key trend and concern in Canada, particularly amongst millennials and Generation Z. Therefore, brands are eager to promote their commitment to sustainability through product materials and their manufacturing practices, in addition to sustainability programs.

Men’s jeans also develop in line with general trend for greater comfort

The use of stretch materials in jeans is no longer confined to the women’s category, where stretch or skinny jeans were originally perceived to be a female-orientated style. Canadian men are now displaying a greater interest in jeans which incorporate stretch for greater comfort and freedom of movement.

COMPETITIVE LANDSCAPE

Economy jeans lead but Levi’s is most dynamic performer

Loblaw Cos Ltd retained its overall leadership of jeans in Canada in 2019 with its private label line Joe Fresh due to economy jeans being the most popular price segment in both men’s and women’s jeans, while Gap’s Old Navy line retained its leadership of the second most popular price segment of standard jeans. However, Levi Strauss & Co (Canada) Inc was the most dynamic performer in terms of value share gain and value growth in 2019, completing its IPO and going public after being a private company since 1985.

Canadian brands continue to develop within jeans, particularly notable within the premium segment

Despite the presence of global brands such as Levi’s, Wrangler, Lee and Tommy Jeans, Canadian brands remain active in jeans, primarily those with a premium positioning. Silver Jeans from Western Glove Works strengthened its lead of both women’s and men’s premium jeans in 2019, and is available from retailers such as Mark’s and The Bay department store.

Players and retailer feel greater pressure through intense competitive environment

Jeans in Canada remained a fairly fragmented and highly competitive landscape, placing pressure on a number of players and retailers; for instance, a challenging environment led to domestic retailer Jean Machine closing the last of its 24 stores in early 2019. VF Corp, which previously owned jeans lines Wrangler and Lee, created a separate independent company, Kontoor Brands, in May 2019 which now represents both brands, as they came under pressure due to the strong competition offered by Signature by Levi Strauss & Co, private label, and accessible brands such as Mountain Ridge and Rivet61 from expanding Canadian mass merchandiser Giant Tiger.

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Jeans Market Sample Report Jeans Market Sample Data

Overview

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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 Canada 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 Canada, our research will save you time and money while empowering you to make informed, profitable decisions.

The Jeans in Canada 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 Canada?
What are the major brands in Canada?
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 Canada - Category analysis

HEADLINES

PROSPECTS

Slowing demand for jeans due to athleisure trend encourages further development of stretch denim to capitalise on demand for greater comfort and flexibility

Younger demographics drive demand for and development of sustainable production

Men’s jeans also develop in line with general trend for greater comfort

COMPETITIVE LANDSCAPE

Economy jeans lead but Levi’s is most dynamic performer

Canadian brands continue to develop within jeans, particularly notable within the premium segment

Players and retailer feel greater pressure through intense competitive environment

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 Canada - Industry Overview

EXECUTIVE SUMMARY

Athleisure trend and cold climate are ongoing factors driving positive performance of apparel and footwear in Canada

Younger generations drive demand for more sustainable and ethical manufacturing

Highly fragmented competitive landscape marked by notable polarisation of demand

Convenience and expansive offer of e-commerce leads to further share gain

Mixed performance predicted for apparel and footwear in line with weak economic outlook

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 Canada

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Slowing demand for jeans due to athleisure trend encourages further development of stretch denim to capitalise on demand for greater comfort and flexibility

Younger demographics drive demand for and development of sustainable production

Men’s jeans also develop in line with general trend for greater comfort

COMPETITIVE LANDSCAPE

Economy jeans lead but Levi’s is most dynamic performer

Canadian brands continue to develop within jeans, particularly notable within the premium segment

Players and retailer feel greater pressure through intense competitive environment

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Overview

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Table of Contents

Jeans in Canada - Category analysis

HEADLINES

PROSPECTS

Slowing demand for jeans due to athleisure trend encourages further development of stretch denim to capitalise on demand for greater comfort and flexibility

Younger demographics drive demand for and development of sustainable production

Men’s jeans also develop in line with general trend for greater comfort

COMPETITIVE LANDSCAPE

Economy jeans lead but Levi’s is most dynamic performer

Canadian brands continue to develop within jeans, particularly notable within the premium segment

Players and retailer feel greater pressure through intense competitive environment

CATEGORY DATA

Apparel and Footwear in Canada - Industry Overview

EXECUTIVE SUMMARY

Athleisure trend and cold climate are ongoing factors driving positive performance of apparel and footwear in Canada

Younger generations drive demand for more sustainable and ethical manufacturing

Highly fragmented competitive landscape marked by notable polarisation of demand

Convenience and expansive offer of e-commerce leads to further share gain

Mixed performance predicted for apparel and footwear in line with weak economic outlook

MARKET DATA

APPENDIX

CORONAVIRUS (COVID-19)

DEFINITIONS

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