Jeans have a central role in the wardrobes of Chileans, widely accepted as a staple of casualwear. Indeed, Chilean consumers wear jeans regularly in both leisure and work contexts.
While jeans are considered a core item of casualwear in Chile, this status is increasingly being threatened by the rise of the athleisure trend. An expanding range of sportswear and sports-inspired clothing is providing consumers with an increasing number of alternatives to jeans, including tracksuit bottoms, leggings and yoga pants.
Jeans saw something of a polarisation trend at the end of the review period, with the economy and premium segments seeing significant growth, while the standard and super premium segments struggled. This trend was driven largely by the performances of specific international brands, with the fast fashion brands, Forever 21 and H&M, expanding dynamically in economy jeans, while Levi’s successful revitalisation was the primary factor behind the growth of premium jeans.
Jeans is a fragmented category in Chile, with players outside the top 20 jointly accounting for 50% of value sales in 2018. This level of fragmentation derives from the widespread popularity of jeans and the category’s representation across retail channels and price segments.
Fast fashion brands, Forever 21 and H&M, were the fastest-growing brands in jeans in Chile in 2018. Both brands benefited from their capacity to meet the demand for fashionable products at an affordable price amongst female consumers.
Having overtaken Pepe to become the largest brand in jeans in the previous year, Levi’s extended its lead in the Chilean market in 2018. Levi’s is benefiting from a global strategy to refocus on brand development and innovation, which has seen its effectiveness magnified by the influence of the internet, and particularly social media.
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This industry report originates from Passport, our Apparel and Footwear market research database.