Jeans witnessed a sharp decline in sales in 2020 with the closure of brick-and-mortar stores during the lockdown impeding the category’s development. Nevertheless, those companies with a clear online strategy fared better, utilising online sales to compensate for in-store losses.
With a highly fragmented competitive landscape it is becoming increasingly tough to stand out from the competition when it comes to jeans in China. With brands being offered by fast-fashion retailers such as Uniqlo and H&M, as well as from established designer labels such as Calvin Klein, it is key that players establish a clear positioning.
Even prior to the outbreak of COVID-19 sales of jeans had been showing signs of stagnation, with consumers turning their attention to newer and developing fashion trends, such as the demand for athleisure. Behind this trend is the fact that health and fitness is becoming increasingly important to middle class consumers in China, driven in part by government campaigns to encourage consumers to be more active.
While the athleisure trend has negatively impacted sales of jeans to an extent, it also points towards potential opportunities for jeans manufacturers in China. Recognising the benefits of allowing employees to adopt a more informal attire for the workplace, such as increased productivity, this is not only driving sales of sportswear, but it is also presenting new opportunities for jeans manufacturers.
As competition becomes more intense manufacturers and retailers are constantly looking for new ways to attract consumers to purchase their jeans. One way some players are looking to achieve this is through new innovations.
After the challenges seen in 2020 due to COVID-19, jeans is expected to see a significant recovery in 2021 with consumers keen to make up for the limited shopping opportunities during the lockdown. Nonetheless, after a strong start to the forecast period sales growth is expected to slow with the Chinese economy expected to come under significant pressure in the wake of COVID-19.
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Understand the latest market trends and future growth opportunities for the Jeans industry in China 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.
If you're in the Jeans industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Jeans research and analysis database.
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