Jeans recorded steady retail value declines over the review period and indeed over most of the previous decade, with only three years narrowly bucking the trend. The category’s poor showing was partly the result of the deconsumption trend, with many shoppers consciously choosing to buy new jeans less frequently due to a combination of economic uncertainty and sustainability concerns.
The COVID-19 pandemic significantly reduced the chances of recovery for premium and super premium jeans in 2020. Even after the lockdown conditions were eased, French consumers, who tend to rein in their spending during times of crisis, sought to reduce impulse purchases, in particular of higher-priced items, which curtailed sales of premium and super premium jeans.
French brands used to dominate or at least be the most dynamic ones in jeans until the 2000’s, with brands such as Buffalo, C17, Chipie, Liberto, Bonaventure, Newman and Marithé + François Girbaud performing well. This was known as the French Touch of jeans.
Jeans is expected to return to strong constant 2020 retail value growth in 2021 as consumers begin to venture out towards the middle of the year as the lockdown restrictions are hopefully eased and the vaccination programme kicks in. Super premium women’s jeans will buck the trend witnessed prior to and through the COVID-19 pandemic and achieve strong double-digit constant 2020 retail value growth in 2021 as some women treat themselves to the latest fashions after the rigours of lockdown, while premium women’s jeans will also benefit from the same trend.
Jeans are among the types of apparel most exposed to growing consumer concerns about sustainability. However, jeans producers are increasingly moving to address this issue by adopting more eco-friendly materials and manufacturing techniques.
Niche local brands such as Blue Box, Atelier Notify, 1083 and Atelier Tuffery, among others have opportunities to increase their presence within jeans over the forecast period. The latter two, for example, were the first brands to manufacture fashion masks with both secure and eco-friendly fabrics in France in 2020, which exemplifies their commitment to sustainable business practices.
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Understand the latest market trends and future growth opportunities for the Jeans industry in France 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 France, 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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