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Learn more20 pages, Feb 2018
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In Germany, there is a significant disparity between prices of jeans and the quality that is offered. This has become particularly evident due to the rise of fast fashion labels and textile discounters such as Primark and Kik, which offer jeans for as low as EUR10.
Whilst quality and price are critical to consumers’ buying decisions regarding the different jeans categories, sustainability is becoming increasingly important as well. Awareness about environmental issues and social fairness are having a growing influence on the type of products and brands that consumers prefer.
Over the forecast period manufacturers will have to focus more on sustainability to avoid losing customers. Brands, particularly those that have drawn criticism, will increase their efforts to communicate an environmentally friendly and socially fair image by highlighting new production methods and improved working conditions.
C&A and H&M continued to lead overall sales of jeans in Germany in 2017, on the strength of their strong presence in Germany and large store networks. Well established, they both enjoy high brand recognition, which has strengthened their position in jeans.
Due to the evolving casualisation trend, consumers’ growing interest in jeans as well as loosening dress codes at work, premium jeans has been on an upward trend as consumers prefer high-quality, durable and above all, comfortable products. In this context, Levi Strauss Germany was able to expand its lead in premium jeans in 2017.
Despite increased popularity of jeans in Germany, value sales of economy jeans are declining as the category finds itself on a downward trend. This development can be explained by the intensified competition within economy jeans, which has especially challenged the leading players, H&M and C&A, which post value sales declines in 2017 as a result.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Jeans industry in Germany 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 Germany, our research will save you time and money while empowering you to make informed, profitable decisions.
The Jeans in Germany 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.