Jeans are an important and constantly present item in the wardrobes of many Germans. Despite the category’s undynamic performance towards the end of the review period, sales remained positive due to impulse purchases that take place mostly through bricks-and-mortar ones.
As a result of the pandemic, major restrictions imposed on the population and general concerns about the risk of exposure to the virus in large public spaces meant that Germans altered their entertainment and leisure activities, by avoiding crowded places and opting for smaller gatherings amongst friends and/or family. This new reality in terms of Germans’ social lives resulted in a reduced need to spend money on perceived non-essential items.
Super premium jeans in Germany had witnessed stable demand towards the end of the end of the review period. While local consumers significantly contributed to this performance, a substantial share of sales traditionally stem from international expenditure linked to inbound tourists to Germany.
Germany is expected to recover slowly from the economic impact of COVID-19 in the upcoming years. Nevertheless, higher-income individuals, only marginally impacted when compared to the rest of the population and predicted to increase in size and purchasing power, are likely to generate greater revenue for jeans.
Jeans is not expected to fully recover in volume sales terms until 2023, although some segments are expected to grow marginally faster, as is the case for jeans with a premium and super premium positioning with earlier stronger volume growth rates. German consumers are increasingly looking for brands and respective products that use materials that have greater longevity.
Prior to the pandemic, jeans had been receiving substantial media attention which impacted consumers’ perceptions of the category and its production processes. Increasing awareness of conventional manufacturing methods which tends to be related to pollutants and use of water in production is gradually moving German consumers towards environmentally-friendly alternatives.
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Understand the latest market trends and future growth opportunities for the Jeans industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Jeans research and analysis database.
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