Both men’s and women’s jeans sales posted a strong decline in value and volume in 2020 as a result of the lockdown and store closures. The decline in value was higher compared to volume, as there was a migration to cheaper jeans in line with the impact of COVID-19 upon consumer spending power and psychology.
Aside from the need for consumers that normally favour more expensive jeans to reduce their spending on luxury brands for economic reasons, athleisure is another trend that continued to have a negative impact on jeans in 2020. The impact of this trend was stronger on men’s jean’s than on women’s jeans, as Greek men have increasingly been opting for tracksuits instead of jeans.
Women’s jeans also suffered in 2020 from the shift towards sports-inspired apparel and comfortable cotton items like yoga pants, leggings, and tracksuits that have been breaking through their association with working out and become established as an all-times fashion item. In fact, even within women’s jeans, the trends favour more comfortable styles with the baggy mom and boyfriend jeans preferred to the skinny jeans, and cropped/ankle length jeans also popular in the context of 1970s and 80s styles coming back to fashion.
Both men’s and women’s jeans are set to start recovering in 2021, and they are expected to register similarly strong volume and value CAGRs over the forecast period. Initially the growth will be driven by economy jeans due to the impact of COVID-19 upon Greece’s economy and therefore disposable incomes.
In the case of women’s jeans, the recovery of premium and super premium brands will be significantly slower given the weaker Greek economy compared to what is expected for men’s jeans, with super premium jeans seeing stronger growth than premium women’s jeans in this segment over the forecast period. Within economy jeans, however, women’s jeans is expected to see more rapid growth, because Greek women have generally tended to buy more pairs of jeans with different styles at a yet lower cost, and this trend is not expected to change when shopping habits resume in the post-pandemic period.
While men’ jeans will also start to recover in 2021, its recovery will be much slower, as men are more willing to embrace the convenience of sports clothing and tracksuits as an alternative to jeans. Sports-inspired fashion for men, including tracksuits, are increasingly regarded as fashionable in Greece.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Jeans industry in Greece 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 Greece, 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.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page