Jeans remain a staple item in the wardrobes of Italians, thanks to their comfort and versatility. Along with the athleisure trend, dress codes have become more casual.
Jeans is expected to continue to be impacted by a growing polarisation in demand, with super premium and economy jeans set to show the best value performance. Price-sensitive consumers are trading down to economy jeans, gaining share over standard jeans, thanks to the positive performance of brands such as OVS and Piazza Italia due to their fast fashion focus.
Sustainability has become an increasingly important value in apparel and also in jeans in Italy. Italians are more aware and sensitive about the environmental and social impact of apparel brands, especially after the recent scandals concerning the working conditions in apparel factories in developing countries, such as the Rana Plaza tragedy.
Levi's remained the most recognised jeans brand in Italy and continued to lead the category in 2018. It was also the best-performing brand in the category of premium jeans, which is suffering due to increased competition from super premium jeans with consumers upgrading.
Italians place more trust in branded jeans than in private label. Although economy jeans was the second-best-performing category in jeans in 2018, private label only held a marginal value share and continued to record a downward result.
Delta Galil Industries with its dynamic super premium brand 7 for All Mankind, expanded further in Italian apparel in 2018 by acquiring Eminence SAS and its subsidiaries, including Liabel SpA, an Italian company in women’s underwear and nightwear. Delta Galil acquired 7 For All Mankind from second-ranked VF Corp (present with Wrangler and Lee) in 2016.
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This industry report originates from Passport, our Apparel and Footwear market research database.