Jeans saw a strong decline in 2020 as a result of the COVID-19 pandemic. Being a more casual clothing item, jeans registered a slightly better performance than many other categories; however, store closures and more time spent at home resulted in declining sales.
International apparel giant Bestseller AS continued to account for a significant share of overall value sales in 2020 but lost its lead position to Stay Hungry. Discounting, outlets and online sales also continued to negatively affect Bestseller AS and third-ranking H&M Hennes & Mauritz AS.
Throughout the review period, discounting was a common occurrence as retailers attempted to cope with rising competition. As a result, unit prices decreased, despite a weak Norwegian krone.
Similar to other apparel categories, jeans will see an upswing in performance in 2021 as normal purchasing patterns and socialising resume. Over the forecast period, trends similar to those seen pre-COVID-19 will become more visible, including blurred price/positioning, frequent discounting and the rising popularity of outlets and e-commerce, with a shift towards sales of premium jeans.
The positive perception of premium brands, such as Lee and Levi’s, among Norwegians will continue to limit growth possibilities for super-premium brands such as Diesel and G-Star, as consumers see little added value in terms of quality when trading up. In addition, while local consumers value quality and history, ostentatious displays of wealth are frowned upon in Norway and avoided in most circumstances.
International jeans giants such as Levi’s, Lee and Wrangler are expected to gain value share over the forecast period, as Norwegians are happy to pay a relatively small premium for well-known quality brands. A contributing factor for the strong positions of these brands is that they are distributed by domestic companies with knowledge of the local economy and consumer preferences.
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Understand the latest market trends and future growth opportunities for the Jeans industry in Norway 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.
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This report originates from Passport, our Jeans research and analysis database.
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