Jeans was the strongest performer in apparel and footwear in 2020 despite a low fall in demand, with women’s jeans recording flat rather than declining volume sales. While the pandemic and home seclusion during lockdown resulted in a shift towards comfortable, loose-fitting clothing such as sportswear and tracksuits, jeans remained a popular item of clothing in many Poles’ wardrobes.
Lockdowns and subsequent waves of the COVID-19 pandemic resulted in prolonged home seclusion, and therefore due to limited mobility, many Poles gained additional weight. This is why looser cuts and larger sizes of jeans gained in popularity in 2021.
As Polish consumers quickly shifted back to wearing and purchasing jeans in 2021, there was evidence of a resurgence of previous trends. The long-forgotten but once iconic “bell bottom” jeans, or trousers with a wider leg, have once again become fashionable and the most desired cut of jeans in Poland at the end of the review period.
Jeans remains a timeless and staple wardrobe item, with many Polish consumers appreciating denim for its practicality, comfort and fashionable appearance. Above all types of apparel, jeans proved to be more resilient to the pandemic, with the category recording only a marginal and temporary drop in demand in 2020.
The standard production process of jeans is increasingly perceived as being non-environmentally friendly. Poles are therefore increasingly paying attention to the environmental aspect of clothing, such as where and under what conditions is it produced.
The trend for the so-called “total look” in fashion, incorporating several elements of clothing matched in such a way as to create a set, is likely to gain momentum over the forecast period. Therefore, along with the increase in sales of jeans, other elements of clothing made from denim are also likely to gain in popularity.
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Understand the latest market trends and future growth opportunities for the Jeans industry in Poland 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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