Sales of jeans saw a significant current value decline in 2020, as consumers spent more time at home and therefore looked for more comfortable apparel, such as sportswear. In addition, the temporary closure of non-essential retailers contributed to decline, as the increase in sales via e-commerce was insufficient to offset the decline in store-based sales.
Current value sales of super premium jeans were the least negatively impacted by the pandemic in 2020. Most consumers who could afford to purchase such high-end jeans were not as financially affected by the economic impact of COVID-19, therefore there was not such a huge change in their purchasing behaviour.
Economy jeans, which is the second-largest price platform in jeans, saw the slowest current value decline after super premium jeans in 2020. It also showed good signs of rebound in 2021, with a double-digit current value increase.
Jeans were a must-have item in the wardrobes of both Romanian women and men pre-pandemic, as jeans are fashionable to wear on many occasions. Diversity in terms of shapes, colours or styles made these items of clothing appeal to a wide array of consumers with different styles and tastes.
Standard jeans is expected to see the strongest current value growth in the forecast period, and will remain the price platform with by far the highest sales, as most Romanians can afford these products. However, super-premium jeans will also see solid growth, and also return to the pre-pandemic level of sales in the same year, 2022.
E-commerce saw significant growth due to the COVID-19 pandemic, and this is set to continue over the forecast period as more consumers realise the convenience, ease of use and low prices available online. Jeans are amongst the most popular items for online shopping, especially amongst Romanian women.
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Understand the latest market trends and future growth opportunities for the Jeans industry in Romania 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 Romania, 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.
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