Jeans continued to be indispensable to a modern Russian’s wardrobe in 2018. Jeans signifies the informal, leisurely lifestyle most Russians prefer and the shift towards comfortable clothing.
The main threats to jeans over the forecast period will continue to be counterfeiting and competition from the unregulated market, where jeans are sold under grey schemes without paying taxes. This may slow down the category’s performance over the forecast period.
Economy jeans displayed the second most dynamic current value sales performance after super premium jeans in 2018. This was attributed mainly to growing economic polarisation of Russian society.
Tommy Hilfiger opened its first store Tommy Jeans in Russia in 2018. The brand differs from other Tommy Hilfiger stores, not only because of its new design, but also due to technology that simplifies the fitting and purchasing of apparel.
In 2018, Levi’s opened its Levi’s tailor shop in Russia as well as a new customisation service Levi’s Print Bar, simultaneously in Moscow and St. Petersburg.
In 2018, Swedish denim brand Nudie Jeans opened its first store in Moscow in the form of a corner in the department store Tsvetnoy. The brand plans to open workshops where jeans can be repaired or handed over for processing.
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This industry report originates from Passport, our Apparel and Footwear market research database.