Jeans is being hit by the emergence of a growing range of alternative products, especially for female consumers. The increasing numbers of consumers engaging in regular exercise, from sporting activity to yoga, are contributing to a growing familiarity with sportswear.
While jeans saw sales fall in the final year of the review period, the category is expected to see its fortunes turn around over 2018-2023. Growth is set to be driven by the ongoing increase in demand for super premium jeans, which is more strongly differentiated from casual sports-inspired clothing than other segments, and a resurgence in demand for standard jeans.
The premium and economy segments are both expected to see ongoing decline over the forecast period. Relying primarily on pricing for their appeal, economy jeans are being hit particularly hard by the rise of alternative casual clothing influenced by increased engagement in exercise.
Uniqlo significantly increased its value share in 2018, thereby extending its lead over second-placed, Levi Strauss, despite the latter also registering a notable share increase. Uniqlo’s jeans are benefiting from the brand’s increasingly fashionable status and reputation for high-quality but affordable designs and products.
Levi’s began the review period as the largest jeans brand in Singapore. However, it experienced a consistent year-on-year decline in its value share between 2013 and 2017, partly resulting from the expansion of Uniqlo.
The growing demand for high-end jeans drove strong performances from a number of super premium jeans brands in 2018, including Diesel’s eponymous label and PVH Corp’s Calvin Klein and Hilfiger Denim brands. Sandro, for which SMCP Fashion Singapore Pte Ltd is the NBO in Singapore, was the most dynamic brand in super premium jeans in the final year of the review period.
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This industry report originates from Passport, our Apparel and Footwear market research database.