The ongoing recovery of the Spanish economy is expected to exert a key influence on the performance of jeans in the forecast period. Disposable income levels continue to grow, with further positive economic indicators, such as employment rates and consumer confidence, also anticipated to boost spending in the forecast period.
During the review period low waist and skinny jeans tended to dominate sales, while “mom-look” jeans were trendy in 2017 and 2018. However, it has become more difficult to predict trends, as they increasingly last for shorter periods, while micro trends overlap in jeans.
Although Spanish consumers, in general, still have a less environmental-friendly profile than their counterparts in some other European countries, the interest in sustainable jeans producers is growing. Spanish consumers are increasingly aware that the production of jeans is one of the main pollutants within the fashion industry.
Levi Strauss España consolidated its leading position in jeans by recording the fastest retail value share growth in 2018. The company benefits from the high popularity of Levi’s among “it-girls” and fashion bloggers, who have also helped to popularise its traditional branded T-shirts.
Fast-fashion companies filled the remaining five places in the top six in retail value share terms in 2018. The second-ranked player, Primark Tiendas, continues to benefit from its offer of low-priced products, which are especially popular among younger consumers.
A number of established players, including Guess Apparel Spain (Guess), are looking for strategies that will enable them to compete in a highly competitive category like jeans in Spain. One of the key strategies encompasses the opening of mono brand outlets, although Levi Strauss España has not followed this concept.
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This industry report originates from Passport, our Apparel and Footwear market research database.