As in other EU countries, Spanish authorities opted for a national lockdown amid the initial outbreak of COVID-19. The quarantine started from 15 March and lasted for three months given that each region saw restrictions eased at different times.
In the case of jeans, spending is set to continue to confirm a polarisation in terms of demand. While younger consumers are increasingly looking for cheap, especially fast-fashion, brands, older consumers are choosing premium and, increasingly, super premium jeans.
Levi Strauss España maintained its leading position in jeans in 2020, even though it could not avoid heavy sales losses to the lockdown and subsequent recession. 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.
Over the forecast period, Spain is predicted to be amongst the economies suffering the most from the COVID-19 pandemic. The country is seeing its employment rate decline sharply and recovery is not expected to be swift.
During the review period, low waist and skinny jeans tended to dominate sales, though “mom-look” jeans were trendy in the second half. However, it has become more difficult to predict trends, as they increasingly last for shorter periods, while micro trends overlap in jeans.
As price-sensitivity intensifies amid diminishing purchasing power, leading jeans brand Levi’s is predicted to see further strong competition from fast-fashion rivals. As seen in other categories, the speed at which these brands are able to satisfy the latest trends, at affordable prices, is a distinct advantage.
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Understand the latest market trends and future growth opportunities for the Jeans industry in Spain 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 Spain, 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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