Jeans saw a tough year in 2020, partly due to the athleisure trend, and because due to the pandemic consumers refrained from making non-essential visits to retail outlets. Most consumers prefer to try on jeans before purchasing.
As with the wider apparel market, purchasing patterns for jeans are shifting, with lower turnover, a move towards e-commerce (despite some challenges) and greater consumer choice. This shift is made easier in jeans due to the highly standardised character of the category, with waist and length measurements more or less completely limited to inches (width/length) and practically identical across brands, making it easier for consumers to switch channels and go shopping for alternatives to their normal preferences.
Despite seeing a further value share decline in 2021, international premium brand Levi’s maintained its lead in jeans, thanks to its strong brand recognition and reputation as being high quality. Levi’s also offers frequent discounts, while its business model includes distribution by Levi Strauss Sweden to 23 retail stores managed by regional player Varner Brand Stores, which has good experience of the local economy.
Jeans was reaching a stage of consolidation and contraction before the pandemic. The category is saturated, with little potential for innovation and new fashion trends, as consumers focus more on sustainable, classic designs, durability and low cost, rather than pre-patination or glitzy brand identities.
Jeans is a highly standardised category, with small (perceived) differences between different types of brands and price levels. The situation resembles that of near-perfect competition, and the current tendency towards a split into generalists and specialists risks an exacerbation of these conditions.
Second-hand consumption, which is a growing challenge for many other apparel categories, is expected to play less of a role in terms of competition with jeans, as this is a type of garment that is often worn until it is too worn out to be resold. In addition, these products are frequently sold in a heavily patinated condition even as brand new – for example, stonewashed jeans – rendering second-hand retail value extremely low.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Jeans industry in Sweden 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 Sweden, 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.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page