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Learn moreMar 2019
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Jeans performed poorly in 2018 as the athleisure trend continued to gain ground and as Swedish men also returned to wearing trousers rather than jeans. In 2018, many women were wearing dresses and light-weight trousers as temperatures during the summer soared.
Swedish men are fairly brand conscious with their choice of jeans and therefore often prefer to purchase premium brands such as Levi’s and Lee and super premium brands Nudie, Acne, and Diesel over the economy-priced H&M and Dressmann. Despite this, many cannot afford the price of these more expensive brands and therefore still purchase economy-priced jeans.
While economy jeans will record stronger retail volume growth than standard, premium jeans is predicted to record higher current value growth than super premium jeans over the forecast period. The rationale is that the increasing inequality in Sweden will lead to stronger growth of the highest and lowest socioeconomic groups, because of a stagnant middle class.
H&M Hennes & Mauritz retained its marginal lead of jeans over Levi Strauss in value terms in 2018, with its large range of jeans encompassing brands H&M, Weekday, & Other Stories as well as the jeans brand Cheap Monday. Levi Strauss strengthened its second position, gaining further value share in 2018 as consumers have strong trust and awareness of the Levi’s brand due to its long-standing presence in Sweden.
Jeans tends to be considered a more difficult garment to convert to environmentally-friendly production, as there is a large proportion of water waste compared to other garments. Many jeans players have therefore made attempts to become eco-friendlier such as Velour by Nostalgia was the first brand to receive the eco-friendly certificate Svanen in early 2017; Cubus was certified afterwards, in the same year.
Jeans struggled globally as the athleisure trend continued to gain ground. Global brand owner VF Corp, which holds a portfolio including jeans brands Lee and Wrangler in addition to Timberland, The North Face, and Vans, has decided to mainly focus on these three latter brands.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Jeans industry in Sweden with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Jeans industry in Sweden, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Apparel and Footwear market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.