Sales of jeans were particularly hard hit by the impact of COVID-19 on Thailand. Like most items of apparel, sales of jeans were impeded by the disruption to store openings.
Despite the challenges facing manufacturers of jeans the category still continued to see new product development and innovation in 2021, with players having one eye on the future. One way in which players within jeans looked for growth opportunities was through targeting specific shoppers and their tastes and preferences.
Faced with an uphill battle some players focused on the future, using CSR activities to help build a more positive brand image which could serve them well moving forward. For instance, leading brand Levi’s launched its ‘We stand together’ campaign.
As the country’s borders reopen and tourism returns it is anticipated that jeans will post a strong recovery, with double-digit growth projected over most of the forecast period in retail volume terms. Players are expected to employ strong price promotions to kickstart the recovery, which should help to attract consumers many of whom will likely remain price conscious due to the economic circumstances.
There is growing awareness of the harm being caused to the environment by the fashion industry, including by the manufacture of jeans. As such, more players are likely to invest in creating more sustainable jeans and in raising their profile as “greener” companies.
Younger consumers in Thailand are becoming increasingly interested in the ability to stamp their personality on their clothing, with this trend also being seen in jeans. Customising services such as Lee’s laser engraving customised designs are drawing interest, while other consumers are looking for simple designs, which allow them to be mixed and matched to suit different outfits and different occasions.
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Understand the latest market trends and future growth opportunities for the Jeans industry in Thailand 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 Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Jeans
This category includes trousers/pants made of denim. It comprises of all lengths including capris and shorts. Most popular brands include: Levi’s, Lee, Wrangler. Jeans are further broken down by price platform. A full list of price bands in local currency for the 46 researched markets is available upon request. Please speak to your account manager to get a copy of these.
This report originates from Passport, our Jeans research and analysis database.
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