Sales of jeans were negatively impacted by store closures during the lockdown in early 2021, with consumers also encouraged to continue working from home whenever possible. However, the reopening of foodservice outlets and the lifting of restrictions during the second quarter of 2021 created renewed demand for jeans as people spend more time outdoors.
More people looked online for price discounts for their favourite brands of jeans in 2021 with mainstream e-commerce retailers competing by introducing more frequent sales campaigns. For instance, Wehkamp.
Increasing consumer concern about the environmental impact of denim processing is generating more interest in sustainable jeans in the Netherlands. Responding to this demand, Dutch manufacturer Garcia Jeans introduced a new line in 2021 called The Better Jeanswear, which uses sustainable production processes and which is being marketed as a more sustainable option.
After the heavy decline experienced in 2020 as a result of COVID-19, jeans started to show signs of recovery in 2021 as restrictions were eased and the Netherlands rolled out its vaccination programme. This recovery is expected to continue over the forecast period as consumer confidence returns and people start socialising more outside the home again.
With the reopening of foodservice outlets and the resumption of social events, Dutch consumers are likely to feel more inclined to spend money on looking good. This is likely to include increased demand for more expensive designer jeans.
More Dutch consumers are expected to focus on the environmental impact of denim processing over the forecast period, which may lead to increased investment from manufacturers in creating more sustainable products. Larger brands have already cottoned onto this trend and have begun to address the issue in their marketing.
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Understand the latest market trends and future growth opportunities for the Jeans industry in Netherlands 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.
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Jeans
This report originates from Passport, our Jeans research and analysis database.
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