In 2020, jeans faced considerable competition from more comfortable apparel and footwear products such as leggings and sportswear. This switch was prompted by the drastic lifestyle changes that consumers in the Philippines faced in 2020, such as long periods of national lockdown and home seclusion and also the widespread shift to working from home.
A number of jeans brands in the Philippines opted to close their concept stores during the COVID-19 pandemic. Players in the archipelago also retracted some of their products from department stores in the country and focused much of their efforts on online marketing, social media and e-commerce.
The iconic multinational jeans brand Levi’s lost its leading position in jeans – specifically, in standard jeans – to the Fast Retailing Philippines’ fast fashion Uniqlo brand in 2020. Nevertheless, Levi’s still ranks second in jeans overall, benefitting from its strength in men’s jeans and from consumers’ ongoing preference for established brands.
As the threat of COVID-19 pandemic subsides, consumers are expected to return to their pre-COVID-19 daily routines in 2022. Consumers will go out more, interact with others socially, and return to the workplace and schools.
A growing proportion of the Filipino population will pay attention to fashion trends in the forecast period, and yet, with globalisation and rising consumer image consciousness, individuality is also being encouraged, even when it comes to jeans. Successful players are focusing on consumer groups with clear preferences for different cuts of jeans, especially middle- and older-aged consumers.
Prior to the COVID-19 pandemic consumers in the Philippines were wary of shopping online, due to the large unbanked population, inconvenient return and refund policies, and not being able to try on the clothing items. During the pandemic this changed.
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Understand the latest market trends and future growth opportunities for the Jeans industry in Philippines 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 Philippines, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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.See All of Our Definitions
This report originates from Passport, our Jeans research and analysis database.
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