In 2020, as a result of the lifestyle changes associated with the COVID-19 pandemic, consumer demand for products in jeans declined. As consumers shifted to work from home arrangements and spent more time in home seclusion as a result of lockdown restrictions during the COVID-19 pandemic, they opted instead for softer fabrics and elastic waistbands as these were more comfortable.
In 2020, during the COVID-19 crisis, standard jeans continued to benefit from investment by leading brands in the category such as LC Waikiki, Mavi, Koton and Defacto. These brands are well-known for offering quality jeans at affordable prices that make them widely accessible to a range of consumers in Turkey.
The growth rate for unit prices in jeans reached its peak in 2019, which means that unit price increases were much less extreme in 2020. In 2019, unit price rises were mostly concentrated among brands selling economy jeans and standard jeans such as LC Waikiki and Koton.
Standard jeans is expected to remain the largest of the main jeans categories in volume and current value sales terms over the forecast period, and also looks set to show the fastest growth in both respects. Standard jeans are widely perceived as offering decent quality at affordable prices, and these products are available in an extensive variety of styles, colours and sizes from leading brands like LC Waikiki, Mavi, Koton, Defacto and H&M.
Men’s jeans continued to account for a larger share of total jeans volume and current value sales than women’s products in Turkey in 2020. This is expected to remain the case over the forecast period, in part because men have fewer alternatives to jeans than women.
Over the forecast period a number of new trends are expected to make their presence felt in jeans. Firstly, consumers are expected to prefer more comfortable products over the forecast period, especially whilst the threat of COVID-19 remains a factor in consumer decision making as consumers in Turkey tend to prefer comfortable apparel products for wearing around the house.
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Understand the latest market trends and future growth opportunities for the Jeans industry in Turkey 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 Turkey, 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.
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