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Country Report

Jeans in

Jeans in Turkey

Mar 2020

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Broad appeal of jeans mitigates threat from other product types

Jeans in Turkey is expected to see overall volume and current value growth rates slow gradually during the forecast period. This is partly due to maturity, but also attributable to increasing competition from other product types, particularly athleisure apparel such as joggers, leggings and sweatpants, and to a lesser extent chinos and cargo pants.

Standard jeans set to remain the most popular category

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.

Women’s jeans will continue to witness a higher level of innovation

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 2019. This is expected to remain the case over the forecast period, in part because men have fewer alternatives to jeans than women.

COMPETITIVE LANDSCAPE

LC Waikiki and Mavi remain the clear leaders in jeans

Domestic firms LC Waikiki and Mavi remained the top two companies in jeans in 2019, claiming substantially higher value shares than other competitors. LC Waikiki maintained a clear lead in standard jeans, reflecting its status as one of Turkey’s most successful fast fashion operators.

More brands choose Turkish celebrities for advertising campaigns

When it comes to brand ambassadors, more jeans players in Turkey are beginning to favour local celebrities over international stars. For example, Koton chose young Turkish actors Melisa Senolsun and Burak Deniz to promote its new men’s and women’s collections in 2019.

Levi's marks Nisantasi store opening with launch of new collections

Premium jeans brand Levi's opened a new showroom-type store in Istanbul’s Nisantasi district in June 2019. The opening was celebrated with an event that also featured the launch of the brand’s 2019 autumn-winter collection and its Levi's ® X Stranger Things special collection in Turkey.

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Jeans Market Sample Report Jeans Market Sample Data

Overview

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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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Jeans industry in Turkey 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 Turkey, our research will save you time and money while empowering you to make informed, profitable decisions.

The Jeans in Turkey market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Jeans in Turkey?
What are the major brands in Turkey?
How dynamic is the growth of clothing and footwear internet sales?
What is the performance of women’s clothing vs men’s clothing?
What % of clothing and footwear sales goes through grocery retailers?

Why buy this report?

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

This industry report originates from Passport, our Apparel and Footwear market research database.

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Jeans in Turkey - Category analysis

HEADLINES

PROSPECTS

Broad appeal of jeans mitigates threat from other product types

Standard jeans set to remain the most popular category

Women’s jeans will continue to witness a higher level of innovation

COMPETITIVE LANDSCAPE

LC Waikiki and Mavi remain the clear leaders in jeans

More brands choose Turkish celebrities for advertising campaigns

Levi's marks Nisantasi store opening with launch of new collections

CATEGORY DATA

Table 1 Sales of Jeans by Category: Volume 2014-2019
Table 2 Sales of Jeans by Category: Value 2014-2019
Table 3 Sales of Jeans by Category: % Volume Growth 2014-2019
Table 4 Sales of Jeans by Category: % Value Growth 2014-2019
Table 5 Sales of Men’s Jeans by Category: Volume 2014-2019
Table 6 Sales of Men’s Jeans by Category: Value 2014-2019
Table 7 Sales of Men’s Jeans by Category: % Volume Growth 2014-2019
Table 8 Sales of Men’s Jeans by Category: % Value Growth 2014-2019
Table 9 Sales of Women’s Jeans by Category: Volume 2014-2019
Table 10 Sales of Women’s Jeans by Category: Value 2014-2019
Table 11 Sales of Women’s Jeans by Category: % Volume Growth 2014-2019
Table 12 Sales of Women’s Jeans by Category: % Value Growth 2014-2019
Table 13 NBO Company Shares of Jeans: % Value 2015-2019
Table 14 LBN Brand Shares of Jeans: % Value 2016-2019
Table 15 Forecast Sales of Jeans by Category: Volume 2019-2024
Table 16 Forecast Sales of Jeans by Category: Value 2019-2024
Table 17 Forecast Sales of Jeans by Category: % Volume Growth 2019-2024
Table 18 Forecast Sales of Jeans by Category: % Value Growth 2019-2024
Table 19 Forecast Sales of Men’s Jeans by Category: Volume 2019-2024
Table 20 Forecast Sales of Men’s Jeans by Category: Value 2019-2024
Table 21 Forecast Sales of Men’s Jeans by Category: % Volume Growth 2019-2024
Table 22 Forecast Sales of Men’s Jeans by Category: % Value Growth 2019-2024
Table 23 Forecast Sales of Women’s Jeans by Category: Volume 2019-2024
Table 24 Forecast Sales of Women’s Jeans by Category: Value 2019-2024
Table 25 Forecast Sales of Women’s Jeans by Category: % Volume Growth 2019-2024
Table 26 Forecast Sales of Women’s Jeans by Category: % Value Growth 2019-2024

Apparel and Footwear in Turkey - Industry Overview

EXECUTIVE SUMMARY

Price hikes temper overall expansion of apparel and footwear in Turkey

Digital technologies influence consumer behaviour and competitive strategies

Domestic firms continue to lead but are hardest hit by fallout from currency crisis

E-commerce channel continues to perform strongly

Positive outlook is contingent on macroeconomic conditions

MARKET DATA

Table 27 Sales of Apparel and Footwear by Category: Volume 2014-2019
Table 28 Sales of Apparel and Footwear by Category: Value 2014-2019
Table 29 Sales of Apparel and Footwear by Category: % Volume Growth 2014-2019
Table 30 Sales of Apparel and Footwear by Category: % Value Growth 2014-2019
Table 31 NBO Company Shares of Apparel and Footwear: % Value 2015-2019
Table 32 LBN Brand Shares of Apparel and Footwear: % Value 2016-2019
Table 33 Distribution of Apparel and Footwear by Format: % Value 2014-2019
Table 34 Distribution of Apparel and Footwear by Format and Category: % Value 2019
Table 35 Forecast Sales of Apparel and Footwear by Category: Volume 2019-2024
Table 36 Forecast Sales of Apparel and Footwear by Category: Value 2019-2024
Table 37 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2019-2024
Table 38 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2019-2024

Megatrends

Country Report

Jeans in Turkey

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Executive Summary

New Report Guarantee

PROSPECTS

Broad appeal of jeans mitigates threat from other product types

Standard jeans set to remain the most popular category

Women’s jeans will continue to witness a higher level of innovation

COMPETITIVE LANDSCAPE

LC Waikiki and Mavi remain the clear leaders in jeans

More brands choose Turkish celebrities for advertising campaigns

Levi's marks Nisantasi store opening with launch of new collections

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Overview

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Table of Contents

Jeans in Turkey - Category analysis

HEADLINES

PROSPECTS

Broad appeal of jeans mitigates threat from other product types

Standard jeans set to remain the most popular category

Women’s jeans will continue to witness a higher level of innovation

COMPETITIVE LANDSCAPE

LC Waikiki and Mavi remain the clear leaders in jeans

More brands choose Turkish celebrities for advertising campaigns

Levi's marks Nisantasi store opening with launch of new collections

CATEGORY DATA

Apparel and Footwear in Turkey - Industry Overview

EXECUTIVE SUMMARY

Price hikes temper overall expansion of apparel and footwear in Turkey

Digital technologies influence consumer behaviour and competitive strategies

Domestic firms continue to lead but are hardest hit by fallout from currency crisis

E-commerce channel continues to perform strongly

Positive outlook is contingent on macroeconomic conditions

MARKET DATA

APPENDIX

CORONAVIRUS (COVID-19)

DEFINITIONS

SOURCES

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