In 2020, the consumer demand for jeans decreased as lifestyles changed due to the measures introduced to stem the spread of Coronavirus (COVID-19). As consumers worked and studied from home and had few opportunities for socialising or travel as a result of lockdown and home seclusion, they opted for clothing with softer fabrics and elastic waistbands as these were more comfortable.
With the launch of its sustainable collection in 2021, Mavi Giyim San ve Tic AS intended to renew its commitment to protecting the planet while delivering accessible, durable and sophisticated styles. Produced with organic cotton and recycled materials, the new Mavi line is promoted as offering a plethora of charming indigo shades and a myriad of aesthetic options that can meet the requirements of the most eco-minded consumers.
There is also a move towards capsule collections in jeans as part of the capsule wardrobe trend in Turkey. The idea of a capsule wardrobe is that the consumer owns a small selection of classic or neutral clothes that complement each other and can be used interchangeably for a variety of outfits.
The comfort and sustainability trends are set to harden in jeans in the forecast period. In line with the rise of environmental awareness, the focus on circular fashion and sustainability is expected to increase in Turkey.
Men’s jeans continued to account for a larger share of retail volume and value sales than women’s jeans in Turkey in 2021. Indeed, the gap is set to widen over the forecast period, as men’s jeans is projected to see faster growth, partly because men have fewer alternatives to jeans than women.
In May 2021, MySize, the developer and creator of smartphone measurement solutions, announced the successful integration of the MySizeID widget for Levi Strauss Turkiye. This has reduced return rates as MySize’s sizing solution utilises Levi’s size charts, product tables, GTIN, descriptions, and other relevant details, alongside MySize’s patented algorithms, to provide e-commerce shoppers with a highly accurate size recommendation.
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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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