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Country Report

Jeans in

Jeans in Turkey

Mar 2019

US$990

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Executive Summary

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PROSPECTS

Both skinny jeans and boyfriend jeans are popular

Skinny jeans and boyfriend jeans are expected to maintain their popularity amongst women. The new boyfriend jean silhouette is an updated version of the old boyfriend jeans – it sits high on the waist and has a relaxed fit throughout, but is not as baggy.

Standard jeans records the most dynamic performance

Standard jeans benefited from increasing investment by leading brands such as LC Waikiki, Defacto, Koton and Mavi in the category over the review period, leading to dynamic growth in 2018. Mavi and Koton used Turkish celebrities in their advertising campaigns, adding further dynamism to standard jeans.

Shapewear jeans have increased in popularity amongst Turkish consumers

A number of denim brands are offering stylish body shaper jeans, providing body shaping benefits along with looking fashionable. Levi's 300 Shaping Series is an innovative approach to denim fit from the brand that invented jeans.

COMPETITIVE LANDSCAPE

LC Waikiki Magazacilik Hizmetleri continues to lead jeans

LC Waikiki Magazacilik led both men’s and women’s jeans in value terms in 2018, as it enjoys extensive outlet penetration throughout Turkey. The second player, Mavi Giyim, benefits from strong brand awareness, as the leading local jeans brand with strong success globally.

An increasing number of fast fashion retailers invest in jeans

Mango, Zara, H&M, LC Waikiki, Defacto and Koton are constantly growing their jeans product portfolios, and invested heavily in jeans lines over the review period. These companies’ competitive prices drive many Turkish women to make impulse purchases even if they do not necessarily need a new pair of jeans.

Domestic players continue to outperform international players

Domestic players continued to lead jeans in 2018, due to their strong outlet penetration and their relatively lower prices. In addition, domestic players continued to target middle- to low-income consumers, which constitute the majority of Turkish consumers.

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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

Both skinny jeans and boyfriend jeans are popular

Standard jeans records the most dynamic performance

Shapewear jeans have increased in popularity amongst Turkish consumers

COMPETITIVE LANDSCAPE

LC Waikiki Magazacilik Hizmetleri continues to lead jeans

An increasing number of fast fashion retailers invest in jeans

Domestic players continue to outperform international players

CATEGORY DATA

Table 1 Sales of Jeans by Category: Volume 2013-2018
Table 2 Sales of Jeans by Category: Value 2013-2018
Table 3 Sales of Jeans by Category: % Volume Growth 2013-2018
Table 4 Sales of Jeans by Category: % Value Growth 2013-2018
Table 5 Sales of Men’s Jeans by Category: Volume 2013-2018
Table 6 Sales of Men’s Jeans by Category: Value 2013-2018
Table 7 Sales of Men’s Jeans by Category: % Volume Growth 2013-2018
Table 8 Sales of Men’s Jeans by Category: % Value Growth 2013-2018
Table 9 Sales of Women’s Jeans by Category: Volume 2013-2018
Table 10 Sales of Women’s Jeans by Category: Value 2013-2018
Table 11 Sales of Women’s Jeans by Category: % Volume Growth 2013-2018
Table 12 Sales of Women’s Jeans by Category: % Value Growth 2013-2018
Table 13 NBO Company Shares of Jeans: % Value 2014-2018
Table 14 LBN Brand Shares of Jeans: % Value 2015-2018
Table 15 Forecast Sales of Jeans by Category: Volume 2018-2023
Table 16 Forecast Sales of Jeans by Category: Value 2018-2023
Table 17 Forecast Sales of Jeans by Category: % Volume Growth 2018-2023
Table 18 Forecast Sales of Jeans by Category: % Value Growth 2018-2023
Table 19 Forecast Sales of Men’s Jeans by Category: Volume 2018-2023
Table 20 Forecast Sales of Men’s Jeans by Category: Value 2018-2023
Table 21 Forecast Sales of Men’s Jeans by Category: % Volume Growth 2018-2023
Table 22 Forecast Sales of Men’s Jeans by Category: % Value Growth 2018-2023
Table 23 Forecast Sales of Women’s Jeans by Category: Volume 2018-2023
Table 24 Forecast Sales of Women’s Jeans by Category: Value 2018-2023
Table 25 Forecast Sales of Women’s Jeans by Category: % Volume Growth 2018-2023
Table 26 Forecast Sales of Women’s Jeans by Category: % Value Growth 2018-2023

Apparel and Footwear in Turkey - Industry Overview

EXECUTIVE SUMMARY

Apparel and footwear continues to grow despite the unfavourable climate

Millennial consumers and digitalisation

Rivalry continues in apparel and footwear

The growth of internet retailing

Stable outlook

MARKET DATA

Table 27 Sales of Apparel and Footwear by Category: Volume 2013-2018
Table 28 Sales of Apparel and Footwear by Category: Value 2013-2018
Table 29 Sales of Apparel and Footwear by Category: % Volume Growth 2013-2018
Table 30 Sales of Apparel and Footwear by Category: % Value Growth 2013-2018
Table 31 NBO Company Shares of Apparel and Footwear: % Value 2014-2018
Table 32 LBN Brand Shares of Apparel and Footwear: % Value 2015-2018
Table 33 Distribution of Apparel and Footwear by Format: % Value 2013-2018
Table 34 Distribution of Apparel and Footwear by Format and Category: % Value 2018
Table 35 Forecast Sales of Apparel and Footwear by Category: Volume 2018-2023
Table 36 Forecast Sales of Apparel and Footwear by Category: Value 2018-2023
Table 37 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2018-2023
Table 38 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2018-2023

Megatrends

Country Report

Jeans in Turkey

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Both skinny jeans and boyfriend jeans are popular

Standard jeans records the most dynamic performance

Shapewear jeans have increased in popularity amongst Turkish consumers

COMPETITIVE LANDSCAPE

LC Waikiki Magazacilik Hizmetleri continues to lead jeans

An increasing number of fast fashion retailers invest in jeans

Domestic players continue to outperform international players

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Overview

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Table of Contents

Jeans in Turkey - Category analysis

HEADLINES

PROSPECTS

Both skinny jeans and boyfriend jeans are popular

Standard jeans records the most dynamic performance

Shapewear jeans have increased in popularity amongst Turkish consumers

COMPETITIVE LANDSCAPE

LC Waikiki Magazacilik Hizmetleri continues to lead jeans

An increasing number of fast fashion retailers invest in jeans

Domestic players continue to outperform international players

CATEGORY DATA

Apparel and Footwear in Turkey - Industry Overview

EXECUTIVE SUMMARY

Apparel and footwear continues to grow despite the unfavourable climate

Millennial consumers and digitalisation

Rivalry continues in apparel and footwear

The growth of internet retailing

Stable outlook

MARKET DATA

DEFINITIONS

SOURCES

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