While remaining an extremely popular and versatile type of apparel in Ukraine, sales of jeans fell sharply in 2020. The category was negatively impacted as uncertainty about the future, fewer social activities and the closure of physical stores led many Ukrainians to delay purchases of jeans.
Jeans remained popular with both men and women in 2020, with Ukrainians typically wearing jeans for work, studying and leisure. While men are often content with a limited selection of jeans, women generally strive to purchase a wider range of jeans in a variety of styles, such as straight, narrow and skinny, high and low waist, and different colours, such as blue, black and white.
Jeans, particularly economy jeans, remained highly fragmented in 2020, with “Others”, comprising unbranded products and brand imitations from Chinese manufacturers, accounting for a significant share of retail value sales. Turkish company Eroglu Holding AS remained the leading player in jeans in Ukraine in 2020 with its Colin’s brand.
Jeans is expected to return to positive retail volume and value growth at constant 2020 prices in 2021 in line with an anticipated economic recovery. Rising consumer spending power is set to continue driving expenditure on jeans over the forecast period as a whole.
Over the short to medium term, the unbranded and brand imitation jeans found widely at outdoor markets and in minor online stores are set to continue accounting for a significant share of sales. Over the longer term, however, branded varieties, especially those from fast fashion brands such as Zara, Bershka and Colin’s, are expected to account for a growing share of value sales, appealing to a wider consumer base with their higher quality and competitive prices.
Greater penetration of the e-commerce channel is expected over the forecast period, further enhancing the growth prospects for all categories of jeans. International players in particular are expected to extend their reach to consumers living in smaller cities and more rural areas.
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Understand the latest market trends and future growth opportunities for the Jeans industry in Ukraine 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 Ukraine, 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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