Jeans in Ukraine

2020 IMPACT

Sales of jeans hit by store closures, less socialising and uncertainty over the future in 2020

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.

Consumers prioritise economy and classic jeans in 2020

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.

Unbranded products dominate jeans as fast fashion brands hold steady in 2020

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.

RECOVERY AND OPPORTUNITIES

Growth set to return as jeans retain wide appeal

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.

Branded jeans set to erode share of unbranded and imitation varieties over the longer term

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.

Growth for e-commerce as international players extend reach beyond larger cities

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.