Jeans sales continued to decrease in 2021. As a result of COVID-19, consumers have been spending most of their time at home and thus paying less attention to getting dressed, instead focusing on comfort.
The new denim cycle is the driving force behind Levi's sales. In recent months, tight jeans have fallen out of favour, and women are turning to vintage, loose, distressed straight and flared jeans instead.
Inditex retains its leading position in 2021 due to the widespread popularity of its Zara and Pull & Bear brands, with the company taking over Au Chau Fashion & Cosmetic in 2018. This success can mainly be attributed to a stronger brand reputation, Western designs and high product quality.
In the wake of the COVID-19 pandemic and with soaring inflation rates in 2022, economy jeans is predicted to see stronger growth than most types of jeans over the forecast period. Economy jeans are widely available throughout the country as most players in this area are usually local and small businesses.
Despite the premiumisation trend, economy jeans continue to lead overall sales in Vietnam due to their wide distribution network, large number of options and lower pricing. Nevertheless, there is still demand for premium jeans among both men and women, mainly due to the boom in the number of new international brands such as Zara and Levi’s.
The rise in the number of start-up companies and adoption of Western working practices in Vietnam is also resulting in a shift from traditional formal workwear towards casual alternatives. Indeed, even established companies such as DBS Bank, Unilever and adidas are complying with this trend and changing their official regulations.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Jeans industry in Vietnam 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 Vietnam, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This category includes trousers/pants made of denim. It comprises of all lengths including capris and shorts. Most popular brands include: Levi’s, Lee, Wrangler. Jeans are further broken down by price platform. A full list of price bands in local currency for the 46 researched markets is available upon request. Please speak to your account manager to get a copy of these.See All of Our Definitions
This report originates from Passport, our Jeans research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!