New Market Research Report: Jeans in Australia

As with the rest of the apparel and footwear industry, high levels of competition and new entrants into the industry characterised the jeans category in 2013. However, most of the competition came from incumbents that traditionally did not compete in jeans, and in most cases used price discounting to enter the category. Although in 2012 the colour trend stimulated value sales of jeans, in 2013 the category faced deflation as a result of high levels of competition. Several new entrants as well as incumbents competed on price during the year. For instance, in 2013 companies like Kmart, Target and Big W continued to expand their lines of jeans mostly within the economy price bracket under their private label ranges. Similarly, competitors within the fast-fashion industry like Cotton On, Supre (now part of the Cotton On group) and Sportsgirl also increased their jeans ranges within the standard price bracket.

Competitive Landscape

The leading company in jeans in 2013 was Premier Investments, which held a 4% retail value share. The company is present within the jeans category with the Just Jeans and Jay Jays brands in the standard and economy price segments respectively. Despite reporting a challenging year for both brands, Premier Investments continued to lead the category in 2013 in value share with Just Jeans and Jay Jays each ranked number two in its respective price segment. The company has been focusing on the development of its online channel, which had a positive impact on the performance of the Just Jeans brand during the first quarter of 2014.

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Industry Prospects

Compared to the review period, jeans sales are expected to see a significant improvement over the forecast period in volume terms. However, value sales will remain constrained. This can be largely explained by the effect of price competition derived from a heavily populated environment. The entrance of larger competitors, particularly those within the fast-fashion industry like Zara, H&M and Cotton On, will force incumbents to lower their prices in order to compete with the new rivals. Whilst volume sales declined at a CAGR of less than 1% between 2008 and 2013, during the forecast period volume is expected to see an increasing CAGR of 2%. Constant value sales of jeans, however, are expected to grow by a CAGR of less than 1% during the review period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Jeans industry in Australia 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.

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