Abstract
It was not until the 1960s, and the breakdown of traditional codes of dress,
that a jeans culture, driven by rock-and-roll and popular culture, was born.
Since then, jeans have been a constant part of the wardrobe, worn by an
ever-increasing age-range of consumers, which has meant that the product means
different things to different consumers. To some consumers and retailers it is
a basic, and to others a high-fashion statement, so today jeans marketers are
incorporating concepts of authenticity, music, celebrity endorsement and
product placement to drive sales.
just-style estimates that the denim and jeans market around the world will
increase in retail value to US$56.2bn by 2014, showing a rise of 8.9% over a
seven year period.
In just-style' s previous report on denim and jeanswear, the sector was
reviewed worldwide from a brand positioning point of view. This provided
insightful analysis of a product sector that is still trying to convince the
consumer that it is cool.
This latest edition of our best selling ' global market review' concentrates on
the battle to convince the developing market consumer:
- why they should wear jeans; and
- whose jeans they should wear.
The report includes regional analysis of the global denim and jeanswear
industries, complete with comprehensive market data and forecasts to 2014. We
offer comparisons of the market, consumer attitudes and a look at brands, own
labels, retail distribution and prices. The study also reviews today' s main
market supply chains and strategic alliances, and provides company profiles of
the key brands driving the market.
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