Denim Market Overview
Denim market size was valued at $57,312.5 million in 2016, and it is forecasted to grow at a CAGR of 6.4% during the forecast period. The jeans vertical has been the largest contributor to the global revenue, and is also expected to drive the market in future. The popularity of pants among teenagers and adults is the prime reason for its larger market, as compared to other products. Also, the availability of numerous styles of jeans, such as skinny jeans, stretch jeans, ultra-low-rise jeans, mid and high-rise denims, boyfriend jeans, straight/ cigarette jeans, flared jeans, wide legged jeans, capri jeans, cropped jeans, and cuffed jeans provides multiple options for buyers to choose according to their preference.
GLOBAL DENIM MARKET, BY PRODUCT, $M (2013 – 2023)
Apart from this, the concepts of e-marketplace and e-commerce are revolutionizing the fashion industry from the past few years and is directly impacting the denim market, positively. As per the U.S. Census Bureau, more than 7% of retail sales at the end of 2015 were majorly driven by e-commerce. With the convenience of shopping from home to choosing most favorite brands and product comparison, the presence of clothing on digital platform is itself a new trend in the global market. This has led to online mode being a preferred distribution channel for vendors, as the channel enables vendors to provide customized products as per the customer’s requirements of size and color.
The standard denim market has been advancing in the recent past. This is primarily due to the increasing adoption of technology related to fabric-recycling by various jeans manufacturers. More number of standard denims than the mass market and premium, are made using recycled denim fabrics, without degrading the quality of the fabric. Moreover, many players in the global market, including H&M and Eileen Fisher, are increasing their focus towards recycled products through various initiatives. For instance, H&M in 2015 launched the global challenge award that provided prizes worth $1.2 million for any individual who provided pioneering ideas for modifications in the recycling technology.
From the geographical standpoint, North America was the largest denim market, contributing more than 30% of the revenue to the global market in 2016. This region is also expected to remain the largest denim market throughout the forecast period. The sale of denim wear from hypermarkets and supermarkets is predicted to witness fastest growth in North America, during the forecast period. This is due to the growing inclination of consumers towards self-service shopping, availability of multiple brands under the same roof, and varied price points offered under different brands.
Denim Market Dynamics
The use of polyester in denim products is currently making waves in the denim industry. Despite there being a mixed opinion of fashion industry experts about blending polyester, when it comes down to the nitty-gritty of manufacturing a garment, manufacturers are finding polyester as one of the best fibers to use.
Further, premium designers in the denim market are now leveraging the advantage of e-commerce by offering special category designs on popular sites like Amazon and Flipkart, and setting up exclusive sections dedicated to their collections. Also, tailor-made customer services are also gaining huge popularity from customers. For example, Mott & Bow, a premium denim wear provider offers home try program, where consumers can opt for two sizes online, and try the best fit size at home. The other unfit wear can be returned to the company at zero additional charge. This helps consumers to choose the best fit, without being physically available at a designated store or clothing outlet.
The penetration of western fashion and western lifestyle has accelerated the casualization of clothing across the globe. It has boosted the consumption of casual fashion apparels like denims, dresses, shirts, tees, and casual shirts in working as well as non-working segments of the society, thereby escalating the growth of the denim market. Also, the changing perception of executive wear in corporate due to casualization, is driving the sales, globally.
The Asian retail clothing industry has been witnessing an incredible growth in recent years and it is also a prime factor driving the global denim market. The increasing technology developments, changing demographics and increasing foreign direct investments (FDIs) have been the driving factors for the clothing industry in the region. Moreover, relaxation in export/import laws from the government for international players have boosted the inflow and outflow of fabrics and other clothing related accessories to a great extent.
The introduction of different fibers and polyester blends is hindering the growth of the global market currently. To lower the overall cost of mass jeans market and other wear production, many manufacturers are now replacing cotton with polyester and other blends. This has led to decrease in the sale of complete cotton based denims, and is in turn leading to a significant fall in the sales, globally. The increasing popularity of yoga pants is also creating a hurdle in the growth of the denim market. Many women today are considering their traditional long blue/black yoga pants as an essence of casual dressing and an activewear option is creating a major roadblock to the market growth.
Denim Market Competitive Landscape
The denim industry is highly fragmented, where the top four players accounted for a combined share of nearly 25% in 2016. There are many global, regional and country level players in the denim industry, which increases the overall competition in the market. The companies manufacturing denim wear are not only fighting for the sales of jeans, the major component of the market revenues, but also for the other categories including dresses and jackets.
The companies in the denim market are also trying to improve their supply chain network to maximize profits through partnerships with supply chain experts. For instance, in March 2017, PVH Corporation entered into an agreement with Li & Fung Trading Limited, through which the company targets to enhance its ability to make its products available to customers well in time. Some of the major companies active in this industry are Levi Strauss & Co., Gap Inc., VF Corporation, H&M, PVH Corporation, and Kering.