Global Denim Jeans Market Overview, 2024-29

Global Denim Jeans Market Overview, 2024-29

Denim jeans continue to be in high demand among the young population due to their comfort, ease of wear, and durability. In developed economies, there is a growing demand for “perfect fit” denim jeans, prompting denim jeans manufacturers to develop new products. Blending cotton with synthetic fibers to provide consumers with stretchable jeans is a recent trend seen among Denim Jeans Market participants. Customers prefer denim jeans because of the aesthetics, moisture absorption, color resistance, and comfort they provide. Constant product innovation in the market, as well as rising living standards, will drive demand even higher. Growing consumer awareness of a wide range of products, such as boot cut, high rise, cropped, skinny, tapered, and regular fit jeans, is also helping to expand the market. A rise in demand for branded apparel will also contribute to the expansion. Pumice stones soaked in sodium hypochlorite or potassium permanganate has traditionally been used to achieve the popular washed-down or worn look of denim jeans (oxidizing agents). When these stones are rubbed against the fabric while tumbling jeans, the dye is removed. Sustainable denim clothing is gaining popularity not only in developed countries like the United States and Germany but also in developing countries like China and India. As a result, the increasing production of denim from plastic and other recyclable materials represents a significant opportunity for Denim Jeans Market participants. Jeans are made from denim, which is a heavy cotton fabric. Blue jeans are referred to as denim in some places. The term “serge de Nimes” is derived from the French phrase “serge de Nimes.” The fabric “serge” is sturdy twill, and Nimes is where it was famously made. Denim is a strong cotton fabric with a subtle diagonal ribbing pattern created by a twill weave. The weft threads go under two or more warp threads, and the warp yarns are more prominent on the right side of the cotton twill fabric, which is warp-facing. There are two reasons why denim has become so much more popular than duck cotton. For starters, denim softens with age (unlike duck cotton, which feels like you’re wearing a wagon cover all the time), which is an appealing quality in a piece of clothing you’re expected to wear every day. Denim is a tough fabric that does not easily snag or tear. It’s also breathable, iron-able at high temperatures, and crease-resistant. It is stiff when new but softens with continued washing and wear, making it ideal for long-term use.

According to the research report, “Global Denim Jeans Market Overview, 2024-29” published by Bonafide Research, the market is anticipated to cross USD 115 Billion by 2029, increasing from USD 86.07 Billion in 2023. The market is expected to grow with 5.58% CAGR by 2024-29. The denim jeans market is expected to expand due to the continuous evolution of consumer trends and preferences for appealing fashion and beauty coupled with continual companies’ product innovations with designs, trends, styles, and colors thereby driving the demand for denim jeans. The rise in the sense of fashion among the millennial and baby boomers category has allowed the manufacturers to continually emphasize introducing new and upgraded versions of the same denim jeans. In July 2022, Abercrombie & Fitch launched the 2022 denim collection for kids which features additional options for fit and sizing. The collection has an elevated size range and offers 5/6 to 17/18 and includes short, regular, and long-length options in all sizes and waistband adjusters. The company has researched in depth about the parents' preferences towards their children’s clothing. Nowadays, loose fitting-clothes are gaining trend among the women population for different occasions, which is expected to create lucrative opportunities for the denim jeans market. In addition, the rise in the working class population and business casual adoption in workplaces will favor the demand for denim jeans. Moreover, constant product innovations in the market and improving standards of living will drive the demand further. Rising awareness about the availability of a variety of products, such as boot cut, high rise, cropped, skinny, tapered, and regular fit jeans, is also contributing to the market expansion. Influence of the social media platforms is further expected to spur market growth. Moreover, the growing apparel market across the globe with the introduction of premium and branded products is likely to have a significant impact on the denim jeans market development. Major manufacturers have undertaken several business strategies, such as geographical and capacity expansion, M&A, and R&D, to boost their sales. Also, these leading market players in the denim jeans market are primarily focused on establishing new market opportunities by entering newer markets in the clothing industry that are still in their developmental phase. In August 2022, H&M Hennes & Mauritz AB inaugurated its retail footprint in Costa Rica and North Macedonia and introduced an e-commerce site in Uruguay.

Market Drivers
• Fashion Conscious Millennials and Gen Z: The fashion preferences of millennials and Generation Z play a pivotal role in driving the denim jeans market. These demographics, known for their strong influence on trends, seek clothing that reflects their individuality and values. Denim brands catering to the style preferences and ethical considerations of these generations are likely to experience heightened demand.
• Global Urbanization and Casualization of Dress Codes: The increasing global urbanization and a shift towards more casual dress codes in workplaces contribute to the demand for denim jeans. Denim, once seen as casual wear, has become acceptable in various professional settings, adding to its versatility and expanding the potential consumer base.

Market Challenges
• Supply Chain Disruptions and Raw Material Costs: The denim jeans market is susceptible to supply chain disruptions, such as those seen during the COVID-19 pandemic. Disruptions in the supply chain, including raw material shortages and transportation challenges, can impact production timelines and increase costs. Fluctuations in the prices of raw materials, especially cotton, pose challenges for manufacturers in maintaining competitive pricing.
• Changing Retail Landscape and Brick-and-Mortar Challenges: The evolving retail landscape, marked by the rise of e-commerce, presents challenges for traditional brick-and-mortar stores. Denim brands need to adapt to changing consumer shopping habits, explore omnichannel strategies, and enhance the in-store experience to remain competitive.

Market Trends
• Rise of Gender-Inclusive Collections: Gender-inclusive denim collections are gaining momentum as the fashion industry moves towards breaking traditional gender norms. Brands are increasingly offering styles and fits that cater to a diverse range of body types, reflecting a more inclusive and progressive approach to denim fashion.
• Focus on Circular Fashion and Recycling: Circular fashion practices, including recycling and upcycling, are gaining prominence in the denim industry. Brands are exploring ways to extend the lifecycle of denim products through recycling initiatives, encouraging consumers to return old denim for repurposing. Circular fashion aligns with sustainability goals and addresses concerns about textile waste.

Covid-19 Impacts

The denim jeans market experienced disruptions in its supply chain due to factory closures, transportation restrictions, and lockdowns imposed to curb the spread of the virus. Manufacturing hubs, especially in countries like China and Bangladesh, faced significant challenges in production and shipping, leading to delays in the delivery of raw materials and finished products. The economic uncertainties brought about by the pandemic led to changes in consumer spending patterns. With priorities shifting towards essential goods, the demand for non-essential items, including fashion apparel like denim jeans, experienced a decline. Consumers focused more on comfort and essentials during periods of lockdown and uncertainty. The closure of brick-and-mortar stores and restrictions on in-person shopping accelerated the shift towards online retail. E-commerce platforms became crucial for denim brands to reach consumers during lockdowns. Companies that had robust online strategies and user-friendly websites were better positioned to navigate the challenges posed by physical store closures. With disrupted supply chains and shifts in consumer demand, many brands faced inventory challenges. This led to an increase in discounting and promotional activities to clear excess stock. While this allowed brands to manage inventory, it also impacted profit margins. The widespread adoption of remote work and the casualization of dress codes during lockdowns influenced denim trends. While there was a decline in the demand for formal and business attire, there was a simultaneous increase in the demand for comfortable and casual wear, including denim jeans suitable for home-office settings. The pandemic brought attention to sustainability and ethical practices in the fashion industry. Brands that incorporated ethical practices and transparency in their supply chains were better received by an increasingly environmentally conscious consumer base.

The premium category is growing in the denim jeans market due to increasing consumer demand for high-quality, sustainable, and uniquely crafted denim products that offer superior fit, comfort, and style.

The growth of the premium category in the denim jeans market is driven by a shift in consumer preferences towards high-quality, sustainable, and distinctive denim products. Discerning consumers are seeking more than just a pair of jeans; they are investing in an experience that combines superior craftsmanship, sustainable practices, and a commitment to both style and comfort. Premium denim brands distinguish themselves by using top-tier materials, often including organic or ethically sourced cotton, and employing meticulous manufacturing processes to create jeans that boast exceptional durability and a luxurious feel. Sustainability plays a pivotal role in the premium denim category's growth. With an increasing focus on ethical and eco-friendly fashion, premium brands are adopting sustainable practices, such as water-saving technologies, eco-friendly dyes, and ethical labor practices. This commitment to sustainability resonates with consumers who prioritize both fashion and responsible consumption, contributing to the premium category's expanding market share. Additionally, the premium category thrives on offering unique and exclusive designs. From intricate washes and finishes to customized details, premium denim brands often provide a level of craftsmanship and exclusivity that sets them apart. Consumers are drawn to the idea of owning a piece of clothing that reflects individuality and superior design, and they are willing to invest in the premium category to achieve this. The fit, comfort, and tailored feel of premium denim are additional factors fueling its growth. Premium brands often invest in research and technology to create jeans that offer an exceptional fit, ensuring that consumers not only look stylish but also feel comfortable in their denim. This emphasis on fit and comfort contributes to the premium category becoming a preferred choice for consumers who prioritize both aesthetics and wearability.

The relaxed category is growing in the denim jeans market due to a shift in consumer preferences towards comfortable and versatile clothing options that provide a relaxed fit while maintaining a fashionable and modern aesthetic.

The burgeoning popularity of the relaxed category in the denim jeans market is indicative of a broader shift in consumer preferences towards comfort-centric fashion. As lifestyles evolve and consumers prioritize ease of movement and versatility, relaxed-fit jeans have emerged as a favored choice. The relaxed category offers a departure from the more restrictive and form-fitting styles, providing a silhouette that is both laid-back and contemporary. This resonates with consumers who seek a balance between fashion and comfort, particularly in casual and everyday wear. Relaxed-fit jeans cater to a diverse demographic, accommodating various body shapes and sizes. The design of these jeans allows for a looser fit around the hips and thighs, providing a comfortable and easy-going feel. This inclusivity in sizing and the emphasis on comfort align with changing perceptions of beauty and body positivity, making relaxed-fit jeans more accessible and appealing to a broader consumer base. The relaxed category's growth is also driven by its adaptability to different styling preferences. Consumers can effortlessly transition from casual to semi-formal settings while wearing relaxed-fit jeans, making them a versatile wardrobe staple. This versatility is especially relevant in today's dynamic lifestyle, where individuals seek clothing that effortlessly blends style and practicality. Additionally, the fashion industry's embrace of casualization, accelerated by the rise of remote work and a more laid-back approach to dressing, has contributed to the popularity of the relaxed category. Relaxed-fit jeans seamlessly integrate into the casualization trend, allowing consumers to express their personal style in a comfortable and fashionable manner. The relaxed category's success is further propelled by advancements in denim technology, such as the incorporation of stretch materials, ensuring that relaxed-fit jeans offer not only a relaxed silhouette but also enhanced comfort and flexibility. As comfort becomes a key driver of purchasing decisions, the relaxed category meets the evolving demands of consumers who prioritize ease of wear without compromising on style.

The women's category is growing in the denim jeans market due to a combination of evolving fashion trends, increased emphasis on body positivity and inclusivity, and a rising awareness among women of denim as a versatile and essential wardrobe staple.

The growth of the women's category in the denim jeans market can be attributed to the dynamic interplay of shifting fashion preferences, changing cultural norms, and a concerted effort towards inclusivity within the fashion industry. Women are increasingly embracing denim jeans not just as a basic garment but as a powerful expression of personal style. The fashion landscape has witnessed a diversification of denim styles, catering to a wide range of tastes and body types. From skinny and high-waisted to wide-leg and relaxed fits, the women's category offers a plethora of options that resonate with the diverse fashion preferences of women globally. Moreover, the industry's emphasis on body positivity and inclusivity has played a pivotal role in the growth of the women's denim market. This shift in mindset aligns with the diverse body shapes and sizes of women, making denim jeans accessible and appealing to a broader demographic. The acknowledgment of the uniqueness of women's bodies has led to the creation of denim styles that enhance comfort and confidence, reinforcing the idea that every woman can find a pair of jeans that suits her individuality. Additionally, the versatility of denim jeans as a wardrobe staple has contributed to the category's growth. Women appreciate the adaptability of denim, allowing them to effortlessly transition from casual to more formal settings. The evolution of denim technology, including the incorporation of stretch materials and innovative designs, further enhances the comfort and style quotient of women's jeans, making them an essential and fashionable choice for various occasions. The rise of online retail and the influence of social media have also played a significant role in the growth of the women's denim category. Women are exposed to a myriad of denim styles and trends through digital platforms, fostering a sense of exploration and experimentation with different looks. The ease of online shopping and the accessibility of diverse denim options contribute to the category's expansion.

The convenience clothing store category is growing in the denim jeans market because it provides a seamless and accessible shopping experience, offering a curated selection of denim options that caters to diverse consumer preferences, combining efficiency with a wide range of choices.

The growth of the convenience clothing store category in the denim jeans market can be attributed to its strategic focus on providing an effortless and time-efficient shopping experience for consumers. Convenience stores excel in creating an environment where shoppers can easily discover and purchase denim jeans without the need for extensive searching or decision-making. These stores are characterized by a curated selection of denim options that strike a balance between variety and simplicity, offering consumers a streamlined shopping experience. Furthermore, convenience clothing stores often leverage technology and e-commerce channels, enabling customers to seamlessly browse, order, and pick up or have denim jeans delivered. This integration of online and offline channels aligns with the modern consumer's desire for flexibility and convenience in their shopping journey. The ability to effortlessly explore a curated collection of denim options, both in-store and online, contributes to the convenience category's appeal. The convenience clothing store category also benefits from its strategic location in high-traffic areas, making it easily accessible to a broad demographic. Consumers appreciate the proximity of these stores, which allows for quick and convenient shopping, especially for everyday essentials like denim jeans. This accessibility is crucial in capturing impulsive purchases and catering to the fast-paced lifestyles of contemporary consumers. Moreover, convenience stores often offer denim options that cater to diverse tastes and preferences, ensuring that there is something for everyone. Whether consumers are looking for classic styles, trendy designs, or specific fits, convenience clothing stores aim to provide a well-rounded selection that resonates with a broad audience.

The North America category is growing in the denim jeans market due to a combination of strong consumer demand, a fashion-forward culture, and the region's leading position in denim innovation, sustainability, and the promotion of diverse body-positive fashion trends.

The growth of the North America category in the denim jeans market is fueled by several factors that collectively contribute to the region's prominence in the denim industry. Firstly, North America has a robust consumer demand for denim jeans, stemming from a deep-rooted cultural appreciation for this versatile garment. Denim has become ingrained in the American fashion landscape, evolving from work-wear to a symbol of casual, everyday style. The cultural affinity towards denim as a wardrobe staple ensures a consistent and substantial demand, driving the growth of the North America category. Furthermore, North America is known for its fashion-forward culture, with consumers actively seeking the latest trends and styles. Denim brands in the region are quick to adapt to changing fashion preferences, introducing innovative designs, washes, and fits that resonate with the dynamic and trend-conscious consumer base. This agility in responding to evolving fashion trends contributes significantly to the growth of the North America category. Additionally, North America leads in denim innovation and sustainability initiatives. Denim brands in the region are at the forefront of incorporating eco-friendly practices, such as using organic cotton, adopting water-saving technologies, and promoting ethical manufacturing processes. The emphasis on sustainability aligns with the growing awareness and preferences of consumers who seek environmentally conscious fashion choices, further boosting the growth of the North America category. The promotion of diverse body-positive fashion trends is another crucial factor contributing to the region's growth. Denim brands in North America are increasingly focusing on inclusivity, offering a wide range of sizes and fit to cater to diverse body types. This commitment to inclusivity resonates with consumers seeking denim options that celebrate individuality and promote a positive body image, fostering a sense of inclusiveness and empowerment. Moreover, the digital era and the rise of e-commerce have allowed North American denim brands to reach a global audience, expanding their market influence beyond regional boundaries. The accessibility of these brands through online platforms enhances their visibility and availability, contributing to the growth of the North America category on a global scale.

The jeans market is highly competitive, with a strong presence of local and global players operating globally. Thus, the active players bring innovation in their product offerings to cater to changing consumers' fashion and sustain their position in the market. Some of the major players in the market are Levis Co, Gap Inc., Kontoor Brands, Industria de Diseño Textil SA (Inditex), and OTB Group, among others. Major players have identified a variety of strategies that leading companies are pursuing to capture the largest possible share of the market, including capacity expansion, acquisition, merger, partnership, and product and technology innovations. For instance, In June 2022, Gap Inc. launched a new credit card program in collaboration with Barclays and MasterCard. Customers can earn points by making purchases at Old Navy, Gap, banana republic, Athleta, and other Mastercard-accepting retailers.
• In April 2022, AG Adriano Goldschmied, Inc., premium denim and knitwear house partnered with Tulip, a global leader in cloud-based mobile solutions to provide retail technology solutions that break barriers and create authentic customer connections and create personalized shopping experiences for AG customers.
• In March 2022, H&M Hennes & Mauritz AB developed a new denim line called the 'capsule collection,' which focuses on saving water throughout the manufacturing process by collaborating with suppliers who use recycling water systems. The pieces in the collection are inspired by late 1990s and Y2K vibes and include high-waist straight jeans, low-waist flares, dungarees, skinny jeans, mini-skirts, and denim shirts.
• July 2022: Kontoor Brands' Wrangler, a United States-based jeans giant, expanded its retail network in India by adding the 39th store for denim in the country. The company's CEO announced that they plan to expand the offline retail footprint by adding 100 more stores of Lee & Wrangler in the current fiscal year.
• March 2022: Gap Inc. opened its First Shop-In-Shop on oxford street, United Kingdom, through a joint venture agreement with NEXT PLC. The Gap store, which has over 4,000 square feet of retail space and is the largest brand shop inside the store, represents the brand's reimagined approach to retail in the United Kingdom with an open, modern, and basic design.
• March 2022: M&S unveiled its first capsule collection for The Jeans Redesign project. The new range has been responsibly sourced to meet the project's guidelines set out by the Ellen MacArthur Foundation and co-developed with over 80 denim experts.

Considered in this report
• Historic year: 2018
• Base year: 2023
• Estimated year: 2024
• Forecast year: 2029

Aspects covered in this report
• Denim Jeans market Outlook with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Category
• Mass
• Premium

By Fitting Type
• Regular
• Slim
• Straight
• Skinny
• Relaxed

By End User
• Men
• Women
• Children

By Distribution Channel
• Hypermarket and Supermarket
• Convenience clothing store
• Specialty Store
• Online Sales Channel
• Others

The approach of the report:

This report consists of a combined approach of primary and secondary research. Initially, secondary research was used to get an understanding of the market and list the companies that are present in it. The secondary research consists of third-party sources such as press releases, annual reports of companies, and government-generated reports and databases. After gathering the data from secondary sources, primary research was conducted by conducting telephone interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this; we have started making primary calls to consumers by equally segmenting them in regional aspects, tier aspects, age group, and gender. Once we have primary data with us, we can start verifying the details obtained from secondary sources.

Intended audience

This report can be useful to industry consultants, manufacturers, suppliers, associations, and organizations related to the Denim Jeans industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing and presentations, it will also increase competitive knowledge about the industry.

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