The North America jeans market is forecasted to witness a CAGR of 5.01% during the forecast period (2020 - 2025).

  • Jeans in the North American market continued to experience stable demand during the previous years, offering a versatile and stable wardrobe item for many consumers due to its versatility and wide range of prices making it available to all income levels, genders and age groups.
  • Moreover, continuous innovation in fabric and the development of fashionable yet soft and comfortable jeans appealed to consumer demand in the year.
  • Although jeans have far away outweighed leggings in terms of market size, the increasing adoption of performance and sports-inspired leggings, sweat pants as daywear, driven by the athleisure trend, is expected to have an adverse impact on sales of jeans during the forecast period in the region studied.



Key Market Trends

Innovation in Jeans in Terms of Styling, Fitting and Customisation

The North America jeans market is highly competitive in nature, and requires continuous innovation and development, especially in case of the product design and improvement, with the changing consumer trends, which is driving the growth of the jeans market. Considering this thing, companies are coming with a water-repellent coating on the jeans, so as to keep the consumer dry during rainy season. For instance, Mexican department store Liverpool offered its JBE range of men’s jeans which it markets by highlighting its material’s water resistant technology. The product claims to incorporate microparticles into its cotton which can repel stains and liquids.

Jeans specialists in United Sates are also embracing to offer vintage jeans and retro-influenced styles. For instance, in November 2017, Levi’s Authorized Vintage line was launched, which featured 50,000 pairs of jeans from the style of 1960s, 1970s and 1980s.

Another trend which has been trending in the North American region, is the customisation of the jean. For instance, Levi’s has given the power of personalisation to their customers by introducing Future Finish, a new online customization experience available on levi.com (U.S. only) that provides an unique level customization through digital innovation. As per their website, this latest state-of-the-art advancement uses the proprietary laser-powered technology developed through their Project F.L.X. to digitize the design and development of denim finishing, enabling the Levi’s? brand to take its online customization experience to new, and unimaginable levels such in term of dye, wash, pattern, size, back patch, etc.

Experimentation in the Men’s Jeans Category

Following the movement towards body positivity and size inclusivity in fashion, denim companies are also taking the opportunity to expand their size offerings. There are significant opportunities in the plus-size market, as the US has the world’s largest obese and overweight population of both men and women.

Moroever, men are generally becoming interested in fashion trends and are becoming more confident in experimenting with different outfits that still incorporate jeans. Therefore, the use of stretch materials in jeans is no longer confined to the women’s category, as it is slowly moving towards men category too, where stretch or skinny jeans were originally perceived to be a female-orientated style. Canadian men for an example are now displaying a greater interest in jeans which incorporate stretch for greater comfort and freedom of movement.

Competitive Landscape

Jeans remains a highly competitive market in the North American region, as a broad range of small and large domestic and international manufacturers sell their products through diverse retail channels at different price points.

Leading players in the market studied include jeans specialists like Levi Strauss & Co and VF Corp, apparel brands like Gap, American Eagle Outfitters, Zara and H&M, and private label brands from major retailers like Walmart and JC Penney.

Key players are now focussing on social media platform and online distribution channels for their online marketing and branding of their products, in order to attract more customers.

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