In Germany, jeans are one of the favourite bottom wear for both youngsters and adults. Both college going and office going people wear jeans. Although the jeans market in Germany is highly mature and saturated, still, this market segment has seen significant growth in terms of both value and volume. The trend of casualisation has contributed significantly to the growth of jeans market in Germany.
The premium and super premium jeans market has grown the most, especially the premium jeans for women. Since past few years, women have started wearing jeans in offices. In addition, these women sought high quality designer jeans to maintain professionalism in office. Standard jeans for men and women are almost alike. Therefore, many sought jeans with some specific feature to maintain a descent appearance.
According to the market research report "Jeans in Germany", the jeans market in Germany can be segmented into economy jeans, premium jeans, standard jeans and super premium jeans. Each category is targeted to a specific segment of customers. Like premium and super premium, jeans are targeted for office workers and women. Men prefer standard jeans. H&M (Hennes & Mauritz) is the leading brand in jeans market in Germany. This is closely followed by C&A, with both having almost similar market share. Both companies are well recognised and have vast number of stores throughout the Germany. Still, both companies are facing intense competition with new entrants and other brands expanding their product base and expansion in the market.
Jeans is a matured market in Germany. The market is highly saturated and there are seldom new players entering into the market. Therefore, new products are also a rare event. In addition, sales of jeans are further reduced because jeans are highly durable products. Therefore, this segment is expected to grow, but with a very slow rate.
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Ankur Gupta, Head Marketing & Communications
ankur [@] kenresearch.com