Boston, MA -- (SBWIRE) -- 12/09/2014 -- Womens and mens jeans encountered the impact of the economic slowdown regarding weaker purchasing power. Overall jeans in Thailand posted 8% current value growth in 2013, down from 14% in 2012. Thai households that are involved in first car tax rebate campaign cut their spending on luxury and fashion products including jeans to ensure the fulfilment of their debt obligation, with some consumers opting for lower-tier jeans in wholesale malls or flea/day markets instead.

Competitive Landscape

Levi?s by DKSH (Thailand) Ltd, the international branded super premium jeans, retained its leading position with value share of 25% in 2013. Levi?s held the strengths in its global reputation with heavy budget to promote brands. Moreover, the company continued to invest further in its retail network nationwide, which expanded to cover from 140 in 2012 to over 150 points-of-sale in 2013. Levi?s also attempted to characterise its new collection of its brand via the endorsement of confident famous Thai singer Da Endorphine who was invited to present its Levi?s Curve ID with music marketing, supported by the power of digital media such as Facebook, Instagram and Youtube. During the review period, Levi?s also exploited seasonal discounts up to 60% for the second pair of jeans purchase when customers shared the photo of their Levi?s collection on Facebook and Instagram. However, Levi?s also experienced a slowdown in sales growth due to weak economic conditions which forced some Thais to opt for lower-tier jeans brands.

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Industry Prospects

On the assumption of economic recovery after the ease of political tension, jeans is expected to see the resilience in demand, registering the value CAGR of 7% at constant 2013 prices over the forecast period. Wearing jeans can be suitable for casual and semi-casual attires, so denim jeans fashion is still popular among Thais, with middle-aged working class also choosing jeans to make them look younger. The exposure of Thai consumers to the latest trends in fashion via multiple channels of media is regarded as the factor to boost the spending on jeans aside from the entries of new jeans brands to tap unmet jeans characters in Thailand, particularly the super premium segments.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Jeans industry in Thailand with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Jeans industry in Thailand, our research will save you time and money while empowering you to make informed, profitable decisions.

The Jeans in Thailand market research report includes:

- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

- What is the market size of Jeans in Thailand?
- What are the major brands in Thailand?
- How dynamic is the growth of clothing and footwear internet sales?
- What is the performance of women?s clothing vs men?s clothing?
- What % of clothing and footwear sales goes through grocery retailers?

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