Denim Jeans Market: Categories
Based on price, the United States jeans market is segmented as super-premium ($250+), premium ($75-$250), standard (roughly $50-$75), and economy (mostly under $40). 7 For All Mankind and True Religion are examples of super-premium brands; Forever 21 and H&M are examples of economy brands. While the super-premium and premium segments have been contracting, the economy and standard segments have been growing because of fit and fabric innovations that have improved quality.
- Euromonitor divides the United States denim market into four price segments: super-premium, premium, standard, and economy.
- The market can also be segmented based on end-user and age group.
- Super-premium jeans are priced $250+.
- 7 For All Mankind and True Religion are super-premium brands.
- According to Bernstein's research, over 70% of super-premium jeans are purchased by women.
- Premium jeans are priced between $75 and $250.
- Diesel and Good American are premium denim brands.
- According to Bernstein's research, two-thirds of premium jeans are purchased by women.
- Levi's and Wrangler are standard brands.
- Levi's are Wrangler typically priced at $50-$75.
- Over 70%--$4 billion out of 2018's revenue of $5.6 billion--of Levi's revenue comes from men.
- Forever 21 and H&M are economy (or value) brands.
- The majority of Forever 21 and H&M jeans are priced at $20-$40.
- Forever 21 women's jean pricing:
- H&M women's jeans pricing:
Trends & Share
- The sales of super-premium and premium jeans have been slowing for some years and saw a sharp decline in 2018, although lesser than in 2017. On the other hand, the sales of economy and standard brands have grown.
- Economy and standard brands are innovating with denim's fit and fabric, which has reduced the difference in quality between super-premium and premium brands and economy and standard brands significantly.
- Global denim market share by segment in 2017:
Reports by Euromonitor and Deadal Research on the United States denim/ jeans industry segment the market into four categories: super-premium, premium, standard, and economy. A report by Zion Market Research classifies the global market similarly. Edited categorizes the United Kingdom market as luxury, premium, mass, and value. It also makes cross-country comparisons of the mass and luxury segments in the United States and United Kingdom. We gather that super-premium, premium, standard, and economy categories mean the same as luxury, premium, mass, and value, correspondingly. Forever21 is a value brand in the UK. It is priced lower in the US than in the UK. Therefore, we have assumed that it is an economy brand in the US too.