Men`s Jeans in Turkey - Euromonitor International
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Men`s Jeans in Turkey - Euromonitor International
MEN'S JEANS IN TURKEY 15 Nov 2011 HEADLINES Current value and volume sales of men’s jeans grow by 9% and 1%, respectively in 2010 The recovering economy in the second half of the year increases consumer confidence and consumption In 2010, current value sales of standard men’s jeans grow by 9% Unit prices increased from 43 to 46 YTL on average per unit in Turkey in 2010 in current terms. Local and international players with established brand names dominate premium and super premium jeans, whereas large number of local small producers dominate standard and economy jeans Over the forecast period, retail volume sales of men’s jeans are expected to record a 1% CAGR MARKET TRENDS AND SEGMENTATION The recovering economy, especially in the second half of the year, helped to increase crippled sales of men’s jeans in 2010. Current value sales increased by 9% reaching TL576 million and volume sales increased by 1% volume recording 13 million units. COMPETITIVE LANDSCAPE Levi Strauss leads in men’s jeans with a 4% value share. Levi’s has been the most popular brand amongst Turkish people starting from its entrance in the domestic market in late 1980s due to the iconic status of the brand. 2011Euromonitor International www.euromonitor.com NATIONAL BRAND OWNERS AND THEIR BRANDS Company Name (NBO) Brand (GBO) Colin's Giyim ve Ticaret AS Colin's (Colin's Giyim ve Ticaret AS) Kolej Jeans Kolej (Kolej Tekstil Tic Ltd Sti.) Levi Strauss Turkiye Levi's (Levi Strauss & Co) Mavi Giyim Sanayi ve Ticaret AS Mavi (Mavi Giyim Sanayi ve Ticaret AS) Neft Jeans Neft Jeans (Neft Tekstil San ve Tic Ltd Sti) Ozlenir Giyim AS Diesel Jeans (Diesel SpA) Rodi Giyim Sanayi Rodimood (Rodi Giyim Sanayi ve Ticaret AS ve Ticaret AS) Serseri Tekstil San Serseri Jeans (Serseri Tekstil ve Tic AS San ve Tic AS) VF Corp John Varvatos (VF Corp), Lee (VF Corp), Nautica (VF Corp), Wrangler (VF Corp) Source: Passport by Euromonitor International FORECAST Retail volume sales are expected to increase at a 1% CAGR over the forecast period with a 4% CAGR decline in constant value sales. When compared to the review period, a slight increase in volume sales and a significant decline in value sales are forecast across all categories. The unit sales are expected to increase due to decreasing unit prices. DEFINITIONS AND METHODOLOGY Men's Jeans Men’s trousers/pants made of denim. This category comprises of all lengths including capris and shorts. Most popular brands include: Levi’s, Lee, Wrangler. Men’s jeans are further broken down by price platform. Methodology This report is derived from Euromonitor International’s Passport information system. Industry research is carried out by a global team of more than 600 in-country analysts and is based on a core set of research techniques: National-level desk research, company research and analysis, store checking, trade interviewing with national players and market analysis International-level desk research, multinational company research and analysis, trade interviewing with international players and market analysis 2011 Euromonitor International www.euromonitor.com