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.
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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