The following research report contains market research, analysis, statistics and business intelligence relating to research on The Jeans Market In France.

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ABSTRACT
The jeans market in France is undergoing a major crisis, as today's generation of young people is turning away from the traditional "five-pocket"jean and towards a more casual type of clothing. Nevertheless, jeans have not completely lost their status as an all around piece of clothing, and they continue to appeal across generational lines. Although jeans may be less appealing to young people, French baby boomers continue to buy and wear them. Statistics show that there was a shift in purchases beginning in jeans in 1998 in France. Sales of five-pocket jeans decreased by 23% for people between the ages of 15 and 24, while they rose 18% among those between 30 and 54. According to a recent survey, the total jeans market in France decreased by 4.7% in 1998 (55.7 million pairs sold).
Two factors can explain this shift in customers. First, jeans are less attractive to young people because their parents are wearing them. Second, just as comfortable and attractive alternatives have come into the market (e.g., workwear, surfwear).
The shift in jeans sales was as follows: AGE
MEN
WOMEN

15-19
- 21%
- 31%

20-24
- 24%
- 39%

30-34
+ 18%
+ 11.6%

35-39
+ 9%
+ 23%

40-44
+ 11%
+ 15%

45-49
+ 4%
+ 17%

50-54
+ 35%
+ 11%
2. Evolution of sales in stores selling jeans, 1989-1999:

A. By product:

1999
1998
1997
1996
1995
1994
1993
1992
1991
1990
1989

Jeans, trousers, skirts
(including streetwear)
44%

47%
48%

49%

47%
48%
52%
55%
55%
57%
58%

Tops
34%
33%
32%
34%
37%
37%
36%
35%
35%
32%
32%

Accessories
22%
20%
20%
17%
16%
15%
12%
10%
10%
11%
9%
Pants now represent only 44% of denim products sold in jeans stores. These stores are now increasingly selling tops (34% of the offer) and accessories (22%).

B. By consumer:

1999
1998
1997
1996
1995
1994
1993
1992
1991
1990
1989

Adult jeans

- women's jeans
(women's cut)
- men's jeans 96%

43%
28%
53%
97%

46%
32%
51%
97%

46%
33%
51%
97%

44%
33%
53%
97%

44%
28%
53%
96%

43%
26%
53%
96%

44%
24%
52%
95%

44%
24%
51%
96%

46%
23%
50%
96%

46%
23%
50%
98%

46%
22%
51%

Children's jeans
4%
3%
3%
3%
3%
4%
4%
5%
4%
4%
2%
3. Breakdown of jean fabrics 1989-1999:

1999
1998
1997
1996
1995
1994
1993
1992
1991
1990
1989

Denim - recolored
- stretch
40%
17%
14%
52%
18%
10%
55%
17%
17%
69%
22%
21%
86%
22%
10%
85%
22%
- 88%
28%
-
90%
32%
-
88%
19%
-
85%
-
-
82%
-
-
Linen and others
- stretch
60%
30%
48%
44%
45%
50%
31%
-
14%
-
15%
-
12%
-
10%
-
12%
-
15%
-
17%
-
According to a report in the "Journal du Textile", which surveyed 291 stores in its study, the amount of denim products sold in France declined by 50% in 1998. Meanwhile, as linen products are becoming increasingly popular, their production has soared, reaching 60% of products available in stores traditionally selling jeans in 1999. 4. In 1998, sales of jeans were broken down as follows in the different distribution networks:
In volume In
Value
Hypermarkets 34.2% 24.9%
Specialty stores 16.4% 15.0%
Retailers 11.9% 17.1%
Chain stores 11.7% 13.0%
Fairs 11.3% 11.7%
Mail order companies 6.6% 7.3%
Jean stores 3.6% 6.2%
Discount stores 4.3% 4.8%
A recent study by Lee Cooper (France) revealed that "70% of consumers do not know what jeans they are going to buy before entering a jeans store."Companies have realized this fact and have heavily invested in marketing in order to broaden the appeal of their brands. Marketing at the beginning of the season is aimed at stimulating the curiosity of the consumer. As a result, American companies should be able to promote their image and effectively reinforce their positions by taking advantage of buyers' curiosity and uncertainty in purchases of jeans. New brands should be marketed to appeal to French consumers' tastes and to their sense of fashion.
Popular stores 1,8%

Liberto, one of the most famous brands in France, has used oversized bottles to market the "ice blue" quality of its product. Companies also use marketing techniques that help consumers remember the brand name. For example, Hanes distributed Valentine's Day posters and postcards.

Although the market for jeans is declining overall, certain age groups remain loyal to the product. Companies making jeans should focus on ways to maintain those loyalties by designing products that retain a traditional look and also satisfy changing tastes in fashion.
The information for this report is largely taken from the "Journal du Textile" dated April 12, 1999, No. 1576 (address: 61, rue de Malte, 75541 Paris, Cedex 11,
Tel: 33-1 .43.57.21.89, Fax: 33-1.43.57.21.89).

DISCLAIMER
Information in this report relies on sources including Government Publications, Opinions of industry experts and other public sources. Infomat can accept no responsibility for the accuracy or completeness of such information or for loss or damage caused by any use thereof. All prices subject to change without notice.

$3500 USD
For the 2008 Edition

Published: 2006 August
Market: Mens Womens Childrens
Region: France
Industry: Apparel
Pages: 45
Delivery: 7-12 Business Days
SKU: infre0000366