Blog: Global denim and jeanswear market review
Leonie Barrie | 10 March 2004
It’s harder and harder these days to come up with something that’s new and, dare I say it, unique. But we think we’ve done it with our first in-depth report – a Global market review for the denim and jeanswear industries with forecasts to 2010 – which for the first time takes a truly international look at the sector across the whole of its supply chain.
I was up late last night proofing it for the final time, and I’d really like to congratulate the author, Malcolm Newbery, and everyone who gave up their time to speak with him, including Jeff Beckman and Alexandra Leclerc from Levi Strauss; Terry Lay, VP and chairman of the international jeanswear division, VF Corp, and Tim Wheeler, VP of jeanswear Europe, VF Corp; David Smith, MD of jeanswear licensing, VF Asia; Tom Ting, VF China; Tom McKenna, executive vice president, denim merchandising and marketing, Cone Mills, USA; Richard Parsons, representative for Burlington in UK; Darshan Matha, Arvind Mills, India; and Rajiv Bajaj, Raymond, India. It’s such a long list because we’re really indebted to all these executives for taking time out to share their thoughts with us, and in several cases even reveal facts and figures that aren’t usually in the public domain.
So what do we learn from the report? Well for starters, it calculates that world volume growth will be 4.8%, delivering 2024 million pairs of jeans by 2010. The traditional brands are being attacked on every front: from low priced retailers, high priced ‘must-have’ brands, and the movement of denim weaving away from traditional suppliers. And while the jeanswear market in the developed world is stable, the supply side - fabric and sewing – is more volatile with the relocation of production to the lowest cost countries of the world. Looking ahead, future growth can be expected from the developing world which has both a rising population and more money to spend on jeans. So the message to denim and jeanswear companies has to be: act globally, don’t just talk globally.
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