Cologne-based market and trend research company IFH Retail Consultants GmbH has published the market study “Branchenfokus Jeans”. The survey takes a close look on the German denim market and offers its readers a range of statistics, time lines, estimations, analyses and prognoses. Focus topics are the current state and development of market volumes, average prices, per capita spending, exports, imports, distribution structures and customer preferences, all based on findings of the German jeans industry.

In 2010, 101.8 million pairs of jeans were sold to German customers which corresponds to a number of 1 ¼ pairs per inhabitant. These are 21.8% more than five years ago and more than twice as much as 10 years ago.

According to “Branchenfokus Jeans”, denims have made up for 12.3% of the total market volume of men’s and women’s clothing in Germany in 2010. This is equivalent to a value of €3.2 billion. Whilst the jeans market volume has on average grown by 4.72 % p.a. between 2005 and 2010, it has increased by 11.3% only in 2010.

The market for men’s jeans is nearly three times as big as the women’s market. Between 2005 and 2010, the market value of women’s jeans has increased by 19.4% whilst the amount of women’s jeans sold has decreased by 2.8%. In the same period of time, men’s jeans have experienced an increase of 25% in market value and a plus of 38% in quantities sold.

As one can already conclude from these findings, average prices for women’s jeans have clearly risen whereas prices for men’s jeans have, until 2009, fallen. In 2010, denim prices have increased for both genders. The average price for a pair of men’s jeans was €29, for women’s jeans it was €37.

There has been an amount of 178 million pairs of jeans imported to Germany in 2010. These are 54% more than 5 years earlier. Between 2005 and 2010, denim imports to Germany have risen by 54%. After several years of price rises, the average import prices for denims have slightly declined since 2006. In 2010, jeans were on average imported for €8.98 with the most important supplying countries being China, Bangladesh, Turkey, the Netherlands and Italy.

But also jeans exports from Germany have clearly increased (+53.5%) in 2010. Export prices had constantly declined over the years; in 2010 they were as low as €10.25 per pair.

Denims made up for 43.1% of the total market volume of trousers in 2010. Five years earlier, they had a market share of only 35.7%.

Of all denims sold in Germany in 2010, 68.2% belonged to the inexpensive sector (less than €30), 5.8% were part of the quality segment (€70 up to less than €90) and 4.1% were luxury denims (€90 and more). The average-priced sector can be regarded as the market driver: Although only 23.7% of denims sold in 2010 belonged to this category (€30 to €70), it made up for 35% of the market volume in value.

Denims in Germany have mainly been distributed via multilabel clothing retailers (34%), verticals (22%) and denim specialists/monobrand stores (14%) in 2010. Whilst mail orders, food retailers and monobrand stores had lost some relevance, multilabel retailers and retailers could slightly extend their market shares.

The full study, including a variety of prognoses for the future development of the German denim sector, was published by the end of August and can be purchased from IFH Cologne directly.