COMPETITIVE LANDSCAPE
Leading brands maintain share through innovation and sustainability
The competitive landscape of jeans in Australia is fragmented, with multiple players competing for market share. In 2025, players such as Premier Investments Ltd (Just Jeans, Jay Jays) and Cotton On Clothing Pty Ltd maintained their lead due to their extensive omnichannel presence, rapid adaptation to trends, and strong emphasis on sustainability initiatives.
Sustainable product launches drive innovation and growth
Notable and innovative product launches in 2025, such as Nobody's Good Earth Cotton collection, are expected to drive growth and innovation in jeans. This premium collection, distributed through Nobody's website and leading Australian retailers, targets sustainability-minded consumers and aims to boost the brand's eco-leadership and premium positioning.
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Overview:
Understand the latest market trends and future growth opportunities for the Jeans industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Jeans industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Jeans in Australia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Jeans in Australia?
- Which are the leading brands in Australia?
- How are products distributed in Australia?
- How is the rise of e-commerce shaping demand?
- What % of apparel and footwear sales are made via grocery retailers?
- Do consumers want premium quality or fast fashion?
- How will COVID-19 and recession impact demand?
- How important is sustainability in Jeans in Australia?
- Where is future growth expected to be most dynamic?
Jeans in Australia - Category analysis
KEY DATA FINDINGS
Jeans in Australia: Navigating growth and sustainability
Despite improving disposable incomes, consumers of jeans remain cautious
Standard jeans is largest value segment but economy jeans is most dynamic
Local manufacturing mitigates global supply chain issues for Australian denim brand
Sustainability to drive future sales, driven by younger Australians
Economy jeans to lead growth and remain the most popular value segment
Technological innovation and domestic manufacturing to shape future
Leading brands maintain share through innovation and sustainability
Sustainable product launches drive innovation and growth
E-commerce and specialists continue to drive distribution
Emerging retail concepts to shape future sales
AI and tech innovation can help reshape retail channels
Sustainable innovation drives Outland Denim's success
Apparel and Footwear in Australia - Industry Overview
Modest growth amidst economic pressures and shifting consumer values
Market polarisation drives value sales growth in Australia
Jeanswest closes stores as mid-priced brands struggle
Sustainability and technology drive industry forward
Consumers to drive polarisation and sustainability in apparel and footwear
Sportswear to remain dynamic performer, driven by functionality and sustainability
Nike and adidas lead through innovation and brand equity
Emergence of niche brands adapting to specific consumer segments
Australian Fashion Council invests in innovative partnership with Epson
Retail e-commerce leads distribution as consumers seek convenience
AI-driven innovations elevate online shopping experience
Sustainability and inclusivity drive product innovation
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Jeans
- Economy Jeans
- Standard Jeans
- Premium Jeans
- Super Premium Jeans
Jeans
This category includes trousers/pants made of denim. It comprises of all lengths including capris and shorts. Most popular brands include: Levi’s, Lee, Wrangler. Jeans are further broken down by price platform. A full list of price bands in local currency for the 46 researched markets is available upon request. Please speak to your account manager to get a copy of these.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Jeans research and analysis database.
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