COMPETITIVE LANDSCAPE
Emerging brands challenge established players in the Austrian jeans market
The jeans market in Austria is relatively fragmented, with the top brands – New Yorker’s Fishbone and Levi’s – holding 8% and 7% shares, respectively, 2025. The combined share of the top two players – New Yorker and Levi Strauss – was 19% in 2025, indicating a competitive landscape with multiple players.
Top players maintain their lead through quality and wide distribution
The leading players, New Yorker and Levi Strauss, continued to hold the top two rankings in the Austrian jeans market in 2025. New Yorker clearly leads the economy jeans segment, with its Fishbone brand particularly attractive to younger price-sensitive consumers, while Levi’s is the clear leader in premium jeans with its reputation for quality and timeless style.
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Overview:
Understand the latest market trends and future growth opportunities for the Jeans industry in Austria 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 Austria, 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 Austria 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 Austria?
- Which are the leading brands in Austria?
- How are products distributed in Austria?
- 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 Austria?
- Where is future growth expected to be most dynamic?
Jeans in Austria - Category analysis
KEY DATA FINDINGS
Affordability, quality and durability shaping the jeanswear market in Austria
Consumers prioritise affordability and sustainability in jeans
Economy jeans the largest and fastest-growing category
Sustainability and quality drive consumer preferences
Consumers to drive growth through sustainable and premium choices
Premium jeans will outpace standard products over the forecast period
Sustainability and customisation shape the future of jeans
Emerging brands challenge established players in the Austrian jeans market
Top players maintain their lead through quality and wide distribution
Apparel and footwear specialists drive offline retail sales
Retail e-commerce gains traction with customisation and convenience
Sustainability and technology shape retail e-commerce growth
Sustainability drives product design and innovation in materials
Lack of country-specific innovation in sustainable jeans
Business impact of sustainable product innovation
Apparel and Footwear in Austria - Industry Overview
Apparel and footwear in Austria sees cautious consumer spending due to economic uncertainty
Consumers prioritise sustainability and value in Austrian apparel and footwear
Largest and fastest-growing categories drive market dynamics
Sustainability and circular fashion models shaping the Austrian apparel and footwear industry
Brands leveraging tech-driven solutions to meet evolving demands
Sustainability and digital innovation will drive growth in key categories
Circular fashion models will continue gaining traction as sustainability concerns rise
Leading brands maintain their positions through omnichannel strategies
Emerging players and product launches reshape competitive dynamics
Physical stores remain dominant despite e-commerce growth
Retail e-commerce drives growth with AI-powered innovations
Continued polarisation and e-commerce expansion expected to be seen
Sustainability drives product innovation with eco-friendly materials
Business impact of sustainable innovations is significant
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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