COMPETITIVE LANDSCAPE
Digital-native brands gain traction, but Levi’s holds strong
Jeans in China is characterised by a mix of established brands and emerging digital-native players. In 2025, a shift was seen in brand shares.
Polarisation, with both value-focused and premium brands performing well
The trend of polarisation significantly impacted brand shares in 2025, with luxury and designer denim brands gaining share by emphasising heritage, craftsmanship, and sustainability. Brands like Alexander Wang exemplify the high-end shift, using premium Japanese fabrics and avant-garde designs to justify high prices and attract fashion-forward consumers.
Emerging brands disrupt market with innovative strategies
Simple Pieces is an emerging brand that is performing well in jeans in China. Its success can be attributed to its focus on minimalist, high-quality basics like well-cut denim trousers and timeless jackets, avoiding logos in favour of subtle sophistication.
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Overview:
Understand the latest market trends and future growth opportunities for the Jeans industry in China 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 China, 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 China 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 China?
- Which are the leading brands in China?
- How are products distributed in China?
- 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 China?
- Where is future growth expected to be most dynamic?
Jeans in China - Category analysis
KEY DATA FINDINGS
Nostalgia, durability, and digital drive growth in jeans in China
Consumers prioritise durability and nostalgic styles
Standard jeans leads as these are staple apparel
Growth will be driven by super premium jeans, sales by standard jeans
Jeans will be shaped by nostalgia and functionality
The importance of retail e-commerce in jeans
Digital-native brands gain traction, but Levi’s holds strong
Polarisation, with both value-focused and premium brands performing well
Emerging brands disrupt market with innovative strategies
Retail e-commerce leads jeans with enhanced mobile experiences
Offline sales remain important for fit and touch
ICICLE's sustainable and inclusive designs drive innovation in jeans
Apparel and Footwear in China - Industry Overview
Apparel and footwear navigates consumer comfort, sportswear boom, and digital retail
Growth is driven by economic conditions, rational purchases, and technological innovation
Sportswear drives growth in apparel and footwear through innovation
Market polarisation affects value growth
Rising incomes, DTC strategies, and sustainability expected to drive growth
Functional and athletic apparel set to gain further popularity among women
Niche brands to drive growth in footwear through innovation
Anta's multi-category coverage, brand strategy, and distribution extend its leading position
In a stable environment, opportunities for enhancing products and marketing
Interest-based e-commerce platform Douyin takes share from Tmall
Quick commerce gains traction with 30-minute delivery
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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