COMPETITIVE LANDSCAPE
Premium and economy brands gain share at expense of mid-market labels
Jeans in Italy remained fragmented, with the top three companies competing closely for share. In 2025, Levi Strauss Italia Srl led overall with 5% value share, followed by Kontoor Brands Inc (Wrangler, Lee) and Diesel Spa with 4% value share each.
Consolidation and emerging brands reshape competitive landscape
Several mergers and acquisitions that took place in 2025 are expected to impact the jeans landscape. Style Capital took a majority stake in Re/Done and appointed Phillip Prado as the new CEO.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Jeans industry in Italy 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 Italy, 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 Italy 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 Italy?
- Which are the leading brands in Italy?
- How are products distributed in Italy?
- 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 Italy?
- Where is future growth expected to be most dynamic?
Jeans in Italy - Category analysis
KEY DATA FINDINGS
Jeans in Italy remains resilient to navigate polarisation and tourism shifts
Jeans displays modest growth amidst market polarisation
Sustainability moves from marketing to material choices in Italian denim
International tourism shifts retail mix towards destination shopping
Market polarisation set to deepen over the forecast period
Consolidation will accelerate as operating pressures mount
Sustainability and regulatory compliance drive product innovation
Premium and economy brands gain share at expense of mid-market labels
Consolidation and emerging brands reshape competitive landscape
Apparel and footwear specialists lead jeans sales with strong brand presence
Retail e-commerce grows modestly, driven by economy tier sales
Apparel and Footwear in Italy - Industry Overview
Polarised spending and sustainable shifts shape apparel and footwear
Households remain cautious despite easing economic pressures
Diverging category dynamics define apparel and footwear
Circular business models gain traction with the introduction of specialist platforms
Ultra-value and premium players to drive further market polarisation
Tourism and lifestyle trends will drive experiential retail
Sustainability to become a competitive strategy
Fragmented competitive landscape as leading brands face market polarisation
Consolidation shapes the competitive landscape
Emerging players gain momentum through distinct propositions
Apparel and footwear specialists lead distribution in 2025
Retail e-commerce continues to grow in apparel and footwear
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.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!