COMPETITIVE LANDSCAPE
Leading players maintain dominance through strong brand awareness and marketing
Jeans in Thailand is characterised by a mix of global players and domestic brands, with the top three companies holding 43% of market shares. In 2025, Central Group maintained its lead with a 17% share, followed by DKSH (Thailand) Co Ltd and Uniqlo (Thailand) Co Ltd both with 13%.
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Overview:
Understand the latest market trends and future growth opportunities for the Jeans industry in Thailand 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 Thailand, 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 Thailand 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 Thailand?
- Which are the leading brands in Thailand?
- How are products distributed in Thailand?
- 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 Thailand?
- Where is future growth expected to be most dynamic?
Jeans in Thailand - Category analysis
KEY DATA FINDINGS
Brands focusing on sustainability and inclusivity trends help fuel jeans sales in Thailand
Growing middle class and dynamic consumer demand drive sales growth in 2025
Sustainability initiatives shape consumer preferences leading to adaptive brand strategies
Challenger brands and innovative strategies capitalise on unmet demand
Exclusive campaigns to fuel super premium jeans and aid future jeans growth
Sustainability and innovation to continue shaping consumer preferences and industry practices
Leading players maintain dominance through strong brand awareness and marketing
In-store experience still dominant but omnichannel presence a growing key trend
Brands engage directly with tourist consumers to boost sales
Apparel and Footwear in Thailand - Industry Overview
Polarisation, sustainability and growing e-commerce define Thailand's evolving apparel landscape
Market polarisation and competition amongst brands fuel market growth
Diversifing consumer preferences polarises segmented premium, mass market and sustainability markets
Challenger brands emphasise niche positioning, incumbents rely on grand collaborations
Consumers to drive demand for functional and sustainable apparel and footwear
Market polarisation expected to continue as innovation and sustainable grows in importance
Uniqlo and Roadget lead apparel and footwear market through innovation and marketing
Emerging resale market poses risk to traditional retail as consumer behaviour shifts
Social commerce and experiential retail drives sales through live streaming and influencers
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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