COMPETITIVE LANDSCAPE
Levi's maintains its lead through strategic moves
Jeans in the US is moderately concentrated, with Levi's, Walmart's private label, and Wrangler collectively accounting for 25% of retail value sales in 2025. The category became more concentrated over the period from 2020 to 2025, as these standard and economy brands maintained or gained share amid rising costs and consumers prioritising affordability.
Mergers and acquisitions reshape the competitive landscape
In 2025, Levi Strauss & Co sold its Dockers brand to Authentic Brands Group for USD311 million, aligning with its strategy to focus on core denim and direct-to-consumer growth. The sale of Dockers by Levi Strauss & Co allows the company to concentrate resources on its flagship Levi's brand.
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Overview:
Understand the latest market trends and future growth opportunities for the Jeans industry in USA 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 USA, 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 USA 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 USA?
- Which are the leading brands in USA?
- How are products distributed in USA?
- 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 USA?
- Where is future growth expected to be most dynamic?
Jeans in the US - Category analysis
KEY DATA FINDINGS
Jeans navigates challenges in 2025, but is set for future growth
A difficult year for jeans due to economic uncertainty, with economy jeans performing best
Kontoor Brands diversifies with strategic acquisition due to tariffs and challenges in jeans
Sustainability and inclusivity remain key priorities for brands
Brands set to drive growth through regaining relevance and addressing different needs
The continued increasing importance of sustainability and inclusivity
AI-driven innovation to shape the future of jeans
Levi's maintains its lead through strategic moves
Mergers and acquisitions reshape the competitive landscape
Offline retail remains dominant despite e-commerce growth
Omnichannel retail is becoming essential to meet evolving expectations
Apparel and Footwear in the US - Industry Overview
Apparel and footwear sees subdued growth in 2025, with stronger increase anticipated
Growth continues, although this is minimal due to economic and tariff challenges
Resale and rental trend reshapes consumer behaviour
Tariff volatility prompts response from manufacturers
AI set to drive innovation and higher growth in apparel and footwear in the US
Resale and rental trend expected to reshape US consumer behaviour
Sustainability and social media will impact future growth
Top brands maintain their lead due to brand recognition, adaptation, and distribution
Market polarisation sees luxury resilience alongside the quest for value
Mergers and acquisitions reshape the competitive landscape
Offline retail remains dominant, with consumers valuing tactile experiences
E-commerce maintains a significant presence with AI-driven growth
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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