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The Great American Jeans Race: A 2024 market share track record

  

The Great American Jeans Race A 2024 market share track record

Jeans, the quintessential American garment from cowboys to rock stars, rebels to runway models, denim has woven itself into the fabric of American culture. But in the ever-evolving fashion landscape of 2024, which brands are dominating the closets of the US?

Table: Brands and their market share

Brand

Estimated market share (2024)

Key differentiators & USPs

Estimated revenue (2023)

Approximate No. of US stores

Levi Strauss & Co.

25-30%

Heritage, iconic styles (501s), commitment to sustainability, wide range of fits and washes

$6.2 Billion

300+

VF Corp (Wrangler, Lee)

15-20%

Value for money, durable workwear heritage, strong presence in the mass market

$11.8 Billion (VF Corp Total)

1,500+ (Combined Wrangler and Lee)

American Eagle Outfitters

8-12%

Focus on Gen Z and Millennials, trend-driven styles, strong online presence, body positivity and inclusivity

$5 Billion

1,000+

Gap Inc.

5-8%

Classic American style, wide range of fits and price points, focus on family-friendly clothing

$15.6 Billion (Gap Inc. Total)

800+

PVH Corp (Calvin Klein, Tommy Hilfiger)

5-7%

Designer denim, premium fabrics and finishes, strong brand recognition, association with fashion and lifestyle

$9.9 Billion (PVH Corp Total)

500+ (Combined Calvin Klein and Tommy Hilfiger)

Source: Market share estimates based on data from Grand View Research, Mordor Intelligence, Statista, and company annual reports. Revenue figures from company annual reports (2023). Store count estimates based on company information and industry databases.

Climbing the denim ladder, growth over the years

These brands have achieved their leading positions through a combination of factors.

Levi's: Leveraging its heritage as the original blue jean, Levi's has consistently innovated while staying true to its classic styles. Their commitment to sustainability and social responsibility also resonates with consumers. In fact, Levi's with initiatives like Water VF Corp: Wrangler and Lee have built their success on durability and affordability. Their strong roots in workwear have given them a loyal customer base, while strategic marketing has kept them relevant. They have a wide retail presence, including department stores, mass retailers, and their own branded stores.

American Eagle: By focusing on the youth market and embracing trends like body positivity and inclusivity, American Eagle has captured the attention of Gen Z and Millennials. Their strong online presence complements their extensive network of mall-based stores.

Gap: Gap's classic American style and wide range of offerings have made it a staple for families. However, they have faced challenges in recent years, requiring strategic shifts to stay competitive. They have a significant retail footprint, including mall stores and outlet locations.

PVH Corp: Calvin Klein and Tommy Hilfiger have successfully positioned themselves in the premium denim segment, leveraging their designer status and strong brand image. Their distribution strategy includes department stores, specialty retailers, and their own branded stores.

Expectations for 2025

The jeanswear market is expected to continue growing in 2025, with factors at play. For example, consumers be willing to invest in high-quality, durable denim hence premiumrization will gain ground. This trend benefits brands like Levi's, Calvin Klein, and Tommy Hilfiger, who offer premium products and craftsmanship. Environmental and social responsibility will continue to be a major factor in consumer choices. Brands with strong sustainability initiatives like Levi's are likely to see success. And brands will increasingly focus on online sales and building direct relationships with customers. This allows greater control over branding and pricing, and provides valuable customer data.

However, the jeanswear market is not without its challenges. Rising cotton prices, increasing competition from smaller brands, and shifting consumer preferences require brands to stay agile and innovative. However, the enduring appeal of denim and the constant evolution of styles ensure that the future of the jeanswear market remains bright.

 
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