Leading data and analytics company GlobalData expects emerging Asia Pacific markets to significantly contribute to the revival of the global denim market. As per Philstar Global, the global jeans market grew at an annual rate of 0.5 percent between 2014 and 2019 to hit $74 billion. However, global lockdowns due to the pandemic led to store closures, which dampened overall apparel spend, including denim jeans. Ayan Gangopadhyay, Retail Analyst, GlobalData said the Asia Pacific region registered a growth in demand for denim over the years, supported by rapid urbanization, cheaper connectivity, growing investment in the digital space and a strong domestic demand.

Within this region, India is forecast to grow the fastest, driven by large investments by international and local retailers on online platforms. The men’s jeans market in the country will grow with increasing casualization of the workplace, said Gangopadhyay.

He advised brands to encourage women to buy more using strategies such as incorporating comfort in jeans by using softer fabrics, going beyond the conventional size ranges, as well as offering the opportunity to customize products based on personal preferences

Rising work-from-home initiated by several employers globally prompted demand for comfortable clothing to significantly increase. Hence, retailers must incorporate more stretch and comfort in jeans besides aiming for more sustainable sourcing, he added.