Boston, MA -- (ReleaseWire) -- 07/03/2014 -- Despite value sales growth in 2012, unit prices of jeans reduced by 5%, the biggest price decrease since 2009. There are two main reasons behind this behaviour. First, an increasing volume of standard, premium and super premium brands was sold in discount seasons in companies' own stores and in department stores. Discount seasons consist of short term sales - about two weeks four times a year - when stores sell products with an average of a 35% price discount. Value sales increased due consumers purchasing more products at lower prices. Secondly, economy jeans saw an increase of 11% in current value terms in 2012, due to the improved designs of products. People tend to buy two or three fashionable pairs of jeans for the same price that they would get one premium item.
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Cencosud Retail was the leader in jeans in 2012, with value sales of CLP13.7 billion and a 7% share of value sales. This can be explained mainly by its aggressive expansion strategy: the company acquired retailer Johnson's in December 2011, and opened a new shopping centre in June 2012 (Costanera Center).
Jeans are expected to become more design-oriented, whilst unit prices are expected to decrease. This should encourage volume-based competition between companies: whilst players will improve the design features of their products, they will try to gain leadership by selling more volume. However, there will be some risks in terms of loss of quality over the forecast period.
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The Jeans in Chile market research report includes:
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Our market research reports answer questions such as:
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Product coverage: Economy Jeans, Premium Jeans, Standard Jeans, Super Premium Jeans.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
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