Consumers purchase jeans…
Purchase Drivers
% very important to denim jeans purchase decision
In the past few years, do you wear
your jeans…?
For More Information Contact: Corporate Strategy & Insights at [email protected]
Cotton Incorporated's 2024 Global Denim Survey, a survey of n=10,183 consumers in China, France, Germany, India, Italy, Japan,
Mexico, Netherlands, South Korea, Spain, Thailand, UK, and USA. Netherlands sample size: n=485
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated. ©2025 Cotton Incorporated.
Why wear jeans more often
All or mostly in a
physical store
Equally in-store
and online
All or mostly
online
DENIM JEANS
COTTON INCORPORATED’S
SUPPLY CHAIN INSIGHTS
NETHERLANDS
89%
of consumers
love or enjoy
wearing denim
8
pairs denim
jeans owned
on average
Why purchase jeans in a physical store
53%
Easy to find
right size and fit
34%
Like to touch
and feel before
purchase
47%
Like to try before I
buy
Reasons to shop for denim
For a
new style
27%
To replace
old jeans
65%
Discount/
Promotion
40%
Change
of season
27%
Why purchase jeans online
31%
Easy to price
compare
33%
Better deals/
promotions
46%
Convenience
48% 40% 12%
85%
Fit
80%
Comfortable
78%
Quality
72%
Affordable/
Value
68%
Holds its shape
66%
Fabric
52%
prefer denim be made of cotton
They are
comfortable
49%
26% More 60% same 14% less
Sources of
inspiration for
denim jeans
35%
18%
15%
15%
Friends or
family
Social media
What’s offered
in stores I shop
Sales assistants
Look good with
everything
40%
More occasions to
wear denim jeans
36%