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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. France sample size: n=495.
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated. ©2025 Cotton Incorporated.
All or mostly in a
physical store
Equally in-store
and online
All or mostly
online
Sources of
inspiration for
denim jeans
33%
29%
20%
18%
What’s offered
in stores I shop
From friends or
family
Sales assistants
in-store
Online retailers
They are
comfortable
51%
My personal style
has changed
46%
91%
Fit
84%
Comfortable
83%
Quality
76%
Long-lasting
/Durable
75%
Affordable/Value
70%
Holds its shape
62%
prefer denim be made of cotton
83%
of consumers
love or enjoy
wearing denim
9
pairs denim
jeans owned
on average
56% 38%
6%
DENIM JEANS
COTTON INCORPORATED’S
SUPPLY CHAIN INSIGHTS
FRANCE
55%
Reasons to shop for denim
For a
new style
30%
To replace
old jeans
Discount/
Promotion
39%
Change
of season
24%
Why purchase jeans in a physical store
33%
Easy to find
right size and fit
42%
Like to touch
and feel before
purchase
57%
Like to try before I
buy
Why purchase jeans online
34%
38%
Better deals/
promotions
Easy to price
compare
33%
Good selection of
prices
39% More 52% same 9% less
Look good with
everything
45%