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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. Germany sample size: n=498.
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated. ©2025 Cotton Incorporated.
Sources of
inspiration for
denim jeans
36%
27%
24%
21%
What’s offered
in stores I shop
Social media
Online retailers
Friends or family
They are
comfortable
55%
My personal style
has changed
45%
86%
Fit
84%
Comfortable
83%
Quality
77%
Long-lasting
/Durable
76%
Affordable/Value
75%
Holds its shape
68%
prefer denim be made of cotton
81%
of consumers
love or enjoy
wearing denim
9
pairs denim
jeans owned
on average
All or mostly in a
physical store
Equally in-store
and online
All or mostly
online
43% 42%
15%
Why purchase jeans in a physical store
46%
Easy to find
right size and fit
36%
Like to touch
and feel before
purchase
54%
Like to try before I
buy
Why purchase jeans online
45%
Better deals/
promotions
41%
Good selection of
prices
42%
Convenience
36% More 55% same 9% less
DENIM JEANS
COTTON INCORPORATED’S
SUPPLY CHAIN INSIGHTS
GERMANY
53%
Reasons to shop for denim
For a
new style
28%
To replace
old jeans
Change
of season
29%
Excitement/
Newness
42%
More occasions to
wear denim jeans
37%