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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. China sample size: n=1,000.
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
35%
34%
30%
28%
What’s offered
in stores I shop
Blogs, websites,
or magazines
Social media
Friends or
family
They are
comfortable
49%
My personal style
has changed
More occasions to
wear denim jeans
49%
48%
72%
Fit
72%
Quality
71%
Comfortable
71%
Fabric
64%
Trendy
63%
Stretch
52%
prefer denim be made of cotton
98%
of consumers
love or enjoy
wearing denim
14
pairs denim
jeans owned
on average
28% 61%
11%
DENIM JEANS
COTTON INCORPORATED’S
SUPPLY CHAIN INSIGHTS
CHINA
58% More 40% same 2% less
Why purchase jeans in a physical store
36%
Easy to find
right size and fit
31%
Enjoy the
experience
41%
Like to touch
and feel before
purchase
Why purchase jeans online
31%
29%
31%
Broad choice of
styles and fits
available
Better deals/
promotions
Easy to price
compare
New range/
style launched
Excitement/
Newness
Keep up
with trends
42%
44%45%
Reasons to shop for denim
For a
new style
43%