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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. India sample size: n=930
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
93%
of consumers
love or enjoy
wearing denim
11
pairs denim
jeans owned
on average
26% 52%
22%
Why purchase jeans in a physical store
66%
Easy to find
right size and fit
53%
Like to touch
and feel before
purchase
55%
Like to try before I
buy
Why purchase jeans online
54%
Better deals/
promotions
56%
Easy to price
compare
57%
Good selection of
prices
DENIM JEANS
COTTON INCORPORATED’S
SUPPLY CHAIN INSIGHTS
INDIA
34%
Reasons to shop for denim
For a
new style
42%
a special
occasion
Keep up
with trends
55%
New range/
style launched
47%
They are
comfortable
73%
95%
Quality
94%
Comfortable
93%
Fit
89%
Fabric
87%
Long-lasting/Durable
85%
Trendy
85%
prefer denim be made of cotton
More occasions to
wear denim jeans
62%
Sources of
inspiration for
denim jeans
59%
55%
40%
38%
Banner ads
Online retailers
Social media
Blogs, websites,
or magazines
Look good with
everything
65%
84% More 13% same 3% less