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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. Italy sample size: n=397
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated. ©2025 Cotton Incorporated.
88%
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
62% 30%
8%
Why purchase jeans in a physical store
40%
Easy to find
right size and fit
41%
Like to touch
and feel before
purchase
55%
Like to try before I
buy
DENIM JEANS
COTTON INCORPORATED’S
SUPPLY CHAIN INSIGHTS
ITALY
Reasons to shop for denim
For a
new style
35%
Keep up
with trends
23%
To replace
old jeans
Discount/
Promotion
39%54%
Why purchase jeans online
36%
37%
Good selection of
prices
43%
Better deals/
promotions
Convenience
They are
comfortable
59%
89%
Fit
89%
Comfortable
83%
Quality
79%
Long-lasting
/Durable
78%
Fabric
76%
Versatile
73%
prefer denim be made of cotton
29% More 60% same 11% less
Sources of
inspiration for
denim jeans
35%
24%
20%
20%
Friends or
family
Online retailers
What’s offered
in stores I shop
People I see on
the street
Look good with
everything
56%
My personal style
has changed
33%