Consumers purchase jeans…
Purchase Drivers
% very important to denim jeans purchase decision
In the past few years, do you wear
your jeans…?
For More Information Contact: Corporate Strategy & Insights at [email protected]
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. Spain sample size: n=468
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated. ©2025 Cotton Incorporated.
Why wear jeans more often
All or mostly in a
physical store
Equally in-store
and online
All or mostly
online
85%
of consumers
love or enjoy
wearing denim
8
pairs denim
jeans owned
on average
Why purchase jeans online
38%
Good selection of
prices
38%
Easy to price
compare
45%
Better deals/
promotions
Reasons to shop for denim
For a
new style
34%
To replace
old jeans
46%
Excitement/
Newness
31%
Discount/
Promotion
39%
Why purchase jeans in a physical store
43%
Easy to find
right size and fit
43%
Like to touch
and feel before
purchase
54%
Like to try before I
buy
DENIM JEANS
COTTON INCORPORATED’S
SUPPLY CHAIN INSIGHTS
SPAIN
48% 47% 5%
65%
prefer denim be made of cotton
90%
Fit
86%
Comfortable
85%
Quality
83%
Long-lasting
/Durable
79%
Affordable/Value
78%
Versatile
They are
comfortable
53%
Sources of
inspiration for
denim jeans
42%
30%
25%
23%
Friends or
family
Social media
What’s offered
in stores I shop
People I see
on the street
Look good with
everything
53%
More occasions to
wear denim jeans
33%
50% More 44% same 6% less