Nothing beats a good pair of jeans—and there’s new data to back that up.
Cotton Incorporated’s 2024 Global Denim Survey of more than 10,000 global consumers found that 85 percent of consumers gravitate to jeans because they enjoy wearing denim.
The survey included feedback from consumers in China, France, Germany, India, Italy, Japan, Mexico, Netherlands, South Korea, Spain, Thailand, U.K., and U.S.
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According to the survey, 48 percent of consumers say they wear jeans more regularly than ever with 58 percent saying they wear denim jeans largely because of comfort. Only 10 percent said they are wearing jeans less frequently.
With a wide range of fits and innovative constructions that enhance comfort year-round, denim is solidifying its place as a wardrobe staple. “Data demonstrates the majority of consumers love their cotton denim jeans for comfort, quality and durability,” said Andrea Samber, director of brand partnerships for Cotton Incorporated.
The use of cotton in jeans plays a large role in delivering these qualities. Most respondents (62 percent) said they prefer their jeans to be made of cotton.
Fit remains the main driver behind purchases of denim jeans, according to 87 percent of respondents. Comfort (85 percent) comes in second, while quality (82 percent) ranks third.
Though online shopping has become more relevant, consumers prefer a hands-on experience when they shop for jeans. The survey found that 45 percent of consumers prefer to make their jean purchases in physical stores as opposed to online.
With fit, rise, inseam, fabric construction and wash all factors in how a jean will fit, it’s not a surprise that 52 percent of respondents opt to try jeans before they buy. More than half of the respondents (51 percent) said they prefer the ability to find right sizes and fits in-store.
The hand feel of denim—a quality that mills have been improving with special weaves and finishing—is an important factor in consumers’ purchasing decision as well. The survey found that 42 percent of respondents like to touch and feel jeans before purchase.
