Fit, style and comfort are a golden trio for selling jeans, but there are other factors that motivate men to make a purchase.
A recent study by Clootrack, an AI-powered customer intelligence platform that utilizes structured and unstructured data from various sources, including customer reviews, social media, call transcripts, surveys, and internal data, found that male consumers seek predictability from the denim brands they shop.
The study is based on 55,287 U.S. men’s denim reviews and discussions across Amazon, Target, Walmart, Macy’s and official brand stores from Q4 2022 to Q4 2025. Clootrack said it applied a four-level unsupervised theme hierarchy to drill from broad drivers to specific, actionable fixes.
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The results center around fit, style and comfort. Fit leads the category conversation with a 21.8 percent share of the volume of opinions, and 80.7 percent of them being positive.
The study found that customers describe “good fit” in precise terms such as leg silhouette control, thigh/seat room, reliable waist fit, more rise/inseam options, and stretch that flexes without losing shape.
However, finding the right size is a common challenge especially among online shoppers. Clootrack reports that consumers’ sizing sentiment is low, and waist fit is similarly low with growing attention. Shoppers consistently name the same risk factors: variation across washes and colors, measurement guides that don’t match delivered product, and inconsistent online sizing.
Brands and retailers must also ensure accurate product descriptions. Clootrack said consumers “repeatedly flag mismatches and confusion in key product details” like closure type and said products were “not as described.”
These weak spots result in returns and damages consumers’ loyalty with brands as they cannot rely on what will arrive.
Clootrack urges brands to “move beyond fit as a brand promise and focus on reducing shopper risk” by delivering consistency across washes and colors, and measurement guidance that reliably matches what arrives.
Meanwhile, the study found that two smaller themes—odor and chemical safety and sustainability and ethical considerations—show outsized impact because they introduce doubt at purchase. Clootrack said these factors act as “trust destroyers” when they’re vague or inconsistent.
“As odor/chemical concerns and sustainability expectations rise, credibility matters. Tighten claims, clarify product specs on PDP, and remove ambiguity that drives ‘not as described’ frustration and returns,” Clootrack said.
