The Cotton Incorporated’s 2024 Global Denim Survey polled over 10,000 global consumers and found the vast majority of respondents (85%), said they love or enjoy wearing denim
The majority of survey respondents said they were wearing denim jeans largely because of comfort (58%), with only 10% stating they were wearing denim jeans less frequently. On average, global consumers own 10 pairs of denim jeans and 62% said they prefer their jeans to be made of cotton.
Andrea Samber, director of brand partnerships for Cotton Incorporated, said: “Data demonstrates the majority of consumers love their cotton denim jeans for comfort, quality and durability. Cotton is a wonderful natural fibre with strong attributes, clearly resonating with global consumers, and deserving of the extension of its life through recycling efforts like the Cotton Lives On programme.”
Fit remains the main driver behind purchases of denim jeans, according to 87% of respondents. Comfort (85%) comes in second, while quality (82%) ranks third.
Denim remains a bricks & mortar store purchase as opposed to online with 45% saying they prefer physical stores when buying jeans.
Supporting the choice to purchase from physical stores, over half of respondents (52%) opt to try jeans before they buy; 51% prefer the ability to find right sizes and fits in-store; and 42% like to touch and feel before purchase.
The survey confirms the growing popularity of denim jeans in key global fashion markets including UK, USA, China, Italy, India, Japan, France and Germany.
