Cotton Incorporated: Consumers wearing jeans more often
Eighty-five percent of consumers enjoy or love wearing denim, and they own, on average, 10 pairs of jeans, according to data published by Cotton Incorporated.
Just under half (47%) buy new jeans to replace old ones, 35% for a new style, 31% because of discounts and 28% to keep up with friends.
The organisation – which surveyed 10,100 consumers from China, France, Germany, India, Italy, Japan, Mexico, Netherlands, South Korea, Spain, Thailand, UK, and US – found 48% of people wear jeans more often than they used to, 42% the same and 10% less. For those wearing them more often, 58% said they are comfortable, 55% said they look good with everything, and 47% said they’d had more occasions to wear jeans.
For those who buy jeans mostly in shops (45%), half say they like to feel the jeans and it’s easier to find the right fit, while online shoppers are swayed by offers and say it’s easier to compare prices.
More than 80% of people said fit, comfort and durability are very important considerations.
Cotton Incorporated is the research and promotion company for Upland cotton. Funded by US cotton growers and importers of Upland cotton-containing products, the not-for-profit organisation’s mission is to increase the demand for and profitability of cotton.
It recently hosted 255 industry leaders from 124 companies in Hong Kong for 'Cotton ConneXions: Where Innovation Meets Opportunity', a networking event that sought to address the challenges and opportunities shaping the fibre’s future amid regulatory shifts and evolving market dynamics.
William Kimbrell, CEO of Cotton Incorporated, said: “We recognise meaningful progress in the supply chain happens through collaboration. Events like this allow us to bridge innovation and opportunity, while reinforcing our commitment to advancing cotton’s role in a more sustainable, transparent and high-performing textile future.”
