Denim Jeans Outlook – Supply Chain Insights 2024
July 22, 2024
DENIM JEANS OUTLOOK
COTTON INCORPORATED’S
SUPPLY CHAIN INSIGHTS
U.S. EDITION
Same More
29%57%
8 10
Size of Denim Market
pairs of denim jeans in the next year.
$61
average prices
consumers pay for a
pair of denim jeans
(up 15% from last year)
$18.3
billion in 2023
$21.5
billion in 2028
1
(5 year growth 18%)
to
Plans to Purchase
consumers (86%) say they
plan to purchase the
out
of
69%
16%
all or mostly
in a physical
store
15%
equally
in-store and
online
all or mostly
online
Consumers will purchase jeans...
Where do you get your ideas for denim
jeans you may want to purchase?
What you
already own
and like
Instagram
Store
displays/
shopping stores
TikTok
YouTube People you
see regularly
39%
23%
30%
22%
20%20%
durability
Purchase Drivers
71%
prefer their denim
jeans to be made
from cotton or
cotton blends
are important to denim jeans
purchase decisions.
97%
fit
quality
comfort
97%
96% 93%
82%
prefer to go
places they can
wear jeans
What fit are you most likely to buy?
Straight
18%
Classic/
regular
16%
Relaxed
15%
Skinny
9%
Loose/
baggy
8%
Consumer Preferences
Bottoms worn most often*
denim jeans leggings/
jeggings
35% 17%
casual
pants
14%
sweatpants/
joggers
17%
*in the past month
Brand Favorites
for Denim Jeans
Levi's
Wrangler
Lee
American
Eagle
32%
11%
6%
6%
For More Information Contact: Corporate Strategy & Insights at [email protected]
Cotton Incorporated’s Lifestyle Monitor™ Survey 2024
Sources:
1
Euromonitor International
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated. ©2024 Cotton Incorporated.