Supply Chain Insights – Denim Jeans Outlook (U.S. Consumers)
May 19, 2025
DENIM JEANS
COTTON INCORPORATED’S
SUPPLY CHAIN INSIGHTS
U.S.
85%
of consumers
love or enjoy
wearing denim
To replace
old jeans
Discount/
Promotion
For a
new style
Change
of season
32%
33%
37%58%
Reasons to shop for denim
11
pairs denim
jeans owned
on average
Consumers purchase jeans…
All or mostly in a
physical store
Equally in-store
and online
All or mostly
online
54%
36%
10%
Why purchase jeans in a physical store
51%
Easy to find
right size and fit
51%
Like to try before I
buy
35%
Like to touch
and feel before
purchase
Why purchase jeans online
51%
38%
39%
Convenience
Better deals/
promotions
Easy to price compare
38%
Good selection of
prices
Sources of
inspiration for
denim jeans
35%
28%
27%
22%
What’s offered
in stores I shop
Online
retailers
Social
media
Friends or
family
88%
Comfort
88%
Fit
83%
Quality
82%
Long-lasting
/Durable
78%
Affordable/Value
75%
Fabric
Purchase Drivers
% very important to denim jeans purchase decision
63%
prefer denim be made of cotton
41% More 46% same 13% less
In the past few years, do you wear your jeans…?
For More Information Contact: Corporate Strategy & Insights at [email protected]
Cotton Incorporated's 2024 Global Denim Survey, a survey of n=10,183 consumers in China, France, Germany, India, Italy, Japan,
Mexico, Netherlands, South Korea, Spain, Thailand, UK, and USA. China sample size: n=994.
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated. ©2025 Cotton Incorporated.
Why wear jeans more often
More occasions to
wear denim jeans
43%
They are
comfortable
51%
Look good with
everything
49%