Supply Chain Insights – Denim Jeans (Europe)
June 9, 2025
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. Europe sample size: n=3,312
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated. ©2025 Cotton Incorporated.
All or mostly in a
physical store
Equally in-store
and online
All or mostly
online
88%
Fit
85%
Comfortable
82%
Quality
76%
Long-lasting
/Durable
74%
Affordable/Value
71%
Fabric
62%
prefer denim be made of cotton
86%
of consumers
love or enjoy
wearing denim
9
pairs denim
jeans owned
on average
They are
comfortable
52%
Why purchase jeans in a physical store
46%
Easy to find
right size and fit
38%
Like to touch
and feel before
purchase
53%
Like to try before I
buy
37% More 53% same 10% less
Sources of
inspiration for
denim jeans
35%
23%
22%
18%
What’s offered
in stores I shop
Online retailers
People I see
on the street
Social media
Look good with
everything
46%
51% 39% 10%
Why purchase jeans online
39%
Better deals/
promotions
35%
Good selection of
prices
37%
Convenience
Reasons to shop for denim
For a
new style
31%
Discount/
Promotion
34%
Change
of season
27%
To replace
old jeans
56%
DENIM JEANS
COTTON INCORPORATED’S
SUPPLY CHAIN INSIGHTS
EUROPE
My personal style
has changed
37%