Supply Chain Insights – Denim Jeans (Global)
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. Global sample size: n=10,183.
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
85%
of consumers
love or enjoy
wearing denim
10
pairs denim
jeans owned
on average
45% 43%
12%
Why purchase jeans in a physical store
51%
Easy to find
right size and fit
42%
Like to touch
and feel before
purchase
52%
Like to try before I
buy
Why purchase jeans online
44%
Better deals/
promotions
40%
Easy to price
compare
39%
Convenience
47%
Reasons to shop for denim
For a
new style
35%
To replace
old jeans
Keep up
with trends
28%
Discount/
Promotion
31%
DENIM JEANS
COTTON INCORPORATED’S
SUPPLY CHAIN INSIGHTS
GLOBAL
They are
comfortable
58%
87%
Fit
85%
Comfortable
82%
Quality
77%
Long-lasting
/Durable
75%
Fabric
74%
Affordable/Value
62%
prefer denim be made of cotton
48% More 42% same 10% less
More occasions to
wear denim jeans
47%
Sources of
inspiration for
denim jeans
32%
32%
26%
25%
What’s offered
in stores I shop
Online retailers
Social media
Blogs, websites,
or magazines
Look good with
everything
55%