Supply Chain Insights – Denim Jeans (U.K.)
June 9, 2025
54%
prefer denim be made of cotton
Consumers purchase jeans…
Purchase Drivers
% very important to denim jeans purchase decision
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. U.K. sample size: n=999
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated. ©2025 Cotton Incorporated.
Why wear jeans more often
DENIM JEANS
COTTON INCORPORATED’S
SUPPLY CHAIN INSIGHTS
U.K.
88%
of consumers
love or enjoy
wearing denim
8
pairs denim
jeans owned
on average
Reasons to shop for denim
For a
new style
35%
Discount/
Promotion
30%
Change
of season
30%
To replace
old jeans
60%
All or mostly in a
physical store
Equally in-store
and online
All or mostly
online
47% 41% 12%
Why purchase jeans in a physical store
51%
Easy to find
right size and fit
36%
Like to touch
and feel before
purchase
52%
Like to try before I
buy
Why purchase jeans online
33%
Better deals/
promotions
35%
Good selection of
prices
48%
Convenience
Sources of
inspiration for
denim jeans
33%
32%
29%
23%
Social media
What’s offered
in stores I shop
Online retailers
Friends or
family
85%
Fit
84%
Comfortable
80%
Quality
76%
Long-lasting
/Durable
72%
Affordable/Value
69%
Holds its shape
41% More 45% same 14% less
They are
comfortable
45%
Look good with
everything
42%
More occasions to
wear denim jeans
39%