India is among the prime global fashion markets other than the USA, UK, Japan, China, Germany, and France, where denim is making its mark, as per the Global Denim survey conducted by Cotton Incorporated, a research-based company that works at promoting cotton.
The survey had more than 10,000 participants globally and it highlighted the growing popularity of denim with 85% of respondents confirming that they like styling denim. In addition, it also showed that globally 48% of the consumers are wearing denim jeans more than ever.
Proving to be a wardrobe staple, the survey also further revealed that fit is the driving factor when it comes to choosing denim. 87% of the participants voted fit, which was followed by comfort at 85% and quality at 82%. However, while a lesser percentage in comparison, the survey also found that 10% of the respondents are wearing denim less frequently. Further, the findings also included that 62% preferred their jeans to be made of cotton.
In this regard, The Director of Brand Partnerships for Cotton Incorporated, Andrea Samber confirmed that the majority of the global consumers are choosing denim as per the data. Samber also said that cotton denim jeans are being preferred over other fabrics due to their fit, durability, and comfort, and with such numbers and quality in perspective, she pointed out that this fabric deserves more and more recycling initiatives such as the Cotton Lives On™ programme.
When it came to online versus offline experience of buying denim, the respondents favoured the offline experience, stating that they preferred brick-and-mortar stores over online purchases. The survey revealed that 52% of participants want to try out jeans before buying and 51% opt for physical stores because of the likelihood of finding the right size and fit. Additionally, 42% also shared that they like to ascertain the quality of the fabric before purchasing.
