"When consumers want to buy a pair of jeans, they are influenced by a broad range of factors - a total of 12. Above all what counts more are appearance and comfort, with fit playing a greater role in the US and Germany. The recent editions of Kingpins Amsterdam and Kingpins New York (October-November 2016), presented some really interesting survey reports by Invista on women’s jeans consumption, expectations and difficulties when purchasing jeans."

When consumers want to buy a pair of jeans, they are influenced by a broad range of factors - a total of 12. Above all what counts more are appearance and comfort, with fit playing a greater role in the US and Germany.

The recent editions of Kingpins Amsterdam and Kingpins New York (October-November 2016), presented some really interesting survey reports by Invista on women’s jeans consumption, expectations and difficulties when purchasing jeans. The study carried among about 2,500 consumers from the main denim markets worldwide – US, China, Germany, Spain and Brazil interviewed 18-49-year-old women who had purchased at least one pair of jeans in the last six months and wear the popular denim at least once a week. The survey was aimed at learning the role of jeans in women’s wardrobes, and how they feel when purchasing them and what they need or miss when buying denim.

The study discovered that women own an average of eight pair of jeans. Despite this, Brazilian consumers own 9.3 pairs each, followed by US and German ones

who own 8.5 pairs each. While counting in which market consumers own more than 10 jeans pairs, once more Brazilians showed how much they love denim as 38 per cent of them (the highest rate among all five markets) owns such quantity of pairs.

Denim for every hour

Majority said they wear jeans when running errands (Germany showed the highest rate with 93 per cent), going out at night (Brazil counted for 84 per cent) or for a dinner (Germany for 84 per cent). When referring to who wear them during working hours, there are different perceptions. For US and Chinese rates are relatively low as they wear them for respectively 51 per cent and 56 per cent, while all other markets register higher levels (German people wear them for 84 per cent). At the opposite level, when asked if they wear them at home, the lowest level was registered in Spain and Brazil (respectively 25 per cent and 31 per cent), while for other markets at over 60 per cent.

As per the survey, the most popular fit for women in Spain, Germany and China is slim fit (29 per cent), while the US prefers skinny and Brazil opts for straight.

Shopping for jeans, a stressful experience

While most say it’s a must have comfortable outfit, shopping for a pair of jeans is equally stressful, the survey shows. “It’s difficult to find jeans that fit well all over,” remark respondents. They hardly can find jeans that fit well around waist, hips, bum and legs. Brazilian women are one of the most frustrated lot among the shoppers from other countries.

It’s almost opposite for China. Even if the average result about how “easy” buying a pair of jeans was 52 per cent, Chinese answers showed to consider it as an easy task for 75 per cent. They are the most enthusiastic about it as they perceive it as a very positive experience – they are far more likely to describe it as enjoyable (48 per cent), exciting (22 per cent), easy (22 per cent) and inspiring (21 per cent).

Selecting close to perfect

When women cannot find what they want, 43 per cent of them simply end up buying the best most similar type of clothing they can find. Reacting in a totally opposite way are 42 per cent of them who prefer not to buy anything – with German consumers most likely to do so (62 per cent) and Chinese ones less likely to do it (21 per cent). The remaining 15 per cent of the sample rather looks for an alternative type of clothing – and most often end up buying a pair of leggings.

Buying jeans by emotion

Purchasing a pair of jeans is strongly tied to emotional aspects as women often consider a pair of jeans that fit them well as a very important ally. For instance, 72 per cent of the interviewed people think: “I have my favorite pair of jeans and I will be devastated when they become unwearable”. Another 58 per cent retains that when finding the right pair, they will have to pay a bit more, while others believe that good fitting jeans are really expensive (62 per cent).

Denim survey: Buying factors

Invista also asked consumers who wore jeans made with Lycra Beauty fabrics with the following result: “They are the first pair of jeans I’ve worn till the end of the day without the knees losing their shape” and others said: “These jeans are flattering and fit in all the right places.” Wearing jeans that don’t lose their shape and make who’s wearing them at ease and beautiful are key factors brands and companies have to take in consideration more for the future.