Fashion

Discover how jeans consumption is changing


In April 2022, the international textile trade show, Première Vision, as part of the IFM (Institut Français de la Mode) x President Première Vision, launched a study on new consumer buying behavior used the United States and Europe from France, Italy, Germany and the United Kingdom, on denim fashion products, and analyzed what criteria consumers consider important to identify a responsible jean with the environment.

Calvin Klein denim collection

Calvin Klein denim collection

A more fashionable, technological and sustainable marketplace
Since the launch of Denim Première Vision in 2007, pure denim players, the long-term goal of the program, have grown significantly and most recently the market has become more and more fashion-oriented, with Denim plays an increasingly important role in collections.

In today’s market, a less narrow and less fixed, more creative and bolder vision of denim is in vogue, and starting from the traditional denim values ​​of rebellious and classic. The desire for personalization has given rise to many cuts and styles that coexist within the same brand, collection or wardrobe: classic and slim straight cuts are found alongside boot cuts, pants High-waisted wide tube and baggy style.

As a result, jeans convey a number of messages, depending on the style, shape, washing method and occasion. When formal, they can substitute a business suit; in a comfortable vein, they become normal; When it comes to fashion and creativity, they reflect more personal desires.

This growing market is also driven by new environmentally responsible values ​​and a pervasive and evolving digital culture.

For younger generations, responsibility has become a prerequisite in everything from the creative process, through to product development and material selection. According to the study, this requires structural changes throughout the production value chain.

Diesel oil

Photo: Maria Cristina Pavarini

Diesel oil

How many pairs of jeans are in your closet?
On top of that, research reveals that European and American consumers have an average of four to six pairs of jeans in their wardrobe, with some country-specific variations. Italians and Americans have the highest numbers, with an average of six pairs in their wardrobes.

Furthermore, almost half of consumers (and even more than half in Germany, Italy and the US) said they own at least five pairs of tom ten jeans. Raw jeans, classic, old, fancy or individual, are an essential part of our wardrobe.

Among the sample of consumers interviewed, they found that the consumers surveyed bought a pair of jeans on average one to three times in the last year.

In fact, while around a quarter of consumers say they haven’t bought any jeans this year (the highest figure is 40.8% among Britons), the majority have bought at least one pair of jeans. new (73.2% French, 74.2% German, 77.7% Italian, 59.2% British and 74.9% American), and from 17.7% (UK) to 35, 6% (US) bought more than three pairs this year.

Tommy Hilfiger denim jacket with hemp

Tommy Hilfiger denim jacket with hemp

What criteria guide to buy jeans?
When consumers were asked what their three main criteria for buying jeans were, comfort was mentioned first, regardless of country (first criterion for 62.4% of French, 62.5). % German, 63.5% Italian, 67.6% British and 68.2% American).

This criterion is closely followed by price, which is increasingly increasing in the current volatile economic climate: price is the second criterion for buying jeans for 54.2% of German consumers, 60 .7% French, 55.3% Italian, 60.6% British and 56.9% American.

The criteria of quality, style and brand all came next, demonstrating, in different order of countries, the inherently fashionable nature of denim, with items now thought to be bright. create and trend for a significant percentage of consumers.

Levi's Red s / s 2022

Levi’s Red s / s 2022

Amount of responsibility
However, in addition to comfort, price, style and quality, consumers particularly value the criteria of ecological responsibility and transparency in the jeans they buy: the material made, where more sustainable production and production processes.

Also in this respect, there are disparities across countries: while in France (22.9%), UK (22.9%), and US (24%), almost a quarter of consumers say a Among the defining criteria for choosing a pair of jeans is the ability to be environmentally responsible, more than a third in Germany (33.1%) and Italy (37%).

When consumers were asked what criteria they believed to define a pair of jeans as being environmentally responsible, the answers varied from country to country, but all agreed that the most important factor was and most decisive is the material, closely followed in second or third place according to the place of production, and the respect of the social conditions in the manufacturing plants.

Thus, for most consumers in France (72.2%), Germany (75.4%), Italy (83.6%), UK (80.8%), and the US (79.5%) , the fabric of the jeans, whether made from recycled textiles or fibers, organic cotton or certified organic fabrics, is the number one criterion for judging a pair of environmentally responsible jeans.

In other respects, opinions are divided. In France (41.7%) and the US (44.9%), the most cited eco-responsibility criterion after the material is the place of manufacture. For these countries, (France and USA), which have been mediating and promoting “Made In” for several years now, locally produced jeans have become a decisive factor in the eyes of consumers. . This was also the case, to a lesser extent, in the UK, where 33.8% of consumers surveyed ranked the issue second.

Finally, the social and ethical conditions under which a pair of jeans are produced ranked third in France (35.5%), the US (28.4%) and the UK (30.1%). In Germany (34.1%) and Italy (39.8%), social ethics is considered the second most important factor in determining the environmentally responsible nature of a pair of jeans.

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