Currently, virus-weary consumers are not lying around in pajamas or loungewear passively accepting the latest virus. No, they’re trying to enjoy the holidays and enjoy every comfort they can find, especially embracing the familiar comfort of denim. However, the reasons behind denim’s appeal vary from country to country, which may impact how retail brands position this iconic garment.
Although markets in different countries have differences, some things are common, as WGSN reported in a recent internal report on spring 22 denim trends. As noted, consumers are looking for versatility and lasting style, making classic denim an essential piece of the wardrobe.
The WGSN report stated: “The products focus on thoughtful consumption and put practical functions first.”
Euromonitor International predicts that global jeans consumption will increase by 9% to US$106 billion by 2024. According to Euromonitor, by 2023, China will also become the largest consumer of denim clothing.
But unlike Western countries such as the United States, Chinese consumers regard jeans as a fashion product, and the life cycle of their clothing depends on trends and seasonality. And it is relatively short, according to the recently released 2021 Global Denim Report (released in November 2021) by Cotton Council International (CCI) and Cotton Incorporated. 61% of Chinese consumers buy jeans to keep up with the latest trends. Among young people aged 25 to 34, this number jumps to 72%. Some Chinese denim consumers (34%) said they like to add new styles to their wardrobe, such as wide-leg or flared jeans.
At the same time, in the United States, the reasons why consumers buy jeans are more practical. According to the 2021 Global Denim Report by Cotton Council International (CCI) and Cotton Incorporated, Americans primarily purchase new jeans to replace old/hand-me-down jeans (63%). After that, they will buy if there is a discount or promotion (39%), followed by wanting to keep up with the latest trends (29%). Features such as fit (84%), comfort (83%), durability (80%) and quality (79%) are the top factors U.S. consumers look for when purchasing new jeans.
According to the 2021 Global Denim Report, the situation in Mexico is different, with consumers owning an average of 16 pairs of jeans. In comparison, American consumers have 10 and Chinese consumers have 11.
In addition, like American consumers, Mexicans are also very pragmatic and they mainly buy new products to replace old/old jeans (63%). Next is buying when there is a discount or promotion (37%). But compared to U.S. consumers, Mexicans are more interested in keeping up with trends (35%).
As for style, consumers have at least one surprising preference – in the United States earlier this year, Generation Z had fallen in love with Douyin. Meanwhile, Millennials are still stuck in the skinny-jean complex. According to the Global Denim Report, skinny jeans (40%) and bootcut jeans (36%) remain the styles of choice for 18- to 24-year-olds in the United States. In fact, they prefer these styles more than older adults (25%) who go for tight-fitting styles, a much lower percentage of older adults than Gen Zers. Overall, though, jeans that focus more on comfort are gaining popularity, with 38% favoring straight-leg jeans, followed by casual jeans (33%), classic jeans (32%) and bootcut jeans (26%). Only 14% choose boyfriend jeans, and even fewer (12%) prefer wide-leg styles.
US consumers also prefer cotton denim (79%), according to the Global Denim Report. Americans feel that cotton jeans are “more reliable” (67%). American consumers prefer pure cotton denim because they think it is the most reliable (67%), the softest (66%), and the highest quality (65%). , most durable (62%) and most comfortable (62%).
In addition, according to the Global Denim Report, U.S. consumers said they are aware of the use of natural fibers (57%) and “more sustainable production” (59% ) will influence their purchase of jeans.
In Mexico, half of shoppers (50%) prefer skinny jeans, primarily made up of young people aged 18 to 34, according to the Global Denim Report (61%). However, the pandemic has prompted increased interest in styles such as casual wear (55%), boyfriend jeans (48%), wide-leg pants (48%) and flared jeans (39%).
According to the Global Denim Report, a whopping 84% of Mexican consumers prefer cotton jeans, which they consider to be the softest (87%) and the best quality (84%). %), the most comfortable (83%), the most trustworthy (80%), the most breathable (80%), and the most durable (76%). The report also found that Mexican respondents looking for functional and smart fabrics are more likely to look for jeans that stay in shape (76%) or use fabric technology to make denim fit better (71%).
The Global Denim Report shows that in China, nearly three-quarters of consumers (76%) prefer cotton jeans. Their favorite style is classic (44%), followed by loose (42%), straight (42%) and slim (33%). Looser styles such as boyfriend jeans (13%), wide-leg pants (11%) and bootie pants (9%) ranked lower in popularity.
According to the Global Denim Report, Chinese consumers are most concerned about denim comfort (92%), fit (92%) and quality (88%). The durability of jeans (45%) is also increasing in importance to Chinese consumers, while nearly a third (27%) are increasingly interested in cotton denim.�� indicates that people will shift to more cautious purchases when it comes to denim consumption.
According to the Global Denim Study, when comparing cotton and man-made fiber jeans, Chinese consumers consider cotton denim to be the most trustworthy (74% ), the softest (74%), and the most comfortable (73%). Brands that combine fashion elements with consumers’ desire for durable and comfortable jeans will win in the Chinese market.
WGSN said that classic styles, conscious designs and loose-cut “easy-to-wear” jeans are the main trends in denim in 2022. The company advises: “Shift your focus away from fast fashion or popular fashion trends and invest time in simplifying and positioning your core style with quality materials and form-fitting tailoring.”
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