DENIM JEANS
COTTON INCORPORATED’S
SUPPLY CHAIN INSIGHTS
ITALY EDITION
Purchase Intention
€1.3F
billion in 2021
€1.65
billion in 2026
(5 year growth 22%)
ITALY: Planning to purchase more,
same, less denim jeans this year
Same
More
Less
31%
58%
11%
9
Size of Denim Jeans Market
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Italians own an
average of 9 pairs of
denim jeans
Where do you get
inspiration for a new
pair of jeans?
Where Italian consumers
are planning to purchase
this year:
All/mostly
in-store
61%
10%
Equally in-store/online
29%
All/mostly
online
Online
In-store window
displays
Friends/Family
Social Media
Top
Purchase
Drivers
Fit
Comfort
Quality
More important
than other
countries*
Versatile
Made of Cotton
Has COVID changed
how regularly you
wear denim jeans:
Wearing these styles a lot more often than before pandemic:
91%
Favorite
fiber to
wear for
jeans:
Polyester
Rayon
6%
3%
Cotton
Wearing
more
30%
Wearing
the same
Wearing
less
55% 15%
Baggy/Loose
37%
Boyfriend
28%
Wide Leg
26%
Relaxed
25%
Flare
24%
Compared to manmade
fibers, jeans made with
cotton are the...
Longest lasting
83%
Most authentic
80%
Highest quality
80%
77%
Most sustainable
76%
Most breathable
For More Information Contact: Corporate Strategy & Insights at [email protected]
“CCI & Cotton Incorporated's 2021 Global Denim Survey” n=1,000 Italian consumers age 18-60.
*The survey was also conducted in China, France, Germany, India, Mexico, Netherlands, Spain, U.K., U.S.
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Euromonitor International
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated. ©2022 Cotton Incorporated.