Cotton Survey: Fit Drives Premium Denim Market
When it comes to jeans, fit helps sell the premium denim consumer, according to a recent survey by Cotton Inc.
The New York–based firm, which represents U.S. cotton growers and importers, recently conducted a survey to discover what is driving the premium denim market, which, according to the firm, has seen a 138 percent growth in the past year. (Though the premium denim market is still just a fraction of the jeans sector, representing about 3 percent of the overall denim market.)
The survey looked at 1,000 men and women who were considered premium denim consumers, meaning they typically spend more than $70 on a pair of jeans. According to the survey, 85 percent of consumers said fit was one of the deciding factors in purchasing a pair of premium jeans. Other factors, such as brand (7 percent) and price (5 percent) were much less important. The right fit was deemed so important to these consumers that many said they would be willing to pay up to 28 percent more for a pair of jeans, provided the fit was right.
According to the survey, the premium denim consumer is both brand loyal and open to change. Some 85 percent said if a brand had a good fit, they would buy it again. But, nearly the same percentage (84 percent) said they would continue to try new brands.
—Alison A. Nieder
