Jean Therapy
Eighty percent of Americans own three or more pairs of jeans, according to Chicago-based Synovate, the market-research arm of Aegis Group PLC, which surveyed 7,700 people from around the world. The survey found 42 percent of Americans own more than 10 pairs of jeans, and a mere 7 percent own none. Perfect fit trumped brand, according to the survey, which found 57 percent called the search for the right fit “the biggest frustration,” versus 8 percent who said they cared most about the brand. That said, 20 percent said they notice the denim brands other people are wearing, and 16 percent said they care about which brands are favored by celebrities. But quality and price were of utmost importance, according to the survey. More than 75 percent of American respondents said they wanted jeans priced below $40, and 41 percent said they wanted their jeans to last a long time. More information about the survey is available at www.synovate.com/knowledge/infact/issues/200802.
