Jeans nirvana

A leading global research firm surveyed some 7,700 people around the world on all-things denim: fit, quantity, brand preferences and the amount people are willing to spend to achieve jeans nirvana.

Brands making the cut

The clear global favourite is Levi's with more than one in five respondents nominating the classic brand as their most preferred choice. This was as high as 45% in France. In France, Levi's is not just any brand. "Levi's is the jeans brand in France. The brand has an almost mythical status.

I'll take them in blue, black and bootleg

When it comes to jeans, it seems one pair is not enough. 31% of people own three or four pairs of jeans and another 29% own from five to 10 pairs. Drawers are fullest in Brazil. Apparently "Brazilians have a relaxed, but sexy, sense of style and denim is a good fit with the lifestyle. Owning many pairs gives clothing options for most occasions."

The jeans blues (or.... does my butt look big in these?)

A great pair of jeans can elevate an outfit from drab to fab; and a person from woe to wow. Why, then, is it such a challenge for people, especially women, to find flattering jeans?

People find it very difficult to find a pair of jeans that fits perfectly. More women than men reported difficulties in getting a perfect fit. This may be because women have higher expectations of how jeans should make them look and, potentially, lower self-esteem.

Picking the perfect pair

People love jeans, own many pairs, but find it hard to get a perfect fit. When asked to choose one factor above all others which would influence their purchase of jeans, people chose quality.

When it comes to style, the Russians and the French were ahead of the rest choosing up-to-the-minute fashion as the most important purchase factor.

Priorities changed somewhat when analysed by gender. While quality remained top priority across gender, women were far more likely to want their jeans to camouflage flaws or make them appear slimmer.

What price perfection?

Jeans nirvana has been achieved and the perfect pair is in the hands of the consumer. Now, what are they prepared to pay?

Americans by far are the lowest spenders on denim expecting to pay less than $40 for a pair! At the other end of the scale, Russians said that they would spend $120-$200 or more for a pair of jeans.

The skinny on style

When are jeans stylish and when are they inappropriate? The style-conscious French have a different perspective from most others. Most people believe 'jeans are appropriate office attire' but this shot up to an amazing 87% in France. Despite this strong French acceptance of jeans as office-wear, denim is clearly not party attire in France.

Curiosities

Around two-thirds of all American women have kept a pair of jeans that are too small for them in the hope that one day they will fit again.

45% of people agreed that, given a choice, they would wear jeans every day.