According to a denim survey carried out by market research firm eRsult on behalf of ecommerce platform Vente Privee, the majority of female consumers in Germany bet on slim fits (36%) whereas men’s essential is the Levi’s 501 (39%) followed by regular cut models (26%). As popular as the 501 are bootcut styles for ladies, both with 17%. Eventually, the less relevant types for men are carrot and boyfriend jeans; few women on average choose Marlene- and boyfriend denim.

The top 3 retail spots to buy are vertical retail chains (56%) followed by independent retail stores (48%) and department stores (45%). On average, most of German consumers own between 4 and 6 pairs of jeans; worth mentioning is also the fact that 1 out of 4 men and women possesses 7-10 jeans. 22% of the surveyed women reported to own more than 11 styles.

Fit and cut represent the most important features when buying jeans (60%); the fabric quality and the treatment are valued at 14% whilst price is the third most important factor (12%). What comes as a surprise if we think of how much brands are pushing communication on sustainability topics is that only 1.5% of consumers look out for sustainable production. Luckily, jeans enjoy quite a long life in comparison to other fashion products: both men and women wear them for a period of over six years.

In order to realize this study, 1000 men and women between 16 and 65 years-old were asked last June.

Graphic showing the favourite jeans among German men and women
Graphic showing the favourite jeans among German men and women