The denim jeans market worldwide is growing by 4.3 per cent. Within Europe, Germany will add to the region’s size and clout in the next five or six years. In Japan, denim jeans have a significant market size. As the world’s second largest economy, and the new game changer in global markets, China exhibits the potential to grow at 6.8 per cent over the next couple of years.

The US market is growing 3.4 per cent. Denim brands in the US are figuring out how to appeal to Gen Z. These are consumers born since 1996. They account for 40 per cent of all US consumers. Shapeless T-shirts, sweatshirts, dresses and other low-key staples like denim appeal to Gen Z because they’re effortless and without pretense, which is exactly what they aspire to be. Most of consumers prefer their denim jeans be made of 100 per cent cotton or cotton blends. Vintage vibes delivered in lighter weights is just what the younger set prefers. Even though these young consumers spend the least on their denim, Gen Z shoppers say price isn’t the most important factor when they buy new jeans. Rather, they put a higher value on fit, comfort and quality.