During the last edition of Kingpins Amsterdam, Invista unveiled a summary of the results from its ‘Global Men’s Denim Study’. The study covered consumer insights from over 3,000 male participants in Germany, Italy, India, China, the US and Brazil.  Designed for a better understanding of men’s purchase preferences related to denim, the study covered topics such as key attributes men look for in jeans, how satisfied they are with current offerings, and where they get information about jeans. Top line results showed that fit and comfort were the two most important attributes that men were seeking, yet 30 per cent of participants felt current jeans offerings did not fully meet their expectations.

In thermal comfort, over 80 per cent participants said they would be interested in jeans that would help them stay cool and dry in the summer or warm and dry in the winter. Less than 35 per cent participants felt current consumer selections addressed these needs.  Out of a variety of commercial fabric brand names, the most preferred jeans concept for summer was the Coolmax brand, while the most preferred for the warm and dry concept was the Thermolite brand.

The study found today’s time starved consumers want garments that can simplify their lives, allow them to look good and feel comfortable under different circumstances. Offerings like Coolmax and Thermolite fabrics can help brands and retailers achieve this goal.

www.invista.com/en/index.html