Italians are crazy about jeans and have on an average six pairs in their wardrobe. Denim skirts and jackets are also popular with both Italian men and women, who possess on an average a greater number than their counterparts in China, Germany, and the UK.

In Italy an informal look in the workplace is no longer restricted to casual Fridays as in the UK, where just 16 per cent of respondents wear jeans to work. At least 52 per cent of Italians wear denim regularly and 45 per cent wear jeans or denim shorts at least five times a week, compared to 30 per cent in Germany.

A vast majority of Italian consumers buy clothes when they are on sale or during special promotions, while over one in three are willing to sacrifice quality to cost. Buying clothes that are eco-friendly is a priority for 57 per cent of Italians, particularly in the over-35 category; this group considers cotton to be the safest fiber for the environment followed by wool and silk. Cotton is considered the most authentic fiber by 85 per cent of respondents and the most reliable and sustainable by 80 per cent.

Comfort and quality are the most important factors in determining choice, followed closely by price.