Customized denim research. Part II
People like to wear jeans. Some of them even have many pairs of them. However, it’s not very easy
to find the suitable ones. Leading research company Synovate has asked 7700 respondents in the USA,
Canada, Brazil, France, Taiwan, Korea, Malaysia, Serbia, Russia and South Africa about the most important
factor of choosing jeans. Quality was named by 31% of respondents, thus being more important than the price
(22%). However, differences in priorities on different markets were revealed. 15% of Serbian respondents
answered with “Jeans that hide defects of my figure” and 15% of Korean respondents chose the answer “Jeans
that make me look slimmer”. Besides Koreans are greatly influenced by brands of custom tailored jeans – 17%
of respondents in Korea answered with “I like this trademark”. Respondents in Russia and France (11% and 10%)
consider presence of the latest fashion trends in their jeans to be the most important factor of denim choice.
|
However, priorities change when we divide the answers of female and male respondents. The quality is equally
important for both, but women more often wish their custom jeans would conceal imperfections of their figures
and flatter their silhouettes.
|
|
Now let’s talk about the price the customers are ready to pay for their ideal pair of jeans. Respondents in 10
countries were asked to name maximum price in US dollars they are ready to pay for it. It turned out that many
respondents (37%) are not going to pay more than 40 dollars, and this can be said not only about countries with
low incomes. 76% of all respondents in America chose the price spectrum of US$1-40, which means residents of
the USA are ready to pay for their jeans less money than respondents from other countries. Quite an opposite
situation can be observed in Russia. 26% of Russians are ready to pay more than 120 dollars for their jeans and
10% even more than 200 dollars. Russians, especially women, usually spend much money for clothes of well-known
brands to become attractive for the opposite gender and lead a glamorous life. Besides people living in Russia want
to live right now and spending more money you can afford is characteristical of this lifestyle. 5% of Russian respondents
and 3% of respondents in Taiwan are ready to pay more than 280 US dollars for their built customized jeans. 13% of Koreans
could spend more than 200 dollars. One fourth of respondents in Serbia agreed to spend more than 120 dollars for their jeans.
However in general the research has shown that 7 of every 10 respondents are ready to spend less than 80 dollars for denim.
The next question respondents were to answer was appropriateness of jeans in the office and at a party. Generally 37% of
all respondents agreed with the statement “Jeans are appropriate for office”. However, in France the percentage of people
who think so is astonishing – 87%. Even more astonishing is the fact that the French consider jeans to be inappropriate for
a party – 74% of respondents in France didn’t agree to the statement “I always wear jeans at parties”. These numbers differ
from tendencies in the rest of the world greatly – 39% of respondents in 10 countries gladly wear jeans at parties (it is
especially typical of people in South Africa – 75%).
Posted: 21.12.2009
Bookmark and share us!
|
Getwear® is a registered trademark of Getwear LLP
|
|
