Cotton Inc USA did an annual survey  of US consumers in 2011 to work out a report on the factors affecting the purchase of denim by Men and Women. Here

What factors are important for women to purchase denim jeans in USA?

As we can see from the results of   Cotton Inc survey in US ,for women FIT IS THE MOST IMP. Attribute.  Over 92% feel that fit is very important to their jeans purchase decision. Comfort comes second  and -though very important – falls behind the fit . Other important factors are ‘Makes me look good’ (of course ! ) , price , style etc..
Stretchability as a factor which is showing low in the rankings seems strange because women jeans are almost 80%+ stretch. However, the biggest loser is the ENVIRONMENTAL FRIENDLINESS factor – which comes in the last and does not seem to be very  important for the women in US while purchasing denim.. Environmental consciousness is actually conspicuous by its absence in most of the markets around the world where the buyers are not really aware of the actual damage that jeans production is causing. However, I am sure the importance of this factor is increasing slowly everyday and in the near future this factor coming up . Already initiatives like Organic Cotton, BCI and others are gaining in strength and harmful production processes like sandblasting are being controlled to some extent and water saving in jeans manufacturing encouraged. However, at consumer level, the awareness is still very low.

What factors are important for men to purchase denim jeans in USA?

Men are most concerned with comfort with FIT coming close second. And of course they are more concerned about price than women !!  For them multi functionality of denim is not as important (compared to women) – seem happy if the jeans performs its normal function of feeling comfortable. Brand consciousness is more than women while stretchability is not really very important. Last , but not least , their environmental consciousness is much below that of women (kudos to women !! )…

Finally , the message for the denim brands – if you have great FITS , the consumers may ignore other factors to some extent. !!!

Denimsandjeans Resource Snippets
	J Brand Jeans- Designer Denim Fit Guide
	All Denim Apparels Into USA From China:2000-2012
	R By 45rpm Denim Jeans – A Chat With Ehren At NY Store
	Levi’s? Master Denim Tailor-Union Square job
	Current/Elliott – Denim Brand From U.S

Source: US customs
We can see that the figures of  two important exporters of denim jeans and apparel to US are not very encouraging and are indicative of a steady fall in denim demand. The figures from China are also not too encouraging – in fact they are worse than the above . The Chinese exports of denim apparel fell by over 11% in the first quarter of 2011 !!
These figures are indicative of a tough year for denim ahead and also a reminder to the denim exporters that they have to continuously search for and invest in newer markets and reduce their dependence on the traditional western markets which are still not out of recession in real terms.

Have some spare old jeans which you can dispense with ? Go to any Gap store and return your old jeans and get 30% off denim purchases at (selected) Gap stores till March 14th.

Initiated by the Cotton Incorporated , the Cotton: From Blue to Green Project takes your old jeans and converts them into Ultra touch Natural Cotton Fibre Insulation for communities in need.

The first From Blue To Green denim drive in 2006 collected 14,566 denim pieces across the US, more than double the anticipated amount. Since then, the project has expanded its reach through partnerships with national retailers and organisations including American Eagle Outfitters, Bloomingdales, National Jean Company, Ernest Sewn and G by Guess.

To date, the UltraTouch Natural Cotton Fiber Insulation manufactured by Bonded Logic Inc. has recycled enough denim to create natural cotton fibre insulation for over 540 homes.The COTTON. FROM BLUE TO GREEN.^® denim drive is a call-to-action to donate denim and give it “new life” by converting it to UltraTouchâ„¢ Natural Cotton Fiber Insulation. The insulation is then provided to communities in need to assist with building efforts. UltraTouchâ„¢ is composed of 85% recycled cotton fibers and is an environmentally safe, non-itch insulation without carcinogenic warnings, formaldehyde or chemical irritants. It provides exceptional thermal performance and acoustically provides 30% better sound absorption than traditional fiberglass insulation. In addition, it is one of the only insulating products that contain an active mold/mildew inhibitor.

PS:This offer is not valid online, at Gap Outlet, Gap Factory Store, or The Gap Generation stores. Not valid on Converse® or Stella McCartney for GapKids/babyGap.