Underscoring its commitment to developing market relevant concepts, INVISTA unveiled a summary of the results from its Global Men’s Denim Study at the first European Kingpins Show last week. The study covered consumer insights from over 3,000 male participants in Germany, Italy, India, China, the U.S. and Brazil and was conducted by ICM Research out of the U.K.
Designed to better understand men’s purchase preferences related to denim, the study covered topics such as the 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% of participants felt current jeans offerings did not fully meet their expectations in these two areas.
In the area of thermal comfort, over 80% of 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. Yet less than 35% of participants felt current consumer selections addressed these needs. Out of a variety of commercial fabric brand names, the most preferred for a summer jean concept was the COOLMAX brand while the most preferred for the warm and dry concept was the THERMOLITE brand.
According to Jean Hegedus, INVISTA’s Global Denim Segment Director, the results reflect the consumer’s desire for performance clothing that can meet a variety of needs. “Today’s time starved consumers want garments that can simplify their lives and allow them to look good and feel comfortable under different circumstances,” Hegedus said. “Offerings like COOLMAX and THERMOLITE fabrics can help brands and retailers achieve this goal.”
Reflecting a consumer shift from traditional to social channels of commerce, the survey showed that across all countries the internet was the most preferred source for information about jeans, followed by ‘friends.’
INVISTA presented the results at a seminar on May 7th at the first ever Kingpins Show in Europe.
“This is the 29th Kingpins show INVISTA has sponsored and once again it has been a great success”, said Ebru Pirinccioglu, INVISTA Outerwear Marketing Segment Manager for EMEA. “Since the Dutch own more jeans per capita than people in any other country, Amsterdam provided us with the perfect location to showcase our innovations in denim, from our LYCRA dualFX technology for super-stretch garments that keep their shape, to thermal concepts such as our COOLMAX ALL SEASON and THERMOLITE technologies, and durable options such as TOUGH MAX LYCRA fabrics.”
To highlight the benefits of itsdenim offerings, INVISTA commissioned a street dance team to perform in jeans made with their innovations during the Kingpins after-party. The high energy show was enthusiastically received by the crowd and highlighted the freedom of movement and other functional advantages that INVISTA fibres can bring to denim.