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New Survey Details Why So Many Women Hate Buying Jeans

How difficult is it for women to find a good fitting pair of jeans that fit well, and they like? Very.

In a recent survey of 2,000 women, 46 percent said denim is the most difficult item to buy.

That’s because there are so many options. And those options don’t fit everyone the same way. What may be too baggy for one person is ill-fitting for another. Or the waist is too high or too tight. Pant legs are too long or flare too much or are too straight.

It doesn’t help that there are so many different trends and silhouettes for jeans these days. What might appeal to one person is a fashion ‘don’t’ for another. According to a survey by U.K.-based One Poll, a marketing research company, on average six pairs of jeans will be disregarded on every shopping trip.

Still, two-thirds of women believe getting the right pair of jeans is very important, especially when you consider that on average a pair is worn for at least six to six-and-a-half years. Most women own six pairs of jeans, but half of those are hardly worn or sit on a shelf hidden behind other clothing waiting to see daylight.

Fit is just one factor for a great pair of jeans. Good fabric quality and the ability to stay up without a belt are two other important elements, according to One Poll’s research.

Some 80 percent of women said they would be willing to spend a little more money for quality in a denim pant that fit well and would last, One Poll’s research found. That’s because 85 percent of women consider jeans a wardrobe staple.

According to a 2020 Denim Survey by Cotton Incorporated, 55 percent of consumers said they wear denim jeans or shorts at least three times a week, and 22 percent say they wear denim jeans at least five days a week or more.

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Another 34 percent said denim jeans were the pants they wore the most. That was followed by sweatpants/joggers (23 percent), leggings or jeggings (19 percent), casual pants (13 percent), and activewear pants (7 percent).

Skinny jeans are still popular, even though some industry watchers forecast their demise a few years ago. According to the NPD Group, a New York market research firm, 80 percent of women who said they were going to buy jeans last year indicated the top four styles they would purchase were straight, skinny, high-rise and bootcut.

Younger consumers, ages 18 to 34, said they were planning to buy skinny jeans followed by high-rise, straight and distressed jeans.

While everyone may be talking about high-rise jeans as a popular trend, the exact opposite is on the horizon. Designers are chatting up low-rise jeans, which seem to be hitting the trend mill after becoming the go-to jeans at the beginning of the century.