“Retailers and Consumers about Recycled Denim”
part of the ISWA/NVRD- project
”Chain Management Jeans”
Student-research-project
Saxion University of Applied Sciences
Lisa Milchner (student)
Ir. H. W. M. van Bommel (senior-lecturer/researcher)
Deventer, August 2013
Retailers and consumers about recycled denim
1. Introduction
As part of the ISWA/NVRD project “Chain Management Jeans” in the spring of 2013 some
retailers and a group of consumers were asked about their experiences and opinions concerning
the use of recycled denim in new jeans/clothes.
The first part focused on retailers and the questions:
“Which retailers already produce and sell jeans from (partly) recycled denim?”
“Which products do they sell and what is the % of recycled denim ?
“What are the experiences from retailers which already produce and sell jeans from recycled
denim?”
The second part focused on consumers and the questions:
“To what extend is the consumer interested in recycled denim ?”
“What are characteristics of the target group and their buying behavior ?”
“Would the consumer accept changes in the design to improve the possibilities for
recycling ?’
“Is the consumer interested in new marketing concepts like “leasing” and “return-fees” ?
The results of the research is presented in the paragraphs 2 and 3.
2. Retailers and the experiences with recycled denim
2.1. Introduction
This part is related to retailers that sell products (partly) made from recycled denim.
Eight companies were selected and their websites and annual reports were analyzed. They were
also asked to fill in a questionnaire to find out what their experiences with recycled denim were.
Four retailers answered questions via mail and the results can find below.
2.2. Nudie Jeans
1.
What is the percentage of recycled denim in your products?
In our general collection we have 100% organic cotton, or 98% organic cotton and 2% elastan. In
previous projects we have had recycled denim but not in our current collection.
For Post recycle Dry we had 17% recycled material and 83% new organic cotton.
For Post recycle Dry
2.
Which other fibers are added?
See above
Retailers and consumers about recycled denim
3.
Which kind of fabric do you use? (Pre-consumer or post-consumer waste?)
The majority is pre consumer, smaller part like our project re pair reuse reduce jeans is from post
consumer waste.
For the Post recycle dry it was jeans that customer have handed in in our repair program
4.
How do you get this material? Who is the supplier?
We work with a few fabric suppliers, mainly from Turkey and Italy. Bossa (www.bossa.com) is one
of our main suppliers for denim fabric.
For the post recycle dry we use the stock of handed in jeans from our repair program.
5.
Where do you produce the fibers and garments? (Country of production)
Fiber into fabric is in Turkey, manufacture of the garments is made in Italy
The post recycle dry was also made in Turkey in cooperation with our supplier ISKO
6.
Do you use a certification for your products? If yes, which one do you use?
Yes, the fabric has GOTS certification
Post recycle dry did not have a certification; the organic cotton in the product was certified with
GOTS
7.
How many products of recycled denim do you offer?
Post recycle dry was the first project where we actually made a new product with larger recycled
material than before, we have earlier had some styles only with recycled material.
8.
How many products based on (partly) recycled denim did you sell last year (2012)?
I don’t have the figure but the post recycle dry was in a limited qty of 500 pairs.
9.
What is the annual profit you make with products from recycled denim?
10.
What is the average price of these products?
Retailers and consumers about recycled denim
The post recycle dry was sold for 215 USD, our normal range is from 99 EURO and up
11.
Please give some describing characteristics of the consumer buying products made
from recycled denim.
We hope that the customers who bought them did so due to their awareness of organic and
recycled content and also thought they were a nice pair.
12.
How do you communicate with the target group?
We communicate mainly through our webpage, twitter and facebook.
13.
Which message do you want to transfer?
We made a movie of the process, http://www.nudiejeans.com/post-consumer-recycled-denim/
14.
Does the target group wish for more information about recycled denim?
Not that we have noticed, we get questions regularly about our recycling projects, CSR work etc.
15.
Do you also take back old products? If yes, how many pieces do you get back last year
(2012)
Yes, we take back old jeans in our own concept stores. This project started in 2011. I don’t have
the exact quantities, but is enough to use them for our recycling projects.
16.
How many returns you received per year?
See above
17.
What are the reasons for these returns?
The jeans are too worn, broken and the customers want a new pair.
18.
What is your vision for the future?
To expand this service to more of our concept stores.
19.
Do you expect that the market for recycled denim is growing further? What are the
market opportunities?
Yes, we hope so. For us this is the natural way of working and we continue to do so.
20.
Do you want to expand your range of products made from recycled denim?
Maybe, let´see for coming seasons.
21.
Where do you sell your products and which distribution channels do you use?
We sell through our own webshop, retailers, shop in shops, distributors and own concept stores.
Retailers and consumers about recycled denim
2.3. K.O.I. Jeans
1.
What is the percentage of recycled denim in your products?
Depends on the product, we have denims from 100% recycled denim, but most products have 60
% organic cotton and 40% recycled cotton
2.
Which other fibers are added?
If there is a stretch needed in the facbric we add elastane (2%)
3.
Which kind of fabric do you use? (Pre-consumer or post-consumer waste?)
For now we use pre-consumer cut off, left overs from the factories fro the denims. We do have the
goal to work with post consumer in the future, but this process takes some more research before
we can offer the same quality as with pre -consumer
4.
How do you get this material? Who is the supplier?
The factories we work with in Japan, Italy and Turkey
5.
Where do you produce the fibers and garments? (Country of production)
Japan, Italy, Turkey
6.
Do you use a certification for your products? If yes, which one do you use?
All our cotton is GOTS certified
7.
How many products of recycled denim do you offer?
For our current collection we offer around 16 options in recycled (a little less than half of the
denim collection), the rest is always organic . For next winter we introduce 100% recycled wool
knitwear, post-consumer, made from old vintage sweaters.
8.
How many products based on (partly) recycled denim did you sell last year (2012)?
In January 2012 we introduced our brand on the market, we started out with only organic
products, but the second collection also contained about 50% recycled products, we keep
innovating every season.
9.
What is the annual profit you make with products from recycled denim?
We do not make a profit yet, since we just started out. In 2015 break even is planned.
10.
What is the average price of these products?
Retail 120,- euro
Retailers and consumers about recycled denim
11.
Please give some describing characteristics of the consumer buying products made
from recycled denim.
Our sustainable factor is not our key message an d the buyer of the K.O.I product is not specifically
looking for recycled products. We make jeans for people who love denim and care for products
with great fit, fabric and finish. The fact that we are sustainable is a nice extra, or in the future, not
more than normal. That is our approach.
12.
How do you communicate with the target group?
See answer 11
13.
Which message do you want to transfer?
“Quality wear for the next era”
We produce jeans with a great fit, construction and wash- Every garment made with a conscience
14.
Does the target group wish for more information about recycled denim?
Because we do not communicate the sustainable part as core message, we do not get that many
questions, but especially in Germany the consumer has extra interest in that part. All info can be
found on our website.
15.
Do you also take back old products? If yes, how many pieces do you get back last year
(2012)
We organize Triple R events (recycle, repair, re-use) where people can have there jeans repaired
(doesn’t matter which brand) and donate an old pair (doesn’t matter which brand) and get a
discount on a new pair of K.O.I’s. These old jeans we donate to KICI, who recycle them or use them
for research to improve the recycle process
16.
How many returns you received per year?
We are a new brand, so we actually only did some commercial changes B2B, no real returns.
17.
What are the reasons for these returns?
n/a
18.
What is your vision for the future?
Keep producing the best denim, and keep innovating and pioneering on the sustainable part.
In a few years more brands will do this, the consumer is getting more picky.
Retailers and consumers about recycled denim
19.
Do you expect that the market for recycled denim is growing further? What are the
market opportunities?
Yes, look at the big brands such as Levi’s, G-star and some smaller ones like Nudie. Sustainability is
a actual subject in the business and needed as well.
Opportunities are in innovation but also learning from each other, working towards the same goal
20.
Do you want to expand your range of products made from recycled denim?
Yes, as mentioned in answer 7, we will introduce 100% recycled knitwear.
21.
Where do you sell your products and which distribution channels do
We sell in NL, DE, CH, SE, AUS and working on expanding into the UK, US and more countries in
Scandinavia.
We work with agents in each country and with a distributor in AUS-
Retailers and consumers about recycled denim
2.4. G-Star
Retailers and consumers about recycled denim
Retailers and consumers about recycled denim
Retailers and consumers about recycled denim
2.5. Jack and Jones
1.
What is the percentage of recycled denim in your products?
We are using recycled cotton in part of our denim production – but we do not have a fixed
percentage.
2.
Which other fibers are added?
Virgin Cotton - + we focus a lot on incorporating more and more Better Cotton into our products
through our membership of the Better Cotton Initiative
3.
Which kind of fabric do you use? (Pre-consumer or post-consumer waste?)
So far Pre Consumer
4.
How do you get this material? Who is the supplier?
It is mainly leftovers from own suppliers production
5.
Where do you produce the fibers and garments? (Country of production)
Garments: Italy, Turkey, Bangladesh and India. Turkey and Italy as our main sources for Denim
6.
Do you use a certification for your products? If yes, which one do you use?
No - we use our own 3rd party verified term ”low Impact Denim” which is not only about recycled
cotton
7.
How many products of recycled denim do you offer?
Not available
8.
How many products based on (partly) recycled denim did you sell last year (2012)?
Not available since it is a percentage in some jeans
9.
What is the annual profit you make with products from recycled denim?
Not available
10.
What is the average price of these products?
Not available
Retailers and consumers about recycled denim
11.
Please give some describing characteristics of the consumer buying products made
from recycled denim.
Our consumers are interested but do not make their choice of purchase based on sustainability
yet.
It is an added value.
12.
How do you communicate with the target group?
Mainly through our shops and shop staf + webside Low Impact Denim + Social Media
13.
Which message do you want to transfer?
That we are part of a the solution making our textile industry a more sustainable business and that
we want to take on that responsibility + that the consumer also has a role to play
14.
Does the target group wish for more information about recycled denim?
Not specifically for recycled denim – but they are interested when they hear about Low Impact
Denim
15.
Do you also take back old products? If yes, how many pieces do you get back last year
(2012)
We just started our global take back initiative in January – a cooperation with I:CO – I:Collect. No
numbers yet – it is hard though to “educate” the consumer to bring back old clothes when they go
shopping – the whole take back/closed loop way of thinking is at a very premature stage yet and
no large scale best practice is out there
16.
How many returns you received per year?
17.
What are the reasons for these returns?
18.
What is your vision for the future?
That we and our consumers can be the proud users of JACK & JONES and Fashion in general - a
more sustainable industry both seen from a social, environmental and economic perspective
Retailers and consumers about recycled denim
19.
Do you expect that the market for recycled denim is growing further? What are the
market opportunities?
I expect it to grow but a lot of challenges are present. E.g. Cotton fibers degrade in quality when
recycled
20.
Do you want to expand your range of products made from recycled denim?
Yes
21.
Where do you sell your products and which distribution channels do you
Approx 1000 JACK & JONES shops and a large number of whole sales customers in more than 20
countries.
Retailers and consumers about recycled denim
3. Consumers and recycled denim
3.1. Introduction
The second part of this research focused on the consumer and its buying behavior related to
recycling of denim. After a test phase with 10 participants the survey was conducted online and
offline under a group of 200 participants of all ages. To reach a larger group, the form was available
in Dutch, English and German. The results were analyzed with SPSS.
The questions are presented in 3.1.
3.2. Survey questions for consumers
1. What is your gender?
Male
Female
2. What is your age?
20-30
31-40
41-50
50+
3. What is the average price you pay for a pair of jeans?
Less than 50€
50 – 100€
More than 100€
4. How often do you buy a new pair of jeans?
More than once per half-year Once per half year
Once per year
Less than once per year
5. How many pairs of jeans do you own?
1-5
6-10
More than 10
6. Is the brand of the jeans important for the purchase?
Yes
No
7. If it was possible return your old used jeans to a shop to get a discount on the new one,
would you take the offer?
Yes
No
8. Instead of buying a pair of jeans you can also lease/rent your jeans.
Would you be interested in leasing?
Yes
No
9. If yes, would a leasing rate of 80€ per year for one pair be acceptable for you?
Yes
No
10. Did you know that the production of conventional jeans is harmful for the environment?
Yes
No
11. To what extend are you interested in sustainable fashion?
Please make a choice: 1 = very interested/ 5 = not interested
1
2
3
4
Retailers and consumers about recycled denim
5
12. Have you ever heard about recycled jeans?
Yes
No
13. Would you be interested in a pair of jeans from recycled denim?
Please make a choice: = 1 very interested/ 5 = not interested
1
2
3
4
5
Imagine two jeans which look alike. One is made from recycled the other from conventional denim
14. Which one would you buy, if the pair jeans made from recycled denim was cheaper?
The cheap pair of jeans/recycled
The expensive pair of jeans/ conventional
15. Which one would you buy if the pair of jeans made from conventional denim was cheaper?
The cheap pair of jeans/conventional
The expensive pair of jeans/ recycled
16. Which one would you buy if both had the same price?
The recycled pair of jeans
The conventinal pair of jeans
17. How much would you pay more for a pair of jeans from recycled denim?
5%
10%
more than 10%
18. To make the recycling process easier, some changes are being considered
Please make a choice if you are interested in these changes or not.
1 very interested/ 5 = not interested
A button which can be changed like a cufflink
1
2
3
4
5
19. A plastic zipper instead of a metal zipper
1
2
3
4
5
20. A textile labels instead of leather labels at the back
1
2
3
4
5
21. No care label inside the jeans but the information is printed on the inside of the pocket
1
2
3
4
5
22. Plastic rivets instead of metal rivets (rivets are the little nails in a jeans)
1
2
3
4
Retailers and consumers about recycled denim
5
Thanks for your participation!
3.3. Results of the survey
The results are presented separate for male and female respondents and related to the age
of the respondents.
What is your gender? * What is your age?
What is your age?
Total
20 to 30 years 31 to 40 years 41 to 50 years 50 years and older
Male
30
7
9
12
58
Female
112
10
10
10
142
142
17
19
22
200
What is your gender?
Total
As can be seen the majority of the respondents ( 112 out of 200) were females between 20 and 30
years old.
Retailers and consumers about recycled denim
What is your age? * Is the brand of the jeans important for the purchase?
Male
Is the brand of the jeans important for the
Total
purchase?
Yes
No
20 to 30 years
13
17
30
31 to 40 years
5
2
7
41 to 50 years
5
4
9
50 years and older
7
5
12
30
28
58
What is your age?
Total
What is your age? * Is the brand of the jeans important for the purchase?
Female
Is the brand of the jeans important for
Total
the purchase?
Yes
No
20 to 30 years
30
82
112
31 to 40 years
6
4
10
41 to 50 years
3
7
10
50 years and older
7
2
9
46
95
141
What is your age?
Total
Retailers and consumers about recycled denim
What is your age? * No care label inside the jeans but the information is printed on the inside of the pocket
Male
No care label inside the jeans but the information is printed on the
Total
inside of the pocket
Very
Interested
Neutral
interested
What is
your age?
Maybe
Not
interested
interested
20 to 30 years
15
2
4
3
4
28
31 to 40 years
4
1
2
0
0
7
41 to 50 years
5
1
3
0
0
9
50 years and older
7
2
3
0
0
12
31
6
12
3
4
56
Total
What is your age? * No care label inside the jeans but the information is printed on the inside of the pocket
Female
No care label inside the jeans but the information is printed on
Total
the inside of the pocket
Very
Interested
Neutral
interested
What is your
age?
Total
Maybe
Not
interested
interested
20 to 30 years
54
20
19
7
11
111
31 to 40 years
8
1
1
0
0
10
41 to 50 years
7
2
0
0
1
10
50 years and older
7
0
0
0
3
10
76
23
20
7
15
141
Retailers and consumers about recycled denim
What is your age? * Which one would you buy if the pair of jeans made from conventional denim was
cheaper?
Male
Which one would you buy if the pair of
Total
jeans made from conventional denim
was cheaper?
The cheap pair of
The expensive pair
jeans/conventional
of jeans/ recycled
20 to 30 years
21
8
29
31 to 40 years
5
2
7
41 to 50 years
6
3
9
50 years and older
6
6
12
38
19
57
What is your age?
Total
What is your age? * Which one would you buy if the pair of jeans made from conventional denim was
cheaper?
Female
Which one would you buy if the pair of
Total
jeans made from conventional denim was
cheaper?
The cheap pair of
The expensive pair
jeans/conventional
of jeans/ recycled
20 to 30 years
95
14
109
31 to 40 years
5
5
10
41 to 50 years
6
4
10
50 years and older
4
6
10
110
29
139
What is your age?
Total
Retailers and consumers about recycled denim
What is your age? * Which one would you buy, if the pair jeans made from recycled denim was cheaper?
Male
Which one would you buy, if the pair
Total
jeans made from recycled denim was
cheaper?
The cheap pair of
The expensive pair
jeans/recycled
of jeans/
conventional
20 to 30 years
25
3
28
31 to 40 years
7
0
7
41 to 50 years
9
0
9
50 years and older
12
0
12
53
3
56
What is your age?
Total
What is your age? * Which one would you buy, if the pair jeans made from recycled denim was cheaper?
Female
Which one would you buy, if the pair
Total
jeans made from recycled denim was
cheaper?
The cheap pair of
The expensive pair
jeans/recycled
of jeans/
conventional
20 to 30 years
107
4
111
31 to 40 years
10
0
10
41 to 50 years
10
0
10
50 years and older
10
0
10
What is your age?
Retailers and consumers about recycled denim
Total
137
4
141
What is your age? * A button which can be changed like a cufflink
Male
A button which can be changed like a cufflink
Very
Interested
Neutral
interested
What is your
age?
Total
Maybe
Not
interested
interested
20 to 30 years
6
6
7
4
5
28
31 to 40 years
2
2
3
0
0
7
41 to 50 years
1
2
3
3
0
9
50 years and older
2
2
5
1
2
12
11
12
18
8
7
56
Total
What is your age? * A button which can be changed like a cufflink
Female
A button which can be changed like a cufflink
Very
Interested Neutral
interested
What is your
age?
Total
Total
Maybe
Not
interested
interested
20 to 30 years
30
26
34
6
16
112
31 to 40 years
4
4
1
0
1
10
41 to 50 years
3
1
3
0
3
10
50 years and older
7
0
3
0
0
10
44
31
41
6
20
142
Retailers and consumers about recycled denim
What is your age? * Have you ever heard about recycled jeans?
Male
Have you ever heard about recycled
Total
jeans?
Yes
No
20 to 30 years
5
25
30
31 to 40 years
0
7
7
41 to 50 years
2
7
9
50 years and older
1
11
12
8
50
58
What is your age?
Total
What is your age? * Have you ever heard about recycled jeans?
Female
Have you ever heard about recycled
Total
jeans?
Yes
No
20 to 30 years
51
61
112
31 to 40 years
2
8
10
41 to 50 years
3
7
10
50 years and older
2
8
10
58
84
142
What is your age?
Total
Retailers and consumers about recycled denim
What is your age? * How many pairs of jeans do you own?
Male
How many pairs of jeans do you own?
Total
1 to 5
6 to 10
More than 10
20 to 30 years
16
12
2
30
31 to 40 years
3
2
2
7
41 to 50 years
4
4
1
9
50 years and older
7
4
1
12
30
22
6
58
What is your age?
Total
What is your age? * How many pairs of jeans do you own?
Female
How many pairs of jeans do you own?
Total
1 to 5
6 to 10
More than 10
No
20 to 30 years
64
35
12
1
112
31 to 40 years
3
3
4
0
10
41 to 50 years
6
4
0
0
10
50 years and older
3
3
3
0
9
76
45
19
1
141
What is your age?
Total
Retailers and consumers about recycled denim
What is your age? * How much would you pay more for a pair of jeans from recycled denim?
Male
How much would you pay more for a pair of jeans from
Total
recycled denim?
5%
5% to 10%
More than
Not more
10%
What is your
age?
20 to 30 years
17
8
2
3
30
31 to 40 years
3
2
1
1
7
41 to 50 years
3
3
0
3
9
50 years and older
2
6
2
2
12
25
19
5
9
58
Total
What is your age? * How much would you pay more for a pair of jeans from recycled denim?
Female
How much would you pay more for a pair of jeans from
Total
recycled denim?
5%
5% to 10%
More than
Not more
10%
What is your
age?
Total
20 to 30 years
59
44
3
6
112
31 to 40 years
5
4
1
0
10
41 to 50 years
0
7
1
2
10
50 years and older
2
5
2
1
10
66
60
7
9
142
Retailers and consumers about recycled denim
What is your age? * How often do you buy a new pair of jeans?
Male
How often do you buy a new pair of jeans?
More than
Once per half
Once per
Less than
once per half
year
year
once per
year
What is your
age?
Total
year
20 to 30 years
5
18
4
3
30
31 to 40 years
0
6
1
0
7
41 to 50 years
0
4
5
0
9
50 years and older
2
6
4
0
12
7
34
14
3
58
Total
What is your age? * How often do you buy a new pair of jeans?
Female
How often do you buy a new pair of jeans?
More than Once per half
once per
year
Once per
Less than
year
once per
half year
What is your
age?
Total
Total
year
20 to 30 years
21
61
23
7
112
31 to 40 years
3
3
3
1
10
41 to 50 years
1
5
3
1
10
50 years and older
3
3
2
2
10
28
72
31
11
142
Retailers and consumers about recycled denim
What is your age? * Would you be interested in a pair of jeans from recycled denim?
Male
Would you be interested in a pair of jeans from recycled
Total
denim?
Very
Interested
Neutral
interested
Maybe
Not
interested
interested
20 to 30 years
8
6
12
3
1
30
31 to 40 years
1
4
2
0
0
7
41 to 50 years
2
3
3
1
0
9
0
7
3
1
1
12
11
20
20
5
2
58
What is your
age?
50 years and
older
Total
What is your age? * Would you be interested in a pair of jeans from recycled denim?
Female
Would you be interested in a pair of jeans from recycled denim?
Very
Interested
Neutral
interested
Maybe
Not
interested
interested
Total
20 to 30 years
23
41
31
9
8
112
31 to 40 years
5
3
2
0
0
10
41 to 50 years
5
2
2
1
0
10
8
0
2
0
0
10
41
46
37
10
8
142
What is your
age?
50 years and
older
Total
Retailers and consumers about recycled denim
What is your age? * Would you be interested in leasing?
Male
Would you be interested in leasing?
Total
Yes
No
20 to 30 years
1
28
29
31 to 40 years
0
7
7
41 to 50 years
0
9
9
50 years and older
1
11
12
2
55
57
What is your age?
Total
What is your age? * Would you be interested in leasing?
Female
Would you be interested in leasing?
Total
Yes
No
20 to 30 years
11
101
112
31 to 40 years
0
9
9
41 to 50 years
0
9
9
50 years and older
2
8
10
13
127
140
What is your age?
Total
Retailers and consumers about recycled denim
What is your age? * Would a leasing rate of 80 Euro per year of a pair of jeans be acceptable for you?
Male
Would a leasing rate of 80 Euro per year
Total
of a pair of jeans be acceptable for you?
Yes
No
20 to 30 years
1
24
25
31 to 40 years
1
5
6
41 to 50 years
2
3
5
50 years and older
1
6
7
5
38
43
What is your age?
Total
What is your age? * Would a leasing rate of 80 Euro per year of a pair of jeans be acceptable for you?
Female
Would a leasing rate of 80 Euro per year
Total
of a pair of jeans be acceptable for you?
Yes
No
20 to 30 years
10
77
87
31 to 40 years
2
7
9
41 to 50 years
1
6
7
50 years and older
1
5
6
14
95
109
What is your age?
Total
Retailers and consumers about recycled denim
Retailers and consumers about recycled denim
What is your age? * A plastic zipper instead of a metal zipper
Male
A plastic zipper instead of a metal zipper
Very
Interested Neutral
interested
Total
Maybe
Not
interested
interested
20 to 30 years
3
4
5
9
7
28
31 to 40 years
0
1
0
2
4
7
41 to 50 years
1
0
1
2
5
9
0
1
3
2
6
12
4
6
9
15
22
56
What is your
age?
50 years and
older
Total
What is your age? * A plastic zipper instead of a metal zipper
Female
A plastic zipper instead of a metal zipper
Very
Interested Neutral
interested
Total
Maybe
Not
interested
interested
20 to 30 years
13
14
21
29
34
111
31 to 40 years
1
1
1
3
4
10
41 to 50 years
1
0
1
3
5
10
1
1
2
0
6
10
16
16
25
35
49
141
What is your
age?
50 years and
older
Total
Retailers and consumers about recycled denim
What is your age? * What is the average price you pay for a pair of jeans?
Male
What is the average price you pay for a pair of
Total
jeans?
Less than 50
50 to 100 Euro
100 to 150 Euro
Euro
20 to 30 years
8
21
1
30
31 to 40 years
1
2
4
7
41 to 50 years
1
5
3
9
50 years and older
2
7
3
12
12
35
11
58
What is your age?
Total
What is your age? * What is the average price you pay for a pair of jeans?
Female
What is the average price you pay for a pair of
Total
jeans?
Less than 50
50 to 100 Euro
100 to 150 Euro
Euro
20 to 30 years
56
53
3
112
31 to 40 years
2
7
1
10
41 to 50 years
3
7
0
10
50 years and older
0
7
3
10
61
74
7
142
What is your age?
Total
Retailers and consumers about recycled denim
What is your age? * Did you know that the production of conventional jeans is harmful for the
environment?
Male
Did you know that the production of
Total
conventional jeans is harmful for the
environment?
Yes
No
20 to 30 years
20
10
30
31 to 40 years
5
2
7
41 to 50 years
8
1
9
50 years and older
6
6
12
39
19
58
What is your age?
Total
What is your age? * Did you know that the production of conventional jeans is harmful for the
environment?
Female
Did you know that the production of
Total
conventional jeans is harmful for the
environment?
Yes
No
20 to 30 years
76
36
112
31 to 40 years
5
5
10
41 to 50 years
7
3
10
50 years and older
8
2
10
96
46
142
What is your age?
Total
Retailers and consumers about recycled denim
What is your age? * If it was possible return your old used jeans to a shop to get a discount on the new one,
would you take the offer?
Male
If it was possible return your old used jeans
Total
to a shop to get a discount on the new one,
would you take the offer?
What is your age?
Yes
No
20 to 30 years
22
8
30
31 to 40 years
6
1
7
41 to 50 years
7
2
9
9
3
12
44
14
58
50 years and
older
Total
What is your age? * If it was possible return your old used jeans to a shop to get a discount on the new one,
would you take the offer?
Female
If it was possible return your old used
Total
jeans to a shop to get a discount on the
new one, would you take the offer?
Yes
No
20 to 30 years
94
17
111
31 to 40 years
8
2
10
41 to 50 years
7
3
10
50 years and older
8
2
10
117
24
141
What is your age?
Total
Retailers and consumers about recycled denim
What is your age? * Plastic rivets instead of metal rivets (rivets are the little nails in a jeans)
Male
Plastic rivets instead of metal rivets (rivets are the little nails in a
Total
jeans)
Very
Interested
Neutral
interested
Maybe
Not
interested
interested
20 to 30 years
2
6
7
3
10
28
31 to 40 years
0
0
1
1
5
7
41 to 50 years
0
1
0
3
5
9
0
0
7
1
4
12
2
7
15
8
24
56
What is your
age?
50 years and
older
Total
What is your age? * Plastic rivets instead of metal rivets (rivets are the little nails in a jeans)
Female
Plastic rivets instead of metal rivets (rivets are the little nails in a
Total
jeans)
Very
Interested
Neutral
interested
Maybe
Not
interested
interested
20 to 30 years
10
21
32
22
26
111
31 to 40 years
0
0
6
2
2
10
41 to 50 years
0
1
3
3
3
10
0
3
2
0
5
10
10
25
43
27
36
141
What is your
age?
50 years and
older
Total
Retailers and consumers about recycled denim
What is your age? * Which one would you buy if both had the same price?
Male
Which one would you buy if both had
Total
the same price?
rd
cd
20 to 30 years
21
7
28
31 to 40 years
6
1
7
41 to 50 years
7
2
9
50 years and older
10
2
12
44
12
56
What is your age?
Total
What is your age? * Which one would you buy if both had the same price?
Female
Which one would you buy if both had the
Total
same price?
rd
cd
20 to 30 years
93
19
112
31 to 40 years
9
1
10
41 to 50 years
9
1
10
50 years and older
10
0
10
121
21
142
What is your age?
Total
Retailers and consumers about recycled denim
What is your age? * To what extend are you interested in sustainable fashion?
Male
To what extend are you interested in sustainable fashion?
Very
Interested
Neutral
interested
Maybe
Not
interested
interested
Total
20 to 30 years
5
8
11
4
2
30
31 to 40 years
1
2
3
1
0
7
41 to 50 years
2
3
3
1
0
9
3
3
3
1
2
12
11
16
20
7
4
58
What is your
age?
50 years and
older
Total
What is your age? * To what extend are you interested in sustainable fashion?
Female
To what extend are you interested in sustainable fashion?
Very
Interested Neutral
interested
Maybe
Not
interested
interested
Total
20 to 30 years
14
33
42
17
6
112
31 to 40 years
2
5
0
3
0
10
41 to 50 years
5
1
4
0
0
10
5
3
1
1
0
10
26
42
47
21
6
142
What is your
age?
50 years and
older
Total
Retailers and consumers about recycled denim
What is your age? * A textile labels instead of leather labels at the back
Male
A textile labels instead of leather labels at the back
Very
Interested
Neutral
interested
Total
Maybe
Not
interested
interested
20 to 30 years
7
7
6
4
4
28
31 to 40 years
2
4
1
0
0
7
41 to 50 years
3
2
3
1
0
9
5
3
2
0
2
12
17
16
12
5
6
56
What is your
age?
50 years and
older
Total
What is your age? * A textile labels instead of leather labels at the back
Female
A textile labels instead of leather labels at the back
Very
Interested
Neutral
interested
Total
Maybe
Not
interested
interested
20 to 30 years
35
26
26
11
12
110
31 to 40 years
4
5
1
0
0
10
41 to 50 years
4
4
0
0
1
9
9
0
0
0
1
10
52
35
27
11
14
139
What is your
age?
50 years and
older
Total
Retailers and consumers about recycled denim