Brands making the cut
Price aside, Synovate asked respondents which brand they would most like to own. With no restrictions
on answers - brands could be global or local - a third of all people chose a global and / or designer brand.
The clear global favourite is Levi's with more than one in five respondents nominating the classic
brand as their most preferred choice. This was as high as 45% in France... intriguing given there
are so many French brands available. Around a third of all people in Malaysia, the United States
(their home!), Serbia and South Africa also chose Levi's.
Synovate's Managing Director of France, Thierry Pailleux, said that in France, Levi's is not just any brand.
"Levi's is the jeans brand in France. It is seen as the authentic US brand. The brand has an almost
mythical status. In fact, one would say 'I am going to buy Levi's', not 'I am going to buy a pair of jeans'."
The Synovate jeans survey also looked at whether people noticed jeans brands on the street or those
worn by celebrities.
A total of 26% agreed they keep an eye out for brands on the street, with South African respondents
particularly focused on street fashions (62% agreed). Malaysians are also brand-aware with 44%
agreeing they pay attention to street-wear.
The least likely to notice what others are wearing are the French (89%), Canadians (82%) and Americans (80%).
This pattern was maintained when people agreed or disagreed with the statement 'I notice the brands of
jeans that celebrities wear in magazines'. An overall 26% agreed, with the highest results in South Africa
(60%) and Malaysia (42%).
Again, the people who disagreed were intriguing, with the French topping the list at 94%, US at 84% and Canada at 88%.
Perhaps with US magazines full of celebrity endorsements and style watches, people have become somewhat
desensitised to the brands on famous bottoms.
Back to front page
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On to next section >
>
I'll take them in blue, black and bootleg
>
The jeans blues (or.... does my butt look big in these?)
>
Picking the perfect pair
>
What price perfection?
>
The skinny on style
