We looked at the factors that go into choosing a pair of jeans and how these factors should influence messaging.

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Journey
to jeans
How people shop
for denim

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So many choices…
which pair is right for me?
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ChoicesTM Journey to Jeans
1. The EFFORT put in
2. The role HEAD versus HEART
3. The COMPLEXITY of the decision
4. The RISK of a wrong decision
5. Whether the goal is to stay in or get out of your COMFORT ZONE
6. The amount of ENJOYMENT you get out of the process
To understand how people shop for jeans, we need to
understand how they shop. Halverson Group has identified six
factors that influence all consumer decisions.

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High
Effort
Low
Effort
Open to
Change
Routine
High
Reward
Low
Reward
HeartHead
Low
Risk
High
Risk
Complex
Simple
Televisions
Cable TV
Services
Car Insurance
Vacations
Streaming/Digital Music Services
Jeans
Make-up
Movie Tickets
Chewing Gum
Beer
Ground Coffee
Facial Tissue
Glass/Window Cleaner
“I’m going to give this a
try—if it doesn’t work
out, no big deal!”
“This is so
exciting. I have to
discuss this with
my friends!”
“The stakes are
high. I don’t want to
screw this up.”
“I’m fine with doing
what I always do—
not going to overthink this.”
Our research showed that shopping for jeans falls roughly in
the middle of the high-effort, high-heart quadrant—somewhere
between make-up and vacations.
ChoicesTM Journey to Jeans

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Generally speaking, jeans are fun and highly
rewarding to shop for—that’s no surprise.
But once the price goes up, things start to
get serious.
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High
Effort
Low
Effort
Open to
Change
Routine
High
Reward
Low
Reward
HeartHead
Low
Risk
High
Risk
Complex
Simple
ChoicesTM Journey to Jeans
THE GREATER THE
PRICE, THE
GREATER THE:
• risk
• complexity
• involvement
• exploration
• reward
• heart
Shopping for jeans that cost $80 or higher is
more intense than planning a vacation.
Jeans <=
$25
Jeans $26-
$40
Jeans - $41-
$79Jeans
Make-up
Jeans $80 +
Vacations

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The journey to higher-priced jeans is 25% longer than for low-
priced jeans, and the time devoted to sharing with friends post-
purchase is three times as long.
ChoicesTM Journey to Jeans
$25 Jeans
$80+ Jeans
15 days
20 days
DECIDE
BUY
SHARE
NEED/WANT
7 4 2 1 1
DECIDE
BUY
SHARE
NEED/WANT
4 3 6 3 3
DAYSDAYSDAYSDAYSDAYS
DAYS DAYS DAYS DAYS DAYS

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We also analyzed the touch-points
people engage with on their journey.
ChoicesTM Journey to Jeans
In-Store Self-Directed Word of Mouth Traditional Media Coupons/Loyalty
Websites Direct Contact Social Media Review Sources Search Engines

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We learned that regardless of price point, the in-store experience is
particularly important to those shopping for jeans, compared to, say,
chewing gum.
ChoicesTM Journey to Jeans
Indices based on penetration
Penetration
76% Self-Directed
61% In-Store
59% Word of Mouth
50% Traditional Media
46% Coupons/Loyalty
43% Website
39% Direct Contact
31% Reviews
30% Social Media
26% Search
Ÿ Jeans
Ÿ Television
Ÿ Vacations
Ÿ Beer
Ÿ Cable TV
Ÿ Car Insurance
Ÿ Chewing Gum
Ÿ Facial Tissue
Ÿ Glass Cleaner
Ÿ Coffee
Ÿ Makeup
Ÿ
Movie Theater
Tickets
Ÿ Streaming Music
0 50 100 150 200 250
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But when you account for price, suddenly the in-store experience is just part of the
picture. People shopping for more expensive jeans are engaging in a lot of touch-
points.
ChoicesTM Journey to Jeans
Indices based on penetration
Penetration
76% Self-Directed
61% In-Store
59% Word of Mouth
50% Traditional Media
46% Coupons/Loyalty
43% Website
39% Direct Contact
31% Reviews
30% Social Media
26% Search
Ÿ Jeans < $25
Ÿ Jeans $26-$40
Ÿ Jeans $41-$79
Ÿ Jeans $80+
0 50 100 150 200 250
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People also engage with touch-points very differently based on whether they are
replacing an old/worn pair versus updating their wardrobe.
ChoicesTM Journey to Jeans
Indices based on penetration
Penetration
76% Self-Directed
61% In-Store
59% Word of Mouth
50% Traditional Media
46% Coupons/Loyalty
43% Website
39% Direct Contact
31% Reviews
30% Social Media
26% Search
Ÿ
Replace an old/worn
pair
Ÿ Update wardrobe
0 50 100 150 200 250
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So, what did we learn about shopping for jeans?
Price dramatically affects the journey. In-store
experience is critical at all price points and all
stages. And the journey doesn’t end after
purchase, especially for high-end jeans.
But, wait—there’s more.
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• By category
• By brand
• By demographics
• By loyalty
• By price sensitivity
• By experience
• By knowledge level
• By purchase cycle
• By channel
• By purchase location
• By store channel
• By spontaneity
• By shopping mode
• By trigger type
ChoicesTM Journey to Jeans
We could tell you a lot more
about shopping for jeans. But
the point is, our Choices ™
tool provides a lens through
which to examine your entire
brand ecosystem—however
you want to.
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And having access to this
data just might be as
exciting as a new pair of
jeans.
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Interested in learning more?
We’d love to hear from you.
708.524.8080
contact@halversongroup.com
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