Common ground for these two groups is a penchant for denim. According to the Monitor, an overwhelming 87% of Fashion Innovators and 79% of average female respondents like or love denim. Not surprisingly, Innovators own a larger wardrobe of it, claiming an average 25.64 denim garments, compared to a still respectable 17.84 garments owned by women in the general population. Innovators may need more garments, since they wear denim jeans 4.7 days a week compared to the 4.18 days a week for the average female respondent.

With their basic instinct for style, Fashion Innovators are demonstrating a strong future for denim and women of every fashion proclivity would be wise to call upon their "jean-eology" and go long on denim to ensure their style savvy.

Basic Instinct

Fashion Innovators Trust Their Inner Style Voices

"Fashion Innovators are consumers who have an instinct for style, like to shop for apparel, and are more likely to pay full price at the beginning of the season to ensure that they are among the first to secure the latest styles." - Melissa Bastos, Cotton Incorporated

This story is one in a series of articles based on findings from Cotton Incorporated's Lifestyle Monitor™ tracking research. Appearing Thursdays in these pages, each story will focus on a specific topic as it relates to the American consumer and her attitudes and behavior regarding clothing, appearance, fashion, fiber selection and many other timely, relevant subjects.