GLOBAL LIFESTYLE MONITOR:
CHINA
SHOPPING TRENDS
92%
Feel very/somewhat optimistic
about their financial situation
Top Retailers Shopped for Clothing
87%
Online only
store
72%
Chain/Specialty
shops
(In-Store)
71%
Department Store
(In-Store)
69%
Prefer trying on in-store
82%
Prefer browsing online
Top Sources of Inspiration
54%
People
(family/friends/people on street)
57%
Social media
(social media sites/blogs/vlogs)
63%
In-Store
(displays/salespeople)
DRIVERS OF CONSUMERS’ PURCHASES
Top Drivers
Fit
Comfort
Quality
Cotton is the most…
57%
Comfort
51%
Sustainable
57%
Authentic
COTTON PREFERENCE
Reasons Willing to Pay More for Cotton
51%
Quality
64%
Comfort
66%
Are willing to pay more
for cotton
Top Preferred Materials
9%
Denim /
Jeanswear
58%
Cotton
Prefer cotton, cotton
74%
blends or denim
9%
Rayon
SUSTAINABILITY
90%
Sustainability Importance
Only purchase sustainable
clothing
Sustainability is a nice to
have
I don’t care if clothing is
sustainable
I don’t know how to tell if
clothing is sustainable
4%
4%
60%
32%
Concerned about
Environmental Change
61%
59%
56%
51%
41%
32%
Cotton Wool Hemp Tencel Rayon Polyester
Safe for the Environment (% Safe)
CHINA • COLOMBIA • GERMANY • INDIA • INDONESIA • ITALY • JAPAN • MEXICO • THAILAND •
TURKEY • VIETNAM • UK • US
Source: Cotton Council International and Cotton Incorporated’s Global Monitor Survey, a biennial
consumer research study. In the 2023 survey approximately 13,000 consumers (1,000 consumers in each of
13 countries) were surveyed.
© 2024 COTTON COUNCIL INTERNATIONAL AND COTTON INCORPORATED’S GLOBAL
LIFESTYLE MONITOR SURVEY