Colombia is a growing market
for clothing brands and
retailers. Consumers spent
$10.1 billion on clothing in
2017, and this number is
expected to grow 118% by
2030. Overwhelming
optimism about their personal
finances provides opportunities
for companies to reach
Colombian consumers with
new fashions and dynamic
retail experiences.
US
$338.9
+56% growth
CHINA
$277.2
+193% growth
EU
$374.5
+52% growth
COLOMBIA
$10.1
¹
+118%
growth
GLOBAL CONSUMER
INSIGHTS
GLOBAL LIFESTYLE MONITOR: COLOMBIA
Spotlight on the Evolving
Shopping Journey: Invest in social
media clothing inspiration as
Colombians integrate online channels into
their shopping journey.
APPAREL SPENDING
What They Shop: Help
consumers look and feel good
with new technologies to
provide comfort and quality
throughout the day.
FINANCIAL
OUTLOOK
78% 56%
OPTIMISTIC
How They Shop: Mix entertainment and
commerce with in-person retail
experiences suited to each phase of the
shopping journey.
PESSIMISTIC
Colombia Global
4% 11 %
Colombia Global
*”Neither Optimistic/Pessimistic”
not shown
ONLINE ONLY
HOW THEY SHOP
Colombian consumers enjoy shopping for clothes (86%), and this means traditional in-person retail for
each stage of the shopping journey. Despite weekly internet use by 58% of the population², just over one
third (36%) have ever used the internet to browse or buy clothing. Maximize the market potential of these
consumers by investing in dynamic in-person retail experiences.
83% 83% 96% 93%
clothing research pre-purchase questions purchase repeat purchase
in-store online
SHOPPING JOURNEY
RETAIL STORES SHOPPED FOR CLOTHING
SPECIALTY 63%
51%
49%
46%
44%
12%
SPORTING GOODS
INDEPENDENT
DEPARTMENT
CHAIN
34%
APPAREL SHOPPING HABITS
Buying Clothes on Impulse
2008
21%
2010
26%
2016
26%
2018
SOURCES FOR CLOTHING IDEAS
Window
Shopping
40%
14 %
Shop online at
least 1 time a month.
Other
People
82%
Traditional
Media
37%
Store
Publications
34%
Brand & Retailer
Digital Resources
15%
Social
Media
26%
Consumers who prefer in-store shopping
21%
2012
79%
Monitor
Perspiration
BABYWEAR
80%
WHAT THEY SHOP
Colombians are discerning clothes consumers. They look for clothes that provide comfort, quality, fit, and
durability, leading them to prefer cotton-rich fabrics especially for items worn close to the skin. They are
willing to pay more for quality, and want their clothing to do more by addressing physical processes such
as perspiration. Help Colombian consumers take their fashion sense to the next level with new
technologies made of cotton-rich fabrics to provide the comfort, quality, and style they seek.
TOP ITEMS OWNED
COTTON AS PREFERRED FIBER
PAY MORE FOR BETTER QUALITY
PERFORMANCE APPAREL
Underwear T-shirts JeansCasual Shirts
1216 9 9
PRIMARY PURCHASE DRIVERS
COMFORT 91%
QUALITY 88%
FIT 87%
DURABILITY 86%
2008
78%
2010
66%
2 012
80%
2014
77%
2016
80%
2018
81%
Likely to Purchase
HOME TEXTILES
80%
75%
prefer cotton or
cotton blends
for their
most-worn
clothing
67%
Regulate Body
Temperature
69%
Relieve
Stress
65%
Monitor
Exercise
64%
Monitor
Heart Rate
INTIMATES
69%
PANTS
90%
Average Number
SHIRTS
59%
Consumers would like to know prior to purchase
EVOLVING THE
SHOPPING JOURNEY
SPOT
LIGHT
Colombian consumers stand out for their love of clothes shopping, owning 33% more garments than the
average for consumers across the world. Nine in ten enjoy the in-store shopping experience, and half cite
this enjoyment as the reason they do not shop online. An increasing number of Colombian consumers are
incorporating online sources as they look for new clothing ideas, and social media is especially popular
among younger Colombians. Get ahead of this changing market by integrating online and social media
into the in-store shopping experience.
75
³
103
REASONS TO NOT SHOP ONLINE
SHOPPING AFFINITY
Colombia Globally
AVERAGE NUMBER OF GARMENTS OWNED
LOVE/LIKE CLOTHES
SHOPPING
86%
ENJOY IN-STORE
EXPERIENCE
89%
PREFER TO NOT SPEND
MONEY ON CLOTHES
20%
51% 47% 44% 43% 36%
PREFER
IN-STORE
EXPERIENCE
UNSURE OF
CLOTHING
QUALITY
CLOTHING MAY
NOT FIT
DON’T TRUST
ORDER
PROCESS
DON’T TRUST
WEBSITES
2016
9%
33%
ONLINE CLOTHING INSPIRATION
2018
15-24 39%
25-34 27%
35-44 16 %
45-54 10%
Use Social Media for Clothing Ideas
Source: Cotton Council International and Cotton Incorporated’s Global Lifestyle Monitor Survey, a biennial consumer
research study. In the 2018 survey approximately 10,000 consumers (i.e. 1,000 consumers in 10 countries) were surveyed.
External Source: ¹Euromonitor International ²World Bank