56
%
Moisture
Management
58
%
Durability
Enhancement
59
%
Fade
Resistance
61
%
Temperature
Control
MOST AUTHENTIC
76
%
MOST COMFORTABLE
79
%
MOST SUSTAINABLE
82
%
FIT
89
%
COMFORT
86
%
QUALITY
82
%
DURABILITY
74
%
GLOBAL CONSUMER
INSIGHTS
GLOBAL LIFESTYLE MONITOR: EUROPE (U.K., GERMANY, ITALY)
PRIMARY PURCHASE DRIVERS
Important to clothing purchase:
COTTON CLOTHING BEST DESCRIBED AS
PERFORMANCE APPAREL
Likely to Pay More for Everyday Clothing With:
Source: Cotton Council International and Cotton Incorporated’s Global Lifestyle Monitor Survey, a biennial consumer research study.
In the 2021 survey approximately 12,000 consumers (1,000 consumers in each of 12 countries) were surveyed.
CHINA • COLOMBIA • GERMANY • INDIA • INDONESIA • ITALY • JAPAN • MEXICO • THAILAND • TURKEY • VIETNAM • UNITED KINGDOM
© 2022 COTTON COUNCIL INTERNATIONAL AND COTTON INCORPORATED’S GLOBAL LIFESTYLE MONITOR SURVEY
INFO: [email protected] LIFESTYLEMONITOR.COTTONINC.COM
PREFERENCE FOR ONLINE SHOPPING GROWS
Percent who prefer online shopping to:
RETAIL STORES SHOPPED FOR CLOTHING
SOURCES FOR CLOTHING IDEAS
prefer cotton
or cotton
blends for their
most-worn
clothing
2 018
64
%
2 0 21
70
%
Browse Clothing
2 018
37
%
2 0 21
46
%
Purchase Clothing
82%
Shop for
clothing online
In-StoreOnline
Chain
Sporting Goods
Specialty
Online Only
Department
68
%
29
%
53
%
36
%
45
%
29
%
62
%
50
%
17
%
Retailer Marketing
Other People
Friends & colleagues, Family,
People you see on the street
In-store displays, Salespeople,
Catalogs, Store fliers
Brand and retailer websites,
Retailer email and apps,
Social media, Blogs
Online
42
%
32
%
30
%
TV, Magazines, Celebrities
Traditional Media
33
%
79
%
prefer cotton
or cotton
blends for their
most-worn
clothing