56
%
usually check fiber
content labels before
purchasing clothing
MOST SUSTAINABLE
72
%
MOST COMFORTABLE
75
%
MOST AUTHENTIC
79
%
COMFORT
77
%
PRICE
76
%
QUALITY
64
%
FIT
68
%
In-store displays, Salespeople,
Catalogs, Store fliers
Retailer Marketing
47
%
Traditional Media
Other People
Friends & colleagues, Family,
People you see on the street
TV, Magazines, Celebrities
Brand and retailer websites,
Retailer email and apps,
Social media, Blogs
Online
32
%
36
%
32
%
GLOBAL CONSUMER
INSIGHTS
GLOBAL LIFESTYLE MONITOR: JAPAN
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
CONSUMERS VALUE ONLINE
AND IN-STORE SHOPPING
Percent who prefer shopping online to:
RETAIL STORES SHOPPED FOR CLOTHING
SOURCES FOR CLOTHING IDEAS
prefer cotton
or cotton
blends for their
most-worn
clothing
Browse
Clothing
64
%
Ask
Questions
41
%
Purchase
Clothing
34
%
Purchase Same
Clothing Again
69
%
69
%
Shop for
clothing online
In-StoreOnline
Discount
Chain
Online Only
Mass Merchant
Specialty
75
%
23
%
56
%
19
%
57
%
40
%
53
%
5
%
17
%
62
%
prefer cotton
or cotton
blends for their
most-worn
clothing
88
%
Odor Resistant/
Antimicrobial
90
%
Durability
Enhancement
90
%
Temperature
Control
91
%
Wrinkle
Resistance