SHOPPING TRENDS
77%
Feel very/somewhat optimistic
about their financial situation
Top Retailers Shopped for Clothing
Top Sources of Inspiration
DRIVERS OF CONSUMERS’ PURCHASES
Top Drivers
Fit
Comfort
Quality
Cotton is the most…
COTTON PREFERENCE
Top Preferred Materials
Prefer cotton, cotton
26%
blends or denim
SUSTAINABILITY
Sustainability Importance
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
16%
Denim /
Jeanswear
Reasons Willing to Pay More for Cotton
Concerned about
Environmental Change
GLOBAL LIFESTYLE MONITOR:
VIETNAM
85%
Peer to Peer
Selling (Online)
71%
Street Markets
(
In-Store)
66%
Department Store
(In-Store)
87%
Prefer trying on in-store
89%
Prefer browsing online
66%
Social media
(sites/blogs/vlogs)
56%
In-Store
(displays/salespeople)
72%
People
(family/friends/people on street)
67%
Soft
46%
Comfortable
36%
Authentic
61%
Sustainable
69%
Comfort
61%
Are willing to pay more
for cotton
17%
Rayon
31%
Spandex/
Lycra
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
5%
3%
67%
25%
84%
75% 66%
61%
46%
44%
40%
Cotton Wool Hemp Tencel Rayon Polyester