US
$338.9
+56% growth
EU
$374.5
+52% growth
MEXICO
$17. 7
¹
+110% growth
CHINA
$277.2
+193% growth
19%
28%
2016
2018
APPAREL SHOPPING HABITS
Buying Clothes on Impulse
Traditional
Media
26%
Window
Shopping
26%
73% 69% 77% 77%
clothing research pre-purchase questions purchase repeat purchase
in-store online
SHOPPING JOURNEY
RETAIL STORES SHOPPED FOR CLOTHING
CHAIN 46%
40%
37%
32%
27%
3%
HYPERMARKET/WAREHOUSE CLUB
STREET MARKET
DEPARTMENT
INDEPENDENT
ONLINE ONLY
SOURCES FOR
CLOTHING IDEAS
21%
Shop online at
least 1 time a month.
Other
People
54%
Store
Publications
21%
Brand & Retailer
Digital Resources
11 %
Social
Media
14 %
98%
Of those who seek clothing ideas
on social media,
look to Facebook.
Consumers who prefer in-store shopping
Spotlight on Demographics:
Market denim jeans to receptive
Mexican consumers by touting the
garments’ versatility, durability, and
connection to Mexican culture.
GLOBAL CONSUMER
INSIGHTS
GLOBAL LIFESTYLE MONITOR: MEXICO
Mexican consumers spent $17.9
billion on clothing in 2017, or
$140 per person. A projected
37% growth in apparel spending
by 2030 is expected to outpace
population growth. Seize
opportunities by offering
cotton-rich clothing, especially
denim jeans, and interactive
shopping experiences.
APPAREL SPENDING
What They Shop: Meet
consumer demand for high
quality, comfortable, and
durable clothing with cotton
fabrics.
FINANCIAL
OUTLOOK
60% 56%
OPTIMISTIC
How They Shop: Promote interaction
in-store and online to meet the consumer’s
desire for authentic, personal shopping
experiences.
PESSIMISTIC
Mexico Global
7% 11 %
Mexico Global
*”Neither Optimistic/Pessimistic”
not shown
HOW THEY SHOP
Traditional retail dominates Mexico’s apparel market, as nearly three in four consumers prefer to research
and purchase clothing in physical stores. Though 59% of the population uses the internet weekly¹, only
half (49%) have ever shopped online for clothing, either to browse for ideas or purchase items. Instead,
Mexican consumers prefer to interact in-person throughout their shopping journey, showing a higher
preference for in-store experiences compared to global consumer averages. Reach these consumers by
maintaining this human element with interactive in-person and online experiences.
Casual ShirtsJeansUnderwear
912 8 7
Average Number
BABYWEAR
80%
WHAT THEY SHOP
Mexican consumers look for clothing that is comfortable, durable, high quality, and at a price they can
afford. Clothing made of cotton-rich fabrics meet these purchase drivers, especially babywear and
intimates. An interest in new performance technologies to help address physical process, such as
perspiration and hydration, and more easily use electronic devices provides opportunities for innovative
offerings.
TOP ITEMS OWNED
COTTON PREFERRED FIBER
PAY MORE FOR BETTER
QUALITY
PERFORMANCE APPAREL
T-shirts
PRIMARY PURCHASE DRIVERS
COMFORT 69%
DURABILITY 66%
QUALITY 65%
PRICE 61%
Likely to Purchase
HOME TEXTILES
85%
51% 51% 48%
Regulate Body
Temperature
Relieve
Stress
Charge
Electronics
87%
prefer cotton
and cotton
blends for their
most-worn
clothing
47%
Monitor
Hydration
46%
Control
Electronics
INTIMATES
73%
PANTS
93%
SHIRTS
70%
2018
63%
89%
say cotton and
cotton blends
are best suited
for current
fashions.
2016
58%
Consumers would like to know prior to purchase
DENIM JEANS
SPOTLIGHT
Mexican consumers love denim jeans, and it is no wonder. The country is one of the largest manufacturers
of denim, and the fabric has a strong cultural heritage in Mexico. Nearly all Mexican consumers (98%)
own at least one pair of denim jeans, and one in four (23%) report wearing jeans every day of the week.
Draw on Mexico’s cultural and economic affinity for denim to market these durable and versatile garments.
98%
CONSUMERS WHO
OWN DENIM JEANS
DENIM JEANS AVERAGES
AFFINITY FOR DENIM JEANS
7.5
PAIRS OWNED/PER PERSON
Mexico
4.6
DAYS PER WEEK WORN
SUN MON TUE WED THU FRI SAT
WOMEN MEN
WORKING RUNNING
ERRANDS
WANT TO
BE STYLISH
WANT TO
FEEL GOOD
44%
WORKING
54%
OUT TO
DINNER
36%32% 26%
WANT TO
BE STYLISH
31%22%
OCCASIONS DENIM JEANS PREFERRED
DENIM
IS NOT
FOR ME
6%
I HAVE
SOME DENIM
CLOTHES
23%
I ENJOY
WEARING DENIM
REGULARLY
56%
MY WARDROBE
IS FULL OF
DENIM
15%
71% LOVE OR ENJOY WEARING DENIM
75% 76% 76%
under 35 men upper/middle class
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