JEANS & PANTS
PAY MORE FOR BETTER QUALITY
2008
74%
2010
73%
2 012
63%
2014
60%
2016
66%
2018
66%
Dresses Athletic Shirts Underwear
16
17
9
9
Average Number Owned
BABYWEAR
73%
WHAT THEY SHOP
Italian consumers look for clothes that provide comfort, fit, and quality at the right price, leading them to
prefer cotton-rich fabrics for their most-worn clothing. Like other Europeans, they own many basic
garments, including underwear and t-shirts. They want their clothing to perform, as one-third to one-half
say they are likely to purchase clothing that can monitor and address physical processes such as
temperature and hydration. Mix comfort, performance, and quality by offering selection of
price-conscious basics and performance clothing made with cotton-rich fabrics.
TOP ITEMS OWNED
COTTON AS PREFERRED FIBER
PERFORMANCE APPAREL
T-shirts
PRIMARY PURCHASE DRIVERS
COMFORT 85%
FIT 83%
PRICE 80%
QUALITY 78%
Likely to Purchase
HOME TEXTILES
76%
48%
43%
Regulate Body
Temperature
Relieve
Stress
79%
prefer cotton or
cotton blends
for their
most-worn
clothing
INTIMATES
70%
77%
SHIRTS
62%
Consumers would like to know prior to purchase
40%
Monitor
Hydration
37%
Monitor
Perspiration
34%
Illuminate
When Needed
Brand & Retailer
Digital Resources
25%
APPAREL SHOPPING HABITS
Buying Clothes on Impulse
Traditional
Media
30%
Window
Shopping
44%
HOW THEY SHOP
Italian consumers enjoy shopping for clothes (77%) both in-store and online. While regular (weekly or
more) internet use (70%) is below the EU (81%)¹, over nine in ten (93%) Italians have used the internet to
shop for clothing, most often to gather ideas and research prices. Two-thirds (67%) of Italian consumers
also enjoy the experience of shopping for clothes in a physical store, preferring to make their purchases
in person. Optimize digital resources to provide clothing ideas and information while investing in dynamic
in-person retail experiences.
36%
52%
72%
45%
clothing research pre-purchase questions purchase repeat purchase
in-store online
SHOPPING JOURNEY
RETAIL STORES SHOPPED FOR CLOTHING
CHAIN
62%
59%
51%
48%
44%
SPORTING GOODS
SPECIALTY
INDEPENDENT
ONLINE ONLY
SOURCES FOR
CLOTHING IDEAS
41%
Shop online at
least once per month.
Other
People
50%
Store
Publications
27%
Social
Media
15%
Consumers who prefer shopping in-store (vs. online)
35%
2008
30%
2010
29%
2016
29%
2018
27%
2012
28%
2 014
Spotlight on Fiber Content:
Speak to Italian consumers’ concern
for quality workmanship with clear fiber
content information displayed online and
labeled on garments.
Italian consumers spent $60
billion on clothing in 2017, or
$990 per person. After a
period of ups and downs,
spending is expected to grow
steadily 40% by 2030. With
lower than average optimism
about their personal finances,
Italian consumers mix price-
consciousness with a desire for
well-made, fashionable, and
functional clothing.
APPAREL SPENDING
What They Shop: Help
consumers look and feel good
with quality basics and
performance clothing made
with cotton-rich fabrics.
FINANCIAL
OUTLOOK
33% 56%
OPTIMISTIC
How They Shop: Pair online inspiration
with dynamic in-person experiences for an
integrated shopping journey.
PESSIMISTIC
Italy Global
16% 11%
Italy Global
*”Neither Optimistic/Pessimistic”
not shown
GLOBAL CONSUMER
INSIGHTS
GLOBAL LIFESTYLE MONITOR: ITALY
US
$338.9
+56% growth
CHINA
$277.2
+193% growth
EU
$374.5
+52% growth
ITALY
$60.0
¹
+39% growth
71%
would pay more
for clothing
made from
natural fibers
Consumers in Italy care about the fiber content of their clothing. Three in four (76%) say they always or
usually check the fiber content label on clothing before purchase, compared to 56% of consumers globally
clothing. Almost half (47%) specifically seek or avoid particular fibers, most often looking for cotton when
purchasing clothing. For these consumers, cotton signals authenticity, reliability, and sustainability. Meet
this consumer need by offering cotton-rich clothing with prominently displayed fiber content information.
OFTEN LOOK FOR FIBER CONTENT
LABELS PRIOR TO PURCHASE
FIBER CONTENT
SPOT
LIGHT
SPOT
SPOT
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
76%
56%
Italy Globally
LOOK FOR FIBER CONTENT LABELS
CLOTHING FIBER CHOICE
3
7
%
3
9
%
2
0
%
4
%
Consumers Who Seek or Avoid Particular Fibers
COTTON CLOTHING ATTRIBUTES
Consumers Who Say The Following Attributes Best Describe Cotton Clothing
SEEK
90% <1%
COTTON
AVOID
25% 79%
SYNTHETIC
SEEK
AVOIDSEEK
65% 10%
OTHER NATURAL
AVOID
MOST
AUTHENTIC
MOST
RELIABLE
MOST
SUSTAINABLE
MOST
TRUSTWORTHY
MOST
COMFORTABLE
81%
77%
77%
74%
70%