For More Information Contact: Corporate Strategy & Insights at [email protected]
Source: ¹Cotton Incorporated & Cotton Council International 2020 Durability Study.
2
2021 Euromonitor Internation-
al from trade sources/national statistics.
3
Trade data from US Census, index derivation by Cotton Incorporated.
4
2020 Sustainability and E-Commerce Survey.
5
Cotton Incorporated 2010 Lifestyle Monitor
TM
consumer survey.
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated.
©2021 Cotton Incorporated.
THINGS TO KNOW ABOUT...
CLOTHING DURABILITY
& What’s In Your Closet
In the last 15 years, we’ve seen trends towards disposability in the fashion industry,
disturbing sustainability advocates. Fast fashion brands have grown their market
share by 69% since 2010, while overall fabric weights have declined 16% in the
past 15 years.
2,3
These intersecting trends mean clothing can be less durable and
worn just a handful of times.
Bucking these trends, we see a growing concern for the environment among
consumers and an attendant desire for durable, long-lasting clothing. Consumers
are looking for clothing that they can wear and love for years on end, and that
clothing is most often made of cotton.
CONCERN FOR ENVIRONMENT
HAS GROWN DURING PANDEMIC
4
Concerned about
environmental change
Concerns have increased
during the pandemic
69%
88%
65%
64%
U.S.
U.S.
China
China
of global consumers
say durability is an
important attribute
for their clothing.
1
85%
YEARS
2.5
YEARS
4.5
LONGEVITY
EXPECTATIONS
YEARS
4.0
YEARS
5.1
T-SHIRTS
JEANS
2010
5
2020
1
of global consumers
expect cotton clothing
to last longer than
clothing made of
manmade fibers.
1
77%
The higher the cotton content, the longer
consumers keep garments in their closets.
3.5
4.0
4.1
4.2
4.3
4.6
0% 20% 40% 60% 80% 100%
COTTON CONTENT
COTTON KEEPS LONGER
1
YEARS