Since the pandemic hit, 74 per cent of consumers plan to limit their wardrobe, according to Cotton Incorporated’s 2021 Coronavirus Response Consumer Survey. And 80 per cent say they will be focusing on classic pieces that will last. Fifty two per cent are more receptive toward paying more for better quality apparel, says its 2021 Lifestyle Monitor Survey.

The percentage willing to pay a premium for quality has been rising steadily since 2011, when just 45 per cent said they would choose price over quality, Cotton Incorporated said in a press release.

Cotton Incorporated is a non-profit organisation funded by cotton growers in the United States through per-bale assessments on producers and importers levied by the Cotton Board, which reports to the US department of agriculture (USDA).

Designers and manufacturers should note that most consumers (62 per cent) see fibre content playing a role in determining the longevity of their clothes. Most consumers (69 per cent) expect cotton to last longer than man-made fibres, with 29 per cent speculating it will last more than a year longer than clothes made from synthetics, according to Cotton Council International and Cotton Incorporated’s 2020 Global Durability Study.

Further comparison to man-made fibre apparel reveals 85 per cent of consumers say cotton clothes are their favorite to wear, 84 per cent say these are the most comfortable, 84 per cent say these are the softest, 78 per cent say these are the most sustainable, 72 per cent say these are of the highest quality, and 56 per cent says these last the longest, according to the Monitor research.

In these days of pandemic uncertainty, most shoppers (84 per cent) say it is important that the clothes they purchase are durable enough to last a long time, according to the Durability Study. And the majority (70 per cent) are likely to look for durability enhancement features to extend the life of the apparel they buy.

Fibre2Fashion News Desk (DS)

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