CCI GLM charts fiber, fabric and shopping trends

27 Aug '08

5 min read

Cotton Incorporated and Cotton Council International have recently completed their international consumer survey and they have several revealing insights to share from around the globe.

First off, spending on clothes worldwide over the previous three months was up, in U.S. dollar terms. From the top, the leader was Italy ($440), followed by the UK ($439), Germany ($399), Japan ($319), Colombia ($255), China ($252), United States ($229), Turkey ($227), Brazil ($195), Thailand ($77) and India ($58).

Since 1999, these two marketing associations have conducted the Global Lifestyle Monitor research project, which investigates lifestyle issues, clothing purchasing habits, and clothing interest and attitudes.

The research has been important to retailers and manufacturers to increase their understanding of consumer attitudes and behavior around the globe.

The most recent Global Lifestyle Monitor, conducted this year, looked at trends from 10 countries Brazil, China, Colombia, Germany, Thailand, India, Italy, Japan, the United Kingdom and, for the first time, Turkey using face-to-face and telephone interviews.

The focus of the latest GLM questions were on shopping and fashion, quality and fibers, denim and stretch, and environmentally-friendly clothing. And what do the results reveal about shoppers' habits and preferences?

Beyond the U.S, where 75% of consumers hit the stores once a month or so, Europeans are the most frequent fashion shoppers, led by the UK (64%), Turkey (57%) and Italy (54%). Concern about selection and pricing is lower in Europe (28%) than in Asia (43%) and South America (38%).

Consumers around the world prefer small, independent stores (with Italy leading at 42% of responses), although department stores aren't far behind (in China, 37% of the respondents preferred them) but street markets dominate in Thailand (51%) and Brazil (43%) and the UK (36%) like to shop at chain stores. American consumers split their preferences between mass merchants (23%) and chain stores (23%).

Globally, more than six out of 10 (62%) of consumers say they love or enjoy wearing denim. German consumers are the most avid denim wearers: 88% enjoy or love wearing denim and only 3% say denim is not for them.

In the U.S, 78% love or enjoy denim, and only 3% don't. In Brazil, 72% love or enjoy denim and 3% don't. In Japan, 69% love or enjoy wearing denim and only 7% don't. In Colombia, 67% do and 3% don't.

Consumers globally look for clothes that are easy to care for, including wrinkle and stain resistance. In Thailand, 83% responded that they'd pay more for easy care, while Turkish consumers (80%) would pay more for wrinkle-resistance. In Brazil, 78% would pay more for stain-resistance. Germans (60%) and Brits (53%) want water-resistance.

Which apparel consumers are the most likely to check out fiber content labels and laundering instructions before purchasing? Chinese (69% for fiber, 59% for laundering) and Japanese (63% for fiber, 53% for laundering).

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