Cotton remains most popular natural fibre among consumers

Cotton remains most popular natural fibre among consumers

According to statistics, Germans spent 64.1 billion euros on clothing in 2015. Consumers in the European Union altogether put 320.4 billion euros into buying fashion. As stated by COTTON USA´s study “Global Lifestyle Monitor 2016“, the additional expenditure for clothing is expected to remain on a moderate level until 2030. In Germany, a plus of eleven percent is estimated, within the EU a rise of 20 %. In comparison, we let you have also the results of ChinaUS Cotton

The study is carried out internationally every one to two years and explores the changes in consumers´ buying behaviour regarding fashion and clothes. Important findings of the latest GLM study by COTTON USA are:

Shopping Behaviour: Especially quality-Conscious

The majority of Germans (68 %) is ready to pay a bit more for better quality. At 23 %, most purchases take place at specialist retailers – with chain stores and online stores making up almost as much (22 % each). In the fourth place, and lagging far behind in consumers´ esteem, department stores and off-price stores follow with only eight percent each. Numbers for Europe as a whole are similar. More than half of the Germans like buying new clothes and go shop- ping spontaneously. 43 % do this at least once a month. Although consumers are more and more oriented towards online channels, most still prefer to make their purchases in the stationary retail sector. For 96 % of German men and women, comfort is decisive, with quality and fit also influencing the decision for or against a new product considerably.

Cotton 2

Information from the internet, buying over the counter

Every seventh of ten consumers in this country buys mainly over the counter, but uses the Internet for first beforehand-checks. 54 % look for fashion online, 39 % compare the prices of different vendors and 27 % get information about special offers. As in other international markets, tactile concerns are a main barrier against purchasing clothing and fashion online. Most consumers want to try the products on and to hold them in their hands before buying them. As this is not possible online, one third abstains from buying over the Internet. 32 % of the interviewees also state concerns regarding the safety of private data, for 29 %, obscure shipping costs make the purchase difficult. 28 % of the participants of the study in turn abstain from online purchases because the quality is not discernible.

Online shopping grows more popular

Despite any reservations, online purchases of clothing and shoes are expected to rise by 32 % until 2020. While online expenses were at EUR 9.9 billion in 2015, EUR 13 billion are expected as early as 2020.

Sustainable production: producers are responsible

Two thirds of the German consumers think it is the producers´ responsibility to ensure a sustainable production. They would blame the producer or the brand if that was not the case.

Though more than half of them find sustainability important, less than one third of all survey participants actively look for it at the moment. Cotton is and remains the most popular natural fibre. 78 % of all Germans prefer articles with a high proportion of cotton, as this offers function as well as emotion and sustainability.

Environment protection and safety are crucial

Though more than half of them find sustainability important, less than one third of all survey participants actively look for it at the moment. Cotton is and remains the most popular natural fibre. 78 % of all Germans prefer articles with a high proportion of cotton, as this offers function as well as emotion and sustainability.

Shoppers in Germany want to make sure that the production of their clothes does not contribute to animals and plants going extinct (74 %), to global warming (73 %) or to a worse air quality (72 %). Child labour is as strictly rejected by 72 %. Even if consumers have reservations about the used chemicals and pesticides, about water usage and greenhouse gas emissions: basically, for them cotton is the safest fibre in the world (82 %), followed immediately by rayon with 40 % and Modal with 36 %. Tencel is thought to be safe by 33 % of the participants, nylon by Nylon 28 % and Polyester only by 26 %. In comparison with chemical fibres, 80 % of the respondents think that cotton is sustainable, almost as many classified it as credible and authentic. 73 % find it comfortable, and 70 % reliable.

Cotton

About Global lifestyle monitor

The international consumer study “Global Lifestyle Monitor” is conducted biennially by COTTON USA in cooperation with Cotton Incorporated. Between November 2015 and January 2016, Ipsos Public Affairs, Inc. interviewed about 10,000 female and male consumers in ten countries (about 1000 persons per country). In Germany, 60.1 % women and 39.9 % men took part in online interviews. More than 20 % were additionally personally interviewed by telephone. Every year, about 6000 US-Americans are asked to give their opinion for the US-American Lifestyle MonitorTM by Cotton Incorporated.

Cotton 24670

Here follow the results for China:

China 24720

www.cotton.com

www.uscotton.com

www.baumwollboerse.de

 


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