Post on 08-Apr-2018
GLOBAL LIFESTYLE MONITOR: ITALY
© 2016 COTTON COUNCIL INTERNATIONAL AND COTTON INCORPORATED’S GLOBAL LIFESTYLE MONITOR SURVEY
APPAREL SPENDING
SPENDING A weak apparel market in Italy will call for brands and retailers to rethink current strategies to encourage pragmatic Italian shoppers to buy.
SHOPPING Brands have a greater opportunity to use their physical stores to educate and inspire Italian shoppers than they do in other developed markets.
OMNICHANNEL Realizing the strong potential in online spending will require brands and retailers to offer a seamless integration across digital platforms.
SUSTAINABILITY Sustainability is a core driver in Italians' purchase decisions and cotton is overwhelmingly viewed as their sustainable fiber of choice.
KEY TRENDS
$52.2$320.2$275.2
BILLIONS OF U.S. DOLLARS1
COTTON SUSTAINABILITY FACTS
U.S. cotton farmers have reduced pesticide applications by HALF over the past 30 years.
PROJECTED SPENDING GROWTH 2015-20301
2015 APPAREL SPENDING
$359.6
EU* +20% ITALY -1% CHINA +131%U.S. +28% EU +20%
Over the past two decades, U.S. cotton farmers have improvedwater efficiency by approximately 80%.
GLOBAL LIFESTYLE MONITOR: ITALY
INGLOBAL CONSUMER SIGHTS
GLOBAL LIFESTYLE MONITOR SURVEY • CHINA • COLOMBIA • GERMANY • INDIA • ITALY • MEXICO • JAPAN • THAILAND • TURKEY • UNITED KINGDOM
CHAIN STORES
INDEPENDENT STORES
ONLINE
OTHER
SPECIALTY STORES
DEPARTMENT STORES
30%online
41%already
own
Although Italians' affinity for clothes shopping is among the highest globally, they are more pragmatic shoppers. As store displays are the top source of clothing inspiration among Italian consumers, brands and retailers have more of an opportunity in Italy compared to other developed markets to use their stores a forum to educate consumers about their brand, products, and inspire their wardrobe choices.
TOP SOURCES OF CLOTHING IDEAS
RETAIL CHANNELS SHOPPED MOST OFTEN
APPAREL SHOPPING ATTITUDES & HABITS
EU*
24%
7%
15%
27%
16%
11%
ITALY
26%
16%
9%
14%
25%
10%
50%store
displays
U.S.
23%
1%
7%
44%
10%
15%
TOP 5 CLOTHING PURCHASE DRIVERS
fitquality comfort price fiber content
26%friends &
colleagues21%magazines
APPAREL SHOPPING HABITS
Nearly 7 in 10 consumers say retailer/brand websites are their top online source of clothing inspiration.
76%love or enjoy
clothes shopping
66%Pay more for better quality
apparel
49%shop for clothing once per month
or more
28%Buy clothing on
impulse
EU* U.S.
63%
46%
67%
42%
52%
88%
48%
34%
* INCLUDES FIGURES FOR U.K., GERMANY & ITALY
ITALY
GLOBAL CONSUMER INSIGHTS
INFO: MARKETINFORMATION@COTTONINC.COM LIFESTYLEMONITOR.COTTONINC.COM © 2016
OMNICHANNEL SHOPPING
One major bright spot in the Italian apparel market is the projected growth in online apparel and footwear spending (+75% over the next 15 years). In order to realize these potential gains, brands will have to find ways to tell their story across multiple online platforms, from their own websites to apps to fashion trend sites, because Italian shoppers are less likely than their European counterparts to start their online journey at just one of these platforms. Given that more than 9 in 10 Italian consumers shop for most of their apparel in physical stores, online retailers must find ways to alleviate consumers' tactile concerns with more product information to spur sales.
WHERE CONSUMERS BEGIN THEIR ONLINE SHOPPING JOURNEY
31%retailer/brand website
43%e-commerce websites
23%search engines
23%e-commerce specific apps
20%discount websites
TOP CONCERNS WHEN SHOPPING FOR CLOTHES ONLINE
60%inability to try on
clothes
55%inability to touch
clothes
48%shipping costs
46%return policies
44%clothing quality
compare prices shop deals research clothing
USING THE INTERNET TO SHOP FOR CLOTHES
66% detailed size information
59% customer reviews
62% detailed fit information
61% up-close views
material/fabric information57%
FACTORS THAT COULD INFLUENCE ONLINE SHOPPING DECISIONS
Online apparel & footwear sales are projected to grow 75% from $1.8bn in 2015 to $3.1bn by 20201.
42%42% 37%
Sources: Cotton Council International and Cotton Incorporated’s Global Lifestyle Monitor Survey and External Source: Euromonitor International1Source: Cotton Council International and Cotton Incorporated’s Global Lifestyle Monitor Survey, a biennial consumer research study. In the 2016 survey, approximately 10,000 consumers (i.e., 1,000 consumers in 10 countries) were surveyed. Cotton Incorporated’s Lifestyle MonitorTM Survey, an ongoing consumer survey that interviews 6,000 U.S. consumers annually. External Source: Euromonitor International1
GLOBAL LIFESTYLE MONITOR: ITALY
GLOBAL CONSUMER INSIGHTS
INFO: MARKETINFORMATION@COTTONINC.COM LIFESTYLEMONITOR.COTTONINC.COM © 2016
cotton
70%
modal
27%
tencel
22%
polyester
22%
nylon
23%
rayon
25%
SEEKING SUSTAINABLE APPAREL
TOP SUSTAINABILITY/SOCIAL CONCERNS
Italian consumers are more likely than other Europeans or Americans to translate environmental concerns into their shopping decisions. The majority of Italians say sustainability is important to their apparel purchases (66%) and they seek out sustainable apparel at retail (58%). Cotton is almost three times as likely as manmade fibers to be viewed as safe for the environment, as well as being viewed as the most comfortable, trustworthy, and authentic.
FOOD SAFETY 88%
GLOBAL WARMING 88%
WATER QUALITY 89%
AIR QUALITY 91%
COTTON SUSTAINABILITY FACTS
U.S. cotton farmers have reduced pesticide applications by HALF over the past 30 years.
DISCOVER WHAT COTTON CAN DOSM at CottonToday.CottonInc.com.
% SAYING THE FOLLOWING FIBERS ARE SAFE FOR THE ENVIRONMENT
COMPARED TO CLOTHING FROM MANMADE FIBERS, COTTON IS VIEWED AS THE MOST...
TOP CONCERNS REGARDING COTTON PRODUCTION
1.2.3.
Amount of chemicals & pesticides used
Amount of water used
Greenhouse gas emissions
66%
SUSTAINABILITY...
62%
58%
80%
sust
aina
ble
79%
relia
ble
73%
com
forta
ble
trust
wor
thy
80%
auth
entic
85%
78% of consumers prefer cotton-rich clothing.
is important in my apparel purchase.
when it’s lacking, I blame the industry.
is something I seek out in my apparel.
Over the past two decades, U.S. cotton farmers have improvedwater efficiency by approximately 80%.