GLM UK 2016 3-29-16 · APPAREL SHOPPING HABITS Although overall apparel spending is projected to...
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Source: 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 Monitor TM Survey, an ongoing consumer survey that interviews 6,000 U.S. consumers annually. External Source: Euromonitor International 1 GLOBAL LIFESTYLE MONITOR: UNITED KINGDOM GLOBAL CONSUMER INSIGHTS INFO: [email protected] LIFESTYLEMONITOR.COTTONINC.COM © 2016 © 2016 COTTON COUNCIL INTERNATIONAL AND COTTON INCORPORATED’S GLOBAL LIFESTYLE MONITOR SURVEY GLOBAL LIFESTYLE MONITOR: UNITED KINGDOM cotton 80% modal 39% tencel 30% polyester 33% nylon 36% rayon 38% SEEKING SUSTAINABLE APPAREL TOP SUSTAINABILITY/SOCIAL CONCERNS APPAREL SPENDING SPENDING UK apparel spending is projected to grow at one of the fastest rates of any developed market over the next 15 years due to strong economic growth. SHOPPING Realizing the strong potential in apparel spending growth will require brands to incentivize UK consumers to break from their pragmatic habits. OMNICHANNEL Cultivating omnichannel or online spending in the UK may require brands to reach for customers beyond their dedicated websites. SUSTAINABILITY Highlighting the sustainable benefits of cotton could aid brands in their quest to market environmental friendliness to UK shoppers. KEY TRENDS $86.5 $320.2 $275.2 Although nearly 3 in 4 UK consumers would blame the industry for clothing produced in a non-sustainable manner, only about 1 in 4 actually seek out sustainable clothing for themselves. Brands interested in touting their sustainable advancements may also want to tout their commitment to cotton, the fiber that is viewed by about 2 in 3 UK shoppers as being the most trustworthy, comfortable, reliable, and sustainable. DEPLETION OF NATURAL RESOURCES POPULATION GROWTH CHILD LABOR ANIMAL/PLANT EXTINCTION COTTON SUSTAINABILITY FACTS U.S. cotton farmers have reduced pesticide applications by HALF over the past 30 years. DISCOVER WHAT COTTON CAN DO SM 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 Greenhouse gas emissions Amount of water used 73% SUSTAINABILITY... 37% 27% 82% authentic trustworthy 75% comfortable 72% reliable sustainable 78% 67% 83% of consumers prefer cotton-rich clothing. PROJECTED SPENDING GROWTH 2015-2030 1 is important in my apparel purchase. when it’s lacking, I blame the industry. is something I seek out in my apparel. BILLIONS OF U.S. DOLLARS 1 2015 APPAREL SPENDING $359.6 CHINA +131% U.S. +28% EU +20% U.K. +38% Over the past two decades, U.S. cotton farmers have improved water efficiency by approximately 80%.
Transcript of GLM UK 2016 3-29-16 · APPAREL SHOPPING HABITS Although overall apparel spending is projected to...
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: UNITED KINGDOM
GLOBAL CONSUMER INSIGHTS
INFO: [email protected] LIFESTYLEMONITOR.COTTONINC.COM © 2016 © 2016 COTTON COUNCIL INTERNATIONAL AND COTTON INCORPORATED’S GLOBAL LIFESTYLE MONITOR SURVEY
GLOBAL LIFESTYLE MONITOR: UNITED KINGDOM
cotton
80%
modal
39%
tencel
30%
polyester
33%
nylon
36%
rayon
38%
SEEKING SUSTAINABLE APPAREL
TOP SUSTAINABILITY/SOCIAL CONCERNSAPPAREL SPENDING
SPENDING UK apparel spending is projected to grow at one of the fastest rates of any developed market over the next 15 years due to strong economic growth.
SHOPPING Realizing the strong potential in apparel spending growth will require brands to incentivize UK consumers to break from their pragmatic habits.
OMNICHANNEL Cultivating omnichannel or online spending in the UK may require brands to reach for customers beyond their dedicated websites.
SUSTAINABILITY Highlighting the sustainable benefits of cotton could aid brands in their quest to market environmental friendliness to UK shoppers.
KEY TRENDS
$86.5
$320.2$275.2
Although nearly 3 in 4 UK consumers would blame the industry for clothing produced in a non-sustainable manner, only about 1 in 4 actually seek out sustainable clothing for themselves. Brands interested in touting their sustainable advancements may also want to tout their commitment to cotton, the fiber that is viewed by about 2 in 3 UK shoppers as being the most trustworthy, comfortable, reliable, and sustainable.
DEPLETION OF NATURALRESOURCES
POPULATIONGROWTH
CHILD LABOR
ANIMAL/PLANTEXTINCTION
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
Greenhouse gas emissions
Amount of water used
73%
SUSTAINABILITY...
37%
27%
82%
auth
entic
trust
wor
thy
75%
com
forta
ble
72%
relia
ble
sust
aina
ble
78%
67%
83% of consumers prefer cotton-rich clothing.
PROJECTED SPENDING GROWTH 2015-20301
is important in my apparel purchase.
when it’s lacking, I blame the industry.
is something I seek out in my apparel.
BILLIONS OF U.S. DOLLARS1 2015 APPAREL SPENDING
$359.6
CHINA +131%U.S. +28% EU +20% U.K. +38%
Over the past two decades, U.S. cotton farmers have improvedwater efficiency by approximately 80%.
GLOBAL LIFESTYLE MONITOR: UNITED KINGDOM
INGLOBAL CONSUMER SIGHTS GLOBAL CONSUMER INSIGHTS
INFO: [email protected] LIFESTYLEMONITOR.COTTONINC.COM © 2016GLOBAL LIFESTYLE MONITOR SURVEY • CHINA • COLOMBIA • GERMANY • INDIA • ITALY • MEXICO • JAPAN • THAILAND • TURKEY • UNITED KINGDOM
CHAIN STORES
OFF-PRICE STORES
MASS MERCHANTS
OTHER
ONLINE
DEPARTMENT STORES
37%store
displays
39%online
Along with shoppers in Europe and the U.S., UK consumers have reduced their shopping frequency, become less impulsive, and are shopping at lower-priced retail channels over the past fifteen years. Realizing the strong potential in apparel spending growth will require brands to incentivize UK consumers to break from the pragmatic habits through higher quality offerings and seamless shopping journeys.
TOP SOURCES OF CLOTHING IDEAS
RETAIL CHANNELS SHOPPED MOST OFTEN
APPAREL SHOPPING ATTITUDES & HABITS
EU*
24%
8%
4%
38%
15%
11%
UK
23%
15%
12%
19%
16%
15%
OMNICHANNEL SHOPPING
54%already own
U.S.
23%
9%
24%
22%
7%
15%
TOP 5 CLOTHING PURCHASE DRIVERS
fit qualitycomfort price
29%friends &
colleagues
APPAREL SHOPPING HABITS
Although overall apparel spending is projected to grow the fastest in the UK compared to other developed markets, online apparel and footwear spending in the UK is projected to grow the slowest (even though it is the largest online clothing and footwear market in Europe). UK consumers are primarily utilizing brand and retailer sites for their online inspiration and browsing needs, pointing to opportunities to enhance social, email, and blogger outreach. Cultivating omnichannel or online spending in the UK may require brands to reach for customers beyond their dedicated websites.
7 in 10 consumers say retailer/brand websites are their top online source of clothing inspiration.
WHERE CONSUMERS BEGIN THEIR ONLINE SHOPPING JOURNEY
22%e-commerce websites
50%retailer/brand website
20%search engines
16%emails from brands/retailers
13%e-commerce specific apps
55%love or enjoy
clothes shopping
66%Pay more for better quality
apparel
45%shop for clothing once per month
or more
43%Buy clothing on
impulse
EU* U.S.
63%
46%
67%
42%
52%
88%
48%
34%
* INCLUDES FIGURES FOR U.K., GERMANY & ITALY
TOP CONCERNS WHEN SHOPPING FOR CLOTHES ONLINE
56%inability to try on
clothes
49%inability to touch
clothes
65%shipping costs
54%return policies
60%
compare prices research clothing shop deals
USING THE INTERNET TO SHOP FOR CLOTHES
61% up-close views
53% customer reviews
54% detailed size information
53% views in multiple colors
detailed fit information48%
FACTORS THAT COULD INFLUENCE ONLINE SHOPPING DECISIONS
Online apparel & footwear sales are projected to grow 23% from $13.2bn in 2015 to $16.2bn by 20201.
35%37% 31%
color
27%people on
streetclothing quality
UK
