Home Textile Trends - Cotton Incorporated
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Transcript of Home Textile Trends - Cotton Incorporated
HOME TEXTILE
TRENDS
HOME TEXTILE
TRENDS
HOME TEXTILES
OUTLOOK
PRODUCT
POSSIBILITIES
COTTON INCORPORATED
CONSUMER & RETAIL INSIGHTS
U.S.200,000+interviews
1,000,000+audited products
LATAM15,000+ interviews
EUROPE25,000+interviews
ASIA80,000+ interviews
260,000+audited products
HOME TEXTILES
OUTLOOK
HOME TEXTILES
OUTLOOK
MARKET GROWTH
DIGITAL DISRUPTION
THE URBAN BOOM
BASEMENT MILLENNIALS
CHANNEL CHANGES
MARKET
GROWTH
Euromonitor International
$177.9+37%
$54.5+22%
$37.5+18%
$22.7+111%
$12.0-14%
$2.4+88%
HOME TEXTILE EXPENDITURES IN 2016 (BILLIONS USD)
+ GROWTH FROM 2016-2030
MARKET
GROWTH
GUANGDONGFast-Fashionistas
HUNANDigital shoppers
SICHUANUnorganized
shoppers
SHANDONGBig spenders
SHANGHAIPromotions matter
BEIJINGSocial shoppers
CCI & Cotton Incorporated 2016 Chinese Consumer Survey
CHANNEL
CHANGES
Cotton Incorporated 2017 U.S. Home Textile Survey
E-CommerceMass Merchants Department Specialty
7% 9%36% 35% 30% 28% 10% 9%
Bath Towels Sheets
CHANNELS SHOPPED FOR MOST HOME TEXTILES IN U.S.
32% 30% 11% 8%
Bedding
CHANNEL
CHANGES
Company 10-K Filings
2016 Sales
(Billion USD)Sales Growth
2015-16
Store Count
Changes 2017
Walmart 307.8 +3.2% n/a
Amazon 79.8 +25.2% n/a
Target 69.5 -5.8% n/a
Macy's 25.8 -4.8% -63
TJX 25.6 +7.5% +150
Kohl's 18.7 -2.7% n/a
Sears 13.5 -9.8% -42
JCPenney 12.5 -0.6% -130
Ross 12.9 +7.8% +90
Kmart 8.7 -15.1% -108
CHANNEL
CHANGES
DIGITAL
DISRUPTION
Cotton Incorporated 2017 U.S. Home Textile Survey
*Data for bath towels, sheeting, & bedding were combined
59%
Browsing
40%
Researching
72%
Purchasing
62%
Repurchasing
U.S. CONSUMERS WHO PREFER EACH PHASE OF THEIR
HOME TEXTILE* SHOPPING JOURNEY TO OCCUR IN-STORE
In-Store Online
DIGITAL
DISRUPTION
SOURCES OF HOME TEXTILE* INSPIRATION IN THE U.S.
STORE DISPLAYS
44%
TV/MAGAZINES
17%
E-COMMERCE SITES
14%
FRIENDS & FAMILY
22%
SOCIAL MEDIA
13%
RETAILER SITES
25%
Cotton Incorporated 2017 U.S. Home Textile Survey
*Data for bath towels, sheeting, & bedding were combined
DIGITAL
DISRUPTION
BASEMENT
MILLENNIALS
U.S. Census
GEN ZAges 0-15
MILLENNIALSAges 16-36
GEN XAges 37-51
BOOMERSAges 52-70
2016 U.S. POPULATION BY GENERATION
65.2million
93.0million
61.5million
74.6million
Cotton Incorporated 2017 U.S. Home Textile Survey
*Data for bath towels, sheeting, & bedding were combined
BASEMENT
MILLENNIALS
Shopping affinity 57 71
PARENTS RENT
MILLENNIAL HOME TEXTILE HABITS BY LIVING SITUATION
76
OWN
Check fiber info 32 52 63
Give as gifts 24 30 41
Buy once per quarter+ 17 31 34
URBAN
BOOM
Euromonitor International
86%
U.S.271 million
76%
EUROPE381 million
94%
JAPAN119 million
56%
CHINA769 million
55%
GLOBAL4,030 million
33%
INDIA433 million
URBAN
BOOM
Sustainability
Important
28% 20%
HOME TEXTILE HABITS OF U.S. URBAN & RURAL SHOPPERS
Mobile Shopping
Journey
44% 35%
Cotton Incorporated 2017 U.S. Home Textile Survey
*Among those using internet to during their home textile shopping journey **Data for bath towels, sheeting, & bedding were combined
Urban/Suburban Shoppers Rural Shoppers
Interest in
Technologies
60% 52%
Purchase
Seasonally
55% 45%
HOME TEXTILES
OUTLOOK
Fast-fashion, off-price, & e-commerce retailers poised to
pick-up the slack from traditional retailers
Inspire the shopping journey from the beginning
Millennial homeowners will drive consumption, but will be more
scrutinizing shoppers
Sustainability, new styles, and innovation will drive urbanite
purchases
PRODUCT
POSSIBILITIES
PRODUCT
POSSIBILITIES
REALIZING ESSENTIALS
WATER-LESS
PERFORMANCE PROLIFERATION
TRUTHFUL THREADS
CONSTRUCTION CONCEPTS
REALIZING
ESSENTIALS
Cotton Incorporated 2017 U.S. Home Textile Survey
BATH TOWELS
softness I quality I
price I absorbency I
washes clean I
durability
SHEETS BEDDING
comfort I quality I
price I softness I
durability I washes
clean
comfort I home wash
I quality I price I
softness I keeps you
warm I durability
REALIZING
ESSENTIALS
Cotton Incorporated 2017 U.S. Home Textile Survey
COMPARED TO BLENDS & 100% POLYESTER, CONSUMERS
SAYING 100% COTTON PRODUCTS ARE MORE…
Towels Sheets Bedding
Authentic 82% 73% 73%
Absorbent 81% n/a n/a
High Quality 80% 70% 68%
Comfortable 79% 70% 70%
Trustworthy 77% 71% 69%
Soft 77% 68% 69%
Sustainable 73% 70% 69%
Durable 69% 60% 58%
Breathable n/a 69% 67%
REALIZING
ESSENTIALS
TRUTHFUL
THREADS
Cotton Incorporated 2017 U.S. Home Textile Survey & 2016 Home Textile Retail Audit
CONSUMERAvg. thread
count looked for
RETAILAvg. thread
count available
495
548
568
335
523
370
MASS MERCHANTS
DEPARTMENT STORES
SPECIALTY STORES
0600 600300300
Average Thread Count
TRUTHFUL
THREADS
Cotton Incorporated 2017 U.S. Home Textile Survey
PERCENT SAYING HIGH THREAD COUNT SHEETS ARE MORE…
Comfortable 72
Total
High Quality 67
Durable 60
Soft 57
65
Millennials
58
50
49
PERFORMANCE
PROLIFERATION
Cotton Incorporated 2016 U.S. Home Textile Retail Audit
Bath Towels
20162012
4% 12%
Bedding 4% 13%
Sheets 7% 29%
% Marketed with a performance technology at retail
PERFORMANCE
PROLIFERATION
Cotton Incorporated 2017 U.S. Home Textile Survey
*Data for bath towels, sheeting, & bedding were combined
LIKELIHOOD TO LOOK FOR THE FOLLOWING IN HOME TEXTILES*
SHRINK RESISTANCE
60%
ODOR RESISTANCE
60%
NO PILLING
58%
ABRASION RESISTANCE
59%
STAIN RESISTANCE
57%
MOISTURE WICKING
57%
LOW LINTING
57%
THERMAL REGULATION
55%
Cotton Incorporated 2017 U.S. Home Textile Survey
*Data for bath towels, sheeting, & bedding were combined
REASONS FOR PURCHASING NEW HOME TEXTILES*
REPLACE
OLD67%NEW
COLOR30%COUPON/
SALE25%
NEW
STYLE23%ADS/
DISPLAYS11%NEW
INNOVATION7%
CONSTRUCTION
CONCEPTS
CONSTRUCTION
CONCEPTS
Cotton Incorporated 2017 U.S. Home Textile Survey
USA-made with
U.S. cotton
Blended
with wool
Masking
wrinkles
Minimally
processed
71% 66% 55% 60%62% 62% 51% 50%
PURCHASE COTTON PRODUCTS OVER MANMADE THAT WERE…
Sheets Bedding
WATER-
LESS
0
5
10
15
20
25
30
35
40
45
50
WATER USE (PER LOAD OF LAUNDRY)
40 TO 45
GALLONS
OF WATER
14 TO 25
GALLONS
OF WATER
OLD TOP LOAD MODELS
HIGH EFFICIENCY
2018 DOE STANDARDS
~10
GALLONS
OF WATER
U.S. Department of Energy
WATER-
LESS
Increased difficultly in removing stains & odors
Highlighted quality issues earlier than normal
Effects on performance technologies still being tested
REDUCTION IN WATER USAGE IN WASHING MACHINES
RESULTED IN…
CRCC Research
PRODUCT
POSSIBILITIES
Make fiber & thread count part of the conversation
Market technologies as helping consumers fulfill primary needs
Consider novel cotton constructions that play into lifestyle trends
Prepare products & customers for upcoming water restrictions
HOME TEXTILE
TRENDS