global lifestyle monitor: germany€¦ · top 5 clothing purchase drivers comfort quality fit price...
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© 2016 COTTON COUNCIL INTERNATIONAL AND COTTON INCORPORATED’S GLOBAL LIFESTYLE MONITOR SURVEY
GLOBAL LIFESTYLE MONITOR: GERMANY
APPAREL SPENDING
SPENDING Apparel spending in Germany is projected to grow at a moderate pace over the next 15 years.
SHOPPING German shoppers remain more impulsive and quality-conscious than their counterparts, although less so than 15 years ago.
OMNICHANNEL Providing more detailed product information can help brands win online and store-based shoppers in Germany.
SUSTAINABILITY Cotton offers German consumers the functional, emotional, and sustainable benefits they demand in their apparel purchases.
KEY TRENDS
$71.9$320.2
$275.2
CHINA +131%U.S. +28% EU +20% GERMANY +11%
COTTON SUSTAINABILITY FACTS
U.S. cotton farmers have reduced pesticide applications by HALF over the past 30 years.
PROJECTED SPENDING GROWTH 2015-20301
BILLIONS OF U.S. DOLLARS1 2015 APPAREL SPENDING
$359.6
Over the past two decades, U.S. cotton farmers have improvedwater efficiency by approximately 80%.
GLOBAL LIFESTYLE MONITOR: GERMANY
INGLOBAL CONSUMER SIGHTS
GLOBAL LIFESTYLE MONITOR SURVEY • CHINA • COLOMBIA • GERMANY • INDIA • ITALY • MEXICO • JAPAN • THAILAND • TURKEY • UNITED KINGDOM
SPECIALTY STORES
ONLINE
OFF-PRICE STORES
OTHER
CHAIN STORES
DEPARTMENT STORES
33%store
displays
34%online
Over the past fifteen years, German consumers' shopping frequency and impulse purchases have declined, although they remain more quality-conscious and impulsive than their American counterparts. Brands must be adept at utilizing both in-store and online resources to explain their quality and value proposition to the increasingly omnichannel German shopper.
TOP SOURCES OF CLOTHING IDEAS
RETAIL CHANNELS SHOPPED MOST OFTEN
APPAREL SHOPPING ATTITUDES & HABITS
EU*
19%
15%
8%
23%
24%
11%
GER.
23%
22%
8%
17%
22%
8%
45%already own
U.S.
10%
7%
9%
36%
23%
15%
TOP 5 CLOTHING PURCHASE DRIVERS
fitqualitycomfort price
APPAREL SHOPPING HABITS
2 in 3 consumers say retailer/brand websites are their top online source of clothing inspiration.
97% 96% 95%
58%love or enjoy
clothes shopping
68%Pay more for better quality
apparel
43%shop for clothing once per month
or more
54%Buy clothing on
impulse
EU* U.S.
63%
42%
67%
46%
52%
34%
48%
88%
* INCLUDES FIGURES FOR U.K., GERMANY & ITALY
color
25%people on
street
33%friends &
colleagues
GER.
91% 90%
GLOBAL CONSUMER INSIGHTS
INFO: [email protected] LIFESTYLEMONITOR.COTTONINC.COM © 2016
OMNICHANNEL SHOPPINGAlthough more than 7 in 10 German consumers buy most of their clothing in-store, the internet is being utilized as a research tool for in-store and online shopping. As in other global markets, tactile concerns remain a major barrier in preventing German consumers from buying clothing online. However, more detailed product information can ease the online and/or in-store shopping journey.
WHERE CONSUMERS BEGIN THEIR ONLINE SHOPPING JOURNEY
43%retailer/brand websites
44%e-commerce websites
31%search engines
12%emails from brands/retailers
10%e-commerce specific apps
TOP CONCERNS WHEN SHOPPING FOR CLOTHES ONLINE
research clothing compare prices shop deals
USING THE INTERNET TO SHOP FOR CLOTHES
64% detailed size information
47% material/fabric information
56% up-close views
53% views in multiple colors
detailed fit information45%
FACTORS THAT COULD INFLUENCE ONLINE SHOPPING DECISIONS
Online apparel & footwear sales are projected to grow 32% from $11.1bn in 2015 to $14.6bn by 20201.
39%54% 27%
29%shipping costs
28%clothing quality
34%inability to touch
clothes
39%inability to try on
clothes
32%information
privacy
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: GERMANY
GLOBAL CONSUMER INSIGHTS
INFO: [email protected] LIFESTYLEMONITOR.COTTONINC.COM © 2016
cotton
82%
modal
40%
tencel
26%28%
nylon
33%
rayon
36%
SEEKING SUSTAINABLE APPAREL
TOP SUSTAINABILITY/SOCIAL CONCERNS
While less than a third of German shoppers actively seek out sustainable apparel, two-thirds would blame the industry if they purchased clothing produced in a non-sustainable manner. Cotton remains German consumers' fiber and natural fiber of choice because it offers the functional, emotional, and sustainable benefits they are seeking in their apparel purchases.
AIR QUALITY 72%
CHILD LABOR 72%
GLOBAL WARMING 73%
ANIMAL/PLANTEXTINCTION 74%
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...
52%
32%
80%
sust
aina
ble
trust
wor
thy
78%
auth
entic
73%
com
forta
ble
relia
ble
79%70%
87% 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.
polyester
Over the past two decades, U.S. cotton farmers have improvedwater efficiency by approximately 80%.