COTTON LIFESTYLE MONITOR  FAST FACTS

Global Lifestyle Monitor: Colombia

Colombian consumers have been significantly affected by the global economic downturn since their economy fell into recession in 2009. As one of Colombia's major export markets, decline in U.S. consumer demand had a significant impact on the Colombian export economy. However, the Colombian economy is recovering – GDP is growing and consumer confidence is back to pre-recession levels. According to Cotton Incorporated's Global Lifestyle Monitor, Colombian consumers love shopping for clothes but are becoming more price sensitive. Colombian shoppers are looking for style and quality at sale prices, and shifting away from department stores towards independent, chain, and off-price stores. Colombian consumers' desire for fashionable, high-quality clothing has led to their love of cotton and high denim ownership.

PURCHASING PATTERNS

When asked if they purchased less, the same, or more clothing this year compared to last year, 49% of Colombian respondents said they purchased the same amount. Roughly a third (29%) of Colombian consumers reported purchasing less clothing compared to last year and 22% reported purchasing more. Among Colombian respondents, 79% reported that they love or enjoy shopping for clothing. Forty percent of Colombians ages 15-34 shop for clothing once a month or more, compared to 28% of those ages 35-54.

Over the last decade, Colombian consumers have become more value oriented and shifted towards more sale-priced purchasing. Sixty-nine percent of consumers report they shop for clothing on sale, up from 53% in 2001. While the majority (66%) of Colombian consumers are willing to pay more for better quality clothing items, there has been a significant increase from 2001 in the percentage of Colombian consumers willing to sacrifice a little quality to get a better price (21% to 34%).

SHIFTING SHOPPERS

Colombian consumers are also shifting away from department stores and towards more chain, independent, and off-price stores. In 2001, 37% of Colombian shoppers purchased most of their clothing at department stores. In 2010, the percentage of Colombian consumers shopping at department stores fell to 22%. A plurality of Colombian clothing shoppers
(29%) purchased most of their clothing at independent stores in 2010, up significantly from 20% in 2001. Comparing 2010 survey responses to those in 2001, Colombian consumers are shopping more at chain stores (7% to 13%) and off-price stores (1% to 7%). For consumers who shop for most of their clothing at department stores, what they value are the selection/variety of items (39%), the styles/designs (37%), and the ease of shopping (36%) in department stores. In contrast, the top motivating factor for consumers who shop for most of their clothing at independent stores is good prices/low prices (46%), followed by the quality of the clothing (38%) and the styles/designs the store offers (36%).

DENIM DEVOTEES

The majority (73%) of Colombian consumers say they love or enjoy wearing denim, up significantly from 64% in 2001. Denim jean purchases accounted for 16% of Colombian consumers' total apparel purchases in 2010 (compared to 11% in Brazil), just behind purchases of T-shirts (23%) and underwear (21%). Among all countries surveyed by the Global Lifestyle Monitor, Colombia ranks fourth in total denim ownership and first in denim jean ownership. Since 2001, the number of denim clothing items in an average Colombian closet has increased from 10 to 17 pieces, and this growth has come from denim clothing other than jeans. Denim apparel such as shirts, jackets, jeans, skirts, and dresses, have all increased at a faster rate than denim jeans.

Nonetheless, denim jeans are a wardrobe staple for Colombian consumers and remain the most commonly owned denim item. Consumers responding to the survey in Colombia reported owning about nine pairs of denim jeans, making up almost half (49%) of their total denim wardrobe, and purchasing intentions are positive. Most consumers (82%) plan on purchasing more or the same number of denim jeans in the next 12 months as they have in the previous year.

DECISIONS ON CLOTHING AND COTTON

While consumers in every country consider a garment's style an important factor in purchasing decisions, only Colombian consumers (94%) ranked it as the most important factor. Other high-ranking factors were durability and price (92% each), quality (91%), finish and color (90% each). Sixty-three percent of Colombian consumers agree that better quality garments are made with natural fibers, and 69% of Colombian consumers are willing to pay a premium for natural fibers like cotton. Enthusiasm for cotton is very strong in Colombia, and most consumers look for cotton when shopping for clothing. Eighty-six percent of survey respondents in Colombia consider cotton a quality fiber/fabric, and 83% prefer cotton and cotton blends for the clothing they wear the most. From denim to suiting, cotton is a key ingredient in the natural, stylish, sporty mix that defines the Colombian consumer's lifestyle.

ABOUT THE SURVEY
This issue is part of a special series of Supply Chain Insights reporting results from the Global Lifestyle Monitor survey, a biennial consumer research study sponsored by Cotton Council International and Cotton Incorporated. In the 2010 survey, 5,000 consumers (approximately 500 in each of 10 countries) were surveyed via telephone and face-to-face interviews. Respondents were male and female, aged 15 to 54. The following countries were included in the 2010 survey: Brazil, China, Colombia, Germany, India, Italy, Japan, Thailand, Turkey, and the United Kingdom.