COTTON LIFESTYLE MONITOR  FAST FACTS

Global Lifestyle Monitor: Italy

PASSIONATE CONSUMERS

Italian consumers are known for favoring designer brands, appreciating quality, and following fashion trends. According to the Global Lifestyle Monitor survey, Italians are passionate shoppers compared to the other European countries surveyed (Germany and the UK). Among Italian respondents, 77% reported that they like or love shopping for clothing, compared with 62% and 60% of German and UK respondents, respectively. In fact, most Italian consumers report shopping at least once a month. Their love of clothing shopping and affinity for fashion translate into a higher and more discriminating appreciation for well-made clothing.

QUALITY FOR LESS

Despite economic pressures, for the majority of Italian consumers, the quantity of their clothing purchases has not changed. When asked if they purchased less, the same, or more clothing this year compared to last year, 57% of Italian respondents said they purchased about the same amount and 32% said they purchased less. Only 11% of Italian consumers reported purchasing more clothing. Moreover, consumers making apparel purchases are not necessarily spending more money. They have been able to sustain their purchasing by focusing on purchasing necessities, waiting for sales, and comparing prices before they buy. This may explain some of the decline in apparel spending in the past few years. Italian respondents reported that they spent an average of €250 in the first three months of 2010, a 12% decline from €285 in 2008. Italian consumers may be spending or purchasing less, but given their passion for clothing and dedication to quality, shopping remains a top priority.

INDEPENDENT SHOPPERS

A plurality of Italian consumers (37%) buy most of their clothing at independent stores, compared to only 11% of Germans and 5% of UK consumers. The dominance of independent stores reflects Italy's highly fragmented retail apparel market, which has many domestic and independently owned retailers.

FAVORING COTTON CLOTHING

Italian shoppers are the most fiber conscious of consumers responding to the Global Lifestyle Monitor survey. Ninety-five percent of consumers surveyed said that it is important to know fiber content before purchasing clothing, and 85% said they would rather know the fiber content of a garment than the brand name. Survey responses also show that an Italian consumer is more likely than the average global consumer to always or usually check the fiber content label of a garment before purchasing (56% versus 48%). Most Italian consumers look for cotton, especially when they are seeking high quality clothing or textiles. Enthusiasm for cotton is very strong in Italy; 91% of consumers prefer cotton for the clothing they wear the most, and when asked to name the fiber best suited for today's fashions, 86% chose cotton.

Denim jeans are a staple in wardrobes around the world. Italian consumers may have less denim in their wardrobe (an average of 6 jeans) than other European consumers, but the majority (56%) enjoy and love wearing denim. Given their passion for clothing and fashion, Italian consumers will likely continue to find places to wear their denim jeans, including the "casual workplace" that is becoming more prevalent in Italy.

QUALITY DRIVES PURCHASES

Although consumers worldwide consider a garment's quality the most important information to know before purchasing, at 97%, Italians out pace both the European and global averages. Even in tough economic times, 73% of Italian respondents say they would be willing to pay more for a better quality garment. Italian consumers are more demanding in their assessments of quality than other consumers around the world. Before purchasing a garment, Italian consumers are more likely than global consumers to weigh factors like cleaning requirements (85% versus 70%), environmental friendliness (90% versus 62%), and where the garment was made (73% versus 34%). All of these attributes contribute to their evaluation of overall garment quality. Consumer responses show that Italians also surpass the global average of consumers who say that better quality garments are made with natural fibers like cotton (67% versus 50%), and consumers who say they are willing to pay more for natural fibers like cotton (82% versus 64%). Italian consumers are some of the most discerning critics when shopping for clothing and the vast majority are confident that cotton clothing will meet their high standards of quality.

ABOUT THIS ISSUE
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 ten countries included in the 2010 survey were Brazil, China, Colombia, Germany, India, Italy, Japan, Thailand, Turkey, and the United Kingdom.