COTTON LIFESTYLE MONITOR  FAST FACTS

Global Lifestyle Monitor: United Kingdom

In spite of economic pressures, the Global Lifestyle Monitor survey finds that most UK apparel shoppers are steadfast in their shopping habits. In the characteristic spirit of "keep calm and carry on," Britons responding to the survey remain largely unflappable in their apparel preferences, shopping habits, and purchasing. When responses are segmented by age group (ages 15-34 and 35-54) there are some significant differences in how much clothing they are buying, where they shop, and what influences them to purchase clothing. There are also important commonalities. UK consumers young and old are more likely to pay more for better quality than to sacrifice quality for a better price. They also share a love for denim and prefer cotton for the clothing they wear the most.

THE AGE OF RETAIL

What sets younger UK consumers apart are their shopping attitudes and purchasing patterns. Only 50% of older consumers responding to the survey said that they like or love shopping, compared to 70% of the younger respondents. Most respondents ages 15-34 (63%) reported shopping at least once a month and 52% prefer to purchase clothes that are the latest style. Just 37% of consumers ages 35-54 said they shop with the same frequency, and the vast majority (78%) said they prefer to buy clothes they know will be staples in their wardrobe. When asked if they purchased less, the same, or more clothing this year compared to last year, 20% of younger UK consumers reported they purchased more, greater than three times the percentage of older consumers.

EQUAL OPPORTUNITY SHOPPERS

In the UK, retail channel preferences are less fragmented than other European countries. Among other European retail countries surveyed, UK consumers showed the least preference (5%, on average) for independent stores, compared to 37% in Italy and 11% in Germany. For all age groups, UK consumers buy most of their clothing at chain stores (29%), compared to 20% of Germans and 2% of Italians. After chain stores, however, preferences in retail channels become more differentiated between the younger (ages 15-34) and older (ages 35-54) UK consumers. The next top two channels for younger shoppers responding to the survey are specialty stores (21%) and off-price stores (18%). For older shoppers, the next most popular channels are department stores (19%) and warehouse clubs (15%). Both groups purchased from catalogs and the Internet at similar rates (approximately 3%).

DENIM DEVOTEES

Denim jeans are a cotton staple of most wardrobes, but UK consumers are among the most denim-loving in the world. Consumer survey responses show that, on average, UK consumers have the highest denim ownership of the countries surveyed in Europe and the second highest of all countries surveyed globally. UK consumers responding to the survey reported owning an average of 21 denim garments, up from 17 in 2008. Not only do UK consumers have a large denim wardrobe but their wardrobe is very diverse and not solely focused on denim jeans. Among denim items owned, only about one-third are denim jeans, compared to the European average of 49%. UK women have the highest ownership of denim dresses and denim skirts among all countries surveyed.

Love of denim is even stronger among younger consumers, with 70% of those aged 15-34 saying they love or enjoy wearing denim (compared to 50% for ages 35-54). While total denim ownership is about equal for younger and older consumers, more of the younger Briton's wardrobe is dedicated to denim jeans, (38% compared to 32%). When asked what clothing they had purchased in the past three months, consumers ages 15-34 were more likely than older consumers to have purchased denim jeans (68% versus 49%). Future purchasing intentions for denim jeans are also stronger for the younger set, with 91% reporting that they plan to purchase the same number or more denim jeans in the coming year, versus 80% of older consumers.

DECISIONS ON CLOTHING AND COTTON

Older and younger consumers find common ground on the importance of overall quality and color as key decision factors in their clothing purchase. Beyond these factors, however, the two age groups diverge. While price is at the top of the list for older UK consumers, shoppers aged 15-34 cite style as the top influence on their clothing purchase. Older consumers are more likely than younger consumers to weigh factors such as durability (82% versus 64%), cleaning requirements (65% versus 48%) and where the garment was made (73% versus 34%). Comparatively, younger consumers are more concerned with brand name (47% compared with 36%) and celebrity endorsement (14% versus 6%).

Consumers worldwide consider a garment's overall quality important information to know before purchasing, and UK consumers are no exception. Even in tough economic times, 64% of all UK respondents say they would be willing to pay more for a better quality garment. Nearly all UK consumers (93%) consider cotton a quality fiber/fabric and 74% prefer cotton or cotton blends for the clothing they wear the most. For all their differences, UK consumers young and old continue to appreciate the quality that cotton brings to their favorite apparel.

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.