Supply Chain Insights – Consumer Insights in Italy
October 15, 2025
Comfort FitQuality
Drivers of Consumer Prefrence
*Tencel is a trademark of Lenzing
SUSTAINABILITY
= significantly higher in 2025 = significantly lower in 2025
Top Retailers Shopped for Clothing
Top Ways Plan to Shop for Clothing in Next Year
Cotton Preference
Top Reasons Would Pay More for Clothes Made from
Natural Fibers
Preferred Shopping Method
Top Social Media Sources
% Say Is Safe for the Environment (Top 5 of 11)
AMERICA’S COTTON PRODUCERS AND IMPORTERS Service Marks/Trademarks of Cotton Incorporated ©2025 Cotton Incorporated
Source: Cotton Council International and Cotton Incorporated’s Global Lifestyle Monitor™ survey, conducted with n=1,004 consumers in Italy
COTTONINC.COM
LIFESTYLEMONITOR.COTTONINC.COM
86%
80%
36%
75%
32%
30%
Cotton Wool Hemp PolyesterRayon Tencel*
Cotton
blends
Denim
Cotton
Prefer Cotton, Cotton
blends, or Denim
86%
72% 65%
82%
I will buy more
comfortable
clothing
I will buy
higher-quality,
longer-lasting items
I will do more
research so I can
get the best value
I will buy clothing in the
latest styles
Top Way Plan to Shop
46%
36% 44%
Changing how shopping
for clothing to reduce
environmental impact
Rely on a sustainability
certification or seal to determine
if clothing is made in an
environmentally friendly manner
58%
Willing to pay more for natural
fibers such as cotton
Sustainability
is nice to
have
59%
Only purchase
sustainable
clothing
14 %
44%
Feel very/somewhat
optimistic about their
financial situation
51%
76%
In-Store
Online
21%
47%
Browsing
Purchasing
Comfortable High Quality Authentic
68%69% 67%
55% 44% 42% 37%
More durableBetter quality More comfortable
Hypoallergenic/less
irritating to skin
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68%
Sporting goods
(In-Store)
87%
Online only store
73%
Mass merchant
(In-Store)
GLOBAL LIFESTYLE MONITOR: INDIA
GLOBAL CONSUMER
INSIGHTS
IN ITALY
SHOPPING TRENDS
= significantly higher in 2025 = significantly lower in 2025
Use social media
as a top source of
inspiration
(social media/blogs/vlogs)
38%
82%
44%
38%
FACEBOOK
TIKTOK
INSTAGRAM