Global Lifestyle Monitor – Germany
February 27, 2024
SHOPPING TRENDS
46%
Feel very/somewhat optimistic
about their financial situation
Top Retailers Shopped for Clothing
80%
Online only
store
62%
Chain/Specialty
shops
(In-Store)
54%
Department Store
(In-Store)
73%
Prefer trying on in-store
78%
Prefer browsing online
Top Sources of Inspiration
DRIVERS OF CONSUMERS’ PURCHASES
Top Drivers
Fit
Comfort
Quality
Cotton is the most…
COTTON PREFERENCE
Reasons Willing to Pay More for Cotton
43%
Are willing to pay more
for cotton
Top Preferred Materials
Prefer cotton, cotton
73%
blends or denim
SUSTAINABILITY
Sustainability Importance
Safe for the Environment (% Safe)
CHINA • COLOMBIA • GERMANY • INDIA • INDONESIA • ITALY • JAPAN • MEXICO • THAILAND •
TURKEY • VIETNAM • UK • US
Source: Cotton Council International and Cotton Incorporated’s Global Monitor Survey, a biennial
consumer research study. In the 2023 survey approximately 13,000 consumers (1,000 consumers in each of
13 countries) were surveyed.
© 2024 COTTON COUNCIL INTERNATIONAL AND COTTON INCORPORATED’S GLOBAL
LIFESTYLE MONITOR SURVEY
GLOBAL LIFESTYLE MONITOR:
GERMANY
35%
Social media
(sites/blogs/vlogs)
49%
People
(family/friends/people on street)
36%
Retailer media
(website/emails/apps)
63%
Comfortable
59%
Soft
62%
High
Quality
47%
Sustainable
60%
Quality
47%
Comfort
19%
Cotton
blends
38%
Cotton
16%
Denim /
Jeanswear
Only purchase sustainable
clothing
Sustainability is a nice to
have
I don’t care if clothing is
sustainable
I don’t know how to tell if
clothing is sustainable
10%
22%
57%
11%
Concerned about
Environmental Change
65%
66%
62% 62%
32%
30%
19%
Hemp Cotton Wool Tencel Rayon Polyester