Global Lifestyle Monitor – Italy
February 28, 2024
SHOPPING TRENDS
44%
Feel very/somewhat optimistic
about their financial situation
Top Retailers Shopped for Clothing
84%
Online
only store
Top Sources of Inspiration
DRIVERS OF CONSUMERS’ PURCHASES
Top Drivers
Fit
Comfort
Quality
Cotton is the most…
COTTON PREFERENCE
Top Preferred Materials
Prefer cotton, cotton
85%
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
49%
Cotton
21%
Denim /
Jeanswear
Reasons Willing to Pay More for Cotton
Concerned about
Environmental Change
GLOBAL LIFESTYLE MONITOR:
ITALY
69%
Multi-Channel
Retailers
(In-Store)
68%
Sporting Goods Store
(In-Store)
75%
Prefer trying on in-store
78%
Prefer browsing online
39%
Social media
(social media
sites/blogs/vlogs)
42%
In-Store
(displays/salespeople)
40%
Traditional media
(TV/movies/magazines/celebrities)
40%
People
(family/friends/people on street)
67%
Authentic
65%
High
Quality
65%
Comfortable
45%
Comfort
49%
Are willing to pay more
for cotton
56%
Quality
15%
Cotton
blends
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
15%
9%
58%
18%
84%
69%
65%
64%
25%
24%
19%
Cotton Wool Hemp Rayon Tencel Polyester