Global Lifestyle Monitor – Japan
February 27, 2024
SHOPPING TRENDS
29%
Feel very/somewhat optimistic
about their financial situation
Top Retailers Shopped for Clothing
70%
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
54%
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
38%
Cotton
16%
Denim /
Jeanswear
GLOBAL LIFESTYLE MONITOR:
JAPAN
70%
Off Price/Discount
(In-Store)
57%
Multi-Channel Retailers
(In-Store)
70%
Prefer repeat purchasing online
93%
Prefer trying on in-store
39%
People
(family/friends/people on street)
39%
Traditional media
(TV/movies/magazines/celebrities)
52%
In-Store
(displays/salespeople)
54%
Comfortable
44%
Soft
47%
Authentic
Reasons Willing to Pay More for Cotton
57%
Comfort
63%
Quality
27%
Are willing to pay more
for cotton
18%
Don’t
Know
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
25%
35%
36%
4%
52%
Concerned about
Environmental Change
72% 67%
64%
43%
39%
36%
Cotton Hemp Wool Rayon Tencel Polyester