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Consumers favour cotton

Today’s shoppers are more vigilant than ever.

Today’s shoppers are more vigilant than ever. They think harder about their clothing purchases and, with a squeeze on incomes, they are examining what and how much they actually need to buy.

Cotton Council International’s (CCI) research, conducted in collaboration with Drapers, has revealed that it’s quality, not quantity, that’s the most important factor when selecting what to buy, with three-quarters of UK consumers looking for better quality items and clothes they know are going to last. In terms of what this means, three-quarters of British shoppers credited the look and feel of clothing fabric as the most important gauge of quality, followed by almost 60% who associated quality with a fabric’s durability. 

Based on CCI’s independent international research it is clear that consumers continue to heavily favour cotton as the fibre of choice in their lives. This is equally true for those in developed and developing countries. As the economies of developing countries rapidly expand, the underlying demand for fibre for all uses will increase quickly, meaning there is great potential for cotton demand to grow as well.

The good news for apparel buyers is that CCI has its Supply Chain Marketing programme operating throughout our network of global offices so we can assist brands and retailers interested in identifying textile and garment suppliers in all these markets.

CCI has more than 50 years’ experience promoting U.S. cotton fibre and products to trade and consumers. As a worldwide registered trademark, the COTTON USA Mark is the foundation of CCI’s programme. Our COTTON USA ‘Naturally’ trademark is a symbol of purity, durability, comfort and quality that helps shoppers identify premium U.S. cotton items that are made to last.

  • Stephanie Thiers-Ratcliffe International marketing manager of Cotton Council International

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