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Fashion’s net effect

A new trend for British shoppers is to use apps to shop online, but one thing remains the same – consumers are still seeking out high quality products.

Earlier this month, Cotton Council International unveiled its 2014 Global Lifestyle Monitor (GLM) research report, which revealed that the traditional Saturday stroll down the high-street has now been replaced by the convenience of being able to shop from our living rooms, office desks and even our beds! Online shopping continues to be a popular habit for British consumers, with almost half of people (48%) shopping online at least once every two months. The report has also identified an exciting new consumer shopping trend – the mobile app.

The latest GLM research results show that a quarter (25%) of those surveyed start their online shopping by using an app (either retailer, brand or e-commerce specific apps) and interestingly, this is a higher figure than those using fashion trend websites (9%) to shop online. The majority of shoppers (57%) use the internet to buy clothing, however 38% also use the internet to research the best prices for clothing items, and almost a third (32%) use it to browse the latest styles.

The bespoke GLM reportis a biennial consumer research study sponsored by Cotton Council International and Cotton Incorporated. It provides an analysis of the British retail market, and takes into consideration the shopping habits of people in the UK, as well as comparing them with other major global markets.

It appears that shoppers today are considering their purchases more carefully  the fibresaway from  andng s!   being able to shop from their living rooms, office desks and even their beds! – 60% of people surveyed do not buy clothes on impulse, compared to 45% in 2012. This could be a sign that consumers are seeking out quality products rather than buying items on a whim. This is further supported by the finding that two thirds (66%) of consumers are willing to pay more for quality items, and notably, over a third (35%) agree that better quality clothes are made from 100% natural fibres.

Stephanie Thiers-Ratcliffe, International Marketing Manager of COTTON USA commented: “The GLM report for 2014 has produced some very insightful results about the ways in which British consumers like to shop and their favourite fabrics and fibres”. She continued: “The COTTON USA Mark helps shoppers to identify cotton items that are not only premium but are also value for money, as they will last for a long time”.

Other interesting results from the report showed that on average, 84% of UK consumers surveyed prefer their home textiles, such as towels and bedding, to be made from cotton and 78% said that cotton/blends are the fibres best suited to today’s fashions.

Products made using U.S. cotton can be identified by the COTTON USA Mark – a worldwide trademark representing the highest global standard for purity, quality and responsibility. The Mark promises consistently excellent quality and inspires a genuine feeling of trust. It can be found on a range of products in the U.K. including underwear and T-shirts at Bodas, bed linen and premium towels at M&S and Christy, and also towels at John Lewis and House of Fraser.



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