Embed Size (px)
Citation preview
Sources: Cotton Council International and Cotton Incorporated’s Global Lifestyle Monitor Survey and External Source: Euromonitor International1Source: Cotton Council International and Cotton Incorporated’s Global Lifestyle Monitor Survey, a biennial consumer research study. In the 2016 survey, approximately 10,000 consumers (i.e., 1,000 consumers in 10 countries) were surveyed. Cotton Incorporated’s Lifestyle MonitorTM Survey, an ongoing consumer survey that interviews 6,000 U.S. consumers annually. External Source: Euromonitor International1
GLOBAL LIFESTYLE MONITOR: TURKEY
GLOBAL CONSUMER INSIGHTS
INFO: [email protected] LIFESTYLEMONITOR.COTTONINC.COM © 2016 © 2016 COTTON COUNCIL INTERNATIONAL AND COTTON INCORPORATED’S GLOBAL LIFESTYLE MONITOR SURVEY
GLOBAL LIFESTYLE MONITOR: TURKEY
cotton
93%
modal
70%
tencel
51%
polyester
60%
nylon
61%
rayon
62%
SEEKING SUSTAINABLE APPAREL
TOP SUSTAINABILITY/SOCIAL CONCERNSAPPAREL SPENDING
SPENDING Apparel spending in Turkey is projected to grow nearly 50% over the next 15 years.
SHOPPING Trends toward organized retailers, increased shopping frequency, and willingness to trade-up in purchases bode well for spending on clothes.
OMNICHANNEL Apparel brands and retailers can develop digital experiences that provide detailed product information to help alleviate shoppers' tactile concerns.
SUSTAINABILITY Turkish shoppers find cotton clothing as best able to meet their needs for comfort, reliability, and sustainability.
KEY TRENDS
$19.2$320.2
Consumers in Turkey are more likely than European and U.S. consumers to seek out sustainable clothing and more likely to blame the industry for non-sustainable apparel. They also find cotton clothing as best able to meet their needs for comfort, reliability, and sustainability. In fact, Turkish consumers are significantly more likely to consider cotton as safe for the environment when compared to manmade fibers such as polyester and rayon.
WATER SCARCITY
GLOBALWARMING
CHILD LABOR
FOOD ADDITIVES
COTTON SUSTAINABILITY FACTS
U.S. cotton farmers have reduced pesticide applications by HALF over the past 30 years.
DISCOVER WHAT COTTON CAN DOSM at CottonToday.CottonInc.com.
% SAYING THE FOLLOWING FIBERS ARE SAFE FOR THE ENVIRONMENT
COMPARED TO CLOTHING FROM MANMADE FIBERS, COTTON IS VIEWED AS THE MOST...
TOP CONCERNS REGARDING COTTON PRODUCTION
1.2.3.
Amount of chemicals & pesticides used
Greenhouse gas emissions
Amount of water used
82%
SUSTAINABILITY...
64%
57%
78%
soft
com
forta
ble
70%
relia
ble
67%
dura
ble
auth
enitc
71%63%
73% of consumers prefer cotton-rich clothing.
PROJECTED SPENDING GROWTH 2015-20301
is important in my apparel purchase.
when it’s lacking, I blame the industry.
is something I seek out in my apparel.
BILLIONS OF U.S. DOLLARS1 2015 APPAREL SPENDING
$359.6
U.S. +28% EU +20% TURKEY +44%
Over the past two decades, U.S. cotton farmers have improvedwater efficiency by approximately 80%.
C
M
Y
CM
MY
CY
CMY
K
PRINTER GLM_Turkey_2016 4-26-16.pdf 1 6/28/2016 11:17:21 AM
GLOBAL LIFESTYLE MONITOR: TURKEY
INGLOBAL CONSUMER SIGHTS GLOBAL CONSUMER INSIGHTS
INFO: [email protected] LIFESTYLEMONITOR.COTTONINC.COM © 2016GLOBAL LIFESTYLE MONITOR SURVEY • CHINA • COLOMBIA • GERMANY • INDIA • ITALY • MEXICO • JAPAN • THAILAND • TURKEY • UNITED KINGDOM
SPECIALTY STORES
INDEPENDENT STORES
CHAIN STORES
OTHER
DEPARTMENT STORES
STREET MARKETS
28%store
displays49%
people seen regularly
Due to intense retail development over the past fifteen years, Turkish shoppers have shifted away from unorganized outlets such as independent stores and street markets towards specialty retailers. Contrary to the U.S. and Europe, Turkish consumers have increased their shopping frequency and desire to trade-up. These trends bode well for apparel brands willing to market their products’ quality and luxury features to Turkey’s modern shoppers.
TOP SOURCES OF CLOTHING IDEAS
RETAIL CHANNELS SHOPPED MOST OFTEN
APPAREL SHOPPING ATTITUDES & HABITS
EU*
19%
7%
24%
40%
11%
0%
TUR
58%
13%
2%
7%
16%
4%
OMNICHANNEL SHOPPING
54%family
U.S.
10%
1%
23%
51%
15%
0%
TOP 5 CLOTHING PURCHASE DRIVERS
fitcomfort price
25%sales people
APPAREL SHOPPING HABITS
Although online shopping frequency and internet penetration remain low in Turkey compared to other markets, online apparel and footwear spending is projected to nearly double in the coming years. As online apparel shopping remains in its infancy in Turkey, traditional apparel brands and retailers can develop digital experiences that provide detailed product information to help alleviate shoppers' tactile and security concerns regarding online shopping.
7 in 10 consumers say blogs are their top online source of clothing inspiration.
WHERE CONSUMERS BEGIN THEIR ONLINE SHOPPING JOURNEY
32%retailer/brand emails
67%search engines
29%blogs
27%retailer/brand website
22%retailer/brand app
68%love or enjoy
clothes shopping
72%Pay more for better quality
apparel
70%shop for clothing once per month
or more
38%Buy clothing on
impulse
EU* U.S.
46%
63%
67%
42%
88%
52%
48%
34%
* INCLUDES FIGURES FOR U.K., GERMANY & ITALY
TOP CONCERNS WHEN SHOPPING FOR CLOTHES ONLINE
85%clothing quality
78%shipping time
86%information
privacy
81%return policies
85%
compare pricesresearch clothing browse styles
35% SHOP ONLINE & USE THE INTERNET TO...
66%
laundering information
60%customer reviews
64%detailed size information
62%fiber content information
detailed fit information
60%
FACTORS THAT COULD INFLUENCE ONLINE SHOPPING DECISIONS
Online apparel & footwear sales are projected to grow 81% from $492MM in 2015 to $889MM by 20201.
43%73%
34%
color
18%already
own card security
TURKEY
durability
C
M
Y
CM
MY
CY
CMY
K
PRINTER GLM_Turkey_2016 4-26-16.pdf 2 6/28/2016 11:17:21 AM
