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Market Research: Pay Attention To The Changes Of Global Consumers' Clothing Purchasing Mentality After The New Crown Epidemic

2021/11/25 7:41:00 0

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　　 A new survey shows that after a year and a half of dealing with the new epidemic and the ensuing turmoil, consumers around the world have expressed a range of emotions about everything from financial futures to shopping, sustainable development and the environment - some of which may be surprising. The study also suggests that manufacturers and retailers begin to take the time to identify what shoppers really want and need.

　　 According to Cotton Incorporated and Cotton Council International's 2021 global lifestyle monitor TM survey, many consumers worldwide say they have been seriously affected by the epidemic, resulting in a drop in income (40%) and a decrease in clothing expenditure (55%). Nevertheless, most people (58%) are very / somewhat optimistic about their financial prospects. In addition, people under 35 were more optimistic than older people (62% vs. 55%).

　　 According to the global lifestyle monitoring survey in 2021, nearly four fifths (78%) of consumers said they still like / somewhat like buying clothes, and looking forward to the future, almost all (97%) of consumers intend to buy clothes in the coming year. Nearly half of consumers (48%) plan to buy at least 50% or more clothes online in the future. However, consumers are also willing to shop in physical stores, such as department stores (61%), large merchants / supermarkets (57%), chain stores (56%), discount stores (55%), exclusive stores (52%), independent boutiques, sporting goods stores and markets (51%) and factory discount stores (42%), according to the survey. One thing retailers need to remember, though, is that most (68%) expect to buy less than they did before the outbreak.

　　 According to the 2021 global lifestyle monitoring survey, when it comes to what they plan to buy, 83% of consumers say they want to buy more comfortable clothes. Therefore, it makes sense that comfort (87%) is the most important driving factor in deciding whether to buy a garment or not. According to the survey, fitness (84%), overall quality (83%), durability (79%), finishing and price (71%), style (70%), functionality (68%), environmental protection (60%), brand (39%) and country of manufacture (35%).

　　 According to the 2021 global lifestyle monitoring survey, industry manufacturers should note that 76% of global consumers say they will pay more for better quality clothes. Nearly three quarters (71%) said they were willing to pay more for environmentally friendly clothing.

　　 According to the 2021 global lifestyle monitoring survey, most consumers (60%) said that in order to meet their demand for comfortable and environmentally friendly clothing, they would spend more money on cotton clothing instead of synthetic fiber clothing (11%). In addition, more than four fifths of global consumers (82%) said they preferred to wear cotton clothing.

　　 According to the 2021 global lifestyle monitoring survey, most global shoppers believe that cotton clothing is the most comfortable (77%), the most sustainable (71%) and the most durable (58%) compared with the clothing made of synthetic fiber.

　　 In the past year, sustainability has become more and more important among consumers. According to the global lifestyle monitoring survey in 2021, 80% of consumers believe that "environmental change and resource consumption are objective facts and need to change our behavior." more than half of global consumers (56%) have increased concerns about sustainability and the environment, while 35% are still at the same or similar level of concern. When it comes to environmentally safe fibers, consumers rank cotton first (71%), followed by wool (65%) and hemp (59%). According to the survey, man-made fibers such as rayon (45%) and polyester (33%) ranked the lowest.

　　 Research Based on the 2021 global lifestyle surveillance survey provides advice for the clothing industry as people around the world continue to live and adapt to the new coronavirus and its consequences. Manufacturers and retailers are recommended to monitor the epidemic situation and the long-term impact of the economy. It is suggested that consumers' attitudes and behaviors should be closely tracked, and product mix, price point, channel priority, communication with consumers and consumer experience should be adjusted according to the changes of consumers' attitudes and behaviors.

　　 The 2021 global lifestyle monitoring report also points out that as consumers return to conventional clothing shopping, their decisions will be more selective and intentional. In view of this, retailers are advised to avoid reducing prices in order to achieve short-term sales growth, thereby damaging long-term development. In the long run, this could damage consumer perception of the product, the study said.

　　 As for dealing with the "next normal phenomenon" in consumer behavior, retailers and brands should ensure that the online experience is as seamless as possible online and offline, as the shift to e-commerce is likely to continue. However, the 2021 global lifestyle monitoring study shows that physical stores should continue to optimize the offline store experience, as it still dominates the clothing market in most countries.

　　 The report also recommends that the clothing industry urgently develop a strategy to address sustainability and environmental issues. Over the past year, global consumer concerns about sustainability and the environment have increased. According to the 2021 global lifestyle monitoring study, although consumers around the world are willing to take personal responsibility for preventing climate change, they also want their governments and businesses to do the same. To this end, it is recommended that the industry work with competitors to share learning outcomes and implement best practices. Similarly, fashion as a whole should prevent the emergence of "fast fashion".

　　 Finally, the 2021 global lifestyle monitoring study recommended that, for the benefit of consumers, the clothing industry should provide information on what is environmentally friendly clothing and create a logo indicating compliance with specific sustainability guidelines. In addition, by encouraging brands to use the influence of big V, they may persuade followers to make environmentally sound choices. And - for any skeptic - it should be made clear that eco clothing does not have a negative impact on comfort, quality and durability.