Apparel / Textiles & Accessories

Focusing on the three directions of epidemic concern, health care, and sustainability, Mr. Zhang Ligang, senior account manager of Cotton Incorporated, deeply analyzed the development trend of the global apparel retail market in the spring and summer of 2021, and new developments in the development of textile and apparel products under the new consumption trend in the post-epidemic era. Hot spots and new trends.

What consumption changes have been brought about by the epidemic?

"The trend of retail shifting to online is still very real, and most of them will continue. In the United States, the penetration rate of e-commerce in 2019 is predicted to reach 24% in 2024, but by July 2020, the share of online sales It has reached 33%." Zhang Ligang said that under the epidemic, consumers are still full of hope for 2021 despite their worries. At the beginning of this year, U.S. clothing spending rebounded rapidly and showed a new growth trend. He said that global clothing spending growth is expected to be promising, and the impact of the epidemic on people's lifestyles will continue, and the general trend of online sales will therefore be accelerated and continued.

The report shows that in the United States where the epidemic situation is relatively severe, 59% of the respondents were still very worried about the development of the epidemic by the end of last year. More than half of the respondents predicted that the epidemic will gradually end from October this year to October 2022. Back to normal. Consumers who work and live at home for a long time are eagerly looking forward to activities such as visiting friends, vacationing, and dining out. 66% of consumers plan to buy new clothes to meet their social needs. This is good news for the apparel industry. Last year, China's clothing sales increased by about 8% year-on-year to 298 billion US dollars. It has surpassed the United States to become the world's largest clothing retailer. At the same time, it is expected to increase by 47% in the next five years.

In addition, the epidemic has caused a fundamental change in consumer shopping patterns, and online sales have grown rapidly, of which 31% came from consumers who made online shopping for the first time. Even if the epidemic is completely over, the online and offline integrated shopping model will be fixed and become the new normal. 17% of consumers will purchase all or most of their items online, and those who only shop in physical stores will also increase from the previous 71%. Down to 51%. Of course, for clothing buyers, physical stores still have the advantages of being able to try on and easy to consult.

Sportswear and functional clothing will become a new hot spot in the market?

Zhang Ligang analyzed that because the epidemic has caused consumers to pay attention to health, the sportswear market will usher in great development. The sales of sportswear in China last year was US$19.4 billion, and it is expected to increase by 92% in five years; while the sales of sportswear in the United States have reached US$70 billion, and it is predicted to grow at an annual growth rate of 9% in the next five years.

Under the epidemic, people are paying more and more attention to the physical and mental health. Respectively, 54% and 52% of the respondents improved their health and health through exercise and outdoor activities. Not only have 39% of consumers bought sportswear recently, but about half of them wear sportswear and participate in sports activities.

“Sports clothing sales mainly include sportswear, outdoor clothing, and clothing with sports elements. Because only half of consumers wear sportswear during exercise, 38% of the population is a mix of sportswear and non-sportswear. In the US market, clothing with sports elements accounts for about 38%. Therefore, clothing with sports elements is also included in sports clothing." Zhang Ligang explained.

From the perspective of consumer expectations, people want to buy functional clothing and comfortable clothing. Clothing with functions such as moisture absorption and perspiration, temperature control, deodorization, wear resistance, and water repellency are more likely to attract consumers. In response to these needs, Cotton Incorporated, the world's top cotton fiber promotion agency, has launched the moisture-absorbing and quick-drying series WICKINGWINDOWS™ and TransDRY™, as well as the waterproof and breathable series STORMCOTTON™ technology and other cotton technologies, so that clothing made of cotton retains the breathability of cotton. And comfort, it also has the functions of moisture absorption and quick drying, waterproof and oil-proof, and non-static adsorption.

The report shows that 42% of respondents believe that wearing comfortable clothing can improve their mental health, making them feel happy, inner peace, leisure and even safety. Compared with man-made fibers, 84% of respondents believe that cotton clothing is the most comfortable. As a result, sales of comfortable clothes are also booming.

How to evaluate the sustainability of clothing?

Zhang Ligang mentioned that consumers have high expectations for the sustainability of clothing. They hope that producers can produce clothing in a more environmentally friendly way and reduce environmental pollution, and 89% of the respondents hope that clothing can be more durable. wear.

At present, recycling fashion, plastic particle pollution, recycling and sustainability qualification certificates have become the sustainable development goals of the textile industry. However, most interviewees did not understand what circular fashion is and the meaning of industry sustainability certification/certificate. The popular science film launched by Cotton Incorporated elaborated on the advantages of recycling cotton products. From clothing, home textiles to non-woven products, all cotton textiles can be recycled and used to make new products. When cotton products can no longer be reused or recycled, they can be degraded in industrial compost and water environments. The degradation rate is faster than man-made cellulose fibers and chemical fibers, and ultimately can improve soil health and nourish natural resources.

The survey results show that 35% of respondents are aware of the pollution of plastic particles, and 68% of them claim that it will affect their clothing purchase decisions. This requires the textile industry to start from raw materials, reduce the use of non-degradable chemical fibers, use more natural fibers, and guide consumers' purchase decisions through the popularization of sustainable concepts.

For consumers, nearly half believe that sustainable clothing means that they can be worn for longer, and they usually judge the durability of clothing based on the durability of washing and fiber components. 65% of respondents believe that cotton clothing is more durable, which is much higher than the 20% and 15% of polyester and rayon. By observing the wardrobes of American consumers, we can also feel their love for cotton clothing. Cotton clothing accounts for up to 61%, followed by polyester and rayon. 44% of the respondents said that they are still there. The old clothes are all cotton.

Based on consumer research on the quality and durability of cotton, Cotton Incorporated further introduced the TOUGHCOTTON™ technology to enhance the abrasion resistance and fabric strength of cotton fabrics. This technology has passed market testing and has been well applied in many international big-name children's clothing, casual sportswear and outdoor sportswear.