Focusing on the three directions of epidemic concerns, health care and sustainability, Mr. Zhang Ligang, senior account manager of Cotton Incorporated, made an in-depth analysis of the new consumption trend in the post-epidemic era. , the development trend of the global 2021 spring and summer clothing retail market, new hot spots and new trends in textile and clothing product development.
｜What changes in consumption have been brought about by the epidemic? ｜
“The trend of retail shifting to online is still very real and large. Some will persist. In the United States, it was predicted in 2019 that the penetration rate of e-commerce would reach 24% in 2024, but by July 2020, the share of online sales had reached 33%.” Zhang Ligang said that under the epidemic, consumption Although investors are worried, they are still full of hope for 2021. At the beginning of this year, U.S. apparel 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 when the epidemic situation is relatively severe, In the United States, 59% of respondents were still very worried about the development of the epidemic at the end of last year. More than half of the respondents predicted that the epidemic would gradually end from October this year to October 2022 and life would return to normal. Consumers who have been working and living at home for a long time are eagerly looking forward to activities such as visiting friends, vacations, and dining out. 66% of consumers plan to buy new clothes to meet their social needs, which is good news for the apparel industry. Last year, China’s clothing sales increased by about 8% year-on-year to US$298 billion, surpassing the United States to become the world’s largest clothing retail country. At the same time, it is expected to grow by another 47% in the next five years.
In addition, the epidemic has led to changes in consumer shopping patterns Fundamental changes have seen online sales grow rapidly, 31% of which comes from consumers who shop online for the first time. Even if the epidemic is completely over, the online and offline shopping model will be fixed and become the new normal. 17% of consumers will purchase all or most items online, and the number of people who only shop in physical stores will also increase from the previous 71%. dropped to 51%. Of course, for clothing buyers, physical stores still have the advantages of being able to try on clothes and making consultation easier.
｜Will sportswear and functional clothing become new hot spots in the market? ｜
Zhang Ligang analyzed that because the epidemic has caused consumers to pay more attention to health, sportswear The market will usher in great development. Last year, China’s sportswear sales were US$19.4 billion, and are expected to grow by another 92% in five years; while US sportswear sales have reached US$70 billion, and are forecast 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 their bodies and mental health. 54% and 52% of the respondents respectively improve their health and maintain physical health through exercise and outdoor activities. Not only have 39% of consumers recently purchased sportswear, 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 consumers who only wear sportswear when exercising only Accounting for half, 38% of people mix and match sportswear and non-sportswear. As far as the US market is concerned, clothing with sports elements accounts for about 38%. Therefore, clothing with sports elements is also classified into sportswear. in.” Zhang Ligang explained.
｜How to evaluate the sustainability of clothing? ｜
Zhang Ligang mentioned that consumers have a high regard for clothing sustainability. Looking forward, they hope that manufacturers 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.
Currently, circular fashion, plastic particle pollution, Recycling and sustainability certificates have become sustainability goals for the textile industry. However, most respondents do not understand what circular fashion is and the implications of industry sustainability certifications/certificates. Cotton Incorporated’s educational video details the benefits 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 cannot be reused or recycled, they can degrade in both industrial compost and water environments faster than man-made cellulose fibers and chemical fibers, ultimately improving soil health and nourishing natural resources.
The survey results show that 35% of the respondents of consumers are aware of plastic particle pollution, and 68% of them claim it affects their clothing purchasing decisions. This requires the textile industry to start from raw materials, reduce the use of difficult-to-degrade chemical fibers, use more natural fibers, and guide consumers’ purchasing decisions through the popularization of sustainable concepts.
For consumers, nearly half think that sustainable clothing means they can wear it for a longer time. They usually rely on wash resistance and fiber content to make the clothing durable. Judgment on sex. 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, with cotton clothing accounting for the highest proportion of 61%, followed by polyester and rayon, and 44% of respondents said they still The old clothes I wear are made of cotton.
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