Survey of 7,300 Consumers Reveals What Buyers Look For in Apparel

Photo by Michele Tantussi/Getty Images | Credit: G by Michele Tantussi

In the promo world, we're always interested to what's happening in retail, especially in regard to consumer purchasing behavior. Since promotional apparel is increasingly shadowing retail, we can gain some insights from retail buyers. According to Apparel News, a recent survey from Cotton Inc. and Cotton Council International polled 7,300 consumers from various countries to determine what drives their clothing purchases.

Here were the findings:

1. Quality, fit and comfort are the top sellers

According to the survey, 91 percent of respondents cited quality, fit and comfort as their top factor in a clothing purchase. Clothing material came in at 86 percent and style came in at 82 percent.

2. Price is still top of mind

The second most important factor, behind quality, fit and comfort, was price—which came in at 89 percent. However, price was grouped together with durability, so consumers are still looking for affordable options, but also ones that will last.

3. Sustainability is shifting consumer behavior

We've covered the growth of sustainable apparel in recent months, and this survey confirms that consumer spending habits are affected by environmental concerns. According to the respondents, 61 percent said sustainability affects their clothing purchases. The shoppers went on to say that they look for biodegradable natural fibers, like cotton, when it comes to their clothing. The level of importance, however, differed from country to country. In India, sustainability was classified as "very important" for 60 percent of respondents, while 17 percent of respondents in the U.K. classified it as "very important."

While fit, style and price are still the top factors in determining the likelihood in shoppers are purchasing a product, sustainability is a growing concern. Consumers want more transparency as to where products are sourced before they buy, and some number of them will alter their shopping habits based on that information. For promotional apparel suppliers and distributors, there's no better time to look into your textiles and make sure they come from sustainable sources.

You can read more on the findings here.