Summary

The term “quality” is not easily defined. A combination of factors determines whether a consumer considers a product to be of high quality. Fabric construction, fiber content, performance, appearance, wearability, and, often, brand name all are factors consumers consider when looking for high-quality apparel. Consumers say they are willing to pay more for high-quality apparel. The average prices paid for apparel purchased on the basis of quality have been increasing, while the average prices for apparel purchased for reasons other than quality have been declining. The perception that higher prices indicate higher quality in clothing is correlated with income; however, most consumers still believe they get what they pay for.

In recent years, the competition among different retail channels appears to have improved the quality of offerings at all types of outlets, especially mass merchants. Choices of high-quality apparel abound; to stay competitive, manufacturers and retailers must continue to meet the challenge of offering high-quality apparel at acceptable price points.

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Apparel Sales

Apparel sales posted gains of 4.0% in units and 2.2% in dollars in 2000, according to consumer data from the NPD Group. Cotton apparel sales were strong, as all segments of the market either gained share or maintained last year’s share. An estimated 38% of apparel dollars spent in 2000 were for 100% cotton items, ranging from underwear to denim jeans, from t-shirts to sweaters, and from slacks to dress shirts. Women’s slacks, denim jeans, shirts/blouses, dresses, and skirts were popular items. Cotton’s share of women’s apparel, the largest of the apparel segments, increased slightly, to 48.7% for the year. By weight, cotton accounted for 76% of total fiber sold in men’s apparel in 2000. Strong sales of men’s slacks, shorts, sweaters, pajamas, and coats contributed to the 4.3% annual gain in unit sales. Men’s dress shirt sales were flat for the year, despite robust fourth-quarter sales.

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Home Fabric Sales

Strong sales of home fabrics in 2000 led to sales increases of 7.3% in units and 6.7% in dollars. Brisk sales of towels, quilts/comforters, blankets, and mattress covers contributed to the gains. Cotton’s share climbed to 64.5% for the year, its largest reported share since Cotton Incorporated began tracking this statistic.