Casual Items Are Popular Across Markets

More than half of consumers said they had purchased jeans, T-shirts, or underwear for themselves in the past three months, which supports the finding that 80% of consumers tend to buy basic clothing rather than the latest styles. The exception is India, where fewer than 20% of consumers had purchased jeans, T-shirts, or underwear in the past three months; however, 46% had purchased cultural attire, such as saris, which in India may be considered basic clothing items. 

T-shirts were popular in all countries, with approximately 6 out of 10 consumers buying at least one T-shirt in the past three months. T-shirt purchases differed among age categories, being highest for 15- to 19-year-olds (74%) and lowest for 45- to 54-year-olds (54%). In contrast, underwear purchases in the past three months did not differ by age; the percentages were 49% of younger and 50% of older consumers.

Colombians and Italians were most likely to have purchased jeans in the past three months, as were consumers aged 15 to 19 (59%, compared with 33% of consumers aged 45 to 54). Least likely to have purchased jeans were Japanese and Koreans, which is not surprising, considering that they tend to own the fewest pairs of denim jeans.

Analysis of U.S. apparel purchase data from STS Market Research indicates that during the same period when the Global Lifestyle Monitor data were collected, enough denim jeans were purchased to dress 73% of Americans, and enough T-shirts were purchased to outfit 97%. Consumers aged 35 to 55 made the largest percentages of jeans and T-shirt purchases. 

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