At a time of future economic uncertainty in the UK, younger Britons stand out for their optimism about
personal finances. In the past eight years, members of Gen Z and Millennials have become more optimistic,
while at the same time Boomers have seen a drop in optimism. Whether because or in spite of the country’s
impending exit from the European Union, the future looks bright to younger Brits. Reach these eager
shoppers on mobile platforms and social media as they build up their wardrobes in the coming years.
GEN Z &
MILLENNIAL OPTIMISM
Source: Cotton Council International and Cotton Incorporated’s Global Lifestyle Monitor Survey, a biennial consumer research
study. In the 2018 survey approximately 10,000 consumers (i.e. 1,000 consumers in 10 countries) were surveyed.
External Source: ¹Euromonitor International
SPEND MORE ON CLOTHING
SHOPPING JOURNEY
Gen Z & Millennials Plan to Spend
More on Clothing in the Coming Year
FREQUENT SHOPPERS
FREQUENT SHOPPERS
Shop for Clothing Monthly or More
Gen Z/Millennials
Gen X/Boomers
29%
13%
53% 43%
Gen X/Boomers
Gen X/Boomers
Gen Z/Millennials
In-Store
Smartphone
Tablet
Laptop
Gen Z/Millennials
CLOTHING INSPIRATION FROM OTHERS
Sources of Clothing Ideas
Younger Consumers Are Interested
In Clothing That:
47
%
48
%
9
%
14
%
24
%
28
%
20
%
10
%
Other
People
Window
Shopping
Social
Media
55%/46%
30%/36%
27%/11%
Gen X/
Boomers
Gen Z/
Millennials
35%
Charge Electronics
44%
Relieve Stress
36%
Monitor Hydration
FINANCIAL
OPTIMISM
Percent
optimistic about
personal finances
Prefer the Following Ways to Shop at
Each Stage of the Shopping Journey
Boomers
2018
30
2010
44
Gen Z/Millennials
2010
38
2018
56
Gen X
2010
42
2018
40
25%
Manage
Mood/Emotions
26%
Charge
Electronics
JEANS & PANTS
PAY MORE FOR BETTER QUALITY
2008
66%
2010
64%
2 012
58%
2014
66%
2016
66%
2018
67%
Dresses Casual Shirts Underwear
14
19
9
6
Average Number Owned
BABYWEAR
75%
WHAT THEY SHOP
British consumers look for clothing to fit well and feel comfortable, and they are willing to pay more for
quality. They stock up on basics, such as owning on average 19 pairs of underwear and 14 t-shirts. Eight
in ten consumers (82%) say their most-worn clothing is made of cotton and they are most interested in
technologies to increase comfort throughout their days. Meet British consumers’ needs with high quality,
comfortable clothing made with cotton-rich fabrics.
TOP ITEMS OWNED
COTTON AS PREFERRED FIBER
PERFORMANCE APPAREL
T-shirts
PRIMARY PURCHASE DRIVERS
FIT 87%
COMFORT 84%
PRICE 79%
QUALITY 76%
Likely to Purchase
HOME TEXTILES
78%
40%
37%
Regulate Body
Temperature
Relieve
Stress
82%
prefer cotton or
cotton blends
for their
most-worn
clothing
INTIMATES
74%
79%
SHIRTS
71%
Consumers would like to know prior to purchase
28%
Monitor
Hydration
Brand & Retailer
Digital Resources
42%
APPAREL SHOPPING HABITS
Buying Clothes on Impulse
Traditional
Media
26%
Window
Shopping
34%
GLOBAL LIFESTYLE MONITOR: UNITED KINGDOM
GLOBAL CONSUMER INSIGHTS
HOW THEY SHOP
British consumers blend many resources to shop for clothing. They shop at an average of four types of
stores with no single type dominating the retail landscape. With near-universal internet access (94%
regularly use the internet)¹, Britons use the internet both to find clothing inspiration and to purchase items.
Help consumers plan and execute their clothes shopping by speaking to them across multiple physical
and online outlets.
33%
61%
60%
35%
clothing research pre-purchase questions purchase repeat purchase
in-store online
SHOPPING JOURNEY
RETAIL STORES SHOPPED FOR CLOTHING
CHAIN
59%
56%
53%
49%
48%
DISCOUNT
DEPARTMENT
HYPERMARKET
ONLINE ONLY
SOURCES FOR
CLOTHING IDEAS
51%
Shop online at
least once per month.
Other
People
49%
Store
Publications
19%
Social
Media
17%
Consumers who prefer shopping in-store (vs. online)
53%
2008
50%
2010
43%
2016
39%
2018
47%
2012
40%
2 014
Spotlight on Gen Z and
Millennial Optimism: Target this
market segment that remains optimistic
despite Brexit fears.
Consumers in the United
Kingdom spent $76.3 billion on
clothing in 2017. Despite
economic uncertainty with the
impending Brexit, British
apparel spending is expected
to outpace that of the European
Union with a 60% growth by
2030. Reach British consumers
in the many places they shop
with comfortable clothing at an
affordable price.
APPAREL SPENDING
What They Shop: Offer
comfortable basics with a focus
on fit, quality, and price.
FINANCIAL
OUTLOOK
45% 56%
OPTIMISTIC
© 2018 COTTON COUNCIL INTERNATIONAL AND COTTON INCORPORATED’S GLOBAL LIFESTYLE MONITOR SURVEY
How They Shop: Create integrated,
multi-channel campaigns to communicate
with consumers in each place they shop,
both online and off.
PESSIMISTIC
U.K. Global
16% 11%
U.K. Global
*”Neither Optimistic/Pessimistic”
not shown
GLOBAL CONSUMER
INSIGHTS
GLOBAL LIFESTYLE MONITOR: UNITED KINGDOM
US
$338.9
+56% growth
CHINA
$277.2
+193% growth
EU
$374.5
+52% growth
U.K.
$76.3
¹
+60%
growth