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All content sourced from Cotton Incorporated’s 2021 Online Shopping Survey, a survey conducted with 1,000 U.S. consumers,
April 2021. Additional Sources:
Cotton Incorporated's 2021 Coronavirus Consumer Response Survey, Wave 6,
a survey conducted with 1,000 consumers May 2021. ©2021 Cotton Incorporated.
he COVID-19 pandemic caused a fundamental shift in how consumers shop for clothing and other
goods. In February 2020, 12.5% of retail sales were online. By April of the same year, this number
had jumped to 18.7% of sales
. Throughout the pandemic online sales continued to spike
compared to previous years, and Cotton Incorporated consumer research indicates that many of these
consumers will continue to shop online even after pandemic fears ease and communities re-open.
With more online shopping, clothing retailers look to maximize their platforms to provide the
information consumers want and the easy navigation they need. Fiber content is a key piece of
information consumers seek, and by making it readily available, retailers can meet consumer
expectations and increase satisfaction.
& FIBER CONTENT
CONSUMERS ARE SHOPPING ONLINE
FIBER CONTENT IMPORTANT IN-STORE & ONLINE
Consumers who shop for some or all clothing online:
Half of consumers check labels for ﬁber content
when shopping for clothing in physical stores.
What they learn from ﬁber content:
How comfortable garment is
How to care for/launder garment
Say it is important to know ﬁber content when
purchasing clothing online.
Likely to shop a different online retailer if they
could not ﬁnd ﬁber content information.
Have returned a garment they purchased online.
Reason for Return: 50% cite the feel of the
fabric/ﬁber content was different than
SUPPLY CHAIN INSIGHTS
What makes a website great for online shopping:
WHAT RETAILERS CAN DO
NAVIGATION TOOLS MOST USED IN CLOTHES SHOPPING
REASONS TO SEEK COTTON
Are likely to
use a ﬁlter for
ﬁber content if
Easy ordering &
shipping are top
factors that make
for great online
Actively seek out
COTTON MOST SOUGHTAFTER FIBER
Among those who seek out a ﬁber.