Apparel Consumers in Thailand


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Global Lifestyle Monitor: Apparel Consumers in Thailand | Cotton Lifestyle Monitor

Understanding Thai consumers’ shopping preferences, quality expectations, and purchase drivers is essential for brands and retailers that want to benefit from the steady growth projected in this market.


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Apparel Consumers in Thailand

  1. 1. KEY TRENDS AMONG THAI SHOPPERS Over the past eight years, clothes shopping affinity and frequency have been on the rise in Thailand. While Thai apparel spending may be weak in the near-term, spending is projected to rise about 3% per year through 2020. Quality is one of the most important drivers for apparel purchases, but the majority of Thai shoppers say they are paying more and getting less value from their clothing. Consumers' experiences with performance issues like fading, wear and tear, wrinkling and pilling may be why more than 6 in 10 say they are willing to pay a premium to keep cotton in their clothing. APPAREL SPENDING OUTLOOK: 2013 VS. PROJECTED SPENDING IN 2020 THAIbhat(INBILLIONS) Thai consumers say they are paying more and getting less value from their clothing. Brands and retailers that want to benefit from the steady growth projected in Thailand’s apparel market need to understand consumers’ shopping preferences, quality expectations, and purchase drivers. INFO: MARKETINFORMATION@COTTONINC.COM LIFESTYLEMONITOR.COTTONINC.COM © 2014 Online shopping is growing in Thailand and shoppers are more likely to use social media sites to start their online shopping than other global consumers. CONCERNS SATISFYING CONSUMER QUALITY EXPECTATIONS More than 9 in 10 Thai shoppers say that clothing quality strongly impacts their decision to purchase. Willingness to pay a premium for better quality has risen steadily since 2006. IMPORTANCE OF QUALITY DEFINITION OF GOOD QUALITY CLOTHING CONSUMER ASSESSMENT OF CLOTHING OFFERED AT RETAIL More than 8 in 10 (85%) Thai shoppers describe cotton as good quality. COTTON MEETS CONSUMERS' EXPECTATIONS More than 6 in 10 consumers have noticed that other fibers have been substituted for cotton in clothing and say they are willing to pay more to keep cotton in their clothing. REACTION TO FIBER SUBSTITUTION93% Quality is important in clothing purchases 80% Expect to wear new clothing purchases longer than before 57% Willing to pay more for better quality clothes WHAT ARE THE TOP ISSUES CONSUMERS ARE EXPERIENCING WITH THEIR CLOTHING PURCHASES? Say cotton and cotton blends are their favorite fibers. Bothered by fiber substitution away from cotton 64% Willing to pay more to keep cotton in their clothing 67% 83% Fading 77% Wear and tear 75% Pilling 77% Wrinkling 72% Shrinking Noticed fiber substitution away from cotton Say they are paying higher clothing prices Say clothing fabrics are thinner Say clothing durability has declined Say clothing quality has declined Doesn’t fade 26% Comfortable 32% Durable/ long-lasting 43% 0 50 100 150 200 250 300 350 20202019201820172016201520142013201220112010 303.0 290.8 288.9 279.4 276.3 277.6 282.2 289.5 297.9 307.8 318.6 85% 82% 61% 58% 58% 55% Made of good /strong fibers 25% Source: Cotton Council International and Cotton Incorporated’s Global Lifestyle Monitor Survey, a biennial consumer research study. In the 2014 survey, approximately 10,000 consumers (i.e., 1,000 consumers in 10 countries) were surveyed. External Source: Euromonitor International1 GLOBAL LIFESTYLE MONITOR: THAILAND INSUPPLY CHAIN SIGHTS CONSUMER APPAREL MARKETS SIGHTSIN CONSUMER APPAREL MARKETSSUPPLY CHAIN GLOBAL LIFESTYLE MONITOR: THAILAND © 2014 COTTON COUNCIL INTERNATIONAL AND COTTON INCORPORATED’S GLOBAL LIFESTYLE MONITOR SURVEY
  2. 2. More than 6 in 10 Thai consumers say that they love or enjoy clothes shopping. In this developing market, consumers report that their apparel shopping frequency and impulse purchases increased from 2003 to 2014. Similar to other global consumers, their tendency to shop for clothing on sale has also rose. 51% 63% 20142006% OF THAI RESPONDING "YES" Love or enjoy clothes shopping 47% 58% Shop for clothing once per month or more often 54% 63% Shop for clothing on sale 71% 77% Buy clothing on impulse WHAT ARE CONSUMERS' TOP SOURCES OF IDEAS FOR NEW CLOTHES?WHAT RETAIL CHANNELS ARE SHOPPED THE MOST FOR CLOTHING IN THAILAND? TOP 5 SOURCES IN THAILAND Thai consumers continue to say that they shop for most of their clothing at street markets, while shopping at department stores declined significantly. From 2006 to 2014, shopping for clothing at hypermarkets and independent stores increased and chain and specialty store shopping was flat. WHERE ARE THE TOP PLACES CONSUMERS START SHOPPING ONLINE FOR CLOTHING? CONSUMER APPAREL SHOPPING ATTITUDES AND HABITS 36%People in the street DEPARTMENT STORES HYPERMARKETS STREET MARKETS INDEPENDENT STORES CHAIN STORES SPECIALTY STORES 2014 51% 19% 2% 13% 11% 2006 51% 16% 2% 24% 5% 1%1% DENIM JEAN OWNERSHIP AND PREFERENCES Compared with other global consumers, the Thai own a notable number of denim items. In terms of specific clothing items owned, Thai consumers report that their wardrobe consists of 6% denim jeans. Denim jeans and shorts represent 76% of the denim items that Thai consumers say they own. THAI WARDROBE ALLOCATION (UNIT BASIS) DENIM TRENDS IN THE WORKPLACE THAI DENIM WARDROBE ALLOCATION (UNIT BASIS) 52% Over half of Thai consumers (52%) say they love or enjoy wearing denim. 22% Shorts 53% Jeans 8% Shirts 9% Jackets 4% Skirts 3% Dresses of Thai workers wear jeans to work once per week or more. Thai consumers' total denim ownership (i.e., jeans, shirts, dresses, etc.) and jean ownership ranks fourth globally, behind Colombia, Brazil and the U.S. 15.1 U.S. 13.0 Colombia 12.6 Brazil 11.0 Thailand 6.9 Europe 5.5 China 4.7 India 4.7 Japan DENIM OWNERSHIP & AFFINITY BY COUNTRY Average Number of Total Denim Items Owned 6.8 U.S. Colombia Brazil Average Number of Jeans Owned by Country Europe China India Thailand Japan 7.9 6.0 5.8 4.7 2.4 2.6 3.1 35%Store Displays 35% TV 39% Family Search engines 57% Social media sites 69% Retailer/brand websites 15% Fashion trend websites 15% Fashion trend retailer/brand emails or apps 7% Tops 30% Pants/Shorts22% Intimates15% Socks9% Athleticwear7% Other4% Denim Jeans6% Dresses/Skirts4% Outerwear3% 55% Friends On average, Thai consumers wear denim jeans/shorts 2 days a week. TOP 5 PLACES IN THAILAND (AMONG CONSUMERS WHO SHOP ONLINE FOR CLOTHES) 74% GLOBAL LIFESTYLE MONITOR: THAILAND INSUPPLY CHAIN SIGHTS CONSUMER APPAREL MARKETS INFO: MARKETINFORMATION@COTTONINC.COM LIFESTYLEMONITOR.COTTONINC.COM © 2014GLOBAL LIFESTYLE MONITOR SURVEY • CHINA • COLOMBIA • BRAZIL • GERMANY • INDIA • ITALY • JAPAN • THAILAND • TURKEY • THE UNITED KINGDOM