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. LIFESTYLEMONITOR.COTTONINC.COM

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. 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
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