Home Textile Trends - Cotton Incorporated
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Home Textile Trends - Cotton Incorporated
- 3. COTTON INCORPORATED CONSUMER & RETAIL INSIGHTS U.S. 200,000+ interviews 1,000,000+ audited products LATAM 15,000+ interviews EUROPE 25,000+ interviews ASIA 80,000+ interviews 260,000+ audited products
- 5. HOME TEXTILES OUTLOOK MARKET GROWTH DIGITAL DISRUPTION THE URBAN BOOM BASEMENT MILLENNIALS CHANNEL CHANGES
- 6. MARKET GROWTH Euromonitor International $177.9 +37% $54.5 +22% $37.5 +18% $22.7 +111% $12.0 -14% $2.4 +88% HOME TEXTILE EXPENDITURES IN 2016 (BILLIONS USD) + GROWTH FROM 2016-2030
- 7. MARKET GROWTH GUANGDONG Fast-Fashionistas HUNAN Digital shoppers SICHUAN Unorganized shoppers SHANDONG Big spenders SHANGHAI Promotions matter BEIJING Social shoppers CCI & Cotton Incorporated 2016 Chinese Consumer Survey
- 8. CHANNEL CHANGES Cotton Incorporated 2017 U.S. Home Textile Survey E-CommerceMass Merchants Department Specialty 7% 9%36% 35% 30% 28% 10% 9% Bath Towels Sheets CHANNELS SHOPPED FOR MOST HOME TEXTILES IN U.S. 32% 30% 11% 8% Bedding
- 9. CHANNEL CHANGES Company 10-K Filings 2016 Sales (Billion USD) Sales Growth 2015-16 Store Count Changes 2017 Walmart 307.8 +3.2% n/a Amazon 79.8 +25.2% n/a Target 69.5 -5.8% n/a Macy's 25.8 -4.8% -63 TJX 25.6 +7.5% +150 Kohl's 18.7 -2.7% n/a Sears 13.5 -9.8% -42 JCPenney 12.5 -0.6% -130 Ross 12.9 +7.8% +90 Kmart 8.7 -15.1% -108
- 10. CHANNEL CHANGES
- 11. DIGITAL DISRUPTION Cotton Incorporated 2017 U.S. Home Textile Survey *Data for bath towels, sheeting, & bedding were combined 59% Browsing 40% Researching 72% Purchasing 62% Repurchasing U.S. CONSUMERS WHO PREFER EACH PHASE OF THEIR HOME TEXTILE* SHOPPING JOURNEY TO OCCUR IN-STORE In-Store Online
- 12. DIGITAL DISRUPTION SOURCES OF HOME TEXTILE* INSPIRATION IN THE U.S. STORE DISPLAYS 44% TV/MAGAZINES 17% E-COMMERCE SITES 14% FRIENDS & FAMILY 22% SOCIAL MEDIA 13% RETAILER SITES 25% Cotton Incorporated 2017 U.S. Home Textile Survey *Data for bath towels, sheeting, & bedding were combined
- 14. BASEMENT MILLENNIALS U.S. Census GEN Z Ages 0-15 MILLENNIALS Ages 16-36 GEN X Ages 37-51 BOOMERS Ages 52-70 2016 U.S. POPULATION BY GENERATION 65.2 million 93.0 million 61.5 million 74.6 million
- 15. Cotton Incorporated 2017 U.S. Home Textile Survey *Data for bath towels, sheeting, & bedding were combined BASEMENT MILLENNIALS Shopping affinity 57 71 PARENTS RENT MILLENNIAL HOME TEXTILE HABITS BY LIVING SITUATION 76 OWN Check fiber info 32 52 63 Give as gifts 24 30 41 Buy once per quarter+ 17 31 34
- 16. URBAN BOOM Euromonitor International 86% U.S. 271 million 76% EUROPE 381 million 94% JAPAN 119 million 56% CHINA 769 million 55% GLOBAL 4,030 million 33% INDIA 433 million
- 17. URBAN BOOM Sustainability Important 28% 20% HOME TEXTILE HABITS OF U.S. URBAN & RURAL SHOPPERS Mobile Shopping Journey 44% 35% Cotton Incorporated 2017 U.S. Home Textile Survey *Among those using internet to during their home textile shopping journey **Data for bath towels, sheeting, & bedding were combined Urban/Suburban Shoppers Rural Shoppers Interest in Technologies 60% 52% Purchase Seasonally 55% 45%
- 18. HOME TEXTILES OUTLOOK Fast-fashion, off-price, & e-commerce retailers poised to pick-up the slack from traditional retailers Inspire the shopping journey from the beginning Millennial homeowners will drive consumption, but will be more scrutinizing shoppers Sustainability, new styles, and innovation will drive urbanite purchases
- 20. PRODUCT POSSIBILITIES REALIZING ESSENTIALS WATER-LESS PERFORMANCE PROLIFERATION TRUTHFUL THREADS CONSTRUCTION CONCEPTS
- 21. REALIZING ESSENTIALS Cotton Incorporated 2017 U.S. Home Textile Survey BATH TOWELS softness I quality I price I absorbency I washes clean I durability SHEETS BEDDING comfort I quality I price I softness I durability I washes clean comfort I home wash I quality I price I softness I keeps you warm I durability
- 22. REALIZING ESSENTIALS Cotton Incorporated 2017 U.S. Home Textile Survey COMPARED TO BLENDS & 100% POLYESTER, CONSUMERS SAYING 100% COTTON PRODUCTS ARE MORE… Towels Sheets Bedding Authentic 82% 73% 73% Absorbent 81% n/a n/a High Quality 80% 70% 68% Comfortable 79% 70% 70% Trustworthy 77% 71% 69% Soft 77% 68% 69% Sustainable 73% 70% 69% Durable 69% 60% 58% Breathable n/a 69% 67%
- 24. TRUTHFUL THREADS Cotton Incorporated 2017 U.S. Home Textile Survey & 2016 Home Textile Retail Audit CONSUMER Avg. thread count looked for RETAIL Avg. thread count available 495 548 568 335 523 370 MASS MERCHANTS DEPARTMENT STORES SPECIALTY STORES 0600 600300300 Average Thread Count
- 25. TRUTHFUL THREADS Cotton Incorporated 2017 U.S. Home Textile Survey PERCENT SAYING HIGH THREAD COUNT SHEETS ARE MORE… Comfortable 72 Total High Quality 67 Durable 60 Soft 57 65 Millennials 58 50 49
- 26. PERFORMANCE PROLIFERATION Cotton Incorporated 2016 U.S. Home Textile Retail Audit Bath Towels 20162012 4% 12% Bedding 4% 13% Sheets 7% 29% % Marketed with a performance technology at retail
- 27. PERFORMANCE PROLIFERATION Cotton Incorporated 2017 U.S. Home Textile Survey *Data for bath towels, sheeting, & bedding were combined LIKELIHOOD TO LOOK FOR THE FOLLOWING IN HOME TEXTILES* SHRINK RESISTANCE 60% ODOR RESISTANCE 60% NO PILLING 58% ABRASION RESISTANCE 59% STAIN RESISTANCE 57% MOISTURE WICKING 57% LOW LINTING 57% THERMAL REGULATION 55%
- 28. Cotton Incorporated 2017 U.S. Home Textile Survey *Data for bath towels, sheeting, & bedding were combined REASONS FOR PURCHASING NEW HOME TEXTILES* REPLACE OLD67% NEW COLOR30% COUPON/ SALE25% NEW STYLE23% ADS/ DISPLAYS11% NEW INNOVATION7% CONSTRUCTION CONCEPTS
- 29. CONSTRUCTION CONCEPTS Cotton Incorporated 2017 U.S. Home Textile Survey USA-made with U.S. cotton Blended with wool Masking wrinkles Minimally processed 71% 66% 55% 60%62% 62% 51% 50% PURCHASE COTTON PRODUCTS OVER MANMADE THAT WERE… Sheets Bedding
- 30. WATER- LESS 0 5 10 15 20 25 30 35 40 45 50 WATER USE (PER LOAD OF LAUNDRY) 40 TO 45 GALLONS OF WATER 14 TO 25 GALLONS OF WATER OLD TOP LOAD MODELS HIGH EFFICIENCY 2018 DOE STANDARDS ~10 GALLONS OF WATER U.S. Department of Energy
- 31. WATER- LESS Increased difficultly in removing stains & odors Highlighted quality issues earlier than normal Effects on performance technologies still being tested REDUCTION IN WATER USAGE IN WASHING MACHINES RESULTED IN… CRCC Research
- 32. PRODUCT POSSIBILITIES Make fiber & thread count part of the conversation Market technologies as helping consumers fulfill primary needs Consider novel cotton constructions that play into lifestyle trends Prepare products & customers for upcoming water restrictions