Spending Savvy Consumers Demand Quality on the High Street

LONDON, March 30, 2011 /PRNewswire/ --

- Throwaway Fashion is Dead as Consumers Opt for Quality, Not Quantity

As 2011 sees UK retailers grapple with dropping sales and the soaring price of commodities, High Street consumers are increasingly looking for value for money. According to new research released today from Cotton Council International (CCI) in association with Drapers magazine, 90% of UK shoppers say value for money is crucial.

With the recession continuing, over half of consumers say they are spending the same or less on clothing than they did last year. Quality, not quantity is important when choosing purchases, with three-quarters of consumers looking for better quality items and clothes they know will last. This has become particularly prevalent amongst people on incomes of GBP20,000pa or less.

When summing up what quality means to the consumer, three quarters of the UK public cited the look and feel of clothing fabric as the most important indicator of quality, followed by 57% who equate quality with fabric durability. Only three in ten people think cost signifies better quality.

Stephanie Thiers-Ratcliffe, International Marketing Manager, Cotton Council International, comments:

"Our research suggests that shoppers are thinking harder about their clothing purchases. As consumers' shopping habits evolve, retailers will benefit from stocking more quality-led items that offer value for money, particularly in terms of fabric quality and longevity."

Today's fashion conscious consumers want clothes that are going to last (50%) rather than slavishly following trends (10%) and nine out of ten shoppers think cotton represents good value for money when it comes to choice of clothing fabric. Over half of consumers say that the quality of cotton fabric, as well as its durability, comfort, look and feel, encourages them to buy cotton items.

One in four UK shoppers expect retailers and brands to be more transparent about where fabric that makes up their clothes originates from, with only 20% of those surveyed saying it was not a consideration when buying clothes.

Steph Thiers-Ratcliffe concludes: "As incomes get tight, consumers are examining how much they actually need to buy. Rising inflation and prices mean shoppers will seek out more quality from their spend. Our COTTON USA 'Naturally' Mark is a symbol of purity, strength, comfort and quality and helps shoppers to identify premium cotton items that are made to last."

    
    For further information please contact:

    Paula Figgett: +44(0)20-3176-4700
    Email: COTTONUSA@kaizo.net