52% 44% 56% 45% 47%

COTTON INCORPORATED SUPPLY CHAIN INSIGHTS SUSTAINABLE CLOTHING

Concern for sustainability influences over three-quarters of consumers when they shop for food and household appliances, KEY INSIGHTS and 61% say it influences their clothing purchases. While • Brands can capitalize on consumer perceptions of natural fibers by emphasizing their quality, durability, traditional purchase drivers such as quality, fit, and comfort and sustainability. are most important, sustainability can be a differentiator to • Cotton and other natural fibers are clear-cut winners in consumer perceptions of sustainability. set a brand apart from others. Achieve this by tapping into • Brands have an opportunity to build on emerging consumer environmental concerns and signaling product awareness of environmental concerns over synthetic quality and durability. fibers such as microfiber waste to promote more sustainable fiber options.

CLOTHING PURCHASE DRIVERS

Quality, fit, comfort 91% IMPORTANCE OF SUSTAINABILITY IN CLOTHING PURCHASE Durability, price 89% Somewhat Important Very Important Clothing material 86%

Style 82% 60% 26% 49% 32% Softness 81% 29% Color 80% 60% 22% 17% Performance features 75% 49% 40% 34% 38% Sustainability 74% 29% 34%

Laundering instructions 72%

Country of origin 62% INDIA CHINA MEXICO ITALY GERMANY U.S. U.K.

Brand name 56%

WHAT MAKES CLOTHING SUSTAINABLE?

DURABLE OR LESS IRRITATING NATURAL 100% COTTON ORGANIC LONG-LASTING TO SKIN HIGH QUALITY 56% 52% 47% 45% 44% 44%

Consumers consider fabric a determinate of sustainability, and they look for clothing made from natural fibers such as cotton. While only 25% of global consumers are aware of environmental issues surrounding synthetic fiber production and use, an increasing amount of media attention is bringing these to light. Consumers do have significant opinions on which fibers are safe for the environment, as fewer than 10% believe man-made fibers such as rayon, nylon, and polyester are sustainably produced.

PERCEPTIONS OF SAFETY AND SUSTAINABILITY FABRIC DETERMINES % saying the following fibers are… SUSTAINABILITY Safe for Environment Sustainably Produced

HOW IMPORTANT IS FABRIC IN DETERMINING SUSTAINABILITY? 91% 87%

63% 53% 51% 46% 45%

8% 9% 10% Very Extremely 31% COTTON WOOL RAYON NYLON POLYESTER 20%

Essential 13% TOP FIBER PRODUCTION CONCERNS

Somewhat 31%

Amount of Greenhouse gas Microfiber waste Amount of Not important chemicals to emissions as a in the oceans from pesticides to 4% produce man- result of producing synthetic fibers produce cotton made fibers man-made fibers

U.K. U.S. MEXICO CHINA LEARN MORE about Sustainable GERMANY ITALY Cotton Innovations at INDIA http://cottontoday.cottoninc.com

Sources: Cotton Council International & Cotton Incorporated 2017 Global Environment Survey – survey of 7,365 women & men, ages 18-60 in the U.S., U.K., India, China, Mexico, Germany, and Italy who have involvement in clothes shopping.