apparel consumers in thailand

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

THAI

bhat

(IN

BILL

IONS

)

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.

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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 fade26%

Comfortable32%

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

S I G H T SINCONSUMER APPAREL MARKETSSUPPLY CHAIN


© 2014 COTTON COUNCIL INTERNATIONAL AND COTTON INCORPORATED’S GLOBAL LIFESTYLE MONITOR SURVEY

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 inthe 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 PREFERENCESCompared 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.

15.1U.S.

13.0Colombia

12.6Brazil

11.0Thailand

6.9Europe

5.5China

4.7 India

4.7Japan

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

7.96.0

5.8

4.7

2.42.6 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%

Tops30%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%


INSUPPLY CHAIN SIGHTS CONSUMER APPAREL MARKETS

INFO: [email protected] LIFESTYLEMONITOR.COTTONINC.COM © 2014GLOBAL LIFESTYLE MONITOR SURVEY • CHINA • COLOMBIA • BRAZIL • GERMANY • INDIA • ITALY • JAPAN • THAILAND • TURKEY • THE UNITED KINGDOM

apparel consumers in thailand

Data & Analytics