33
HOME TEXTILE TRENDS

Home Textile Trends - Cotton Incorporated

Embed Size (px)

Citation preview

Page 1: Home Textile Trends  - Cotton Incorporated

HOME TEXTILE

TRENDS

Page 2: Home Textile Trends  - Cotton Incorporated

HOME TEXTILE

TRENDS

HOME TEXTILES

OUTLOOK

PRODUCT

POSSIBILITIES

Page 3: Home Textile Trends  - Cotton Incorporated

COTTON INCORPORATED

CONSUMER & RETAIL INSIGHTS

U.S.200,000+interviews

1,000,000+audited products

LATAM15,000+ interviews

EUROPE25,000+interviews

ASIA80,000+ interviews

260,000+audited products

Page 4: Home Textile Trends  - Cotton Incorporated

HOME TEXTILES

OUTLOOK

Page 5: Home Textile Trends  - Cotton Incorporated

HOME TEXTILES

OUTLOOK

MARKET GROWTH

DIGITAL DISRUPTION

THE URBAN BOOM

BASEMENT MILLENNIALS

CHANNEL CHANGES

Page 6: Home Textile Trends  - Cotton Incorporated

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

Page 7: Home Textile Trends  - Cotton Incorporated

MARKET

GROWTH

GUANGDONGFast-Fashionistas

HUNANDigital shoppers

SICHUANUnorganized

shoppers

SHANDONGBig spenders

SHANGHAIPromotions matter

BEIJINGSocial shoppers

CCI & Cotton Incorporated 2016 Chinese Consumer Survey

Page 8: Home Textile Trends  - Cotton Incorporated

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

Page 9: Home Textile Trends  - Cotton Incorporated

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

Page 10: Home Textile Trends  - Cotton Incorporated

CHANNEL

CHANGES

Page 11: Home Textile Trends  - Cotton Incorporated

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

Page 12: Home Textile Trends  - Cotton Incorporated

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

Page 13: Home Textile Trends  - Cotton Incorporated

DIGITAL

DISRUPTION

Page 14: Home Textile Trends  - Cotton Incorporated

BASEMENT

MILLENNIALS

U.S. Census

GEN ZAges 0-15

MILLENNIALSAges 16-36

GEN XAges 37-51

BOOMERSAges 52-70

2016 U.S. POPULATION BY GENERATION

65.2million

93.0million

61.5million

74.6million

Page 15: Home Textile Trends  - Cotton Incorporated

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

Page 16: Home Textile Trends  - Cotton Incorporated

URBAN

BOOM

Euromonitor International

86%

U.S.271 million

76%

EUROPE381 million

94%

JAPAN119 million

56%

CHINA769 million

55%

GLOBAL4,030 million

33%

INDIA433 million

Page 17: Home Textile Trends  - Cotton Incorporated

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%

Page 18: Home Textile Trends  - Cotton Incorporated

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

Page 19: Home Textile Trends  - Cotton Incorporated

PRODUCT

POSSIBILITIES

Page 20: Home Textile Trends  - Cotton Incorporated

PRODUCT

POSSIBILITIES

REALIZING ESSENTIALS

WATER-LESS

PERFORMANCE PROLIFERATION

TRUTHFUL THREADS

CONSTRUCTION CONCEPTS

Page 21: Home Textile Trends  - Cotton Incorporated

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

Page 22: Home Textile Trends  - Cotton Incorporated

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%

Page 23: Home Textile Trends  - Cotton Incorporated

REALIZING

ESSENTIALS

Page 24: Home Textile Trends  - Cotton Incorporated

TRUTHFUL

THREADS

Cotton Incorporated 2017 U.S. Home Textile Survey & 2016 Home Textile Retail Audit

CONSUMERAvg. thread

count looked for

RETAILAvg. thread

count available

495

548

568

335

523

370

MASS MERCHANTS

DEPARTMENT STORES

SPECIALTY STORES

0600 600300300

Average Thread Count

Page 25: Home Textile Trends  - Cotton Incorporated

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

Page 26: Home Textile Trends  - Cotton Incorporated

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

Page 27: Home Textile Trends  - Cotton Incorporated

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%

Page 28: Home Textile Trends  - Cotton Incorporated

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

Page 29: Home Textile Trends  - Cotton Incorporated

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

Page 30: Home Textile Trends  - Cotton Incorporated

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

Page 31: Home Textile Trends  - Cotton Incorporated

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

Page 32: Home Textile Trends  - Cotton Incorporated

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

Page 33: Home Textile Trends  - Cotton Incorporated

HOME TEXTILE

TRENDS