After The Epidemic Situation Is Stable, Cowboy Will Be One Of The First Choices For Consumers

　　 American cotton company / contribution

　　 After more than a year since home wear and sportswear occupy the C position in the wardrobe, industry experts predict that jeans will return strongly in the near future. They believe that consumers want to gradually shift from the super casual clothes they became used to during the epidemic, but not all of a sudden to business wear. With the recovery of the world economy, countries have gradually recovered after the epidemic. Not only American consumers want to buy new jeans, but also China and Mexico have great market potential for jeans.

　　 In my closet, there is nothing to replace jeans

　　 ——In the lifestyle monitor In the cowboy survey, 62% of American consumers talked about it.

　　 According to Euromonitor International data, by 2030, global expenditure on various types of clothing is expected to increase by 55% since 2019, reaching $2.66 trillion. Meanwhile, according to Euromonitor, Mexico's clothing market was worth US $18 billion in 2017 and is expected to grow by 37% by 2030, faster than its population growth rate.

　　 When it comes to jeans consumption, Euromonitor predicts that global jeans consumption will grow by 9% to $106 billion by 2024. Jeans consumption in the United States is expected to increase by 4% to $17 billion, while that in China will increase by 14% to $13.4 billion.

　　 When we can't leave home for a long time, casual wear is very necessary. But when office buildings, schools and social venues reopened, consumers were given a reason to buy clothes. Whether in the United States (21%), Mexico (28%) or China (19%), according to the cotton incorporated global lifestyle denim Research Report (2020), one of the first choices for consumers to feel comfortable is still jeans (22.5%).

　　 According to cotton incorporated's cowboy Research Report (2020), when consumers want to regain self-confidence (23%) and want to impress (22%), jeans are also the first choice.

　　 According to the cotton incorporated's lifestyle monitor Survey, perhaps the biggest demand for jeans is in Latin America, in Cotton Incorporated's global lifestyle Monitoring Survey (2018). The region's largest share of consumers said they "like or love" jeans (83%). Nearly two thirds of Chinese consumers (65%) and 60% of American consumers share the same view, according to the global lifestyle monitoring survey.

　　 Mexico has a special affinity for cowboys because of its cultural atmosphere, thus forming a market conducive to the development of cowboys. According to the global lifestyle monitor: Mexico (2018), most consumers seek clothes that are comfortable (69%), durable (66%), high-quality (65%) and affordable. In addition, Mexico is one of the largest cowboy manufacturers, cowboys in Mexico have a profound cultural heritage. Not surprisingly, 98% of Mexican consumers own at least one pair of jeans, and about a quarter (23%) say they wear jeans every day of the week.

　　 According to cotton incorporated's global lifestyle M onitor:China ）It is predicted that China's middle class is expected to grow from 9.7% of the population in 2015 to nearly one third of the population by 2030. Therefore, China is also expected to become a huge potential market for cowboys. Compared with consumers in other countries, they are more willing to pay for high-quality clothing made of natural fiber (68%), and the percentage of consumers in other countries with the same understanding is 58%. As in Mexico, among high-income consumers, comfort (87%) is the biggest driver for Chinese consumers. But unlike Mexico, other drivers for Chinese consumers are style (76%), functionality (69%) and brand (52%).

　　 Of course, American consumers are always attractive to cowboy makers. After all, thanks to a patent from Jacob Davis and Levi Strauss in 1873, this durable pants was born in the United States and has been popular ever since. Jeans account for 32% of the retail market for bottoms. However, according to the U.S. Office of textiles and apparel, denim imports in 2019 (459 million) are down from last year's (480 million).

　　 The 2020 epidemic has not changed consumers' love for cowboys. According to cotton incorporated's 2021 consumer response Survey (fifth round, February 27-30, 2021), despite the outbreak of the new coronavirus during 2020, 27% of consumers still said they planned to buy new jeans.

　　 According to Euromonitor, in the U.S. apparel retail market, sales of economy and standard price jeans (up 2.4%) are expected to surpass premium jeans (down 3.6%) and premium jeans (down 4.3%). According to cotton incorporated's retail monitoring study, these lower priced jeans reduced the average retail price of jeans from $50.46 two years ago to $48.83 in the first quarter of 2020.

　　 Although the new crown pneumonia epidemic has affected the way American consumers buy clothes, according to cotton incorporated's 2020 cowboy survey, they still prefer to buy in store (69%) rather than online (31%).

　　 Although online shopping during the epidemic is convenient and fast, it is not without disadvantages. According to cotton incorporated's sustainable development and e-commerce consumer survey 2020, American consumers said that the challenges of buying clothing from online stores, including jeans, were fit (68%), appearance (65%), quality (61%) and logistics (54%).

　　 No matter how difficult it is to buy new jeans due to epidemic restrictions or concerns about physical store shopping, real fans will continue to strive for the perfect jeans for the next season. That's because 79 percent of American consumers say Cowboys will never be out of fashion, and 62 percent say, "there's nothing in my closet that can replace jeans." However, in the United States, even when shopping in physical stores, consumers will encounter problems when buying jeans. According to lifestyle survey, nearly 40% of people (39%) think that fit is a problem, followed by size (25%), length (14%) and price (11%).

　　 According to cotton incorporated's 2020 cowboy survey, after more than a year of outbreaks and months of vaccination, most office workers and students in the United States (79%) and Mexico (78%) are still in completely or partially remote areas. However, whether it is to continue to work from home (24% in the United States, 30% in Mexico, 16% in China), return to work in the Office (26% in the United States, 29% in Mexico, 17% in China), or socialize with friends (29% in the United States, 32% in Mexico, and 19% in China).

　　 As consumers re-enter the workplace and restart their school and social life, they will undoubtedly look for something new that is comfortable and gives them the confidence to meet with colleagues, classmates and friends again. So retailers and cowboy brands need to be ready!