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Global Lifestyle Monitor IV – India Report

Global Lifestyle Monitor IV – India Report Prepared for Cotton Council International Prepared by Synovate Job number 6D77 Date April 2006 Table Of Contents - India I. Overall Background and Objectives 2 II. Overall Methodology 3 III. Shopping and Fashion 5

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Global Lifestyle Monitor IV – India Report

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  1. Global Lifestyle Monitor IV – India Report Prepared for Cotton Council International Prepared by Synovate Job number 6D77 Date April 2006

  2. Table Of Contents - India • I. Overall Background and Objectives 2 • II. Overall Methodology 3 • III. Shopping and Fashion 5 • IV. Quality and Fibers 15 • V. Casual Dressing 20 • VI. Denim and Stretch 22 • VI. Recommendations 26 Page

  3. Overall Background • Since 1998, Cotton Council International (CCI) has successfully conducted the “Eurostyle Monitor” and “Global Lifestyle Monitor,” which investigate a wide range of lifestyle issues related to clothing, shopping, and textiles. This research has been important in adding value and increasing understanding of consumer attitudes and behaviors to CCI members around the globe. • The research looks in detail at lifestyles, clothing purchasing habits, and clothing interest and attitudes. Analysis of the results helps CCI understand: • The issues behind cotton product demand, • What motivates consumers to choose cotton over synthetics, and • The implications of these issues for CCI’s strategy in promoting US cotton. • In 2006, Synovate was again selected to conduct and coordinate the Global Lifestyle Monitor research for Cotton Council International.

  4. Overall Methodology Interviewing NOTE: Korea and Taiwan were not included in the scope of the survey in 2003 or 2006. Hong Kong is also not included in the scope in 2006. Thailand is being surveyed for the first time in 2006.

  5. Methodology – India • Fieldwork in India was conducted by Synovate from March 9th to March 23rd, 2006. 505 respondents in total were surveyed via face-to-face interviewing in five cities: Delhi, Mumbai, Chennai, Kolkata and Bangalore. The key respondent qualification requirement is that they purchase their own clothing. In order to maintain data consistency with the study conducted in 2003, we also set soft quotas by gender, targeting 250 males and 250 females in India. All respondents fall within the 15-54 age range. • This summary of results highlights major changes between the Global Monitor I conducted in 1999, Global Monitor II conducted in 2001, Global Monitor III conducted in 2003, and Global Monitor IV currently conducted in 2006. • Store Examples Used During Interviewing: • Department stores (e.g., Shoppers Stop, LifeStyle, Ebony) • Chain stores (e.g., Pantaloon, Westside) • Hypermarkets/Warehouse Clubs (e.g., Big Bazaar) • Chain/Specialty shops outside of department stores (e.g., Benetton, Levi’s, Weekender, Planet Kids) • Off-price/Discount stores (e.g., 9 to 99, The Dollar Store) • Sports/Sporting good stores (e.g., Reebok, Nike) • Catalogs/mail order (e.g., Burlington’s) Base: Total Respondents: 2001 (n=500); 2003 (n=500); 2006 (n=505)

  6. Shopping and Fashion - India

  7. Shopping and Fashion - India • Among consumers in India, there is an increased usage of multi-brand stores and chain/specialty shops as places to purchase clothing for themselves. Small, independent clothing stores are still the primary source of clothing purchases; additionally, almost half of Indian respondents have their clothes tailor-made. Stores And Places Used To Buy Clothes For Yourself -- ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 Small, independent clothing stores Tailor-made Street markets/ fairs/bazaars Multibrand stores Chain/specialty shop outside dept stores Off-price/ discount stores Significantly higher than GLM III at the 95% confidence level

  8. Shopping and Fashion - India • While still the most utilized source, there has been a significant shift away from small, independent clothing stores as the place to purchase the majority of clothing. Department stores and chain stores saw sharp gains as a result. Street markets/fairs/bazaars saw a significant decrease. Stores and Places Used To Buy Most Of Your Clothes NA NA ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 Department stores Chain stores Small, independent clothing stores Chain/specialty shop outside dept stores Multibrand stores Street markets/ fairs/bazaars NA Not available Significantly higher than GLM III at the 95% confidence level Significantly lower than GLM III at the 95% confidence level

  9. Shopping and Fashion - India • Good/low prices (70%) remains the clothing store attribute most preferred among Indian shoppers, while the quality of clothes carried and ease of shopping (both 69%) now occupy the second spot. There were significant gains in the number of mentions for almost all of the clothing store attributes. Clothing Store Attributes ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 Selection or variety of items Good/low prices Carry quality clothes Ease of shopping Styles/designs Convenient location Significantly higher than GLM III at the 95% confidence level

  10. Shopping and Fashion - India • Consumer attitudes among Indian shoppers toward shopping remain relatively unchanged, with a vast majority continuing to love or somewhat like shopping for clothes (95%). While women express this opinion significantly more often than men, both sexes maintain high levels. A static 5% of Indians also remain ambivalent towards shopping. Neither Like Nor Dislike Love/Somewhat Like Clothes Shopping 2001 2003 2006 2001 2003 2006 Males 8% Males 85% Males 92% Males 91% Males -- Males -- F Females 96% Females 96% Females 98% Females -- Females -- Females 2% M F Significantly greater than women at the 95% confidence level M Significantly greater than men at the 95% confidence level

  11. Shopping and Fashion - India • Over a three month period, Indian shoppers spent an equivalent of US$47 on clothes for themselves. This represents an increase of 31% from 2003. In addition, while still a low percentage, significantly more people shop for clothing at least once a month than reported in 2003. This is true for both men and women. Buy Clothes At Least Once A Month Average Spent on Clothes In Past 3 Months 2001 2003 2006 2001 2003 2006 US US US Males 15% Males 13% Males 8% Females 15% Females 13% Females 9% Significantly higher than GLM III at the 95% confidence level

  12. Shopping and Fashion - India • In the past three months, 40% of shoppers have bought traditional Indian garb such as saree/saris/salwar/punjabi suits. This is a slight drop since 2003. In comparison, over the past three months, purchases of trousers (33%) and t-shirts (31%) saw slight increases. There was a significant decrease in purchases of bed linens, falling from 27% to 15%. Top Items Purchased In Past Three Months ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 Saree/Saris/ Salwar/Punjabi Suits Pants T-Shirts Shirts Underwear Bed linens Significantly lower than GLM III at the 95% confidence level

  13. Shopping and Fashion - India • Friends and colleagues (78%) and family members (73%) are the largest sources of inspiration for clothing ideas, with both seeing significant increases since 2003. Television (47%) and in-store displays/window shopping (45%) are also major sources of inspiration. While there were some shifts in the distribution of inspirations, the make-up of the top three remains unchanged. Place Where Consumers Get Ideas For Clothes ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 Friends and colleagues you see regularly Family members Television In-store displays/ window shopping What you already own and like Salespeople in stores Magazines People you see on the street Significantly higher than GLM III at the 95% confidence level

  14. Shopping and Fashion - India • Similar to three years ago, Indians ranked each of the attributes as high in importance, with more than 90% saying that the overall quality, durability, color, price, and finish are major pieces of information to know prior to purchasing clothing. Style (92%) joins their ranks, with a significant increase. Fiber (89%) also remains a large factor. Attributes ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 Overall quality Durability Color Price Finish Style Fiber Significantly higher than GLM III at the 95% confidence level

  15. Shopping and Fashion - India • Just over half (51%) of all respondents buy discount clothing at least some of the time, with 15% doing so most or all of the time. Only 16% of people never do so. In addition, the number of Indians who rarely shop at a discount store increased significantly and now accounts for fully one-third of those surveyed. Shop at Discounts of 20% or More 2001 2003 2006 All of the time 15% 13% 18% Most of the time Some of the time Rarely Never Significantly higher than GLM III at the 95% confidence level

  16. Quality and Fibers - India

  17. Quality and Fibers - India • Opinions regarding fiber content versus brand name have remained relatively stable since 2003, with no significant changes to the roughly two-thirds saying they prefer to know the fiber content. In addition, about 8-in-10 would rather pay more for better quality clothing rather than sacrifice quality for a better price. Willingness to pay more for better quality has gradually trended upward since 2001. Preferences 2001 2001 To pay more for better quality clothes To know the fiber content of a garment 2003 2003 2006 2006 OR OR 2001 2001 To sacrifice a little quality to get a better price To know the brand name of a garment 2003 2003 2006 2006

  18. Quality and Fibers - India • Indians continue to state that cotton (69%) is the best fiber for today’s fashions, and that natural fibers in general (78%) are best suited for fashion. Cotton/polyester blend has increased slightly, but remains an afterthought with less than 1-in-5 naming it as best suited. Fiber Best Suited For Today’s Fashions ** ** ** ** ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 Natural Fibers (Net) Cotton Blend of cotton & polyester Denim/ jeanswear Silk Synthetic Linen Polyester/ Dacron Wool ** Less than 0.5% Significantly lower than GLM III at the 95% confidence level

  19. Quality and Fibers - India • In comparison to polyester, cotton is ranked significantly higher in almost all important attributes. Polyester is thought of as a scratchy fabric, with 47% associating “scratchy” with polyester, significantly higher than 2003 results (37%). Attributes Describing Cotton % Keeps you cool Comfort- able Breathes Soft Traditional Is a quality fabric Youthful Wrinkles Keeps you warm Stylish Is sporty Scratchy Attributes Describing Polyester % ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 Keeps you cool Comfort- able Breathes Soft Traditional Is a quality fabric Youthful Wrinkles Keeps you warm Stylish Is sporty Scratchy Significantly higher than GLM III at the 95% confidence level Significantly lower than GLM III at the 95% confidence level

  20. Quality and Fibers - India • With about 47% of respondents claiming to avoid certain fibers, nylon (60%) is the most highly avoided, experiencing a significantly greater number of mentions than in 2003 (39%). Polyester/Dacron (43%), also seeing a significant increase, remains the second most avoided fiber. Silk is replaced by synthetic as the third most avoided fiber. Synthetic experienced a significant surge since 2003. Fiber Avoided When Purchasing Clothing (Among Those Who Said They Avoid Particular Fibers) ** ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 Nylon Polyester/Dacron Synthetic Silk Cotton ** Less than 0.5% Significantly lower than GLM III at the 95% confidence level

  21. Casual Dressing - India

  22. Casual Dressing - India • The majority (78%) of shoppers prefer to change clothes throughout the day to fit each event, and 90% would sacrifice fashion for comfort. These numbers have changed little since 2003. Preferences 1999 1999 To forget about fashion and wear clothes that are comfortable 2001 2001 To change clothes to fit each event 2003 2003 2006 2006 OR OR 1999 1999 To follow fashion and wear uncomfortable clothes 2001 2001 To wear one outfit all day for several activities 2003 2003 2006 2006

  23. Denim & Stretch - India

  24. Denim & Stretch - India • The proportion of Indians who know that denim and jeanswear are made from cotton decreased slightly since 2003, from 52% to 47%. Over one-third (35%) still do not have an answer at all. Aware That Denim and Jeanswear Is Made From Cotton 2001 2003 2006

  25. Denim & Stretch - India • Denim remains a seldom worn fabric in India, though this is changing. The number of respondents who claim denim is not for them (46%) has dropped significantly, with occasional, regular, and frequent use of denim all experiencing significant gains compared to 2003 results. Attitudes Towards Denim/Jeans wear ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 Denim is just not for me I enjoy wearing denim on a regular basis I have some denim clothes but, in general, I don’t wear much denim My wardrobe is full of denim and I love wearing it Significantly higher than GLM III at the 95% confidence level Significantly lower than GLM III at the 95% confidence level

  26. Denim & Stretch - India • The presence of stretch/elastic material is considered of value in t-shirts (54%) and sports clothing (50%) by half of Indians. Its presence in other types of garments is less of an issue, though upward trends are seen in its importance in casual clothes, jeans, formal clothes, and men’s shirts. Think It’s Important To Have Stretch or Elastic Fabric In Certain Types of Clothing ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 ‘01 ‘03 ‘06 T-shirts Sports clothes Casual clothes (excluding jeans) Denim/ Jeanswear Dress/smart/ formal clothes (suits/pants) Dress/smart/ formal blouses (women) Dress/smart/ formal shirts (men) Significantly higher than GLM III at the 95% confidence level

  27. Recommendations - India

  28. Recommendations - India • India spends less on clothes than other countries in this study. Indian consumers also shop less often than most for new purchases. They indicate their love for shopping but are not able to shop more often. They have a high percentage who believe better quality clothes are made from natural fibers. This is a cultural difference in that this is the teaching of the family. Their friends and family are the largest sources of inspiration for clothing. More traditional dress is still favored but television is now becoming quite a large influence over their fashion options and is an indication of possibly more progressive times ahead. • Television should be an increased source of advertising communication for India considering the current increase in influence for fashion options. • Campaigns geared towards the awareness of 100% non-blended materials could be considered to sway preference. • Teaching how to check labels and what to look for would be beneficial to the education process.

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