Textile Insight

On Cultural Issues Eighty-one percent of respondents have become brand loyal to a certain fabric or fabrics based on a company's social media. The term "Buy Local" has become more popular that "Buy USA." When asked are you buying fewer, but better quality items, a whopping 90 percent of respondents said, "YES." Two hot topics – tariffs and plastics — are not generating as much concern as might be expected. When asked, "Is tariff talk and higher prices of product made outside the U.S. impacting purchasing decision? 82 percent of those queried said "NO," and only 18 percent said, "YES." The plastics issue skewed slightly better. When asked, "Do you relate the concern about plastics to your wardrobe products made with polyester," 66 percent answered "NO" and 34 percent replied, "YES." On Industry Trends Customization is a huge industry trend, however shopper interest in purchasing "customized" items, and/or making their clothing and footwear unique in some manner, is borderline "meh;" 51 percent were very interested in "customized" prod- uct; just 39 percent would take advantage of an opportunity to embellish or personalize product. On the other hand, our survey partici- pants do align themselves with a growing trend toward being invested in how and where product is made. Specifically, 55 percent of participants responded being more interested in fostering a personal connection to the community surrounding how product is made. In recent years, as performance has become more lifestyle-driven, textiles that crossover from sport to street have been a focus of innovation. When we asked con- sumers how important is it to you that performance product align with current fashion trends only 17 percent said it was "very important." A smaller than expected percentage of survey participants own wardrobes with a large selection of athletisure wear. While respondents report to be generally in favor of the comfort and versatility that athleisure looks afford, these casual, stylish athletic looks lack fitness authenticity, according to our survey takers. For example, when asked to define athleisure, one participant's response was: "You looked like you just worked out, but did you?" Questions regarding the value of hangtags and labels generated interesting results: some respondents focused on garment care, while others used labels to identify material content. When asked does the hang tag information or product care label effect your purchasing decision in any way: 39 percent of respondents say "NO." "These clothes are going to be beaten on the out- side. The washing machine is the least of my concerns," was a sample response. l Details on this research and other consumer feedback, is available in print issues of the magazine and online at www.textileinsight.com. When asked are you buying fewer, but better quality items, a whopping 90 percent of respondents said, "YES." textileinsight.com July/August 2019 ~ Textile Insight • 29

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