TRENDINSIGHT
consumer
CONSUMERS ARE WILLING TO PAY MORE FOR BRANDED
materials, yet the name brand of the product holds more
sway when it comes to overall performance, and at the
same time price carries the most weight when it comes to
the final purchasing decision. "ese are just a few of the
intriguing results from this installment of our Trend Insight
Consumer Survey.
Also of note is what textile messaging resonates with
today's shoppers. Eighty-six percent say they are familiar
with the term "antimicrobial." "e value of "waterproof
breathable," is strongly recognized. However the majority
of these same shoppers can't define "DWR." Ingredient
brands played a significant role in outdoor innovation over
the last 30 years. While these companies continue to elevate
functional attributes, what this Survey reveals is that for
today's shopper's what determines performance is not nearly
as clear cut as it used to be. "e panel consisted of 166 Snow
Sports Enthusiasts in the USA, average age of 40. Q
Sometimes
No Yes
11%
10%
78%
When shopping for winter
apparel what type of insulation
do you look for?
25%
28%
10%
37%
Down Doesn't Matter Synthetic Wool
Lightweight/
warmth
Waterproof/
breathable
Highly-
durable
Comfort
stretch
Which of these attributes is most
important to you when purchasing
snow sports product?
2%
16%
45%
36%
Do you find
retail sales
associates
knowledgeable
about the
benefits and
performance
of the products
you are
planning to
purchase?
40 • Textile Insight ~ January/February 2018 textileinsight.com
