Despite increased financial optimism Brits continue to hunt out bargains but won’t compromise on quality

• 42% of Brits are now more optimistic about their current financial situation compared to 37% in 2014
• Despite a 5% increase in financial optimism – 52% of Brits prefer to shop at discount clothing stores or in sales
• In 2016, cotton remains a firm favourite as 60% admit they are more likely to purchase a product made with high quality cotton
• UK consumers are not shopping any more frequently than in 2014, however quality and materials have become their highest priority

June 2016, London – According to new research from COTTON USA, cotton remains at the heart of Brits spending habits in 2016 as 60% say they are more likely to purchase an item of clothing if it is crafted from high quality cotton and 83% prefer the clothing they wear the most to be made from cotton and cotton blends.

In addition, the research reveals that 42% of Brits are now more optimistic about their current financial situation compared to 37% in 2014. However, despite a 5% increase in personal financial confidence, 44% of Brits believe the price of clothing has increased overall since 2014 and over half (52%) of UK consumers still prefer to shop at discount clothing stores and in sales.

UK consumers are shopping for clothes just as frequently as they were in 2014, which is at least once every two to three months, and the research also indicates that in addition to cost, garment quality and materials have become their highest priority.

Stephanie Thiers-Ratcliffe, International Marketing Manager at COTTON USA, said: “While Britain’s love of a bargain remains a firm favourite with high street and online shopping, more and more Britons are considering not just cost, but quality as a driver for their next clothing purchase. Since 2006, cotton has remained one of the top rated wardrobe must-haves, ten years on cotton remains at the heart of Britons’ spending habits as 60% of shoppers admit they are more likely to purchase an item if it is made with quality cotton. As 80% of consumers in the UK believe cotton and cotton blends are best suited to today’s fashion – this trend looks set to continue for years to come.”

Further reasons why Brits say they prefer garments made from high quality materials, including cotton, are understanding them to be authentic (82%), trustworthy (78%), comfortable (75%), reliable (72%), and soft on the skin (68%), the findings show.