As far as the current market development of sportswear is concerned, the market retail performance of sports socks is more inclined to the socks made of chemical fiber, and the market share of cotton sports socks (including cotton 51%~100%) has dropped from 46% to 34%. From the recent consumer surveys and wearing test results, this trend is exactly the opposite of consumer preferences for cotton sports socks.
43% of the total US socks retail market is sports socks, so sports socks have received widespread attention from industry and consumers. At present, consumers regard socks as an "equipment", and major sports brands have invested money to add sports socks to their product line.
Although the share of cotton socks in the sports socks market is declining, consumers actually prefer cotton or cotton-blend sports socks. The comfort, functionality, durability, style and price of sports socks are the main factors that consumers decide to buy. Those who have experienced the experience of wearing moisture wicking sports socks have given a good evaluation of the comfort, moisture absorption and breathability of sports socks. Consumers prefer cotton sports socks, and people with a large daily exercise volume have a soft spot for cotton sports socks. This situation is exactly the opposite of the retail trend of chemical fiber sports socks, which also indicates the development opportunities of the functional cotton sports socks market. appear.
When consumers buy sports socks, they first care about their comfort, and then consider their quality, price, and brand. Advertising for celebrities or professional athletes using socks does not have a significant impact on consumer purchases. It is precisely the performance, durability, and flexibility of high-performance sports socks that have a major impact on consumers' purchasing decisions. It is especially clear that consumers prefer cotton rather than chemical fiber.
According to the results of the retail survey, nearly half (48%) of the sports socks in the retail market have at least one functional feature to enhance the wearer's comfort and other functional characteristics. Currently, 47% of socks are hygroscopic, 24% of socks have antibacterial properties, and 14% of socks have deodorant properties, which are the most common special properties. For people with a large amount of daily exercise and those with moderate exercise, they pay attention to the performance of the socks when they buy sports socks. However, people with a large amount of exercise are more concerned about the performance of socks, and are more willing to buy high-performance sports socks. Although the emphasis on the functionality of socks is not always translated into purchase behavior, the percentage of people who have had a large amount of exercise in the past or recently purchased sports socks with functional characteristics can roughly show their degree of concern for the functional characteristics, ie 76 % of people with a large amount of exercise want socks to have good hygroscopicity, and nearly half (44%) have purchased sports socks with this performance.
The results of the US Cotton Company experiment show that more than 90% of the respondents expressed their love for cotton or cotton blended sports socks. Consumers don't directly say that they like cotton socks, but when they give them the option, they can't help but choose cotton. In addition, a three-week blind-wear test was conducted to give the wearer three types of socks, namely, cotton socks that were treated after moisture wicking, cotton socks that were not specially treated, and chemical socks, and the wearer wore the socks during the wearing process. The performance exhibited in the grades is given (including before and after washing). When the wearer was asked what characteristics they like most about cotton socks, their answers were comfort, softness, fit and moisture wicking. After comparison with synthetic socks, more consumers apparently identified specially post-treated cotton socks as very comfortable, breathable, perspiration-sucking socks, all of which remained after repeated wear and washing.
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