FashionTribes

FashionTribes

Research

Method

Urban

Authorities

Insatiable

Intellectuals

Sustainable

Savants

Mobile

Monsters

Comfort

Creatures

FashionTribesGlobal

consumer

research

methodology

Markets Sample Method

U.S. I China I UK I

Germany I Italy

5,600 men & women I

ages 13-60 I

mixed method I U.S.

research community

Eastman Global Marketing Message Study

UrbanAuthorities

UrbanAuthorities

Eastman Global Marketing Message Study

Apparel

shopping

habits of the

global urban

authority tribe

Brand Loyal

59%stick to the same

brands of clothing

Co-Creators

78%more brand loyal for

clothing customization

Digital

53%get clothing

inspiration online

Physical

82%buy most clothing

in-store

Dissatisfied

45%hard to find clothes

to meet all needs

Flight Risk

43%prefer to spend on

non-clothing items

UrbanAuthorities

InsatiableIntellectuals

InsatiableIntellectuals

Eastman Global Marketing Message Study

Factors

very

important

in global

apparel

purchase

decisions

Comfort

Quality

Fit

Style

“Intellectuals” Others

Technologies

Material

93%

92%

91%

82%

78%

71%

56%

48%

59%

40%

29%

23%

InsatiableIntellectuals

Eastman Global Marketing Message Study

Apparel

shopping

habits of

the global

insatiable

intellectual

tribe +55%higher monthly

spend on clothes

57%inspired by sales

people in stores

89%willing to try

new technologies

90%willing to try

new fibers

InsatiableIntellectuals

ComfortCreatures

ComfortCreatures

Comfort

satisfaction

gap in apparel

among the

global comfort

creature tribe

Eastman Global Marketing Message Study

Percent saying comfort is very

important to their clothing purchases

Percent very satisfied with how

comfortable their clothing is

65 75

Italy

48 65

Germany

50 75

UK

57 64

China

68 83

US

ComfortCreatures

Definition of

comfortable

clothing

among the

global comfort

creature tribe

Eastman Global Marketing Message Study

Comfort

43%

Breathable

11%

Moves With You

8%

Softness

15%No Irritation

8%

Fit

17%

Not Tight

13%Makes You Feel Good

6%

ComfortCreatures

MobileMonsters

MobileMonstersApparel

shopping

habits of the

global mobile

monster tribestill buy clothing

in-store51%

research brand

environmental policies56%

offer loyalty for

custom style advice60%

love to try new &

different clothing styles72%

Eastman Global Marketing Message Study

MobileMonsters

SustainableSavants

SustainableSavantsSustainably-

minded U.S.

consumers’

opinions on

what makes

an apparel

item

sustainable

Eastman U.S. Sustainable Leader Consumer Community

InputsMaterials Durability End of Life Sourcing

19%70% 17% 17% 8%

SustainableSavantsSustainably-

minded U.S.

consumers

agreeing with

the following

statements

Eastman U.S. Sustainable Leader Consumer Community

hard to find apparel

with sustainable fibers66%

pay more for apparel

with sustainable fibers70%

avoid purchasing

harmful fibers79%

more loyal to brands

using sustainable fibers83%

SustainableSavantsWhere

sustainably-

minded U.S.

consumers

want apparel

brands to

provide

sustainability

information

Eastman U.S. Sustainable Leader Consumer Community

Hangtags

73%

Sales Associates

35%

TV/Digital Ads

32%

Brand Websites

55%Social Media

29%

Certifications

65%

Store Signage

42%Celebrities

12%

SustainableSavants

FashionTribes

FashionTribes

Customization

don’t be afraid to co-create with your customers I find

unique ways to solve fashion dilemmas

Digital & Physical

create one brand experience I leverage the best of both

world’s to simplify the shopping journey

Sustainable Journey

satisfy the needs of sustainable shoppers by highlighting

materials I use experience to bring other shoppers along

Comfort Gap

understand the meaning of comfort to your customer I

use fiber innovations to fill the gaps & tell those stories

FashionTribes