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CONSUMERS ASK FOR INFORMATION

source:
http://www.cottoninc.com/
TextileConsumer/
TextileConsumerVolume28/

Consumers' desire for information about the apparel they buy is increasing…

according to a worldwide survey conducted by Lifestyle Monitor in 2002, clothes shopping was not as important to consumers in 2002 as it was in 1994. On the other hand, today's shoppers want to be better informed. This quest for information tends to manifest itself as consumers age;

the need-to-know mentality is less prevalent among younger than older consumers for information such as laundry instructions, fabric content, and environmental friendliness;

as consumers age and gain experience in taking care of their clothing, their specific interest in both laundry instructions and fibre content increases significantly, as the two items are closely related;

80% of today's consumers say it is critical to know an item's price before purchasing it (compared with 68% in 1994). However, the importance of brand name has increased little over the eight-year period, and the percentage of consumers wanting to know where an item was made or manufactured has declined slightly, suggesting acceptance of imported apparel;

knowing whether an item is environmentally friendly also has become more important, especially among consumers over the age of 39 suggesting an increase in altruism and concern about their legacy to future generations.

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