Do Consumers Abide By the Garment Care Instructions?
More than half of consumers (56%) said they had had garments professionally cleaned that were labeled for machine or hand washing. About one fourth of consumers reported having had garments made of cotton (26%), rayon (25%), or silk (23%) professionally cleaned even though the label did not call for it. Consumers said they chose to take their garments to professional cleaners because the items would look better and it was more convenient.
On the other hand, 35% of consumers said they would machine or hand wash items labeled for professional care. The type of garment most often washed despite other care instructions was sweaters. In addition, 48% of respondents said that 100% cotton apparel was most frequently washed at home despite being labeled for professional care.
 Top
A difference between professional laundering and dry cleaning was recognized by 51% of consumers. The primary difference cited was that dry cleaning used solvents and chemicals. Of consumers who were aware of a difference, 73% said they specified the cleaning method when they went to a professional care facility. Consumers were more likely to have women’s apparel dry cleaned (42%), whereas they were more likely to have men’s apparel professionally laundered (44%).
Nearly half of consumers (49%) were unaware of any difference between dry cleaning and professional laundering. This lack of consumer understanding indicates that personnel at professional care facilities often are responsible for determining the type of care for apparel. This gives the industry an opportunity to provide educational materials about garment care for different fabric types.
Top
According to Cotton Incorporated's Lifestyle Monitor, 76% of consumers do not like wearing wrinkled clothes. This aversion to wrinkling has led to increases in retail sales of wrinkle-resistant apparel — specifically, slacks. Of all men’s slacks sold at retail in 1999, 58% were 100% cotton. Of these 100% cotton slacks, 46% were wrinkle-resistant. Since 1995, unit sales of 100% cotton wrinkle-resistant slacks have increased 18%, compared with 15% growth in unit sales of all slacks. In addition, consumers are willing to pay a price premium for the convenience of wrinkle-resistant finishing. In 1999, consumers paid an average of $2.24 more for 100% cotton wrinkle-resistant slacks than for regular 100% cotton slacks.
Overall, 73% of consumers indicated that someone in their household owned wrinkle-resistant clothing. Of those consumers, 45% reported having had wrinkle-resistant pants professionally cleaned. Of the latter consumers, 62% had their wrinkle-resistant pants dry cleaned, despite the fact that less than 3% of all wrinkle-resistant pants sold in 1999 were labeled for dry cleaning. Of consumers who had wrinkle-resistant pants professionally cleaned, 29% chose professional laundering. More than 80% of consumers said they were "somewhat satisfied" or "very satisfied" with their wrinkle-resistant pants after professional care.
The majority of apparel purchased by U.S. consumers can be laundered at home. Based on consumers’ lifestyles and preference for comfort, this trend is expected to continue. These findings indicate that garment care labels will become increasingly important. With the innovation of new fabrics and cleaning methods that give consumers the benefits of professional garment care at home, more detailed garment care instructions may be required.
Top
Consumer spending on apparel increased from $239 billion in 1998 to $258 billion in 1999, according to Commerce Department data. All market segments posted increases in dollar and unit sales. Men’s apparel sales increased 4.3% in dollars and 6.2% in units, indicating a decrease in average price. Leading categories for men’s apparel were slacks, sweaters, and shorts. Women’s apparel sales increased 3.7% in dollars and 2.0% in units, as average price increased. Growth in women’s apparel was due primarily to strong sales in shirts and blouses, denim jeans, sweaters, and slacks. The children’s market increased 3.7% and 4.1% in dollar and unit sales, respectively. Boys’ and girls’ shirts and sweaters posted strong year-over-year gains in both unit and dollar sales. Cotton gained share in all segments of the market, resulting in a current share of 60%.
Top
Spending on home fabrics grew 5.4% in 1999, while unit sales increased 3.3%, indicating some upward pressure on retail price. Activity in the sheet and towel markets was robust, with unit sales growing 5.2% and 4.2%, respectively. Consumers continued to show their preference for cotton, as sales of 100% cotton sheets and sheet sets posted double-digit increases. Dollar sales of towels increased only 1.9%. Sales of blankets and quilts/comforters were strong. Cotton’s share of home fabrics was 63.2% in 1999, nearly one point higher than in 1998.
Top
|
