About 58 percent of US’ consumers consider clothing labels as very important sources of information, with 7 out of 10 (72 percent) agreeing that clothing labels are convenient to use, according to a recent survey conducted by Cotton Incorporated.
In terms of helpfulness, consumers rated various aspects of clothing labels, finding garment size information to be the most useful at 83 percent. Description of garment care came in close behind at 80 percent, followed by fibre content at 61 percent and country of origin at 50 percent, as per the Supply Chain Insights – Clothing Label Survey.
When it comes to preferences between printed labels and digital alternatives, a clear majority of 75 percent favour printed labels over QR codes, with only 22 percent preferring the latter. However, the survey also found that while 66 percent are comfortable using QR codes, a smaller subset of 31 percent use them frequently. The most common uses of QR codes include viewing menus (47 percent), learning more about a product (45 percent), and logging into an account or Wi-Fi (43 percent).
The survey also shed light on generational differences regarding the perceived value of clothing labels. If no labels were provided, 49 percent of Gen X consumers would choose to buy a different clothing item, compared to 39 percent of Millennials and 33 percent of Gen Z. Moreover, the likelihood of experiencing a laundering mishap if no labels were provided was highest among Gen Z at 56 percent, followed by Millennials at 46 percent and Gen X at 35 percent.
