Quality in Clothing:
Does it Matter, and Will Consumers Pay More for It? |
Quality in apparel can be defined by the way an item fits, how it is sewn together, how well it launders, or its durability. In essence, quality is in the eye of the beholder. Research on consumer attitudes and shopping behavior indicates that quality is essential in an industry that depends on product styling and quick inventory turns to achieve profitability. Yet this research suggests that while consumers demand a certain standard of quality, they are growing less inclined to pay a premium for it.
Apparel returns are inevitable, causing problems for shoppers and retailers alike, and an important reason for returns is dissatisfaction with quality. Although wrong size is the most common reason for returns, according to findings from Cotton Incorporated's Lifestyle MonitorTM, nearly one out of five returns in 2002 was related to quality. According to recent analysis of data from Planet Feedback (a consumer-oriented Web site that provides feedback for retailers on their performance), more than 5,000 consumers had logged comments about specific apparel retailers, and over 80% of this feedback consisted of complaints. Of the many industries listed on this Web site, the apparel industry is among the most likely to receive complaints about quality, which shows room for improvement. The primary quality concern of disgruntled apparel shoppers is the sewing and manufacturing of garments. This finding is supported by research on industry returns conducted by Cotton Incorporated in 2000, which found the primary quality problem to be defects in sewing.
When offered the choice between purchasing a fashionable or a high-quality garment, 62% of consumers prefer quality, according to the Lifestyle Monitor. However, the percentage choosing quality over fashion in 2002 was down significantly from 68% in 1998. This decline is clearly related to consumers' increased "cross-shopping" behavior— their willingness to shop for clothing at more than one retail channel. More than 80% of consumers shop several retail channels for apparel, and this cross-shopping is driven largely by the search for favorable prices, styles, and colors—not by a search for quality.
Consumers at all retail channels are largely satisfied with the quality of clothing available. On a scale of 0 to 10, where 0 means "not at all satisfied" and 10 means "extremely satisfied," mean scores and score distributions were generally similar among shoppers at the four major retail channels. Means ranged from 6.9 for mass merchants to 7.4 for department stores, and no more than 8% of consumers gave any of these outlets a rating of less than 5.
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