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Open AccessArticle

Is Price an Indicator of Garment Durability and Longevity?

1
Department of Mathematics & Statistics, University of Otago, Dunedin PO Box 56, New Zealand
2
Centre for Materials Science & Technology, University of Otago, Dunedin PO Box 56, New Zealand
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Author to whom correspondence should be addressed.
Sustainability 2020, 12(21), 8906; https://doi.org/10.3390/su12218906
Received: 25 September 2020 / Revised: 22 October 2020 / Accepted: 22 October 2020 / Published: 27 October 2020
(This article belongs to the Special Issue Sustainable Retailing & Brand Management)
Increasing focus on the sustainability of clothing has highlighted issues such as “fast fashion”, impacts of laundering, durability, perceptions and expectations of wear and quality. The general consensus is that low-price garments (usually “fast fashion”) are of low quality, low durability to laundering and are therefore more likely to be disposed of after minimal wears. The aim of this research is therefore to explore the relationship between price, perception of quality, frequency of laundering and durability to laundering of a common garment. Physical experiments on black T-shirts was undertaken to determine whether the price of a garment determines its quality in terms of durability to laundering; and a survey was conducted on perceptions of whether the quality of a garment is tied to its price. Price was found to not be a good indicator of physical performance, especially when it is lower. The two highest-priced T-shirts experienced the least change and this was attributed to better-quality fabric and construction. Participants expected more durability and higher quality as the price of the T-shirt increased and expectations were mostly pessimistic of garment performance to laundering compared to the actual performance compared against theoretically acceptable changes in garment dimension. View Full-Text
Keywords: fast fashion; durability to laundering; quality perceptions; dimensional change; care labels; longevity fast fashion; durability to laundering; quality perceptions; dimensional change; care labels; longevity
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Wakes, S.; Dunn, L.; Penty, D.; Kitson, K.; Jowett, T. Is Price an Indicator of Garment Durability and Longevity? Sustainability 2020, 12, 8906.

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