Consumers' perceptions of quality hinge on fiber and fabric construction

Abstract

As nearly 20 years of declining U.S. apparel prices came to an end in 2011, raw fiber prices stabilized at rates 25 to 30 percent higher than in the previous decade. Confronted with these significant challenges, retailers and brands were left to find ways to minimize costs and to save margins. Reconstructing apparel with fewer or less expensive materials was a risk that many in the supply chain took in 2011 and consumers have noticed these changes specifically related to the quality and durability of cotton garments. Consumer expectations for longevity exceed current industry testing standards and the current retail landscape provides insight into the perspectives of today‘s global apparel shoppers.