Three quarters of female clothes shoppers in the US (75%) will be put off buying items that have to be dry cleaned, according to new research from Mintel.
Women are also loathe to buy clothing that has to be hand washed separately (59%) with women aged 65 and up even more likely to pass on fashions with labels that bear the hand wash separately mandate (68%).
“Dry clean only or hand wash separately account for one more errand or household chore that busy women simply don’t have time for,” said Kat Fay, senior beauty analyst at Mintel. “When you consider the demands of work, family obligations, children and a social life —some women may just find it easier and less time-consuming to purchase an item that doesn’t have specific cleaning instructions.”
According to Mintel, the clothing attributes female shoppers want are easy to mix and match separates (84%), while 78% are drawn to classic styles that don’t go out of style and 71% are looking for items that don’t have to be ironed.
“From what we’ve seen, most women want to look great without much fuss. They’re looking for clothing that’s easy to accessorise and layer, but can also transition seamlessly from work to an evening out,” said Fay. “Add in larger dressing rooms and faster checkout for long lines and you could have some very happy shoppers.”