Published in the August 2021 Issue

survey

With more families spending time outdoors, a healthy side effect of the past pandemic-impacted year-plus, we decided to ask active/outdoorsy consumers about their family activities and purchases. Of those surveyed, 71% told us they added family fitness activities to their routines during the pandemic, with 76% saying these new activities are either likely or very likely to become a regular part of their family’s lifestyle.

What type of expectations do these consumers have for family-oriented outdoor gear purchases? Seventy-two percent say they expect the price for their children’s products to be less than it is for adults. Sixty-four percent are more likely to buy product for kids if the brand also makes products for adults, and 77% say their children have “some input” on what outdoor product is ultimately purchased. And when it comes to sun protection, 59% of consumers surveyed said they rely on SPF protection in both lotions AND fabric.

278 respondents, male and female.

Read the August 2021 Issue

Quotes

Does the hang tag information or product care label effect your purchasing decision in anyway?

YES / 61%

“The hang tags explain some of the key components in the garment.” Male / 25

“Sometimes an outside label is modern and fun. Also, the care needs to be clear as my children and husband also do the wash. If a product will be ruined in the dryer, the tag NEEDS to be clear.” Female / 42

“It helps provide information on what is unique about the product and helps in comparison shopping.” Female / 35

“It tells me if it would work for my sport.” Male / 18

“Knowing the material or mix of materials is important to me - how it is going to feel on my skin, how it needs to be washed, etc.” Male / 44

“If it’s hard to clean it’s not something I want to buy.” Female / 19

“Different brands often have different brand names for very similar technology used by other brands. I look at the hang tags to try to understand the specific brand technology and what it provides.” Male / 40

“It does affect my decision if it’s a brand I’m not familiar with. Just like every product these days, consumers like to know the story.” Female / 40

“It helps me determine if there’s ‘more than meets the eye’ to this product, such as additional features that I should be aware of.” Male / 39

“I always look at laundering and content.” Female / 27

“I am more likely to buy something with Gore-Tex, that is waterproof, and well lined but I do not look at the care label before buying.” Female / 29

“I want something that meets my expectations.” Female / 38

“I like to know the sourcing of the garments and how it washes. If it’s too hard, then I won’t buy.” Male / 28

NO / 39%

“I usually read the label to make sure I’m caring for the garment properly.” Female / 30

“I have done my research prior to purchasing the garments. However, I do appreciate the tags confirming my decision and the company taking pride in their product.” Male / 38

“If it’s good quality I’ll take care of it the way it needs to be taken care of so it doesn’t matter.” Female / 36

“I don’t care what the tag says.” Male / 27

“I don’t read it. Usually I think it is for gimmicks. If I’m at a store I’ll talk to someone.” Male / 32

“It doesn’t affect what I buy. I can figure it out either way.” Female / 28

“It usually doesn’t provide all the info I look for when making a purchase.” Female / 28

“I’ve never had a tag change my mind or make me think about buying or not buying. Don’t think I even look at tags before purchasing.” Female / 36

“I buy online.” Male / 38

“These clothes are going to be beaten on the outside. The washing machine is the least of my concerns.” Male / 41

“I look at it before purchasing, but good gear is worth the time needed to care for it.” Male / 23

Quotes

Has the issue of “animal cruelty” prevented you
purchasing a down jacket?

YES / 16%

“It certainly doesn’t help but I generally avoid down for other reasons. I do appreciate Patagonia’s commitment to this issue, though.” Male / 41

“I don’t want animals to be harmed for me to have winterwear.” Female / 33

“Animal cruelty and child labor are big issues in the clothing industry. I don’t want to support companies who use either.” Female / 19

“It has made me more hesitant to buy a down jacket in recent years.” Female / 27

“Extracting feathers from birds is antiquated, unnecessary, cruel, and repulsive. I will never buy a down jacket for myself or any family/friends.” Male / 30

“I’ve always purchased down jackets from good brands that are against that, so I hope not. But you can’t be sure.” Female / 45

“Yes!” Female / 49

“I’ve thought about researching where the feathers come
from prior to my next purchase.” Female / 57

NO / 77%

“Saving all the animals has never been where my concerns lie.” Female / 32

“I didn’t think about it when I got my down jacket.” Male / 23

“I buy down gear from places that only use cruelty-free down.” Female / 26

“Once, I read a poem called ‘All God’s Creatures Have a Job to Do.” Male / 31

“No, but I’m glad you can buy recycled down now.” Female / 29

“I am unaware of animal cruelty with down.” Female / 49

“Quality gear is still quality gear at the end of the day.” Male / 31

“I have never owned a jacket that used to be an animal. I don’t have a problem with people who choose to own them so long as the practice of taking those animals is done responsibly.” Male / 33

“I never made the connection to that and down before now.” Male / 38

“I’d like to know more. It could be a factor in my future purchasing choices.” Female / 54

7% UNSURE

Surveys by publication

Does the hang tag information or product care label effect your purchasing decision in anyway?

Has the issue of “animal cruelty” prevented you purchasing a down jacket?

Has the issue of “animal cruelty” prevented you
purchasing a down jacket?