survey

As winter rolls in we asked consumers for feedback on how they keep warm in the cold. Education around next-to-skin performance fabrics is paying off at the cash register with respondents reporting that base layer is a key layer in their cold-weather wardrobe. Fleece remains the go-to-favorite in the mid-layer category with 55 percent of respondents opting for polyester fleece followed by 22 percent of respondents choosing wool. Questions regarding the value of hangtags and labels generated interesting results: some respondents focused on garment care, while others used labels to identify material content. And 78 percent of consumers surveyed replied that purchasing a garment described as eco-friendly makes them “feel good.” The survey, conducted by MESH01, included 100 respondents, active men and women, aged 18-60, with an average age of 38 years old.

CONSUMER SURVEY

When dressing for winter sports do you “layer” your outfit to achieve maximum warmth?

If yes, which of these “layers” do you consider most critical?

“Tough question. It really depends on wind conditions, temperature and precipitation. I live in Maine and I never go anywhere without a waterproof layer. Summer or winter. My mid-layer has become very important for regulating heat.” Male / 60

“The outer layer is very critical as conditions may change quickly. A proper water and wind repellent layer that can be removed and reapplied quickly is best as conditions and body temperature changes Male / 47

“Though all are important to make the system work, I focus on the base layer to ensure proper moisture-wicking away from the skin.” Male / 48

“The base layer sets the stage for everything else. If you are not warm and protected at the core, you won’t be warm or appropriately protected at any other level.” Female / 47

“Base layers are most important unless it’s extreme weather then the outer layer is more important – being waterproof or windproof.” Male / 38

In terms of base layer, what is your fabric preference?

In terms of mid-layer, what is your fabric preference?

What are the most important factors that influence your purchasing decision when buying garments for outdoor sports.

Would you be more likely to buy a down jacket if you knew how to launder it?

Do you buy products that feature UV protection during winter months?

Does it make you “feel good” to purchase a garment described as eco-friendly?

‍‍What does the term “green- washing” mean to you?

‍“When a company tries to make something seem environmentally friendly, but it might not really be.” Male / 38

“When an organization tries to make themselves look more environmentally friendly by spreading misinformation.” Female / 30

“Washing laundry in colder water.” Female 33

“Cleaning that doesn’t impact the environment.” Female / 38

“Making a product or service seem more environmentally responsible than it actually is.” Female / 28

“False advertising to make their products or services seem more eco-friendly.” Male / 41

“A story about a product that makes it sound green, but it’s either not or it’s not a unique property.” Female / 40

“I hadn’t heard the term until just now and looked it up. I believe there is a significant amount of it happening... corporate greed and ignorance.” Female / 49

“Faking like you are about the environment and attempting to use that to sell product.” Male / 28

“Using environmentally friendly soap.” Male / 46

“Companies claiming to be green or environmentally friendly when in practice they aren’t.” Male / 26

“Adding supposed environmentally beneficial attributes to a product that are nebulous or unfounded.” Male / 51

“Less water, less soap, less energy.” Male / 38

“Marketing your product as eco-friendly when it isn’t.” Female / 38

“Non-detergent wash.” Male 41

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. I don’t think I ever 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

“I am a huge animal lover. They are innocent and should remain unharmed.” Female / 26

“Animal cruelty and child labor are really big issues in the clothing industry. If I’m using my dollar 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 / 5

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

“No, but I prefer down garments with recycled down.” Female / 36

“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

“It is a plus to have that on the label, but 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 certainly could be a factor in my future purchasing choices.” Female / 54

UNSURE / 7%

Surveys by publication

‍‍What does the term “green- washing” mean to you?

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?