Surveys by Publications:
Footwear Insight Textile Insight Outdoor Insight
Published in the March/April 2021 Issue

The biggest takeaway from this month’s survey is the hunger consumers have for information about the products they buy and the materials used to make these products. This is despite respondents already being loyal label-readers and willing participants in scrolling social media and brand websites to gain additional knowledge. The more info the better. Also notable is the significance of brand values that emerges from answers like this; 71 percent of survey takers said a brand’s social/environmental policies sways their purchasing behavior, and 88 percent of respondents would pay more for that brand. Recycling is another consumer behavior on the upswing. When asked how likely they are to recycle their athletic footwear and/or fitness apparel if they knew those items would be repurposed into textiles for future products, 82 percent said “very likely.” Interestingly, the only question in this month’s survey that resulted in a higher percentage of  “no’’ to “yes” was when asked if brands were doing a good job telling a compelling textile story about the fabrics featured in shoes and apparel; 66 percent of survey respondents said “no.” In other words, heightened brand transparency positively impacts the decisions consumers make all the way to the cash register.

The survey, conducted by MESH01, included 301 respondents, men and women, ages 18 to 60 who identify themselves as active and outdoors.

See the Full Mar/Apr 2021 Issue
Quotes

How important is a “Made In America” product label in your decision making process?

SOMEWHAT IMPORTANT / 63%

“I prefer to buy American but knowing that many products are sourced elsewhere and only assembled in the US has decreased my interest in shopping this way.” Male / 30

“Love to support local companies, but not a decisive factor in my decision-making.” Male / 28

“If it is comparably priced to a product that isn’t made in USA, I’ll pick the one made in USA.”
Female / 36

“While Made in America is nice to know, price is also important.” Female / 37

“More importantly would be what state it is made in. Made in America feels quite general.” Male / 27

“It is more important when purchasing items online. If I can determine quality (and fit) for a product in a brick-and-mortar store, where it is made does not matter.” Female / 45

“The assumption is a USA made product will be quality but that does not always hold true.” Male / 28

“As long as the company treats their employees fair, it doesn’t matter what country it comes from.” Female / 30

“I generally do not think about where a product is made before grabbing it, but if I happen to notice two products side-by-side and one clearly states that it’s made in the USA, I’ll get that one, depending on the price difference.” Male / 27

VERY IMPORTANT / 22%

“I prefer Made in America to help our own economy grow and because I believe our quality is second to none.” Male / 31

“It will be the decider between two similar items.” Male / 18

Because we make a good quality products Female / 39

“I enjoy most when a product is made here in the U.S. We have all the resources and talent.” Male / 38

“Giving back to American is very important to me.” Female / 38

NOT IMPORTANT AT ALL / 22%

“There is no clear benefit to ‘Made in America’where product quality is concerned, and price is usually higher regardless.” Male / 32

“I’m more concerned about the brand than where it’s made.” Female / 37

“Things made in America are usually more expensive and not always better quality.” Female / 29

“Great quality products are made [all over] the world. I would love to keep the money in the American economy because I live here but it would not affect my decision to purchase a product.” Male / 31

Quotes

Do you relate the concern about plastics to your wardrobe products made with polyester?

YES / 34%

“I recently washed a sweater then dried it by mistake. The way it feels and ‘sounds’ makes me wonder what it really is!” Female / 49

“Natural items sound better.” Female / 56

“I do know this is a bi-product, but its synthetic nature outweighs the plastic concern.” Male / 38

“I worry about toxins in all areas of the environment, including my clothes!” Female / 48

“I try and limit plastics both in my housewares and my clothing (like polyester) as they can harm sea-life.” Male / 31

NO / 66%

“I’ve never thought of this before. I think I should.” Female / 41

“I had not considered that before, but it’s a good point that probably gets overlooked due to water bottles and grocery bags getting most of the press.” Male / 30

“I hadn’t thought about clothing being part of the growing plastic accumulation on our planet.” Male / 41

“I haven’t yet, however after reading this question I will be.” Female / 38

“I never really thought about plastic being in polyester. That’s a really great question.” Male / 29

“I’ve never really thought about that to be honest since polyester is so ingrained in the outdoor community.  This is something I’m going to have to research more.” Male / 42