One number on your clothing tag could quietly curb fast fashion and shrink textile waste, study finds
You are standing in a shop holding two sweaters. One is cheap. The other costs more and feels sturdier. A new study suggests a single figure on the tag could settle the choice for you.
That figure is cost per wear, and researchers found that showing it nudges shoppers toward higher-quality pieces, even when the upfront price is steeper. The findings could change the way people shop for new clothes and how brands market their products.
The implications reach beyond your wallet. The same number that flags a better deal could also curb fast fashion and shrink the textile waste it leaves behind.
Below you’ll find answers to some of the most common questions about what cost per wear is, what the study found, where it works best and whether it is likely to show up on a price tag near you. Here is what shoppers and retailers need to know before the idea reaches store shelves.
What is cost per wear?
Cost per wear is a simple value formula: a garment’s price divided by the number of times you will realistically wear it. Because clothing is a consumable good that wears out, it can reasonably be evaluated on a unit-price basis, much like cost per use.
A pricey coat worn 200 times can cost less per wear than a cheap one worn five times before it falls apart.
What did the new cost per wear study find?
The study found that showing cost per wear information makes shoppers more likely to choose a pricier, higher-quality item over a cheaper, lower-quality one, even when the upfront price is higher. Across six online experiments, participants compared items such as a cheaper sweater against a sturdier, more expensive version.
It was conducted by Dr. Lisa Eckmann (University of Bath, School of Management and Bath Retail Lab) and Lucia Reisch (Cambridge Judge Business School), and published in the journal Psychology & Marketing.
“Cost per wear reframes sustainability as smart spending,” Eckmann said in a press release. “Cheap fast fashion suddenly appears more expensive due to its higher cost per wear and quality pieces are viewed as better financial investments - not just greener choices.”
When does showing cost per wear change what shoppers buy?
The effect is strongest when shoppers can directly compare the cost per wear of two items, and when they are buying everyday clothing rather than occasion wear.
Providing reference points, such as the market average CPW for that product category, makes the comparison more effective.
Does it matter who certifies a garment’s durability?
Yes. The information was more persuasive when it was certified by an independent third party, and this could outperform a general durability claim made by the brand itself.
In other words, an outside stamp of approval carries more weight than a brand vouching for its own products.
Why is cost per wear good for sustainable fashion?
Cost per wear reframes durable, higher-quality pieces as the smarter long-term buy, which could keep clothes in use for longer. The fashion industry is the second-biggest consumer of water and is responsible for up to 8% of global carbon emissions and millions of tons of textile waste, according to the Geneva Environment Network.
“Using cost per wear in shops or online retail spaces could reduce the environmental impact of fashion,” Eckmann wrote in an article published by The Conversation. And the longer that garment remains in use, the less often it needs to be replaced.
How could cost per wear labels work in stores?
Retailers could generate the labels using standardized fabric-durability tests that already exist, which measure how many abrasion cycles (rubs against a rough surface) a fabric withstands before showing wear. These tests, already offered by textile-testing services, could estimate garment longevity and produce a CPW label displayed next to the price.
“Cost per wear could be used much like unit pricing in supermarkets, and could be a low cost, high impact tool for retailers and policymakers to reduce textile waste and the environmental and social impacts of fast fashion,” Eckmann added, per the press release.
Will fast fashion brands actually start using cost per wear labels?
Don’t expect any immediate changes. For cost per wear to work without regulation, brands and retailers must choose to display the labels, and high-quality brands likely have more incentive to do so than fast fashion brands.
Most shoppers currently don’t know how long a garment will last, and without a prompt in-store or online, many never consider longevity when buying. Cost per wear can improve how affordable expensive, high-quality sustainable clothing seems, but many consumers still won’t be able to cover the higher upfront cost, even if it makes long-term financial sense.
What happens next for cost per wear research?
The study measured stated preferences and intentions online, so future work could test cost per wear in actual stores to observe real shopping behavior. More research could also explore how consumers weigh trade-offs between durability and broader sustainability concerns.
The researchers hope the work sparks more interest in using cost per wear in real-life scenarios among both retailers and consumers.
This article was created by content specialists using various tools, including AI.
