Supply Chain Insights – Clothing Label Survey
January 4, 2024
For More Information Contact: Corporate Strategy & Insights at [email protected]
Survey conducted July 26, 2023 with N=978 U.S. consumers
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated.
©2023 Cotton Incorporated.
CLOTHING LABEL SURVEY
COTTON INCORPORATED’S
SUPPLY CHAIN INSIGHTS
SUMMARY OF RESULTS
Description of
garment care
Garment size
80%
83%
Consumers find most information on
clothing labels to be helpful.
say clothing
labels are very
important sources
of information
Country of origin
Fiber content
50%
61%
% rate information very helpful (Top 2 box):
58%
Consumers prefer printed
labels (75%) over QR codes
(22%) to display clothing
information
75%
22%
vs.
(72%) agree clothing
labels are convenient
7 10
out
of
Most common uses
of QR Codes?
47%
45%
43%
View menu
Learn more
about a product
Log into an
account/wifi
% would
choose to buy a different clothing
item if no labels were provided
% likely to have a laundering
mishap if no clothing labels
were provided
Gen x
Gen Z
Millennials
% say checking fiber content of clothing tells them:
33%
56%
39%
46%
49%
35%
How to
care for it
Quality Comfort Breathability Longevity/
durability
How warm
or cool they
will feel
Allergy/
irritation
information
If it is natural
or synthetic/
manmade
While 66% are comfortable using QR codes,
slightly less than one-third (31%) use often