Blog: Leonie Barrie'Dry clean only' not the best fit for shoppers

Leonie Barrie | 21 January 2011

What don't women want to see when their shopping for clothes? Well apparently one of the biggest turn-offs is the phrase "dry clean only" on the care tag.

Indeed, the latest research from Mintel suggests three out of four female shoppers go out of their way to avoid items that require a trip to the cleaners, while 59% are loathe to buy garments that have to be hand washed separately. Women aged 65 and over are even more likely to steer clear of fashions that have to be hand washed separately.

Indeed, I can sympathise. Dry clean only or hand wash separately is another chore that most of us just don't have time for.

So, the eternal question: what do women want? Easy to mix and match separates, classic styles that don't go out of fashion, and items that don't have to be ironed top Mintel’s list.

Add in larger dressing rooms and faster checkout for long lines and you could have some very happy shoppers indeed.


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