Labelling clothes with a breakdown of their cost-per-wear (CPW) has been shown to influence clothing preference, according to new research. The measure, which divides price by expected lifespan, led participants to report stronger preference for durable clothing over lower-priced, short-lived options, suggesting that a simple, clearly presented tag could influence buying habits, reshape perceptions of quality, and support more sustainable choices across the clothing market.
- The study tested how CPW information affected buying choices, finding consistent shifts in preference towards high-quality clothing with longer expected lifespans.
- Participants were most influenced when CPW figures could be directly compared between garments, and when choosing everyday wear rather than occasional or one-off purchases.
- Communicating CPW proved more effective than vague durability claims, particularly when brands supplied market-average reference data and independent third-party certification to build trust.
- Researchers said the approach highlights durability as measurable value, turning the idea of sustainability into an immediate, evidence-based indicator of smart spending behaviour.
- The study ‘Shifting Toward Quality: How Communicating Cost per Wear Influences Consumer Preference for Clothing’ was conducted by Lisa Eckmann, University of Bath – School of Management, and Lucia A Reisch, Cambridge Judge Business School, and published in Psychology & Marketing.
THE STUDY: The project tested whether showing CPW, the price of a garment divided by expected uses, shifts consumer preference from cheaper, short-lived items to higher quality, longer lasting clothing. Across six preregistered online experiments, participants evaluated comparable products under varied conditions. When CPW was communicated, participants consistently favoured the durable option despite higher upfront price, indicating that economic value cues can redirect purchasing decisions.
- Across all experiments, participants averaged 38 years of age, with women comprising roughly 59% of the sample.
- Effects were strongest when shoppers could directly compare CPW values and when choosing everyday clothing rather than one-off purchases.
- When market-average reference information and independent third-party certification were introduced as experimental conditions, they increased perceived credibility and trust in durability claims.
- Communicating CPW outperformed general durability claims when the high-quality item’s CPW was clearly lower and the difference substantial.
- The research was supported by the UK Economic and Social Research Council (ESRC).
EVIDENCE FROM THE EXPERIMENTS: The six experiments found that providing CPW information consistently increased preference for higher-quality garments. Participants perceived durable items as better financial investments when presented with clear CPW values, and this response was strongest when the difference between options was substantial. The findings demonstrate that consumers use the metric to identify value, not just sustainability, when comparing clothing choices.
- In joint evaluation, participants judged higher-quality items as more economical when CPW data were visible, even when initial price was higher.
- Purchase interest increased only when both options displayed comparable information, confirming that comparison drives perceived value.
- For special-occasion purchases, CPW information had little influence because long-term value was less relevant.
- When the high-quality option’s CPW was slightly higher, preference declined only if the price gap was large; small differences did not alter perceived economy.
WHY THE IDEA WORKS: The CPW framework works by reframing how shoppers interpret price and value. Instead of focusing on the upfront expense, consumers consider longevity and usage frequency, perceiving high-quality garments as better financial choices. The measure functions like unit pricing in supermarkets, breaking a total cost into a smaller unit to show that durable clothing saves money over time and reduces waste.
- The researchers describe CPW as a usage-based unit price, similar to labels on food or household goods.
- By dividing cost by expected uses, the measure translates durability into an economic metric that highlights long-term savings.
- The approach appeals to self-interest, positioning sustainability through personal benefit rather than moral obligation.
- Displaying CPW can simplify price comparisons for consumers lacking knowledge about brand quality or product lifespan.
