Cost-Per-Wear Labels Could Replace Fast Fashion’s Cheap Upfront Price With a Grocery-Style Unit Metric

Cost-Per-Wear Labels Could Replace Fast Fashion’s Cheap Upfront Price With a Grocery-Style Unit Metric

That price tag on a $20 sweater might not tell the whole story. New research suggests that when shoppers see a garment’s cost per wear, they reach for the pricier, longer-lasting option more often. The findings could reshape how people buy clothes and how brands market them. The study was conducted by Dr. Lisa Eckmann from the University of Bath, School of Management and Bath Retail Lab and Lucia Reisch from the Cambridge Judge Business School. …