Cost per wear labels displayed alongside the retail price can shift shoppers toward durable, higher-quality garments, according to new research published in Psychology & Marketing. The study was led by Dr. Lisa Eckmann of the University of Bath’s School of Management and Bath Retail Lab, with co-author Lucia Reisch of Cambridge Judge Business School. For professionals following textile news, the findings signal a practical, low-cost approach to reducing fast fashion’s environmental footprint.
What the Research Found
The research team conducted six online experiments to test how cost per wear information affects purchase decisions at the point of sale. Participants compared a lower-priced, lower-quality item — such as a sweater — against a higher-priced, higher-quality alternative. When cost per wear data appeared alongside both options, participants consistently selected the more expensive, longer-lasting garment.
Direct side-by-side comparison of two items’ cost per wear produced the strongest effect. Results were most pronounced for everyday apparel rather than occasion wear. Third-party certified cost per wear figures proved more persuasive than brands’ own durability claims, and category-average benchmarks further strengthened consumer confidence.
“Cost per wear reframes sustainability as smart spending,” Dr. Eckmann said. “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.”
Why Cost Per Wear Matters for Sustainable Fashion
Most shoppers do not know how long a garment will last, and without a prompt at the point of sale, durability goes unnoticed. The Geneva Environment Network reports that fashion is the second-largest consumer of water globally and accounts for up to 8% of global carbon emissions, while generating millions of tons of textile waste annually.
Cost per wear labels keep long-term value visible during purchase decisions, directly supporting sustainable fashion goals. As Dr. Eckmann noted: “The longer a garment remains in use, the less often it needs to be replaced.” This shift in framing reduces replacement cycles and, with them, the industry’s environmental burden.
Implementation, Barriers, and Industry Outlook
The cost per wear approach mirrors unit pricing in grocery retail, enabling quick, standardized comparisons at the shelf. Standardized fabric-durability tests — measuring how many abrasion cycles a textile withstands before showing wear — already exist and could underpin reliable cost per wear calculations. Retailers could display the figure next to the price tag, both in-store and online.
- Use standardized abrasion-cycle tests to estimate garment lifespan
- Display cost per wear beside the retail price, in-store and online
- Pursue independent third-party certification to maximize consumer trust
- Provide category-average benchmarks as reference points for comparison
Widespread voluntary adoption faces real obstacles. Premium brands with durable product lines have the greatest incentive, while fast fashion retailers have less motivation to participate. Affordability remains a barrier — even when long-term value is clear, some shoppers cannot absorb a higher upfront price.
“Cost per wear 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,” Dr. Eckmann added. The researchers call for real-world trials in physical retail settings to confirm effects observed online, where experiments measured stated preferences rather than live purchasing behavior. Broader industry adoption of cost per wear labeling stands to advance sustainable fashion and reshape retail marketing practices across the global textile sector.
Frequently Asked Questions
What does cost per wear mean?
Cost per wear is calculated by dividing a garment’s purchase price by the estimated number of times it will be worn. The metric allows shoppers to compare the long-term financial value of a durable item against a cheaper, shorter-lived alternative at the point of sale.
Who led the cost per wear research?
The study was led by Dr. Lisa Eckmann of the University of Bath’s School of Management and Bath Retail Lab, with Lucia Reisch of Cambridge Judge Business School as co-author. The findings were published in Psychology & Marketing.
Do retailers need government regulation to adopt cost per wear labels?
No regulation is required for voluntary adoption by individual brands and retailers. However, industry-wide impact is more likely when policymakers incorporate cost per wear disclosure into sustainable fashion policy frameworks, creating consistent standards across brands and markets.
