A recent study has found that showing the cost per wear (CPW) on clothing labels could nudge shoppers away from fast fashion and towards better-quality, longer-lasting garments. CPW, which divides an item’s price by how many times it is likely to be worn, gives consumers a clearer picture of the long-term value of their purchases. The idea is that when people see how often they would need to wear a piece to make it cost-effective, they may be more inclined to invest in durable, timeless clothing rather than cheap, short-lived trends. This concept seeks to challenge the culture of disposable fashion by framing sustainability in terms of financial wisdom.
The research, published in Psychology & Marketing by the University of Bath and Cambridge Judge Business School, tested this theory through six online experiments. Participants were shown various items of clothing, with and without CPW labels, to see how this influenced their preferences. The results consistently showed that when shoppers saw CPW information, they were more likely to favour higher-quality garments, even when the initial price was higher. The impact was powerful when shoppers could directly compare the CPW of multiple items, or when they were considering everyday clothing rather than something for a special occasion.
Dr Lisa Eckmann, from the University of Bath’s School of Management and Bath Retail Lab, explained that CPW helps consumers rethink what “cheap” really means. “Cost per wear reframes sustainability as smart spending,” she said. “A low-cost fast fashion item can appear more expensive in the long run because it wears out quickly, while quality pieces become smarter financial investments.” In essence, CPW turns sustainable choices into rational, value-driven decisions rather than moral ones, bridging the gap between environmental awareness and consumer practicality.
The researchers argue that clothing, like many consumable goods, can be evaluated by unit cost. Because garments deteriorate over time, it makes sense to consider their cost over their lifespan rather than at the point of purchase. CPW calculations could be based on standard material durability tests already common in the textile industry. By grounding the measure in objective data, brands can help consumers make informed decisions rather than relying on vague claims about quality or sustainability.
Interestingly, the study also found that CPW information could be more persuasive than generic durability or sustainability claims—provided credible comparisons and third-party verification accompanied it. For instance, if brands shared the average CPW within a product category and offered independent certification to confirm their figures, consumers were more likely to trust and act on the information. This approach could make sustainability marketing both more transparent and more effective, transforming the way brands communicate value to customers. Despite its potential, CPW labelling remains unused mainly on the high street, though it is familiar in sustainability circles.
While CPW can make higher-priced clothing seem more affordable over time, the researchers acknowledge that not everyone can pay more upfront for better quality. Economic constraints still drive many consumers towards cheaper, short-lived items. However, the study’s authors hope that their findings will encourage retailers and policymakers to test CPW labels in real shops, potentially leading to broader behavioural change. They also stress that CPW addresses only one aspect of sustainability—durability—and does not account for ethical or ecological factors such as fair labour practices or the use of sustainable materials. Nevertheless, they believe it could be a simple yet powerful tool to make consumers think twice before buying fast fashion, helping to reduce textile waste and its environmental impact.
More information: Lisa Eckmann et al, Shifting Toward Quality: How Communicating “Cost per Wear” Influences Consumer Preference for Clothing, Psychology and Marketing. DOI: 10.1002/mar.70061
Journal information: Psychology and Marketing Provided by University of Bath