The Laundry Lowdown Impact Report | November 2023 |
Report November 2023
Throughout 2022 and 2023 Hubbub teamed up with Primark to explore clothing durability and whether the price of an item of clothing correlates to how long it will last.
Durability refers to an item of clothing’s ability to withstand wear and tear and remain in good condition over time. Better clothing durability reduces the need to buy a replacement and allows extended life of a garment for the owner or through passing on to others. Emotional durability, or the emotional attachment we might feel to a favourite garment, is also a factor in how we care for our clothes and how long we continue to wear them.
The fashion industry has a huge impact on the environment and extending the life of clothes plays a significant role in reducing that impact. Getting as much wear out of clothes as possible starts with how durable they are and depends on how we care for the garment.
Primark is committed to giving clothes a longer life and helping customers love and wear their clothes for longer. This was set out as part of its sustainability strategy published in 2021, in which it outlined nine commitments it was working towards to become a circular and more sustainable business.
There is a widely held perception, confirmed by Hubbub polling in
2023, that more affordable clothing does not last as long as more expensive garments. This may affect how people treat and care for their clothing, in turn impacting on its durability.
This shared concern about durability led Hubbub and Primark to partner together and delve into whether price point determines how durable an item of clothing will be. The first phase of research focused on laboratory durability testing of a range of garments with the School of Design at the University of Leeds, led by Dr Mark Sumner.
The lab testing discovered no direct correlation between price and durability. Read more about the findings in the Worn Out report.
Hubbub then set out to test ways to help people in real-life settings to extend the life of their clothes through a behavioural insights trial, the Laundry Lowdown.
The purpose of this phase was to understand the clothing care behaviours that are most actionable and memorable for a representative sample of shoppers, so that both Primark and the fashion industry can create informed campaigns to encourage the best possible care of clothing across all price points.
In brief, we found that the group made tangible changes to the way that they care for their clothes when exposed to simple and clear messaging on the benefits of new habits. The majority shifted from washing at 40 degrees to 30 degrees, and after the trial one third were using a quick wash cycle as default, up from a quarter.
There was also a notable increase in attention to care labels.
The majority of the participants also said that they found washing
at 30 degrees, air drying and sorting clothes by colour to be particularly helpful changes that they would continue to practise and recommend to others.
We found a low uptake on repair tips and guidance, which suggests time, skill, and confidence barriers.
This report sets out how the research was conducted, the key findings, and implications for both Primark and the clothing retail sector.
Charity of the year 2023! Charity Times Award
Hubbub is an awardwinning environmental charity that creates effective, evidence-based campaigns that are all about inspiring action that’s good for the environment, and for everyone. Hubbub has delivered behavioural insight trials with other businesses including Ikea, Marks & Spencer, Tesco, and BT.
Research design
Over an eight-week period in 2023, a group of 100 Primark customers and store employees were given a series of laundry care tips, expert advice based on guidance from leading laundry care companies, and activities to try out at home.
Participants in the group represented various sized households ranging from people living alone to four-to-six person households. Around a third of the group had children living at home, with a fairly even spread across ages from infants to teens.
Participants were selected from the UK and Ireland.
The group was engaged and motivated using a range of validated behavioural insight techniques including:
• Forming a community which facilitated peer support and learning, and social norming of new behaviours. The core activity took place in a closed Facebook group, and the research kicking off with seven in-store events so that the researchers and group could meet in person.
• Highlighting the benefits of taking better care of our clothes, from time saving to lower energy bills.
• Leaning on trusted experts to inform the research. The tips were shaped by advice from leading clothing care experts, and fashion stylist Bronaugh Meere and experts from Primark were on hand to respond to questions.
• Introducing challenges and healthy competition opportunities to win spot prizes for participation.
• To gain thorough and accurate insights, participants received a financial incentive to ensure full completion of a baseline survey at the start of the challenge and a final survey 60 days after the end of the eight-week challenge.
Capturing impact
An in-depth baseline survey was carried out at the start of the challenge which asked participants about their laundry care habits such as how often they wash clothes, the temperature and cycle they typically use, how they do laundry, whether they follow care label instructions and how they treat their less expensive clothes compared to their more expensive clothes. The baseline survey helped us to understand participants’ laundry habits and how they care for their clothes.
Six weeks after the challenge was completed, and twelve weeks after the baseline survey, we carried out a final survey which followed up with the same questions to understand whether there had been any shifts in their typical behaviour. We waited six weeks after the final activity to avoid the group’s responses being overly influenced by the campaign recommendations. We compiled the most practical tips from experts in clothing/laundry care and durability, to inform the group across the trial period1. The group were given a set of six Laundry Lowdown Hacks to follow when caring for clothes throughout the eight weeks:
Wash at 30 degrees on shorter cycles – unless visibly soiled
Get to grips with care labels
Air dry rather than tumble dry
Sort by colour before washing
Spot clean marks or air out odours
Mend holes as soon as they appear
1 Tips were gathered from Unilever and Proctor & Gamble sources, and Dr. Mark Sumner, University of Leeds.
These themes were introduced at the start of the challenge and participants were routinely encouraged to share their progress; how they were finding the tips and the effect that they had on their clothes.
We tracked and captured impact across three broad themes:
• Actual shifts in laundry and care habits
• Resonance of the core messaging and intentions for future clothing care
• Perceptions of clothing durability before and after
The baseline survey was completed by all 100 participants, while the final survey was completed by 90 participants, which represents strong engagement and retention.
The tip I found most helpful was that washing my clothes on a cooler wash could help make them last longer. I normally do a hot wash assuming it’s more likely to clean better and kill germs. However, I am saving money, keeping the clothes better for longer, it costs me less electric because my cooler washes are normally shorter, and I’m also helping the environment too.
The results set out below are from a snapshot of behaviours from the baseline and exit surveys conducted. They capture actual habits and preferences in the moment rather than intention, which should give as accurate a read on behavioural shifts as possible.
At the beginning of the trial the majority of the group used 40 degree washes, and after the trial the majority were choosing 30 degree washes (representing an 11% increase).
We also saw the proportion of the group using a quick wash cycle as default jump from a quarter to a third.
More than half of the group (54 participants) were doing fewer wash loads per week since completing the challenge. Participants doing ten or more washes per week dropped from seven to two.
Caring about care labels
Hubbub created an educational quiz on care labels and the group was routinely reminded to follow instructions on clothing labels when washing their clothes. This resulted in around half stating at the end of the project that they now carefully follow care instructions because it keeps clothing in better condition compared with a third at the start of the project.
It turns out I should probably ‘scrub up’ on my laundry symbols!
After completing the Laundry Lowdown, we asked the group about the information they found most useful and their intentions for laundry care. Overall, 84 of the 90 final participants said that they learned skills or tips to make their clothes last longer.
From the Laundry Lowdown hacks, washing at 30 degrees, air drying and sorting clothes by colour were tried by three quarters of the cohort. These were also the behaviours most likely to be continued by the group.
Spot cleaning was tried by over half of the group and mending holes attempted by roughly a third.
Along with continuing to use the tips learned, most of the group (70 people) recommended washing at 30 degrees to their friends or family, while 49 people recommended checking care labels and air drying.
Definitely washing 30 degrees has been the most helpful tip. I have tried to spot clean some clothes to varying degrees of success. I have also sprayed lightly worn clothes with fabric spray and hung out to air rather than washing and have been pleasantly surprised, it’s something I would never have done before.
The tip I found most useful was to read the care instructions label before washing. I now check all the labels in an attempt to increase the longevity of my clothing.
- Tom, Laundry Lowdown participant, Newcastle
- Mark, Laundry Lowdown participant, Glasgow
Worn well, not worn out: perceptions of durability
We tracked the group’s perception of durability using two test approaches.
Each person received two items of clothing from Primark: hoodies, t-shirts and jeans for use throughout the Laundry Lowdown to test how the garments fared when washed and worn according to campaign advice. They wore the garments for at least eight hours, and washed and dried them once a week over eight weeks. The group reported – using a score from 1-4 - how the garments were performing across factors such as piling, colour retention and shape.
Jeans performed well on shape and stitching; with most participants scoring them highly throughout the eight weeks. Hoodies were rated consistently well in all categories by the majority of participants. T-shirts were found to retain their colour, but not their shape across the eight weeks.
Hubbub polling in March 2023 found that UK shoppers expect garments at higher price points to last significantly longer than those at lower price points. For example, on average people expect 26 washes from a £10 t-shirt before it starts to break down/not look good compared to 40 washes for a £100 t-shirt.
The responses were a mixed bag at the start of the project with just under half of the group expecting the t-shirt to withstand at least 11 washes but not go beyond 30.
My jeans are in surprisingly good condition, and I think it’s because I’ve been washing them inside out. When I have bought jeans in the past they have definitely become worn out around the thigh area, but these have lasted quite well. I’m definitely going to wash all my clothes inside out from now on.
I think my hoodie has held up particularly well. It was worn most days, and washed weekly, and aside from slight fading of the black colour, looks almost new. I put this down to short 14-minute eco washing cycles at 30 degrees.
Afterwards, just under two thirds of the group expected 11-30 washes. Eight people reported that they would expect 31-40 washes – an assumption that was not originally held by any
of the group at the start of the project.
The changes in expectation mirrored the findings from the lab testing conducted by the University of Leeds - that the retail price of a garment cannot be used to determine its durability.
For over half of the participants durability has become an important consideration when next buying clothes.
I think durability is about being realistic. I understand that my clothes will wear down over time. My expectations are that they do this in a way that’s manageable. For example, bobbling. Most jumpers and cotton coats bobble, but that’s an easy fix... If the item tore (soon after buying), then that means it is poor quality and doesn’t meet my garment expectations.
- Abbie, Laundry Lowdown participant, Birmingham
- Carli, Laundry Lowdown participant, London
Participant stories
Doreen
Menya, London
Doreen joined the Laundry Lowdown to learn how to reduce the impact of laundry on the environment and get more wear out of her clothes as possible.
I think one of the most useful things I learnt was thinking about the amount of clothes we buy and this made me think about durability. When I’m next buying new clothes, I’ll think about whether I need it, look at the quality of it and look at the labels as well. I might think what I’m about to buy looks really good, but am I going to be able to wear it for at least three, four or five years rather than six months? I’ll also be thinking of the fabric as well and the care of it. For example, can I wash it at 30 or 40 degrees? Since taking part in the Laundry Lowdown, I haven’t bought a single new item.
Tom Doyle, Newcastle
Tom joined the Laundry Lowdown because he was most interested in learning about reducing the impact clothing and laundry has on the environment and ways to save money.
Learning to turn clothes inside out for washing was a useful tip. I never ever did it unless my t-shirt from the night before was already inside out. And it just got picked up and thrown in the wash. But now I turn these clothes inside out before washing. You just spend that extra couple of moments, turning bottoms, or t-shirts, or whatever it is inside out, and a lot of the bobbles don’t seem to be as prevalent. It’s amazing because you can teach an old dog new tricks!
Dearbhla Brennan, Dublin
Dearbhla joined the Laundry Lowdown because she was most interested in learning how to get as much wear out of her clothes and ways to repair them.
I would say I’ve changed the way I care for my clothes. Now I separate my dark clothes, particularly black jeans whenever I’m washing them. Being part of the Laundry Lowdown meant that I started to think about the durability of my clothes and because we were testing washing habits I started to notice if a t-shirt was losing shape or if it faded a little. I definitely pay more attention to my clothes and take the time to read the instructions on clothing labels. I would recommend some of the tips I’ve learnt like washing at lower temperatures and how air drying can make a big difference. To be honest, the Penneys (Primark*) clothes we were given are lasting just as well as the other clothes that I have.
Tom
Dearbhla
Doreen*
What’s the lowdown on the Laundry Lowdown?
The challenge helped participants to shift their laundry habits, how they care for and think about their clothes. Spanning a total of twelve weeks from the start of the Laundry Lowdown to completing the exit survey, the project made the following impacts:
• Over half of participants said they now wash fewer loads of clothing per week
• Almost half of participants now carefully follow the care instructions to keep clothing in better condition compared with a third before
• The number of people who never read care labels has almost halved
• The majority now wash at 30 by default rather than 40
• The proportion of people using a quick wash as their default increased from a quarter to a third
Recommendations for customer engagement
The Laundry Lowdown research uncovered key areas where Primark and the wider fashion industry can support shoppers in extending the life of clothes. We found curiosity about care symbols, enthusiasm for air drying and an appetite for washing at lower temperatures, less frequently, and on shorter cycles. Using these insights Hubbub has outlined some recommendations for fashion retailers to consider.
Using creativity to engage customers
A series of nudges repeated often is an effective way to shift behaviour. The shift in more of the group washing clothing at lower temperatures, washing fewer loads and tumble drying less highlights that simple actions are often the most effective.
Recommendations are listed in order of where the biggest impact lies, while still being simple and accessible to customers.
Primark is a trusted brand on the UK high street and is committed to helping its customers to get the best possible wear from their clothes while also expanding research and conversation around durability within the fashion industry. The Laundry Lowdown has shown that durability is important for shoppers, whatever their budget, and they value the benefit of being able to wear and hold on to the clothes they have for as a long as possible.
While following care instructions and taking durability into account were rarely considered by most of the participants at the start of the Laundry Lowdown, they now take the time to apply the behaviours.
Primark’s presence on high streets across the UK and Europe offers the opportunity to directly engage with customers in interactive and creative ways that prompts positive behaviours to extend the life of all clothes.
Shoppers may benefit from take home assets to provide that regular nudge, with options including vinyl stickers for washing machines, pocket booklets to store with laundry detergent, or tips printed on carrier bags and delivery packaging for online purchases.
Getting to grips with care labels
We saw an increase in engagement with care labels, and clear feedback from the group that they find the symbols confusing. Expanding shoppers’ knowledge of care label instructions plays a key role in encouraging people to follow them and maintain the condition of their clothes.
Shoppers would benefit from an in-store and online awareness raising campaign around the care symbols on clothing labels, with a focus on helping customers to understand what they mean, the garment types that usually carry those symbols, and the effect that not following the instructions has on clothing. The campaign can be run in a memorable and playful way, perhaps by adding some personification to the symbols.
Repairing is caring
Mending holes in clothes was the hack that was tried by the least number of participants in the cohort, but repair is critical in keeping clothes from going into waste streams.
Hubbub polling in autumn 2023 found that just under half of people have attempted clothing repair in the past six months. For those who have not repaired clothing, the key barriers are a lack of confidence and skills (around 35%) and not knowing where to go or finding repair inconvenient (around 20%). This challenge may present an opportunity to offer repair services to customers. We suggest making clothing repair as simple and accessible as possible by trialling an in-store professional repair initiative. Quick fixes such as mending holes, fixing hems, or replacing buttons repairs can be done on the same day.
Clothes mates
What was made obvious throughout the Laundry Lowdown was how well the group value their clothes regardless of the price. There was little difference in how the Laundry Lowdown cohort cared for their less expensive clothes compared to their more expensive clothes throughout the project, which demonstrates that customers can form emotional attachments to affordable clothing.
A creative, customer-led campaign exploring treasured items could reinforce the message that clothing should be made to last and valued and shift more shoppers’ perceptions on the durability of value clothing. The campaign could feature customers sharing the memories associated with their most cherished or reliable clothes, how long they’ve had the item of clothing, why it can’t be replaced and what makes it so special.
Sector recommendations
Supporting high street shoppers is one way to drive awareness of the importance of clothing durability. Insight from the University of Leeds report, Hubbub’s polling on public attitudes to durability and from the Laundry Lowdown research creates a space to call on the UK fashion and textile sector to work together in the following areas:
Setting a durability standard
A key driver for change, and something that Primark is also calling for, is creating an industry-wide standard to test and measure durability that all fashion brands and retailers can follow. Setting an industry standard ensures that more clothing products will be designed to last throughout its lifecycle and shoppers will feel confident knowing that clothes are intended to be valued and long lasting. An industry-wide standard will also help customers understand durability and support them to make informed choices when buying clothes.
Collaborating for care
The research found significant information gaps, but also willingness to try new things and adopt new habits.
We propose a roundtable amongst brands from the fashion and clothing care industry to discuss some of the quick wins that could be achieved through a collaboration of businesses, such as providing greater clarity on care instructions, or nudging customers towards shorter and cooler washing.
A joint campaign would provide consistent and clear messaging across multiple touch points for shoppers, an opportunity to amplify the co-benefits including money saving, and could have extraordinary reach and impact.
