CHICAGO — While the vast majority of women enjoy shopping for clothes, according to a new study from the Chicago offices of the global market-research firm Mintel, they increasingly avoid garments that have to be drycleaned.
Some 87% of women have gone clothes-shopping for themselves in the past year, the study says, and 84% made a purchase. But three out of four women who shop (75%) say they avoid items that require professional care.
What's more, 59% of female consumers also avoid clothing that has to be hand-washed separately. Women aged 65 and older were even more likely to pass on hand-washable items, with 68% identifying the need for special care as an argument against purchase.
"Dryclean-only or hand-wash separately account for one more errand or household chore that busy women simply don't have time for," says Kat Fay, senior beauty analyst at Mintel.
"From what we've seen, most women want to look great without much fuss," Fay says. "They're looking for clothing that's easy to accessorize and layer, but can also transition seamlessly from work to an evening out."