A new UK-wide survey reveals that 82% of people find care labels and their symbols useful when looking after their clothes, underlining the role these labels play in helping consumers extend the life of their garments and care for them properly.

The UKFT report ‘How people in the UK buy and care for their clothes’ found that care labels remain a widely trusted source of guidance, particularly among women and people over 25. The findings are part of a larger study into textile care habits commissioned by Ginetex, the International Association for Textile Care Labelling.

Despite strong familiarity with common symbols, such as those for washing and ironing, less well-known icons, particularly for professional cleaning, continue to cause confusion. This points to an ongoing need for clearer communication, especially as care practices become more nuanced.

The research also found that people who follow care instructions do so primarily to maintain the quality and longevity of their clothes. Nearly two-thirds of respondents said they follow the instructions on labels, with 17% doing so systematically.

As conversations around circular fashion and responsible consumption grow, care labels are a practical and accessible tool for consumers. Notably, 93% of respondents said they believe care instructions offer at least one benefit, with the clearest advantage being help in understanding care symbols.

The findings come as awareness of digital care tools is growing, for example the My care label app and clevercare.infowebsite. However, the preference for clear, accessible label information remains strong.

These results reinforce the value of maintaining and improving care symbol education. Supporting consumers with clearer, more intuitive labelling can encourage better care habits, ultimately helping people keep their clothes in use for longer.

The survey was conducted with 1,000 UK adults aged 18–65 using Ipsos Access Panel between 2-11 December 2024. The results were weighted to reflect national population by age, gender and region.

UKFT membership

The full report is available to UKFT members. Get your copy by emailing info@ukft.org. Not yet a member? Visit www.ukft.org/membership

Care labelling support

UKFT is the UK organisation responsible for the use of the GINETEX care symbols and can provide a care labelling licence that allows the use of the symbols throughout the world.

UKFT’s care labelling licence allows you to:

• Use the GINETEX care and Clevercare symbols on your labels, website and marketing materials
• Obtain the US ASTM symbols for labelling in the USA and Canada
• Access support for worldwide labelling regulations (Care Labelling, Fibre Content, Country of Origin, Flammability etc)
• Request translations for fibre content and standard industry terms for your labels
• Access to the latest GINETEX Technical Manual, the guide to the correct use and placement of the GINETEX symbols, textile product test methods and standards, label principles and positioning
• A tailored care labelling review to ensure global compliance

Have a question? Get in touch at info@ukft.org

How people in the UK buy and care for their clothes: Key highlights

1. Second-hand clothing is gaining ground

Nearly two-thirds of UK respondents now include second-hand pieces in their wardrobes, a rate higher than the European average. This trend is most pronounced among younger people and women, reflecting changing attitudes towards value, sustainability and style.

2. Quality is becoming a stronger purchase driver

While comfort, quality and price remain the top criteria when choosing clothing, quality is rising in importance. Nearly a quarter of people now consider how easy a garment is to care for before purchasing, highlighting a more practical, long-term mindset.

3. Common symbols are familiar

Most UK respondents (around 90%) recognise common washing and ironing symbols, but less familiar icons (especially those linked to professional cleaning) often cause confusion. The first wash remains the main moment when care instructions are consulted, although the number of people checking at the time of purchase is rising (+5 points), while those doing so at the first wash is falling (-4 points).

4. Label information matters

The importance of including care instructions on the label is rising, now valued by 82% of UK respondents (+4 points vs 2022). There is also increasing interest in raw material transparency: specifically, the origin and organic status of fabrics. More than 80% of respondents would like to see written care instructions for delicate garments and clearer explanations of care symbols. The appetite for this type of guidance is stronger in the UK than in other European countries. However, more than half express concern that shifting to digital labels could make it harder to follow care advice effectively.

Almost all respondents (93%) believe care instructions provide at least one benefit, especially when it comes to interpreting symbols. This perceived usefulness is higher in the UK than across Europe as a whole.

5. Care habits are largely driven by cost

UK consumers tend to be more consistent in following efficient laundry practices than their European neighbours. Common habits include washing at low temperatures and using full loads. Financial concerns rather than environmental ones are the primary motivator behind these actions.

6. Digital care tools show promise, but awareness remains limited

The UK has the highest recognition in Europe of the “My care label” app (16%) and the clevercare.info website. Awareness skews younger and male, with most people discovering these tools via digital channels. Interest in visiting the website remains stable, particularly among younger users.

UKFT’s Care Labelling Licence and Support Package