The study, conducted by Ipsos among 9,000 consumers across nine European countries, highlights the growing commercial importance of textile care information, with consumers increasingly linking care guidance to garment longevity, sustainability and brand trust.
While 87% of Europeans say they feel well informed about how to care for their clothes, demand for additional guidance remains strong. In the UK, 90% of consumers report feeling knowledgeable about clothing care, placing the country among the highest-ranking markets alongside Italy and the Netherlands.
The research found that 91% of consumers believe good care advice can extend the lifespan of clohting, while almost 90% expect brands to provide clear and practical guidance. Care labels remain the most trusted source of information throughout the customer journey, with more than half of European consumers relying on them while making decisions.
For retailers and brands, the fundings underline the commercial implications of meeting - or failing to meet - these expectations Six in 10 European consumers said they had stopped purchasing from a brand following a negative care-related experience, such as shrinkage, discolouration or loss of shape after washing.
Conversely, effective care support can strengthen customer relationships. Across Europe, 86% of consumers said clear care advice increases trust in a brand, while 85% believe it improves brand image and 81% say it makes them more likely to purchase.
Demand for guidance extends beyond the garment label. Some 78% of consumers would like more care advice in store, particularly around washing instructions, stain removal, drying methods and ways to prolong garment life. Interest is particularly high for premium and delicate items.
The study also points to opportunities for digital engagement after purchase. More than 70% of consumers would like to receive additional care information once they have taken garments home, with QR codes emerging as the preferred channel for accessing detailed guidance. Consumers also expressed interest in greater transparency around garment construction and advice on environmentally responsible care practices.
Commenting on the findings, Adam Mansell, President of GINETEX and CEO of UKFT, said: "The results of this European study show that textile care is about much more than practical information. It is becoming an important driver of customer engagement, garment longevity and brand loyalty. Across all the countries studied, better information helps clothes last longer and strengthens the relationship between consumers and brands."
The research was carried out among consumers aged between 18 and 75 in the Czech Republic, Denmark, France, Germany, the Netherlands, Spain, Sweden and the UK. Data was collected in May 2025 for France and February 2026 for the remaining markets.
UKFT provides guidance across the varying areas of labelling and help members to interpret requirements and identify where additional considerations may apply depending on where products are sold. UKFT is the exclusive UK representative of GINETEX, authorised to issue licences for the use of care symbols.
Support includes:
- Guidance on global labelling requirements
- Interpretation of market specific rules
- Care labelling support and GINETEX licensing
- Labelling reviews and practical recommendations
- Updates on regulatory developments
Our role is to support businesses in understanding and applying requirements correctly, particularly where products are sold across multiple markets.
