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Results of the 2nd IPSOS European Barometer 2019

Durability of clothing and recognition of care symbols: GINETEX unveils the outcomes of the 2019 IPSOS European Barometer

 

 GINETEX European barometer

 

  • More than 8 out of 10 Europeans consider that the textile care label is useful.

 

  • The vast majority of Europeans (70%) follow the label's care instructions.

 

  • 2 out of 3 Europeans say that they care for their clothes in order to be able to wear them longer.

 

  • 75% of Europeans give their unwanted clothes to charities, associations or relatives, or drop them at a collection point.

 

  • 3/4 of Europeans never or rarely buy a garment without a care label.
     

 

PDF Download the press release

 

GINETEX, the International Association for Textile Care Labelling, unveils the results of the second European Barometer for 2019 "The textile care label and the Europeans", conducted with IPSOS. Today's survey was carried out in seven European countries: France, the United Kingdom, Germany, Italy, Sweden, the Czech Republic and Spain.

 

Europeans appreciate their clothes and wish to keep them for as long as possible

 

This is one of the major trends identified by the barometer: Europeans like to buy clothes and pay attention to how they should take care of them. In the seven surveyed countries for instance, almost all respondents (97%) had purchased at least one item of clothing in the past six months. The proportions vary between 94% in Sweden and 98% in Italy and Spain.

 

Europeans are concerned about the durability of their clothing and pay great attention to their care instructions: 70% respect their textile’s label’s guidelines - a relatively stable result (+1 point) compared to the last edition of our barometer. On this specific subject however, answers differ quite significantly between the countries: 78% of Swedes follow the care instructions, 71% do so in France while only 64% do so in the United Kingdom.

 

When they were asked why they followed these guidelines, two out of three respondents mentioned that they wanted to keep their clothing for as long as possible – illustrating that durability of clothing is a widely shared issue in Europe.

 

"This barometer milestone is rich in teachings for our profession. Durability of clothing is at the heart of Europeans’ interests, who wish to keep their garments for as long as possible. Europeans - with disparity – find the label instructions very useful and have a high level of trust in their textiles’ care labels.”  Says Michael Hillmose, President of GINETEX

 

The textile care label: a true ally for Europeans who care for their clothes

 

Eight out of ten Europeans (82%) consider the textile care label useful. Although this figure remains significant, it drops to 76% in France and 79% in Spain. On the other hand, it reaches 86% in the Czech Republic, 85% in Italy and 84% in Sweden.

 

For a vast majority of respondents, the textile care label plays a crucial role in the purchase of a garment: 75% of Europeans would never (or rarely) buy a garment without care instructions. This answer testifies how important this label is to Europeans. Among them, the British and the Germans are the most attached to the care label: for 83% inhabitants of these countries, the purchase of a textile without a label is out of the question, or rare.

 

Generally, it is at the time of the first wash (47%) or when they purchase a garment (26%) that Europeans take a look at the instructions on the garment’s label. The Germans refer to it the most at the time of purchase (33%) and the Italians check it the most at the first wash (53%) together with the Swedes (52%). On these two points, the French range in the average figures of European behaviours: 45% of them check the label at the first wash, and 28% at the time of purchase.

 

 

Europeans are therefore sensitive to textile labels because they wish to care for their clothes. Now, whether they actually understand the care symbols is another question! The symbol for ironing is perfectly identified: 98% of Europeans recognize it. The same goes for the washing symbol, which is well recognized by almost nine out of ten people (89%). For the other symbols however, the proportions are much lower. Only 28% of respondents know the symbol for bleaching (although 45% in Spain and 40% in Italy do understand it), 24% know the symbol for drying and only 15% can identify the professional cleaning symbol.

 

And when they do not understand the care symbols on their label, almost half of the Europeans (49%) go on the Internet. In France, only 41% of those surveyed go online, while 56% of the Czechs or 55% of the Italians do so. In contrast, the French, like the Swedes, are 34% to fend for themselves in this situation: far more than all Europeans (26%).

 

Europeans remain committed to the idea of offering a second life to their clothing 

 

Today, awareness about environmental issues is rising everywhere and this trend is clearly present in our barometer. Hence, when Europeans no longer want a garment, only 7% throw it in the garbage - as opposed to 75% of Europeans who donate it (32% to associations, 13% to their relatives and 30% to collection points). Giving to a charity or an association is particularly common in the United Kingdom (57% of respondents), while people in Italy and the Czech Republic give it to relatives (respectively 18% and 19%), and people in Germany prefer to drop it in a collection point (52%).

 

In this context, it is particularly important to keep our clothes’ labels. They can be very useful, and even critical for people who recover clothes for a second life. 68% Europeans, however, cut their textile’s label - systematically or occasionally. In France, as many as 74% cut them. Conversely, only 45% of Britons cut their labels, and 60% of Swedes do so.

 

 

Study Methodology:
This study was carried out by IPSOS Institute for GINETEX, the International Association for Textile Care Labelling, with a sample of 1000 people aged 18 to 65 in each of the 7 countries (a total of 7 000 people): France, Germany, the Czech Republic, the United Kingdom, Sweden, Italy and Spain. This study was conducted online from November 21st to 27th, 2018 in France and from June 21st to July 5th, 2019 in Germany, the Czech Republic, the United Kingdom, Sweden, Italy and Spain.

 

About GINETEX


First founded in Paris, in 1963, GINETEX, the International Association for Textile Care Labelling, has devised an internationally applicable care labelling system for textiles based on symbol, which aims at informing textile companies and consumers on the best way to care to their textiles. The pictograms used are registered trademarks and are property of GINETEX. GINETEX promotes these symbols worldwide and coordinates its technical contents on a global scale - which is essential for the definition and application of the care labelling code. Today, GINETEX counts 22 member-countries.

 

GINETEX Contact
Pascale FLORANT
Secretary General
+33 (0)1 47 56 31 71

 

Tags : Europe - News

DENMARK IN THE SPOTLIGHT

Michael Hillmose has been nominated as President of GINETEX

 

 

Press Release - Paris, 24 October 2018

 

 

 

M. Michael Hillmose, Head of International Affairs at

 ‘Dansk Mode & Textil’ (DM&T), succeeds to M. Adam Mansell, CEO of UKFT.

 

 

Michael Hillmose has been unanimously elected as President of GINETEX at the last General Assembly of GINETEX held in Porto, Portugal, on 19 October. He will take his new responsibilities on 1 January 2019 for a period of two years. Previously, he was Vice-president of GINETEX.

 

As President of GINETEX, Michael Hillmose will pursue the international development objectives of the association towards standardization and harmonization of the ISO textile care labelling symbols. He is a strong supporter of the GINETEX initiative.

 

Michael Hillmose has been active in the textile and fashion industry for the past 15 years starting at the Trade Council of Denmark, the Danish Ministry of Foreign Affairs and within the Danish association for the past 10 years. As Head of the international department, he is a specialist in international trade, trade policy, export, customs, market compliance including labeling, and he is engaged in several Danish and international bodies. He graduated in both International Business Administration and Financial Management Accounting.

“As newly elected president, I look forward to contributing to GINETEX for the next two years. Care labeling is important for the textile and fashion industry, the ISO standard help companies comply with labeling rules worldwide, but correct care labeling also makes it easier for the end user. Correct labeling also reduces waste when the clothes are correctly handled by the consumers and thereby contributing to the green agenda of the Fashion industry. GINETEX is a good example on how to make life easier for companies by setting a standard for care labelling worldwide.

Thank you to Adam Mansell, the outgoing president, for his comprehensive work at GINETEX. I will continue where he left, by working towards new memberships - national as well as company members - and to have the GINETEX on the labeling agenda among consumers and the apparel business worldwide”.

 

 

About GINETEX

GINETEX, the International Association for Textile Care Labeling, was first founded in Paris in 1963 following several international Symposiums for Textile Care Labeling at the end of the 1950’s. GINETEX has devised an internationally applicable care labeling system for textiles based on symbols. The pictograms used are registered trademarks and are property of GINETEX. The care labeling system gives consumers and textile companies the correct information on the care treatment of textile products. The processes indicated by the symbols will avoid any irreversible damage to the product. GINETEX is composed of 23 national organization members. These organizations represent all textile care and labeling stakeholders.

 

 

GINETEX contact:

Pascale FLORANT – Secrétaire Générale – +33 (0) 1 47 56 31 71

www.ginetex.net

 

Press contact:

ComCorp

Audrey Pizard – +33 (0) 6 82 92 94 47 – apizard@comcorp.fr

Caroline Pierron – +33 (0) 6 33 62 23 31 – cpierron@comcorp.fr

 

 

 

Tags : Care

JOINT INDUSTRY ANNOUNCEMENT

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A.I.S.E., APPLIA & GINETEX TIPS CAN TAKE THE HIDDEN LAUNDRY MASTER OUT OF YOU

 

 

 

 

 

Press Release – 5th June, 2018

 

 

Three industry associations, representing home appliances, detergents and the textile care sector, are determined to help consumers save water, reduce CO2 emissions and their monthly bills.

By publishing a set of common tips on how to make the best use of a washing machine and laundry detergents while keeping their favourite clothes as new, the organisations guide users for sustainable laundering, from the moment they buy an appliance to the disposal of their empty detergent packaging.

Following up on latest consumer research studies, 2 out of 10 Europeans still do not fully load their washing machine and, only a bit more than half of the consumers (57%) claim they add the correct amount of detergent (A.I.S.E., 2017) and 30% of Europeans still do not follow the textile care instructions, but 80% admit they would not buy clothes without any labels (GINETEX 2017).

 

 “By working on this together, we believe that we will be stronger in helping consumers making small changes to their daily habits. Did you know that in Europe, more than 1000 washes are started every second? Consumers can wash confidently most of their clothes at low temperatures whilst saving energy, CO2 and money. Such small habits changes can make a big difference, reduce the laundry environmental footprint and help fight climate change” said Susanne Zänker, A.I.S.E. Director-General.

 

Paolo Falcioni, Director-General of APPLiA noted: “A number of studies have noticed that consumers often feel confused whether they are doing their laundry in the way they should. For this reason, together with A.I.S.E. and GINETEX, we have decided to give consumers a hand and help them follow a few simple steps that lead to sustainability and bring us closer to a Circular Society.”

Adam Mansell, President of GINETEX, said: “By changing our day-to-day habits just a little and by following these easy to use tips, all of us will be able to have a direct, positive, impact on the environment, help our textiles last longer and save money. This common initiative between A.I.S.E., APPLiA and GINETEX, on European level, shows the importance of joining our efforts around sustainable textile laundry for the benefits of our common consumers, our brand members and the planet.”

 

 

The short and clear list of tips underlines the need to pay attention to the energy class when choosing an appliance, advises to wash clothes at a low temperature, load machines appropriately, pay attention to textile care labels, use the right dosage of detergent and a lot more.

Read the laundry master tips and tricks

 

A.I.S.E. – the International Association for Soaps, Detergents and Maintenance products - www.aise.eu

APPLiArepresenting home appliance manufacturers from across Europe - www.applia-europe.eu

GINETEX – the International Association for Textile Care Labelling, which has devised an internationally applicable care labelling system for textiles based on symbols - www.ginetex.net   

 

 

 

Tags : Care

A barometer for Textile care labelling in Europe

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IN PARTNERSHIP WITH IPSOS, GINETEX PRESENTS THE OUTCOMES OF ITS EUROPEAN BAROMETER: "EUROPEANS AND TEXTILE CARE LABELLING"

 

        GINETEX European barometer

 

 

70% of Europeans follow the textile care instructions featured on the labels and
80% admit that they would not (or would rarely) buy clothes without any labels,
While another 84% feel concerned by water and energy savings.

 

PDF Download the press release

 

GINETEX, the international Association for Textile Care Labeling, called upon the French market research company IPSOS, to evaluate the behavior of European Consumers with regards to textile product labels and care symbols. This study, carried out in December 2016, combines the results of six different countries, gathered from a sample of 6,000 people in Germany, England, France, Italy, the Czech Republic and Sweden.

 

This IPSOS study reveals that 70% of Europeans follow the textile care instructions represented by the symbols. At a pan-European level, 57% even admit that they follow them 'often' and 13% do so 'always'. These figures illustrate the importance of care instructions in the minds of European consumers.

 

 

  • 38% state that they follow these instructions in order to avoid washing problems such as shrinking, in the first place
  • 31% follow them in order to preserve their clothes and keep them longer, as a second reason

 

Overall, Europeans consider labels as too cumbersome and 62% admit cutting them out: for 74% of them, the labels itch and irritate their skin and for another 55%, they are often too long and uncomfortable. These results can differ from one European country to another.


However, the presence of the label is a real purchasing criterion since 80% of Europeans state that they would never or rarely buy a piece of clothing without a label.

 

Internet and smartphones: true virtual partners for textile labels

 

Here's from a positive perspective: when solving a specific washing issue or when faced with symbols that they don't understand, 53% of respondents are curious about their meaning and automatically look them up on the Internet: 39% use a computer and 21% use their smartphone.

 

Ironing and washing symbols are the most recognized by Europeans!

 

The study reveals that the ironing and washing symbols are the ones that are best understood by our neighbors: scoring respectively 97% and 91%.

 

The three other symbols remain unclear to consumers:

 

  • The professional cleaning symbol is the least understood with 21% Europeans who interpret it properly
  • 39% do not know what the bleaching symbol stands for
  • 45% do not know what the drying symbol means

 

The same is true for special features such as underscores under the symbols, noticed by only 1 out of 4 Europeans.


On the other hand, the dots inside the ironing and/or the dryer drum symbols go more noticed, with one out of two Europeans (54%) who actually see them.

Press release

 

Eco-care, a major issue for European consumers!


The IPSOS study reveals that 84% of Europeans feel concerned about water and energy savings. And among Europeans who feel concerned, 90% take specific eco-actions when caring for their textile products.


It is worth mentioning that European consumers already seem to adopt the proper eco-habits when caring for their textiles.

 

  • 62% choose "natural drying as soon as possible"
  • 61% do "mainly low temperature washes"
  • 44% use the "Eco program"

 

clevercare.info

GINETEX values eco-caring for textiles, in particular via its clevercare.info logo, already used by a number of major international brands, in addition to the 5 textile-care symbols. With its own site dedicated to the general public, this logo's objective is to raise awareness and to inform consumers about the simple and easy actions to adopt for textile eco-caring.

 

"The results of this GINETEX-IPSOS barometer are positive and encouraging. They reflect the fundamental role of GINETEX and that of our international committees who work to increase the understanding of textile care symbols. Our mission is to work on a long-term basis - an effort also confronted with obstacles such as the misinterpretation of symbols and the removal of labels. Together with our member brands, we must continue to reinforce our actions with the general public to ensure all our symbols (and special features) are understood by all, throughout the world. Our permanent goal of standardizing and harmonizing our textile care labeling system worldwide contributes to this improvement every day", says Adam Mansell, President of GINETEX.

 

Study Methodology:
In this study, a sample of 6,000 people from Ipsos' Online Access Panel, aged between 18 and 65 and representative of the European population was surveyed for the following countries: Germany, Great Britain, France, Italy, the Czech Republic and Sweden. The survey was conducted online in December 2016.

 

About GINETEX


GINETEX, the International Association for Textile Care Labelling, was first founded in Paris in 1963 following several international Symposiums for Textile Care Labelling at the end of the 1950’s. GINETEX has devised an internationally applicable care labelling system for textiles based on symbols. The pictograms used are registered trademarks and are the GINETEX property. The care labelling system gives consumers and textile companies the correct information on the care treatment of textile products. The processes indicated by the symbols will avoid any irreversible damage to the product. GINETEX is composed by 22 national organisation members. These organisations represent all interested parties concerned with textile care and labelling.

 

GINETEX Contact
Pascale FLORANT
Secretary General
+33 (0)1 47 56 31 71

 

Tags : Care - Textile - Europe - research

SUSTAINABLE TEXTILE CARE

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CLEVERCARE.INFO, A FULL CONSUMER-ORIENTED MARKETING PROGRAM

 

 

clevercare.info label

 

About clevercare.info

Clevercare.info is the GINETEX logo for sustainable textile care, applicable worldwide.
By adopting simple habits, consumers will care for their fabrics the clever way - extending the lifespan of their favourite fabrics while also caring for our planet!

 

 

A worldwide communications campaign

GINETEX is currently investing in a worldwide communications campaign to promote its clevercare.info logo. This will benefit its licensee companies worldwide, their consumers and... our planet!


Today, an increasing number of apparel companies agree that consumers are ready to hear from them on how to care for their textiles in order to keep them longer and in better shape, while also taking care of our planet. Consumers are now willing to change their day-to-day habits.


Apparel companies such as Agnes b., Carrefour, Engelbert Strauss Gmbh&Co, Esprit, Galeries Lafayette, Groupe Etam, H&M, Karmameju, KOOKAI, Marimekko, Peak Performance, Playshoes Gmbh, Sevira Kids, Stella Mc Cartney, Ragwear, etc. are adopting the clevercare.info logo on their care labels and strongly believe that textile eco-caring is a priority for our industry today. See all ambassadors


Next year, for their 2018 collections, other companies will also follow this worldwide initiative.


 

Consumer-oriented communications
GINETEX developed clevercare.info, in order to advise consumers that they can influence the environmental impact of garment care by carefully following the care symbols found on a textile label – www.clevercare.info. The most relevant way in which consumers can reduce the carbon footprint of clothing and textiles in general is to change the way they care for them. Laundry alone accounts for approx. 30% of the carbon footprint of clothing. Fully aware of this market trend, GINETEX licensees are starting to use the logo on their care labels and are developing consumer worldwide communications.


Two GINETEX promotion campaigns are available for external communications. If you are an apparel or textile company, please note that these GINETEX tools can be translated in your national language.

 

 

A 1,45" video spot on Youtube !

 

 

 

A lively and fun comic strip

If you would like copies, either printed of electronically please contact ginetex@ginetex.net.

 

Eco-caring for fabrics

 

 

Access the website

Clevercare.info logo

 

Tags : Care - Symbols - Textile - Sustainable - News - International

News

RESULTS OF THE 2ND IPSOS EUROPEAN BAROMETER 2019

One of the main findings is that durability of clothing is at the heart of Europeans’ interests, who wish to keep their garments for as long as possible. 

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DENMARK IN THE SPOTLIGHT 

Michael Hillmose, from the Danish Institute « Dansk Mode & Textil » will take the presidency of GINETEX for 2 years starting 1 January 2019.

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GINETEX SIGNS THE UN CHARTER

By signing the UN Fashion Industry Charter for Climate Action, we continue our commitment to make consumers and brands aware of the changes necessary to decrease the impact of the textile and Fashion industry on the environment

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SUSTAINABLE TEXTILE CARE

Clervercare.info, a full marketing program aimed at end-customers. Discover more with our video and comic strips!

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A NEW PARTNERSHIP

GINETEX is now member of the Sustainable Apparel Coalition – Both of our international organizations are teaming up for a better world!

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A BAROMETER FOR CARE LABELLING

GINETEX, in partnership with IPSOS, unveils the outcomes of its European barometer "Europeans and textile care labelling".

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JOINT INDUSTRY ANNOUNCEMENT

A.I.S.E., APPLiA & GINETEX are publishing their joint tips for sustainable laundering.

READ MORE

Agenda

 
 November 2019 
 
M T W T F S S
    
 

National Members

National Members

GINETEX relies on 22 National Members in Europe, South America, Africa and Asia. To reach the GINETEX entity in your country, please visit our interactive map.

 

THE MAP

Video

video spot clevercare

GINETEX has developed an internationally applicable logo for sustainable care. Consumers are given information to help them reduce the environmental impact of caring for textile.

 

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Two times a year, GINETEX headquarters issue a newsletter covering textile care labelling information. Please register to be best informed.

 

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