Smelly workout clothes are one of the biggest turnoffs for consumers. With proper antimicrobial agent certification, however, retailers can keep shoppers satisfied with their activewear products.
“One thing unique about the freshness feature is that it could drive consumer loyalty,” said International Antimicrobial Council (IAC) managing director Jim Krueger at a Texworld USA panel in New York last week. “Especially with performance apparel, everyone expects that it is going to have moisture management in it.”
Today, consumers are spending more than $3 billion yearly in post treatment odor control products. A 2013 study also indicated that 90 percent of shoppers that use textiles with an odor control feature will more likely buy apparel with the same capabilities. It isn’t just about comfort or functionality—freshness is a top priority for consumers that purchase active apparel.
According to Krueger, odor has a long-term impact on consumer behavior. When a consumer puts on a pair of running shorts or yoga shirt, the sight and feel of the garment goes straight to the hypothalamus of the brain. Odor on the other hand, goes all the way to the body’s limbic system. Should the garment stink and not stay fresh, the consumer is more likely to remember this and avoid buying products that don’t have sufficient odor control.
To skirt this dilemma, Krueger suggested retailers check for certification before choosing antimicrobials agents, including chitosan and n-Halamines (Chlorine). International regulatory compliance is a mandatory requirement for most antimicrobial agents. In the United States, the Environmental Protection Agency (EPA) monitors antimicrobials to ensure they are safe for human use. Other global authorities, including the EU’s Biocidal Products Regulation, also oversee antimicrobial agents for potential harmful effects. Other non-profit organizations, including IAC, also regulate antimicrobial agents and provide testing to ensure odor control capabilities remain efficient for apparel products.
As the activewear industry continues to reign consumer wardrobes, odor-control isn’t an option for retailers. With the proper antimicrobial agent certification, retailers can ensure their activewear apparel stays fresh and keep consumers satisfied in the long run.
A look at how companies that failed to react and adapt to changing times have allowed new brands that are better tapped into the zeitgeist to steal share.Read more
Print PDFPrint PDFWhen times are tough, companies are more willing to test new ideas and Target, Warby Parker and Amazon are pushing the boundaries of traditional retail. Target gets in bed with Casper After failed attempts at an acquisition, Target has instead invested in Casper...Read more
J.Crew has been shifting in its seat trying to adjust to a new normal of shrinking sales and growing debt, but nothing has quite yet paid off, so the company is cutting its prices.Read more
It’s official. Coach, Inc. is snapping up shares of handbag brand Kate Spade.Read more
This week, consumers called for better children's apparel, retailers turned internally to remedy their financial woes and apparel incubators improved China's manufacturing sector.Read more
Whether and how much consumers care about sustainability may be an ongoing question the industry wants an answer for, but one thing that’s clear is that though some consumers do care, sustainability isn’t the first thing they think of.Read more
Gymboree tapped former Tilly's executive Daniel Griesemer as its new CEO, JC Penney appointed Marci Grebstein as its new EVP and Wolford creative director Grit Seymour is leaving the company.Read more