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"Not buying if it's pretty but hard to care for": What women in their 40s and 50s check when buying clothes

DevicesOctober 19, 20261 min read

A survey of 447 women aged 45 to 59 found that they check fabric, comfort, and how easy clothes are to wash before buying. The study was released by Rapport Labs, which runs the fashion platform Queenit.

What happened

Rapport Labs, the company behind the 4050 lifestyle platform Queenit, published its first report from its research group YELO. The report is called 'Looking at the Familiar Again.' It is based on a survey of 447 women aged 45 to 59. The report finds that women think carefully about clothes before they buy.

Key numbers

Only 0.7% said they did not check the fabric of recent clothes they bought.
32.4% said the most helpful online info is the fabric name and fiber mix ratio.
30.4% said they want to find clothes that are easy to wash and care for.
39.4% said they consider a similar feel or thickness when buying again.

Why past clothes matter

Many of these women pick new clothes based on how old clothes felt and how much work they took to care for. In a follow-up interview with 9 women aged 45 to 55, some avoided a blend because it had pilled before. Others liked a fabric because it felt soft. Some checked the wool content to guess how hard the clothes would be to wash.

Why it matters

Online shoppers cannot touch clothes, so they need clear facts. Rapport Labs says shops should give more than the fabric name and fiber mix. They should also explain how the clothes feel, how thick they are, and how to wash them. Rapport Labs plans to use the results for Queenit's products, product pages, and content, and to share the data with brands.

What to watch

Whether Queenit adds more detail, such as feel and washing tips, to product pages.
How brands use the shared data to design and market clothes.
Whether YELO's future studies on middle-aged women's lives lead to more reports.

Glossary

YELO: Rapport Labs' research group that studies women aged 40 to 50s and their shopping habits.

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