Labels and hangtags: Tool for consumer empowerment and education

Research output: Contribution to journalArticlepeer-review

5 Scopus citations

Abstract

Advertisers use social marketing to inform and convince consumers of the available products. The most casual apparel like jeans also comes in several brands ranging from designer names with status appeal to economical choices. Labels and hangtags serve as the first connection between the consumers and the apparel product. They address both intrinsic and extrinsic traits. Consumers use labels for social identification, information acquisition and care instructions. The threefold purpose of the reported study was (1) to determine the compliance of the information on the labels of men's jeans with the federal requirements of permanent care labelling; (2) to examine the content and significance of information on the hangtags; and (3) to determine if the weight/unit of the men's jeans varied across various brands used for the study. A content analysis of the information on the labels and hangtags of 26 men's jeans was conducted. The information was tabulated and examined for compliance with federal regulations as well as additional information provided to convince the consumer of the products’ authenticity and performance for the intended use. The findings revealed that labels and hangtags had useful information for persuading the consumer of the longevity of the company and authenticity of the product. The analysed jeans varied for price, style, and weight to meet the satisfaction of a broad spectrum of consumers who could be price conscious, status-driven, and/or just information-seekers. The results support the role of social marketing in reaching a variety of consumers by offering choices. This work can be further extended to determine the impact of labels and hangtags on decision-making across various consumer markets for jeans as well as other apparel categories.

Original languageEnglish
Pages (from-to)244
Number of pages1
JournalInternational Journal of Consumer Studies
Volume27
Issue number3
DOIs
StatePublished - Jun 2003

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