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Landmark Study Reveals Hidden Truths About the Emotional Relationship Women Have With Their Clothing

Posted on: Thursday, 7 September 2006, 09:15 CDT

Today, Procter & Gamble, the makers of new Cheer(R) True Fit(TM) pull back the fitting room curtain to reveal startling new insights about the relationship women have with their clothing. This large-scale research project was conducted by The Segmentation Company (TSC), a division of Yankelovich, for Cheer True Fit, a new laundry detergent specially formulated to help clothes keep their shape. Armed with insights about the real struggles that women have finding and maintaining the right fit, Procter & Gamble is launching an integrated campaign that speaks to women's emotional relationship with clothing, and is releasing the findings today at a forum presented by Finola Hughes, host of the Style Network's number one hit show, "How Do I Look."

"As host of How Do I Look, I have spent a lot of time talking with women about how they feel about shopping and dressing, and it can be very emotionally charged," said Ms. Hughes. "This in-depth look provides us with a stronger understanding of women's experiences, which will help us serve them better."

Findings of the study of 2000 women in North America dispel many myths, including the common belief that women love to shop. While stereotypes may lead many to believe that women enjoy shopping and that it's a fun and relaxing experience they share with friends, the data reveals a far less "rosy" picture. In fact, more than half of all women (63%) view shopping as a duty or something they have to do. Sixty percent say they feel that trying on clothing is stressful and an astounding 53% of women will go as far as to say that shopping for clothing is a traumatic experience. More than half (61%) report they shop alone.

Assumptions about what women experience at different ages and based on their size are also challenged.

Belief: Shopping is emotionally less challenging for the younger set

In reality, Generation Y experiences a steeper roller coaster of emotions both traumatic and thrilling when shopping for clothing. They are more likely to feel excited, attractive and powerful when they find clothing that fits -- Gen Y women are more likely than baby boomers to feel pretty (71% v. 49%; self- confident (70% v. 57%); sexy (61% v. 35%) and powerful (31% v.20%) when clothes fit well. Conversely, they are more likely to feel depressed and feel self doubt when they don't. Women from Gen Y are also more likely to take a bad fit to heart: they are much more likely to feel self conscious (46% v. 27%); ugly (38% v. 24%) and helpless (21% v.13%) than their older counterparts when clothes don't fit well.

Belief: It's easier for a thin person to shop and find clothes that fit

Surprisingly, thinner women say it is more of a struggle to find the right fit than do their heavier counterparts. Those who see themselves as weighing about the right amount or less than they should are more likely to say it is difficult to find clothing that fits. Fifty-five percent agree that "they just don't make clothes to fit me" and only 20% say that it is easy to find clothes that fit. This group is also the most likely to report that shopping for clothing is a traumatic experience (71%).

Belief: Women confidently make choices about what to buy. What others think really doesn't matter

In actuality, one of the most important factors in whether a woman purchases an item of clothing is what others will think. Specifically, most women say that what their mother will think (77%) or what the sales person says (70%) are important factors in their decision to purchase an item of clothing. Interestingly, this is especially true for Baby Boomers. Eighty-four percent of Baby Boomers say that what their mother will think is important, compared to 68% of Gen Y and 76% of Gen X.

Perhaps it is no wonder, then, that women express a great deal of frustration about their shopping and fitting room experiences. The study looked at how these emotions manifest, and revealed that women tend to internalize these feelings. They reported that a bad fit leads them to worry about some aspect of their personal appearance resulting in feelings of frustration (67%), depression (34%) and thoughts that they are ugly (29%). Conversely, success in the fitting room, according to the survey, leads to feeling happy (77%), self-confident (61%) and pretty (56%).

While success in the fitting room evokes positive feelings, other concerns surface that influence the purchasing decision. More than half (51%) consider stretching, shrinking fading, and/or durability before purchasing clothing.

"My goal each week is to help women who are struggling with some of fashion's biggest emergencies, like finding the right fit," adds Ms. Hughes. "Once a woman finds the right fit, you better believe she is determined to keep it, so I was very excited to hear that a new laundry detergent could play a role in helping clothes keep their shape."

New Cheer True Fit laundry detergent is specially formulated to help garments retain their shape... Cotton knits, in particular, lose their shape over time because stretching of the fabric occurs when dressing and undressing, especially in areas such as the neck, sleeves and waistband, and in the washing machine itself. Cheer True Fit acts like a lubricant, enabling yarns and fibers to gently slide past each other at their cross points so they can partially recover their original form during the wash cycle.

"The launch of Cheer True Fit demonstrates category leadership through both product and marketing innovation. Our goal is to truly understanding this unique relationship women have with their clothes. Our efforts will go beyond just the laundry room to connect with women when they're thinking about finding the right fit" said Patrick Moloughney, Assistant Brand Manager, Cheer Laundry Detergent.

Cheer "Find Your True Fit" Shopping Experience

Cheer True Fit is inviting women to enjoy the ideal fitting experience at select malls. In a relaxing environment equipped with spacious fitting rooms and large, body-length mirrors, women will receive a personal consultation with a live Cheer True Fit Stylist, and experience the revolutionary technology of Intellifit, - a booth that provides key body measurements in less than ten seconds. To help them find their perfect fit after their visit, women will receive a personalized and detailed report of the clothing styles and brands that fit them best, and a Cheer True Fit shape card that features fashion tips for different body types.

This shopping experience will be visiting the following malls:

Cheer Find Your True Fit -- Online

Women no longer need to waste time in the fitting room. Before the next shopping trip, visit www.cheertruefit.com for a unique interactive experience with a personal stylist who knows exactly which clothing type will fit you best and tell you what body parts to flaunt and which ones to hide. In addition, women can make their childhood dream of being a fashion designer come true by producing their own fashion labels. And if that wasn't enough, there is even a chance to win an ultimate shopping spree in New York City.

About Cheer and Cheer True Fit

New Cheer True Fit is specially formulated to help garments retain their shape. Cheer True Fit acts like a lubricant, enabling yarns and fibers to gently slide past each other at their cross points so they can partially recover their original form during the wash cycle. Signature to the Cheer brand, the new formula is also safe for all colors and provides color care at any temperature, as well as cleaning and softening. Cheer True Fit is available at mass merchandise and grocery retailers nationwide in 80oz liquid detergent for a suggested retail price of $4.99-$5.99*. The current Cheer, Cheer Free & Gentle, Cheer Complete, Cheer HE and Cheer Fresh Linen will continue to be available in the same liquid and powder sizes as today.

Study Methodology

From July 7-July 13, 2006, the landmark study was conducted on behalf of Cheer True Fit by The Segmentation Company (TSC), a division of Yankelovich. The comprehensive study identifies and analyzes the complex emotional connection women have with their clothing. The results were obtained through online interviews with a total of 2,000 women (1700 in the United States and 300 in Canada). The findings put into question many of the assumptions society has about women and fashion and dispel some myths, including the common belief that women love to shop. All respondents have a household income of $25,000 or more, a high school education and live in a metropolitan area. Furthermore, 80 percent of the respondents work outside the home. The margin of error is 2.4 percent.

About Procter & Gamble

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Mach3(R). Bounty(R), Dawn(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Oral-B(R), Actonel(R), Duracell(R), Olay(R), Head & Shoulders(R), Wella, Gillette(R), and Braun. The P&G community consists of over 135,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

*Note, all pricing and merchandising is at the sole discretion of the retailer.

Source: Business Wire

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