Performance Features: Consumers' Expectations Versus Retail Realities

摘要

Research indicates that retail realities (the products that have performance features and that are available at retail) are in line with US consumer expectations. Though the performance feature market is small and consumer demand is limited, the majority of US consumers who have experienced wrinkle resistance, moisture management, UV protection, and anti-microbial features are satisfied with the performance and willing to pay a premium for these features. However, opportunities exist to expand the performance feature market through garnering more interest from the consumer by using marketing terminology that consumers understand and by creating standards that consider consumers' expectations.