Fashion brands and retailers are being urged to make longer-lasting clothing as durability emerges as a major factor in consumer purchasing decisions worldwide, according to environmental action organization WRAP. The group says stronger durability standards could help apparel companies meet demand for quality and value while reducing the industry’s environmental footprint.
More than a decade of WRAP research indicates that consumers — and even many industry experts — cannot reliably determine how long clothing will last based on price, fabric weight, fiber composition or brand reputation alone.
WRAP says durability consistently ranks among the top three factors influencing clothing purchases. Its latest findings indicate that more than half of consumers would be much more likely to buy clothing described as durable, while shoppers are also more likely to trust and recommend brands that can demonstrate their garments are designed to last.
Sarah Morley, Strategic Engagement Manager at WRAP, said: “From over ten years of investigating durability, we know that price, fabric weight, fiber composition, and even brand reputation are not independent indicators of how long a garment will actually last. As a consumer, there are currently no indicators you can trust to tell you which product is more durable than the next.”
Durability Accelerator Brings Apparel Brands Together
Through its Durability Accelerator Initiative, WRAP is working with apparel brands and retailers to transform its research into practical testing methods and durability benchmarks.
The initiative has collaborated with more than 35 apparel brands, including Primark, Target, Allsaints, M&S, Tesco, ASOS, John Lewis, ASDA, Gym Shark, next, Finisterre and Voice Norge.
More than 200 garment styles have been tested, with additional testing planned. The initiative has also identified common modes of failure that lead garments to be discarded and developed testing protocols and benchmarks focused on real-world use.
Morley said: “We’re beginning to understand why garments are no longer utilized, how to test durability consistently, and how to begin setting meaningful benchmarks. Crucially, we are extending this work beyond the UK and building a global cohort. WRAP is among the first to collect global product and consumer focused insights on durability.”
Durability Becomes a Consumer and Business Priority
Recent WRAP research covering the United States, Germany, France and Spain reinforces the importance of durability in consumer decision-making. The findings suggest shoppers view durability as an indicator of quality and value for money, while longer-lasting garments can also create stronger emotional connections.
Dr Mark Sumner, Programme Lead at WRAP, said: “When a garment is physically durable, it has more opportunity to form an emotional bond with the consumer. That emotional durability is almost as powerful as physical durability in determining how long a product is used.”
The research also challenges assumptions about how consumers identify quality. WRAP says expensive clothing can sometimes deliver poor durability, while lower-priced garments may perform well. Cotton products can also perform as well as polyester blends when product engineering is appropriate.
Without recognized durability standards, however, consumers have limited information available at the point of purchase.
Longer Clothing Life Could Reduce Environmental Impact
The fashion industry contributes an estimated 8% to 10% of global greenhouse gas emissions, according to figures cited by WRAP. The organization says extending a product’s active lifetime is one of the most effective interventions available to reduce clothing’s environmental impact.
WRAP’s durability approach focuses on utilization — specifically, how many times a garment can be worn and washed while remaining fit for purpose.
Standardized wash conditions allow garments to be compared on a like-for-like basis and could establish meaningful benchmarks that go beyond minimum compliance requirements.
Greater durability could also create additional value in second-hand markets. Evidence gathered from retailers, charities and textile collectors suggests that garments verified as durable could retain higher resale value and have a greater chance of reaching second, third or even fourth owners.
For apparel businesses, WRAP argues that durability can therefore support both environmental goals and commercial opportunities, including resale and other circular services.
WRAP Plans Global Apparel Durability Standard
WRAP is now calling for stakeholders to participate in Phase II of the Global Durability Accelerator Initiative.
The next stage will build on a decade of research by convening a Standard Development Committee and piloting a first-of-its-kind tiered apparel durability standard. Foundations and retailers are being encouraged to support the development of the framework, while apparel and laundry brands can participate in shaping and piloting the standard.
Meanwhile, apparel brands and retailers have another opportunity to submit products for Phase I testing and benchmarking. Testing is scheduled to begin in October 2026, with product categories and methodologies based on consumer behaviour and expectations for garment longevity.
For the fashion industry, WRAP’s research positions durability as more than an environmental consideration. Reliable ways to measure and communicate how long garments last could help companies strengthen consumer trust, support emerging resale models and respond to growing demand for clothing that delivers lasting quality and value.
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