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Comfort comes way down the list of apparel priorities

06/07/2011
A new report from market research group NPD has found that men and women put previous success with a brand’s clothes as their number-one priority when choosing apparel.

The new NPD Brand Landscape Report lists ten criteria for men and women shoppers. The order for the two sexes varies only a little: men rate value for money more highly than special sales offers, women’s preference is the other way round.

Women and men ranked comfort as only the sixth most important factor when choosing apparel, and men put fit in tenth place.

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