Shoppers deterred by 'Dry Clean Only'

New research by Mintel shows that ‘dry clean labels’ are

a deterring factor when women are making purchase choices.

75% or every 3 out of 4 women will put an item back, that they were initially interested in, if a ‘dry clean only’ tag is spotted. More than half, 59%, also are turned off items that have to be handwashed separately.

According to an analyst, reasons are largely due to time when you consider the social, work and family obligations of the modern day woman.

Further research shows 71% also would prefer to buy an item that doesn’t need to be ironed.