Garment longevity through quality perception: bridging subjective and objective quality

ABSTRACT: This study investigates the gap between objective and subjective garment quality and explores how insights from subjective quality can inform industry practices to enhance product longevity. Based on 16 interviews, findings reveal that consumers rely on subjective-intuitive aspects to form quality expectations and subjective-aligned aspects that emerge through experiences. Qualitative use emerges as a crucial connection between subjective and objective quality. These insights inform design strategies promoting garment longevity across three phases: design, primary retail, and secondary retail.