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Be informed, buy informed

Last week, I went shopping for winter clothing and found it extremely difficult to find out the quality of pullovers being sold.

Be informed, buy informed

Value information: A retailer is as responsible for a product as its manufacturer



Pushpa Girimaji

Last week, I went shopping for winter clothing and found it extremely difficult to find out the quality of pullovers being sold. The shop assistants were not very helpful either and I got a feeling that they knew nothing about the quality of the product they are selling. How does one make an informed purchase?

In order to help consumers make an informed choice, every garment or ready-to-wear clothing should ideally specify the fibre content and wash care instructions. This is particularly important in case of warm clothing because the warmth of a garment depends on the fibres used and their construction. Unfortunately, we do not have a regulation stipulating mandatory label information on ready-to-wear clothes. As a result, it is extremely difficult for consumers to determine the quality and, thereby, the price of garments that they purchase.

In Canada, for example, the Textile Labelling Act not only ensures complete label information on a wide range of textiles and textile products, but also provides specific provisions to protect consumers from misleading advertising vis-à-vis textiles. In the United States too, the Federal Trade Commission enforces a similar law. Similarly, in the United Kingdom, the Textile Products (Labelling and Fibre Composition) Regulations protect the interests of textile consumers.

In India, even though the Consumer Protection Act of 1986 recognises the consumers’ right to information and informed choice, there is no such regulation to protect consumer interest. We are dependent on the voluntary declaration of quality and wash care instructions by manufacturers. So, when you buy cardigans or pullovers, do try and see if it has a label inside (on the side of the garment) giving you this information. That will help you determine the quality. Some manufacturers also give it on the label at the neck. So, do look for it. I must mention that whenever I ask a shop assistant for the quality of winter clothing, he/she will inevitably say it is wool. However, when I check the inside label, I notice that it is made of cotton or acrylic or a blend of two fibres. It is important to check it out. You may also find sweaters with the Woolmark, which is a third party guarantee for pure new wool, given by Woolmark company.

Having said that, I would suggest that whenever you find the information on the quality missing on a garment, do write to the company demanding that information. Such letters from consumers should make a difference. But eventually, we must have a regulation mandating compulsory labelling of fibre content of every garment sold in the country. This way, consumers not only get the required information, but can also haul up those who fail to comply or those who deliberately mislead by giving wrong label information.

Is the retailer also not responsible for what he sells? Can we not demand accurate information on the garment from the retailer?

Of course, the retailer is as responsible for the products that he sells as the manufacturer and he are duty-bound to give correct information about the quality of the product that he sells. He cannot give the excuse that he does not have information or is ignorant about the quality. The other day I saw a tag describing a cardigan as made out of ‘modal’. I casually asked the retailer what it meant. Guess what, he did not know. (Modal is derived from the inner pulp of beech trees)

So not only should he have information on what he is selling, but should give correct information. Giving wrong or inaccurate information about the quality constitutes unfair trade practice under the Consumer Protection Act and he can be hauled up before the consumer court for such a practice.

Suppose you ask for a woolen sweater and he gives you a garment made of acrylic or cotton, then, he becomes guilty of misleading you, thereby leading to a wrong purchase by you. That is an unfair trade practice. Having said that, I must point that it would help consumers if they understand the various fibres used in the manufacture of winter clothing. Maybe I will write about that next week.

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