ABSTRACT
The implication from the conclusion of Hyllegard et al. (2012) that information on the eco-features of clothes needs to be on hangtags and actual clothes labels for consumers to respond raises feasibility concerns. A main question is whether that is a wise recommendation, given the volumes of research on integrated marketing that examine the multitude of information streams deployed in fashion advertising. It may be true that at the point of sale the information on the labels and hangtags has the greatest impact on choosing which garment to purchase; however, the decisionmaking process that gets customers to the point of purchase is influenced by many and varied sources of information that all discuss apparel attributes. It is in these sources that the discussion of ecological damage is absent.
