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NPD: Low consumer awareness of smart fabrics

from Fibre2Fashion

Less than half of consumers in the U.S. are aware of most smart fabrics, including those that have been available in the marketplace for several years. For some smart fabrics, including cooling and heat-modifying fabrics, interest is higher than awareness, says a report of American market research company NPD Group. "Smart fabrics are an important and innovative development for the fashion industry, but consumers don't know enough about them to fully embrace them," said Marshal Cohen, chief industry analyst, The NPD Group, Inc. more


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