Manufacturers spend big money to promote their materials, build a positive image, and win consumer trust. But is what you see always what you get?
We recently conducted a survey among moms with kids of all ages to explore one hot topic: buying outerwear for children.
Unsurprisingly, the go-to material for kids’ outerwear is membrane fabric. But here’s the twist — most participants admitted they weren’t quite sure what membrane fabric actually is!
“I’m having cognitive dissonance between membrane fabric, water-repellent coating, and dirt protection. I thought they were all the same! So if it says ‘membrane,’ I just assume it means water-repellent,” — shared one focus group participant.
“Membrane... that’s when some kind of adhesive layer is stuck onto a woven base, right?” — guessed another.
Despite the confusion, one thing was crystal clear: everyone agreed that membrane fabric means better quality.
“It repels water, keeps moisture out, doesn’t get soaked, keeps the warmth in, and is easy to clean — you can just wipe down a jacket or snowsuit with a sponge. No need to even wash it!”
The catch? In-store, there’s no real way to check if that fancy-looking jacket is actually made of membrane fabric. You’re left trusting the manufacturer’s label — and that’s why it’s so important to buy from brands you trust and stores you know.
When it comes to your child’s comfort, it pays to double-check!
We recently conducted a survey among moms with kids of all ages to explore one hot topic: buying outerwear for children.
Unsurprisingly, the go-to material for kids’ outerwear is membrane fabric. But here’s the twist — most participants admitted they weren’t quite sure what membrane fabric actually is!
“I’m having cognitive dissonance between membrane fabric, water-repellent coating, and dirt protection. I thought they were all the same! So if it says ‘membrane,’ I just assume it means water-repellent,” — shared one focus group participant.
“Membrane... that’s when some kind of adhesive layer is stuck onto a woven base, right?” — guessed another.
Despite the confusion, one thing was crystal clear: everyone agreed that membrane fabric means better quality.
“It repels water, keeps moisture out, doesn’t get soaked, keeps the warmth in, and is easy to clean — you can just wipe down a jacket or snowsuit with a sponge. No need to even wash it!”
The catch? In-store, there’s no real way to check if that fancy-looking jacket is actually made of membrane fabric. You’re left trusting the manufacturer’s label — and that’s why it’s so important to buy from brands you trust and stores you know.
When it comes to your child’s comfort, it pays to double-check!