The results are in! 98% of YOU say clothing helps you manage eczema!
Earlier this year in May we asked you, our customers, to fill in a survey about our clothes to find out if they make a difference to your eczema.* Over 350 of you with eczema answered - thank you - and the results were amazing: 98% of these respondents said that our clothing had helped them manage their eczema! We were overjoyed.
We dug down for more detail as to why and found out that 75% (3 out of 4) of you said our clothing had helped reduce itching; and over 50% (more than 1 out of 2) said it had helped with scratching, aiding sleep and/or enabling broken skin to mend.
We then matched this fantastic data with a wider survey of UK adults with eczema which was carried out on our behalf by a market research company.** Unfortunately, as we could have predicted, a massive 8 out of 10 respondents experienced some form of itchiness or the need to scratch due to their eczema. But worse was to come: only 3 out of 10 of those responding had considered buying specialist clothing designed to reduce itching and protect from scratching.
If we extrapolate these numbers it seems that only a small proportion (3 out of 10) of the 4 million people with eczema in the UK have considered buying specialist clothing to help reduce itching or protect them from scratching, despite the fact that you - our Eczema Clothing wearers - telling us that wearing the right clothes makes a difference.
So we’re on a mission: we now know (though we always believed it) that clothing is a key part of the solution for eczema and allergy treatment AND that our clothes can help you itch less and sleep better. Help us spread the word!
We dug down for more detail as to why and found out that 75% (3 out of 4) of you said our clothing had helped reduce itching; and over 50% (more than 1 out of 2) said it had helped with scratching, aiding sleep and/or enabling broken skin to mend.
We then matched this fantastic data with a wider survey of UK adults with eczema which was carried out on our behalf by a market research company.** Unfortunately, as we could have predicted, a massive 8 out of 10 respondents experienced some form of itchiness or the need to scratch due to their eczema. But worse was to come: only 3 out of 10 of those responding had considered buying specialist clothing designed to reduce itching and protect from scratching.
If we extrapolate these numbers it seems that only a small proportion (3 out of 10) of the 4 million people with eczema in the UK have considered buying specialist clothing to help reduce itching or protect them from scratching, despite the fact that you - our Eczema Clothing wearers - telling us that wearing the right clothes makes a difference.
So we’re on a mission: we now know (though we always believed it) that clothing is a key part of the solution for eczema and allergy treatment AND that our clothes can help you itch less and sleep better. Help us spread the word!
*Our internal survey was undertaken with a Typeform survey through Klaviyo in May 2023 on a total audience of c.11,000 customers and resulted in 458 responses of which 354 (77%) had eczema which is the segment our analysis is based on.
**Our external survey was undertaken by Potentia in May 2023 and used a pre-screened audience with eczema which was estimated at around 5% of the overall population originally surveyed i.e. 200 responses would have come from a general population of c.4000. The responses obtained were from an audience with a fairly even split across male/female and across adult age groups.
