----------- ----------- The nature of information communicated to clothing consumers is analyzed and a summary of previous findings about consumer satisfaction with clothing performance are presented. It was determined that manufacturer-to-consumer com.􀀣unication systems currently used by clothing manufacturers provide data, not necessarily information. Such commum­ication systems lead to economic losses when con­ sumers in the post-purchase situation realize utility different from that expected at purchase. A conceptual framework for measuring losses in consumer welfare from imperfect information is presented. The model is used to explain why con­ sumers do not take remedial action when clothing is unexpectedly inferior. Implications for information policies are outlined.