Now it\u2019s time to share what we discovered.<\/p>\n\n\n\n
Key consumer insights on vegan fashion<\/strong><\/h2>\n\n\n\nVegan fashion is no longer a niche market.<\/p>\n\n\n\n
Consumers are massively adopting vegan diets<\/a>, which affects not only food but also non-food products; hence, the vegan fashion market is experiencing broad market growth.<\/p>\n\n\n\nHowever, vegans aren\u2019t the only ones pushing for vegan fashion: environmentalists and general consumers are just as aware of animal cruelty in the fashion industry. This, alongside many political bans on the fur\/leather industry, has strengthened the vegan fashion market.<\/p>\n\n\n\n
Take a look at the annual fur production decrease from 2014 to 2021*:<\/p>\n\n\n\n![\"Annual](\"https:\/\/media.licdn.com\/dms\/image\/D4D12AQGu0XVPZKOtRA\/article-inline_image-shrink_1000_1488\/0\/1678894057250?e=1691020800&v=beta&t=CAleb1d7DPhw9ZAF0HVem8cZ2n9HTXG_yun7lBIgdX4\")
Measured in units produced<\/figcaption><\/figure>\n\n\n\nAs consumers are more aware, the sales of products involving animal cruelty in fashion will likely decrease.<\/p>\n\n\n\n
Let\u2019s take a deeper look and see the consumer perception of vegan fashion**.<\/p>\n\n\n\n
Consumer perception of vegan fashion<\/strong><\/h3>\n\n\n\nConsumers are smart; they know what\u2019s going on in the fashion industry. Take a look at this graph:<\/p>\n\n\n\n![\"Awareness](\"https:\/\/media.licdn.com\/dms\/image\/D4D12AQHFSO1u_-JXYg\/article-inline_image-shrink_1000_1488\/0\/1678894189645?e=1691020800&v=beta&t=5aH5NkWmOMU2VmMPztMWzLgtAdqBwwid2FXCzNOoyFE\")
Source: Statista<\/figcaption><\/figure>\n\n\n\nIn most countries, more than half of the population knows about the cruelty in the fashion industry. It is particularly noteworthy in Austria and Switzerland, where 83-84% of the population are aware, making these countries a clear target for brands looking to offer their vegan fashion items.<\/p>\n\n\n\n
So, does being aware translate into a preference for vegan fashion items over animal-based ones?<\/p>\n\n\n\n![\"Percentage](\"https:\/\/media.licdn.com\/dms\/image\/D4D12AQG9GfDgh6WwKw\/article-inline_image-shrink_1000_1488\/0\/1678894249849?e=1691020800&v=beta&t=vUM8pKM3BMYDiV5cM7_cSEg0pg6_jwKBis2p20C38lM\")
Source: Statista<\/figcaption><\/figure>\n\n\n\nThe answer is pretty positive, as we can see. <\/p>\n\n\n\n
Again, Switzerland and Austria are in the lead with half of the population preferring vegan fashion over animal-based fashion. The good news is that, in the countries with lesser results, still a third of their population would prefer vegan fashion products.<\/p>\n\n\n\n
And even some consumers have completely stopped purchasing animal-based fashion products:<\/p>\n\n\n\n![\"Percentage](\"https:\/\/media.licdn.com\/dms\/image\/D4D12AQGeBnJ8bKjcEg\/article-inline_image-shrink_1000_1488\/0\/1678894287410?e=1691020800&v=beta&t=lIdmvEkwSVNwFYuc-ZEG_ZXJrKvfOvhGcZ-nQfzPP8c\")
Source: Statista<\/figcaption><\/figure>\n\n\n\n\nQuick fact<\/strong>: <\/em>86% of consumers would like to start buying more cruelty-free and vegan cosmetics products<\/a><\/p>\n<\/blockquote>\n\n\n\nThe tendency is clear: consumers are increasingly embracing vegan fashion and rejecting the old fashion ways. And old school brands have also noticed this change: top fashion companies like Gucci<\/a> and Versace<\/a> have reportedly pledged to stop using real fur. <\/p>\n\n\n\nIt\u2019s never been a better time to take advantage of the vegan fashion wave.<\/p>\n\n\n\n
Therefore, it\u2019s time to explore some more consumer insights.<\/p>\n\n\n\n
Next-Gen Materials: consumer preferences<\/strong><\/h3>\n\n\n\nBrands marketing a vegan fashion product will find this interesting: <\/p>\n\n\n\n
When referring to the alternative ingredients of a vegan fashion product, these are the top preferred names by U.S. consumers.<\/p>\n\n\n\n![\"Preferred](\"https:\/\/media.licdn.com\/dms\/image\/D4D12AQHaTKhRj3jwSw\/article-inline_image-shrink_1000_1488\/0\/1678894355200?e=1691020800&v=beta&t=YO2870lI0d3oOuEr2wDFOlOrmiDvBKlD6qpCdacWyRM\")
Source: Statista<\/figcaption><\/figure>\n\n\n\nAs we can see, the top two are \u201cEco materials\u201d and \u201cAnimal-free materials\u201d, highlighting the importance that consumers attach to environmental and animal welfare claims.<\/p>\n\n\n\n
\n\n\n\nExtra tip for producers<\/strong><\/p>\n\n\n\nWhen marketing your vegan fashion product, don\u2019t appeal just to vegans, but also to environmentalists. Here\u2019s one quick tip to reach environmentalists:<\/p>\n\n\n\n
Studies*** show that when communicating about alternative leather or fur, it\u2019s better to not use the words fake leather or fake fur. Instead, use vegan leather\/fur<\/strong>.<\/p>\n\n\n\nThe main reason behind this is that fake leather\/fur is highly associated with plastic, which is considered harmful to the environment, whereas the word vegan is more associated with being natural and biodegradable. <\/p>\n\n\n\n
So, it\u2019s recommended to use the word \u201cvegan\u201d instead of \u201cfake\u201d when referring to leather or fur to appeal to both of these consumers.<\/p>\n\n\n\n
\n\n\n\nIt\u2019s also good to know that U.S. consumers are willing to purchase next-gen materials (or, as they prefer, eco-materials). Let\u2019s check the percentages depending on the technology used to craft these next-gen materials:<\/p>\n\n\n\n![\"Percentage](\"https:\/\/media.licdn.com\/dms\/image\/D4D12AQE-fRYxU6bpPA\/article-inline_image-shrink_1000_1488\/0\/1678894431362?e=1691020800&v=beta&t=vh5ILYoTAa1_hilq1Va286-OLbWosbe0Fln9JY8Gr2I\")
Source: Statista<\/figcaption><\/figure>\n\n\n\nDepending on the technology used, percentages can go from half of U.S. consumers to one-third, which speaks highly of consumer intent. We can expect even higher percentages in other countries with more awareness of vegan fashion. <\/p>\n\n\n\n
How to win consumer trust<\/strong><\/h3>\n\n\n\nTransparency is key.<\/p>\n\n\n\n
Consumers want to know what they are buying. Brands should show what their products are made of, how they are made, and why it is sustainable.<\/p>\n\n\n\n
\n- What they are made of<\/strong>: consumers want to know what materials have been used to create the product. What technology has been used? What ingredient has been made out of it? Brands should answer these questions as a starting point in winning consumer trust.<\/li>\n\n\n\n
- How they are made<\/strong>: Where do these ingredients come from? Are they locally sourced? Are they fair-traded? Emphasis on the manufacturing processes and supply chains will help consumers understand the brand is committed not only to animal welfare but to sustainability and fair labor, too. Informing consumers that your brand is more ethical than the competitor\u2019s will give you a market advantage.<\/li>\n\n\n\n
- Why it\u2019s sustainable<\/strong>: To inform consumers about their environmentally-friendly practices, certain companies showcase their CSR (Corporate Social Responsibility) reports on the sustainability section of their website. This allows consumers to receive messaging that highlights the social and environmental sustainability aspects of a brand\u2019s products, indicating that their clothing has a lesser impact on the environment compared to competitors.<\/li>\n<\/ol>\n\n\n\n
\nQuick fact:<\/strong> 78% of consumers worldwide generally trust products with the V-Label symbol more than products without it.<\/a><\/p>\n<\/blockquote>\n\n\n\nLet\u2019s take a look at some good practices on how to win consumer trust in the vegan fashion industry.<\/p>\n\n\n\n
Practical example: PUMA<\/strong><\/h3>\n\n\n\nIn our practical example section for today\u2019s newsletter, we will talk about how PUMA <\/strong>puts some of these consumer insights into practice with their vegan shoes.<\/p>\n\n\n\n![\"Puma](\"https:\/\/media.licdn.com\/dms\/image\/D4D12AQF9emVZtmi0Ew\/article-inline_image-shrink_1000_1488\/0\/1678894626826?e=1691020800&v=beta&t=3mTV4CmInJpIlSPv-qi82NV1HMpNnSpgFQlwWLISAXQ\")
<\/figure>\n\n\n\nFirst, PUMA communicates what materials and technology go into making the vegan shoe and the benefits of it:<\/p>\n\n\n\n![\"PUMA](\"https:\/\/media.licdn.com\/dms\/image\/D4D12AQEk3sufIQj9JA\/article-inline_image-shrink_1000_1488\/0\/1678894659584?e=1691020800&v=beta&t=JPC8BaygVzu0bxSCkIG_9lwBaxkWMePxTmMnCPZOcW8\")
Announcement of new PUMA\u2019s KING Platinum football boot (February 2022)
<\/figcaption><\/figure>\n\n\n\n![\"PUMA](\"https:\/\/media.licdn.com\/dms\/image\/D4D12AQH_cvVJ6InWJA\/article-inline_image-shrink_1000_1488\/0\/1678894743123?e=1691020800&v=beta&t=3P5r32f4AlQIVBAmSpUaEpCSQ26gYNEw-KTFu785PG4\")
Announcement of new PUMA\u2019s KING football boot (March 2023)<\/figcaption><\/figure>\n\n\n\nThey also emphasize their commitment to animal welfare and sustainability by stating that their future products will no longer use animal-based materials. They provide packaging insights as well to let the consumer know about their efforts to make it more sustainable.<\/p>\n\n\n\n![\"Sustainability](\"https:\/\/media.licdn.com\/dms\/image\/D4D12AQHAH6y1EFmZyw\/article-inline_image-shrink_1000_1488\/0\/1678894783212?e=1691020800&v=beta&t=M4DgMJ39QGkS4OHbcz4H3Aq8SAfmEv5XOwlQ7V7QTPo\")
<\/figure>\n\n\n\nApart from talking about the specifics of their vegan football boots and packaging, they make some ethical statements on their website, helping consumers learn about how their products will contribute to the environment and human rights.<\/p>\n\n\n\n![\"Sustainability](\"https:\/\/media.licdn.com\/dms\/image\/D4D12AQEIPmr9tP0MQw\/article-inline_image-shrink_1000_1488\/0\/1678894862846?e=1691020800&v=beta&t=JskFpXER9WCqy8DnQcQdmS1jOmgvgNzKfbzKEVODvTE\")
<\/figure>\n\n\n\nAnd as expected, they have a CSR where they display their future targets:<\/p>\n\n\n\n![\"Sustainability](\"https:\/\/media.licdn.com\/dms\/image\/D4D12AQHJLkJNaBfsEw\/article-inline_image-shrink_1000_1488\/0\/1678894883227?e=1691020800&v=beta&t=JwjOXU8UZeoc0Fug5WrKJ7jd3duHZrLC8Lvm-rxh8ug\")
<\/figure>\n\n\n\nOur advice<\/strong>: Take every chance you have to make the consumer know your brand is making all the efforts possible to become a more ethical product, either by removing animal-based materials or by making the products more environmentally friendly\u2014or maybe even by doing both.<\/p>\n\n\n\nNow it\u2019s your turn<\/strong><\/h2>\n\n\n\nWe really hope you enjoyed our new consumer insights guide. If you want to learn more about this topic, we have a white paper on the key innovations and market numbers of the vegan non-food segment<\/a>.<\/p>\n\n\n\nAnd now we\u2019d like to hear from you.<\/p>\n\n\n\n
Which consumer insight from today\u2019s guide did you find the most useful?<\/p>\n\n\n\n
What technology would you use for your vegan product? In which country would you market it?<\/p>\n\n\n\n
Either way, let us know by leaving a quick comment below.<\/p>\n\n\n\n
See you in the next guide.<\/p>\n\n\n\n![\"No](\"https:\/\/media.licdn.com\/dms\/image\/D4D12AQGpVQ-vu6a6QQ\/article-inline_image-shrink_1000_1488\/0\/1678894921827?e=1691020800&v=beta&t=XDQi9SkWobYpzD5goYtNBV0R6xbms-QqQETEdFTqd54\")
<\/a><\/figure>\n\n\n\nList of Resources<\/em><\/strong><\/p>\n\n\n\n\n- Case study: How do conscious consumers shop beyond 2020?<\/a><\/li>\n\n\n\n
- Vegan Non-Food Whitepaper: Innovations and market numbers<\/a><\/li>\n\n\n\n
- Case study: What do consumers have to say about vegan cosmetics in 2022?<\/a><\/li>\n\n\n\n
- Get the V-Label<\/a><\/li>\n<\/ul>\n\n\n\n
*Data from <\/em><\/strong>Humane Society International\/Europe<\/em><\/a> was used for the decreasing use of fur stat. <\/em><\/strong><\/p>\n\n\n\n**Data on consumer perception and next-gen materials was extracted from Statista<\/em><\/strong><\/p>\n\n\n\n***Other studies used:<\/em><\/strong><\/p>\n\n\n\n
However, vegans aren\u2019t the only ones pushing for vegan fashion: environmentalists and general consumers are just as aware of animal cruelty in the fashion industry. This, alongside many political bans on the fur\/leather industry, has strengthened the vegan fashion market.<\/p>\n\n\n\n
Take a look at the annual fur production decrease from 2014 to 2021*:<\/p>\n\n\n\n As consumers are more aware, the sales of products involving animal cruelty in fashion will likely decrease.<\/p>\n\n\n\n Let\u2019s take a deeper look and see the consumer perception of vegan fashion**.<\/p>\n\n\n\n Consumers are smart; they know what\u2019s going on in the fashion industry. Take a look at this graph:<\/p>\n\n\n\n In most countries, more than half of the population knows about the cruelty in the fashion industry. It is particularly noteworthy in Austria and Switzerland, where 83-84% of the population are aware, making these countries a clear target for brands looking to offer their vegan fashion items.<\/p>\n\n\n\n So, does being aware translate into a preference for vegan fashion items over animal-based ones?<\/p>\n\n\n\n The answer is pretty positive, as we can see. <\/p>\n\n\n\n Again, Switzerland and Austria are in the lead with half of the population preferring vegan fashion over animal-based fashion. The good news is that, in the countries with lesser results, still a third of their population would prefer vegan fashion products.<\/p>\n\n\n\n And even some consumers have completely stopped purchasing animal-based fashion products:<\/p>\n\n\n\n Quick fact<\/strong>: <\/em>86% of consumers would like to start buying more cruelty-free and vegan cosmetics products<\/a><\/p>\n<\/blockquote>\n\n\n\n The tendency is clear: consumers are increasingly embracing vegan fashion and rejecting the old fashion ways. And old school brands have also noticed this change: top fashion companies like Gucci<\/a> and Versace<\/a> have reportedly pledged to stop using real fur. <\/p>\n\n\n\n It\u2019s never been a better time to take advantage of the vegan fashion wave.<\/p>\n\n\n\n Therefore, it\u2019s time to explore some more consumer insights.<\/p>\n\n\n\n Brands marketing a vegan fashion product will find this interesting: <\/p>\n\n\n\n When referring to the alternative ingredients of a vegan fashion product, these are the top preferred names by U.S. consumers.<\/p>\n\n\n\n As we can see, the top two are \u201cEco materials\u201d and \u201cAnimal-free materials\u201d, highlighting the importance that consumers attach to environmental and animal welfare claims.<\/p>\n\n\n\n Extra tip for producers<\/strong><\/p>\n\n\n\n When marketing your vegan fashion product, don\u2019t appeal just to vegans, but also to environmentalists. Here\u2019s one quick tip to reach environmentalists:<\/p>\n\n\n\n Studies*** show that when communicating about alternative leather or fur, it\u2019s better to not use the words fake leather or fake fur. Instead, use vegan leather\/fur<\/strong>.<\/p>\n\n\n\n The main reason behind this is that fake leather\/fur is highly associated with plastic, which is considered harmful to the environment, whereas the word vegan is more associated with being natural and biodegradable. <\/p>\n\n\n\n So, it\u2019s recommended to use the word \u201cvegan\u201d instead of \u201cfake\u201d when referring to leather or fur to appeal to both of these consumers.<\/p>\n\n\n\n It\u2019s also good to know that U.S. consumers are willing to purchase next-gen materials (or, as they prefer, eco-materials). Let\u2019s check the percentages depending on the technology used to craft these next-gen materials:<\/p>\n\n\n\n Depending on the technology used, percentages can go from half of U.S. consumers to one-third, which speaks highly of consumer intent. We can expect even higher percentages in other countries with more awareness of vegan fashion. <\/p>\n\n\n\n Transparency is key.<\/p>\n\n\n\n Consumers want to know what they are buying. Brands should show what their products are made of, how they are made, and why it is sustainable.<\/p>\n\n\n\n Quick fact:<\/strong> 78% of consumers worldwide generally trust products with the V-Label symbol more than products without it.<\/a><\/p>\n<\/blockquote>\n\n\n\n Let\u2019s take a look at some good practices on how to win consumer trust in the vegan fashion industry.<\/p>\n\n\n\n In our practical example section for today\u2019s newsletter, we will talk about how PUMA <\/strong>puts some of these consumer insights into practice with their vegan shoes.<\/p>\n\n\n\n First, PUMA communicates what materials and technology go into making the vegan shoe and the benefits of it:<\/p>\n\n\n\n They also emphasize their commitment to animal welfare and sustainability by stating that their future products will no longer use animal-based materials. They provide packaging insights as well to let the consumer know about their efforts to make it more sustainable.<\/p>\n\n\n\n Apart from talking about the specifics of their vegan football boots and packaging, they make some ethical statements on their website, helping consumers learn about how their products will contribute to the environment and human rights.<\/p>\n\n\n\n And as expected, they have a CSR where they display their future targets:<\/p>\n\n\n\n Our advice<\/strong>: Take every chance you have to make the consumer know your brand is making all the efforts possible to become a more ethical product, either by removing animal-based materials or by making the products more environmentally friendly\u2014or maybe even by doing both.<\/p>\n\n\n\n We really hope you enjoyed our new consumer insights guide. If you want to learn more about this topic, we have a white paper on the key innovations and market numbers of the vegan non-food segment<\/a>.<\/p>\n\n\n\n And now we\u2019d like to hear from you.<\/p>\n\n\n\n Which consumer insight from today\u2019s guide did you find the most useful?<\/p>\n\n\n\n What technology would you use for your vegan product? In which country would you market it?<\/p>\n\n\n\n Either way, let us know by leaving a quick comment below.<\/p>\n\n\n\n See you in the next guide.<\/p>\n\n\n\n List of Resources<\/em><\/strong><\/p>\n\n\n\n *Data from <\/em><\/strong>Humane Society International\/Europe<\/em><\/a> was used for the decreasing use of fur stat. <\/em><\/strong><\/p>\n\n\n\n **Data on consumer perception and next-gen materials was extracted from Statista<\/em><\/strong><\/p>\n\n\n\n ***Other studies used:<\/em><\/strong><\/p>\n\n\n\nConsumer perception of vegan fashion<\/strong><\/h3>\n\n\n\n
\n
Next-Gen Materials: consumer preferences<\/strong><\/h3>\n\n\n\n
\n\n\n\n
\n\n\n\nHow to win consumer trust<\/strong><\/h3>\n\n\n\n
\n
\n
Practical example: PUMA<\/strong><\/h3>\n\n\n\n
<\/figure>\n\n\n\n
<\/figcaption><\/figure>\n\n\n\n<\/figure>\n\n\n\n
<\/figure>\n\n\n\n
<\/figure>\n\n\n\n
Now it\u2019s your turn<\/strong><\/h2>\n\n\n\n
<\/a><\/figure>\n\n\n\n
\n