Fashion Innovation Alters Leather Production And Consumption – In WTVOX Research Impact we investigate the emerging market for alternative leather products in both luxury and fashion landscapes.
Fashion Innovation Alters Leather Production And Consumption – What Makes It Necessary
With no doubt, sustainability has become the biggest challenge and the main focus of innovations within the fashion industry. The future of fashion depends on our ability to design more sustainable ways of production. Moreover, increased pressure from consumers makes sustainable development a necessity.
As such, high-profile influencers and celebrities like Stella McCartney, Katherine Hamnett, Natalie Portman, Emma Watson and Miley Cirus, are spreading awareness towards the negative impact fashion industry has on the environment.
These eco-fashion advocates are pushing for more transparency and ethical practices in fashion, showing how to turn the old unattractive image of eco-friendly lifestyles into cool, fashionable and educated choices.
As a direct result, fashion buyers are able to make a better correlation between their fashion purchases and the environmental and social welfare.
Fashion Innovation Alters Leather Production And Consumption – Apparel Brands Response
Reacting to this emerging trend, apparel brands such as Nike, Levi’s, Timberland, and Patagonia are attempting to incorporate the use of organic and alternative materials at the heart of their research and development projects, as well as traditional monitoring of responsible manufacturing processes.
To enhance brand image, attract ethically sensitive consumers and retain existing customers, this zone of innovation is focused on creating more sustainable materials without diluting the esthetic design of the products and in cost-effective procedures.
Fashion Innovation Alters Leather Production And Consumption – Innovation In Leather Production
The efforts toward designing more appealing and high-quality eco-friendly textile have long been in progress. However, the leather industry is one of the major fields of investigation for researchers and practitioners alike.
‘Leather’ is being broadly used in the various economic sectors, including both durable and consumable product categories such as fashion and personal luxury goods. However, the production of leather is generating a high amount of pollution in its different stages such as tanning process.
Past attempts, such as recycling tannery sludge, have failed to address the undesirable environmental impacts of leather production. Also the usage of genuine leather, as a renewable and bio-degradable alternative, requires killing millions of animals for their skins and endures the horrors of factory farming.
Due to its aesthetic attributes and acceptable quality, faux-leather is nowadays widely used as the best eco-friendly alternative. As an example, Leathertex creates high-quality imitation leather for luxury brands such as Burberry, Vivienne Westwood, Balenciaga, Armani as well as fast fashion brands such as Topshop.
Yet, this area of research and innovation has a huge potential for growth with great opportunities for innovators in this landscape. For instance, an area of improvement lies upon the lifecycle of mainstream faux-leather, where its disposal stage is not free from environmental concerns.
Fashion Innovation Alters Leather Production And Consumption – The Role Of Consumers
When it comes to innovation, the power of understanding consumers is just as important as the novelty of the technology, or the idea. In particular, in such high potential and fast-changing marketplace, it is crucial for companies to detect consumers’ emerging needs and readiness, in order to adapt their strategies as such.
Therefore a body of investigation studies factors that might drive eco-friendly purchases. However, by the growth of so-called ethical products market and its expansion to a large variety of product categories, consumers’ ethical behaviour has become more diverse and complex.
In this context, a recent empirical study investigates the marketability of eco-friendly faux leather, a leather alternative with enhanced environmental attributes and lower price. Read more on Green Leather for Ethical Consumers in China and Korea: Facilitating Ethical Consumption with Value–Belief–Attitude Logic