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Brits want brands to sell more vegan fashion, study finds

The majority of Britons want to see more certified vegan clothing, bags, shoes and accessories both in stores and online, new research shows.

A report released earlier this month by the Vegan Society looked at consumers’ understanding of the different materials and supply chain issues within the fashion industry, and what shoppers are looking for in vegan fashion.

A survey in the report, aimed at those who buy new clothes rather than second-hand items, found that 95 percent of shoppers said they would like to see more vegan verified fashion, with almost half (48 percent) saying they want to see in all categories of fashion.

The survey found that 35% of respondents wanted to see more vegan options for items that typically use animal leather, such as jackets and boots, while 32% would like more bags and backpacks in vegan leather.

Thirty-two percent said they would like to see the use of leather (vegetable leather) extended to general footwear such as boots, heels and sandals, while 28 percent would be interested in vegan leather sneakers.

The new report comes as a growing number of fashion companies, from big brands to luxury houses, are moving away from animal products as the market for vegan alternatives continues to grow.

In the past three months alone, Canada Goose, Moose Knuckles and Nieman Marcus have announced their plans to go without fur, joining Macy’s, H&M, Gap, Urban Outfitters and J.Crew, Burberry, Prada, Gucci and Giorgio Armani.

The Vegan Society survey also found that 61% of respondents think the use of fur is cruel, while a tiny 57% feel the same about using animal leather. exotic ”.

Thirty-seven percent of those polled said the use of cowhide is cruel, with more than half (54 percent) “slamming the use of calfskin” – although the report did not clarified exactly what that meant.

Thirty-five percent said they wanted more vegan leather options, with almost three-quarters (74 percent) willing to pay more for non-animal alternatives.

More than half (55%) said they were interested in buying or already owning something made from vegetable leather, the highest percentages for all materials surveyed. Forty-two percent said they thought it was sustainable, 34 percent said it was ethical, and 31 percent said it was modern.

The study’s research was based on a survey of 1,000 UK adults conducted on the Attest consumer research platform between May 12 and 14, 2021.


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Hazel J. Edmonds

The author Hazel J. Edmonds

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