I want to share this detailed and in-depth writing. I really don't want my client with deep insight to join a fake thing like vegan leather. ATKO's partner is wise and wants to hand down something better to future generations. #ATKO #RecycledLeather #mechanicalRecycling #CirculationRegeneration #lowCarbonTechnology #recycledLeatherYarns #VeganLeather #FakeLeather.
Faux Leather to Vegan Leather: The most successful rebrand in history? Faux leather is nothing new. With Prestoff (a paper pulp material) made in the late 1800s, and Naugahyde developed in the 1920s, real leather has battled fake imitations for the last century. So, what's the reason why real leather is facing a severe economic decline when we've been faced with competition for decades? False marketing + deceptive greenwashing + emotional purchasing = increased market share. The fashion world took hold of the term "vegan leather" around 2010, with leading brands, such as Stella McCartney's Falabella fake leather handbags, creating high-end clothing stamped with an "ethical, vegan" label. Google Trends data from Australia suggest "vegan leather" outnumbered searches for "pleather" and "fake leather" starting in 2016 and has only risen since. In 2019, retail trends claimed a 70% increase in fashion products labeled as "vegan" in the US and UK markets. Consumers want to know they are buying products that aren't damaging the environment - and to say it simply - environmentalist brands got to it before the leather industry. It isn't about the facts, unfortunately - as all of us don't have time to triple-check claims as we skim the internet for our next purchase. It all comes down to clever marketing - and PETA outsmarted us all. Recent industry studies show that over 52% of consumers want to buy leather, and 82% of consumers want to have real leather in their next vehicle purchase. We find this same trend is apparent within the fashion industry - but what overrides this decision? Brilliant false marketing. Vegan leather isn't anything more than Kellogg's weak claim that Frosted Mini-Wheats (a high-fructose corn syrup-covered processed wheat cereal) improved children's attentiveness by 20%. Kellogg ended up paying a $4M settlement and was required to stop using the ads. This isn't a debate about Brands supporting the environment through different means; this is about Brands utilizing false advertisements to convert those who want leather into purchasing "vegan" and guilt them into saving the planet. Brands need to be held responsible for pitching fake information to consumers. If we can hold Kellogg responsible for false product claims, we should equally hold Brands, Retailers, and OEMS responsible. Consumers want integrity, responsibility, and sustainability. With real leather - you get all three. Vegan, you're scammed thinking you got one.
