A Material Innovation Initiative (MII) study done in collaboration with Nort Mountain Consulting Group shows that consumer interest has tipped away from animal leather and toward leather alternatives in China. China is a huge market, with fashion industry revenue expected to be 383 billion USD in 2021. This is 44% of the global total.
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...A Material Innovation Initiative (MII) study done in collaboration with North Mountain Consulting Group shows that the scales have tipped away from animal leather and toward leather alternatives for many consumers in the U.S. According to the results, while many consumers value the performance and aesthetics of animal leather, the majority say they prefer leather alternatives for reasons that include environmental and other ethical considerations. The study also investigated messaging effectiveness and the willingness of consumers to pay more for alternatives
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