It is not that it’s fashionable, it is that consumers expect sustainability
The Covid-19 pandemic and the slow economic recovery have made consumers more aware of the importance of sustainability. As a consequence, they now require brands to make changes to become more sustainable, but what exactly do they expect from a sustainable fashion brand?
A good product is not enough, consumers want more
A survey carried out in 11 countries (USA, UK, Australia, Canada, Germany, France, China, Russia, Brazil, India and South Africa) has explored consumer behavior in terms of sustainability. Out of almost 20k responders, 61% say that sustainability will be even more important after the Covid-19 crisis. More than 50% say they are willing to pay a premium for products from a sustainable brand.
And although not everyone thinks this way, the truth is that consumer behavior has changed during lockdown. There is no doubt that online sales have increased significantly and this has allowed mindful consumers to use their power to be the change they want to see in the world: They avoid plastic and look for brands that are perceived as sustainable.
Libertad Avenue is positioned as a sustainable brand
The fact of manufacturing locally as well as the use of recycled and/or sustainable materials, position Libertad Avenue as a sustainable fashion brand. The possibility, that its footwear for urban cyclists can be repaired closes the circle and places it in the consumer's mentality as sustainable footwear. Durable, repairable, recyclable and recycled footwear, manufactured locally. These are the principles on which a sustainable footwear brand like Libertad Avenue is based.