Expert Guidance

Rachel

You have gifts to change the fashion industry and my job is to help you using them.

Renoon

Renoon was founded in February 2020 in Amsterdam, Renoon is an app that globally gives consumers the chance to realise their sustainable lifestyle and values when shopping fashion. Renoon combines the offers from multiple websites, which makes it possible to assess sustainability at the product level as well as empowering its community to have a voice.  Part of their mission is “to inform and help the industry to embrue in this due transformation.” Therefore, Renoon held its first event on September 8 2021, the “Renoon Day8”, where findings from 6 months of data and monthly processed analysis of 1 million+ products and 1000+ brands were presented. 

First Renoon explained where the data is coming from, followed by 5 areas of impact, Innovation and Technology Modern Consumption Animal Ethics
Human Wellbeing Environmental Protection.

Renoon gathers its data with the help of 135+ partners on its platform as well as its consumers using Renoon as a tool. Within the app, users can interact with the sustainability topics (currently 33) they mostly care about across the areas of impact. User’s behaviour and interaction with the sustainability topics got analysed through various touchpoints through the app experience. Renoon’s proprietary algorithm detects and assigns sustainability linked attributes to the products and brands available on the platform. 

Renoons states 3 key findings outside the areas of impact.

The first one is that brands taking on the sustainability space are not final. Brands that are the most popular and have managed to immediately take a leading position are those that have made sustainability a “way of life” such as Veja, Reformation and Pangaia. As soon as introduced in the app, niche-names such as Bits Bodywear (a new social-media born underwear brand celebrating dream undies with a purpose) were well received. 

Second, Ethical labor is the most followed topic on Renoon, therefore the user’s key priority is not within environmental protection. Environmental protection stays the top priority as an aggregate. 

Third, 47% of online stores mention certifications at the product level in their product descriptions, currently 47% of webstores Renoon is working with are choosing to include product certifications in their product description pages. 

Regarding innovation and technology as one of the 5 areas of impact, Materials of the future, the quest for alternative materials is the most followed topic.

Appealing for the industry are virtual dresses, giving something new without having to physically produce it. Dress X (speaking partner at Renoon Day8) is for instance the first multi-brand store for digital clothes and has released its first sustainability report.

Concerning modern consumption, slow fashion is the most followed topic. In this area there is a rising interest in purchasing pre-owned items. Noticeable is the rising of small and independent stores who curate a selection of vintage pieces and specific products.

Many Fashion rental startups are emerging like Huur, My Dressoir (Renoon partner), Palanta (Renoon partner), By Rotation, Rotaro (partner at Renoon Day8). Interesting is the recent launch of Drip in Italy, a digital subscription for Streetwear Brands. Larger brands are also taking part in the stage with Ganni and Adidas as an example.

Responsible animal origin is the most followed topic in the area of Animal Ethics. Vegan is in the lower spectrum of users’ interests. According to statistics, 56% of users who follow vegan also care for responsible animal origin – including certified mulesing-free wool, vegetable-tanned, chrome-free, or recycled leather, among the options.

Within this area, detectable key trends are for example, Italy banning the use of the word “leather” for materials of non-animal origin and regenerative agriculture sparking the interest of brands – Stella McCartney included. 

Recycled and Eco packaging are the most followed topics in the area of Environmental Protection. When products are tagged as “upcycled” there is a 18% higher probability for users to interact with products.

Regarding Human Wellbeing, ethical labor is the most followed topic. Analyzing the data on the distribution of attributes at the brand level, Renoon’s partners that focus on sustainability as their core mission (native brands) are succeeding in tackling issues related to Human Wellbeing. 75% of them include values such as Ethical Labour or Women Empowerment. Renoon users care about shopping small, 93% of consumers follow at least one brand with Small Business as an attribute. 

Modern consumption according to Rethink Rebels is all about taking responsibility for the planet and the people in the supply chain. Nowadays, 3.1 earths are needed in the Netherlands to support the way of life, however, there is only one earth. Therefore, it is time to take action. There is a shift in ego towards community, understanding that we can only thrive if we behave responsibly and that we are part of a huge ecosystem. Addressing citizens by consumers doesn’t fit anymore. We are so much more than that. Every human being is powerful and has the ability to make a difference. 

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