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Just googled it. Looks like they’re marketing it as a luxury item, so it’s pretty pricey. Quite the Premium Cactus Green Witch Shirt opposite of what I would think they’d be trying to do. It actually needs to be notably better than leather. If it’s the same and costs the same then there’s no incentive for people to stop buying leather, and they’ll keep buying on the basis of their shopping preferences and the brand image of leather. The only way a new product dominates existing products is either by being significantly better or significantly cheaper. Alternatively, somebody needs to come up with an argument that convinces the vast majority of people who buy leather products.
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A lot of people telling me that being “cruelty-free” is already an incentive. I actually tried to address that in my post but obviously failed. What I mean is that there has to be a reason that makes people. Who are prepared to buy a leather product today to not buy one tomorrow. I guarantee that almost all of them have heard the Premium Cactus Green Witch Shirt arguments that cow farming is wrong and they don’t agree. A new product is very unlikely to make them change their mind and thus change their shopping habits. The majority of people who buy a product specifically marketed as being cruelty-free leather are already people choosing not to buy leather.
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I guess a good tactic would be to start it off high end, expensive. Then start getting into the Premium Cactus Green Witch Shirt budget. Market once it’s established as a luxury item. I’m not saying what is right or wrong. I’m trying to explain my opinion about how consumers will behave. That it’s bad (and so far, all of the existing arguments obviously don’t work, since people still buy leather).
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