Analysing the Renoon Day8 Report

The past few years the world has witnessed a great impact of technology on the fashion industry, where the industry is taking a shift into a more sustainable approach. From the sustainable materials introduced today, to the different methods of sustainable production. Technology, however, did not just stop here. New ways of sustainable shopping have been introduced; one of which is Renoon App; the first app globally empowering consumers to realize their sustainable lifestyle and values when shopping fashion, by combining the offering from multiple websites at once, assessing sustainability at the product level, and allowing its community to have a voice. Renoon is definitely challenging the sustainable fashion industry, offering an innovative approach that we have not yet seen before.  On the occasion of the first Renoon Day8 event, they have shared their findings from 6 months worth of data and monthly processing of more than a million products and more than a thousand brands analyzed. Over the past year, they have gathered an incredible amount of data, combined with aggregated insights from the responsible consumers using the app as their guide to sustainability and fashion to produce a report that analyzes consumers’ behaviours and their interest in sustainability.  According to the report, it is no surprise that the most popular brands have made sustainability a core focus in their work, making it a way of life, where they have taken a position in a new but rapidly expanding market. These brands include Veja, as the number one leading in the market, followed by Reformation and Pangaia; meaning that one out of two Renoon-users has interacted with one or two of these brands. Other brands such as Ganni, Patagonia, Rifo, and Bits Bodywear have also adopted sustainability as a major focus in their identity, with the highest variation in user interaction.  Renoon App users can select preferences among 33 valued topics that are categorised in 5 areas of impact. The attributes are designed to products and brands based on certification, materials, compositions and actions recognised by Renoon’s frameworks. The five areas of impacts and valued topics include: Environmental Protection, Human Wellbeing, Animal Ethics, Innovation and Technology, and Modern Consumption.  It is important to acknowledge that sustainability is not just about the planet; as voiced out by Renoon’s conscious consumers. Although, according to the report the most-valued area of impact by users on the app is Environmental Protection, there are other topics that are widely followed by the users. Ethical labour is one of the most followed, which expounds the fact that sustainability is a concept that should be considered far beyond just the product, but the whole production process as well. From safe, healthy, and equitable working conditions toward inclusive and open opportunities, to supporting small businesses, human wellbeing is key to a sustainable well-rounded company. Renoon’s partners that focus on sustainability as their core mission, are highly focused on tackling issues that are related to human wellbeing. 75% of them include values such as Ethical Labour or Women Empowerment. It is amazing to see brands branching out to different forms of sustainability and exploring the depth of such a concept.  Diving into the innovation and technology’s area, it is clear that Materials of the future is the most followed topic area of Innovation and Tech, where 3 out of 10 Renoon users include it among their values. The quest for alternative materials is never-ending. Throughout 2021, we witnessed the rise of sustainable materials, including mushrooms and alternative to leather making headlines in the fashion world today. Alongside, other materials are surely being introduced to the market, challenged what we call luxury, and redefining it with sustainability kept in mind. These materials include Tencel, Econyl, Piñatex, Re.Verso, and Desserto.  Nevertheless, according to the report, one of the most debated areas in sustainability and within Renoon’s community is “what do brands and users consider ethical for animals?”.  Responsible animal origin is the most followed topic by the users in the area of Animal Ethics; where 4 out of 10 Renoon users include it among their values. The most mentioned certifications for vegan as an implicit preference are: PETA approved - certifying the vegan nature of the brand. Other most mentioned certifications include: GOTS and GRS (outside of the animal ethics area).  When looking at areas that are beyond the product, we can discuss packaging as an important factor. We all love a beautiful package to the items we purchase! But come to think of it, this package is instantly thrown to waste! Therefore, the area of impact with the largest aggregated interest from users in Environmental Protection! Eco-Packaging is immediately on top of mind after recycling. According to the report, packaging can have an impact of 1.4% on the on the overall item; which is why more than half of Renoon users include eco-packaging in their most valued topics. How satisfying is it when you know the packages you throw out will go back to nature.  Alongside, the most valued topic in the area of Environmental Protection is Recycling. 6 out of 10 users include Recycling among their values. Recycling include upcyling; where there is an 18% higher probability for users to interact with products if tagged “upcycled”. Ksenia Schneider has received the most interactions when it comes to that topic. Upcycling has become an opportunity for collaborations for many brands today, where designers are exploring different ways to work with one another to produce an innovative, upcycled products to be introduced to the market.  Finally, it is important to discuss consumption and its effect on sustainability. Buying is not anymore the only option! How? Consumers are shifting to “new” ways to consume fashion, ways that we have never seen before! Today, there is a rising interest in purchasing pre-owned items, and second-hand products. However, a new way of consumption is also looking into Slow Fashion, where 5.5 out of 10 Renoon users include it among their values. This helps small and independent stores to find their way into the market. Not just that, but the most interesting way of sustainable consumption would be Rental; which has made headline in 2021. Larger brands are also taking a part of the stage including Ganni and Adidas as an example.  In conclusion, we would like to give a big thank you to Renoon for giving us insight to the different topics and values that are appreciated by consumers today to give us a closer look into the amazing sustainable future of fashion!