Mid-segment
Below the top segment is the 'middle segment' with brands such as Calvin Klein, Gucci, MYOMY, Ralph Lauren and other designers. Prices are from 150 - 200 euros to 600 - 800 euros. Partly, selection is made on brand, but also on sustainability and design, as with MYOMY. The MYOMY buyer is diverse, from young to old and in all income categories. However, she (the largest part of the collection is for women) is often aware of her choice for sustainability.
Low segment
Finally, the 'low segment' follows, where the brand is often less important than the price. This involves a few tens to 100 - 150 euros. Selection is based on price and model.
Form and function
MYOMY goes for an iconic design. My Paper Bag is an example of this. It is inspired by a normal paper bag, known from groceries in the US for example. A design by MYOMY is recognizable (no frills), but is also recognizable as an icon from everyday life. That can be anything, but when you see it, you recognize it.
The MYOMY collection is extensive, but partly based on the beginning with the My Paper Bag (which also comes in other forms). This makes MYOMY distinctive and recognizable in its designs. Of course, this is also the case for other brands, because you also recognize a Louis Vuitton or Gucci. However, you will find a simpler design at MYOMY, partly because of the production process in India.
It is not a trade-off: design or sustainability. It is design and sustainability, just like form and function. Both are equally important!
Louis Vuitton
Louis Vuitton
Do you want people to live more high school coaches email list sustainably? Then it is important to make the step as small as possible. Only a very small percentage of people are so driven that they put ideals above design. By that I mean choosing sustainability above comfort or design. Taking a cold shower may be better for the environment and it also seems to be good for you, but for many people this is a step too far. Your target group is larger if you are able to introduce a sustainable product or service on the one hand (which is comparable in cost to similar products) and on the other hand not ask for any or not too big sacrifices.
It is difficult to estimate sustainability. In some cases it is visible through certificates and agreements that have been made with and between parties. But to what extent is it lip service or for the stage? It is not so much conspiracy thinking, but sustainability and low price are at odds. Given the fact that the power lies with a client - and not with the manufacturer - it is not inconceivable that it is less sustainable behind the scenes than in front of the stage. What percentage of the market is sustainable in the bag world is difficult to say. A cautious estimate is that the percentage of leather bags that are sold and that are fair trade is less than one percent of the market. MYOMY is the only supplier that delivers 100% fair trade guaranteed bags in the Netherlands.