Vegan Luxury - Market Research Methodology

1Group D1 |Qualitative Research on Vegan Luxury
IESEG PARIS
MARKET RESEARCH METHODOLOGY
Professor: Benjamin BŒUF GROUP D1:
NGUYEN Hoang Quan
NGUYEN Thi Duc Hanh
TRANG Thi Ngoc Thao (Traci)
REPORT, 2017 Oct
Penetrating Vegan Luxury Segment in France:
Recommendations Through Understanding of Consumers’ Perceptions and Preferences
Table of Contents
I. ABSTRACT ................................................................................................................... 3
II. INTRODUCTION .......................................................................................................... 3
2.1. The research questions ................................................................................................... 3
2.2. Company profile ............................................................................................................. 3
2.3. Brief background of Veganism ........................................................................................ 4
2.4. The rising trend of veganism creates opportunities for businesses .................................. 4
2.5. Vegan luxury is a potential segment ................................................................................ 4
2.6. The potential for vegan luxury to become IT in France .................................................... 5
2.7. Millennial consumers are to be key target in luxury segment .......................................... 5
III. METHOD ................................................................................................................. 5
3.1. Data Collection ............................................................................................................... 5
Method Of Obtaining Qualitative Data ......................................................................................... 5
Interview Question Design ............................................................................................................ 6
3.2. Target Interviewee Profile ............................................................................................... 6
3.3. Fieldwork ........................................................................................................................ 7
Interview Length ............................................................................................................................. 7
Setting: ........................................................................................................................................... 7
Making The Initial Contact .............................................................................................................. 7
Asking The Questions ..................................................................................................................... 8
Probing ........................................................................................................................................... 8
Recording the Answer .................................................................................................................... 8
3.4. Analysis Technique ......................................................................................................... 8
Data Transcription .......................................................................................................................... 8
Data Coding .................................................................................................................................... 8
IV. MAIN FINDINGS ...................................................................................................... 9
4.1. Perception and opinions ................................................................................................. 9
Perception About Vegan Luxury ..................................................................................................... 9
Perception about Leather and Alternative to Leather in Luxury .................................................... 9
4.2. Brand and Customer ..................................................................................................... 10
How Consumers Link Vegan Luxury to Brand Personality ............................................................ 10
Vegan Luxury Consumer: Motivations and Profile ....................................................................... 10

4.3. Vegan Luxury Communication ....................................................................................... 11
V. RECOMMENDATION ................................................................................................. 12
5.1. Enter the Vegan Luxury Market ..................................................................................... 12
5.2. Enter Affordable luxury segment .................................................................................. 13
5.3. Communication strategies ............................................................................................ 13
BIBLIOGRAPHY ................................................................................................................. 15
APPENDIX ......................................................................................................................... 16
Interview guide ......................................................................................................................... 16
Samples description .................................................................................................................. 19
Transcription ............................................................................................................................. 19
R1., 2Xyo, male (Interviewer: Hanh) ................................................................................. 19
R2., 2Xyo, female (Interviewer: Traci) ............................................................................... 22
R3., 2Xyo, female (Interviewer: Hanh) .............................................................................. 24
R4., 2Xyo, female (Interviewer: Hanh) .............................................................................. 27
R5., 2Xyo, male (Interviewer: Quan) ................................................................................. 30
R6., 2Xyo, male (Interviewer: Quan) ................................................................................. 32
R7., 2Xyo, female (Interviewer: Quan) .............................................................................. 34
R10., 2Xyo, male (Interviewer: Traci) ................................................................................ 41
Listing of coding ........................................................................................................................ 43
Coding final ............................................................................................................................... 43

I. ABSTRACT
The rising trend of veganism worldwide has become a solid lifestyle of many. This has not
only changed retail industry, but also been reshaping luxury industry, opened to a whole
new potential market of vegan luxury. Many brands find this is both branding and business
opportunity that need to make the most out of it. France, the capital of fashion and luxury
industry, is where these companies want to capture values of this segment and thrive.
This findings in this report is the results of a qualitative research on the perceptions and
preferences of current luxury consumers on vegan luxury. By analyzing, first, the market
situation, we presume the market segment that presents the highest potential for these
companies: millennials. We then decide on the target interviewee profile and the method
to conduct the research. Through in-depth interviews with current luxury consumers, we
found out that this age group is very aware of and receptive towards vegan luxury products;
yet they do not portrait themselves as typical vegan luxury consumers. Communication
from brands, therefore, plays a crucial role in attracting this age group.
This paper will start with Introduction on the research questions, the company profile this
report will serve, and overview about the market in the flow that define the most potential
segment. Methodology on how to conduct this research is explained in details in Method
section. ‘Main Findings’ highlights insights from research data which continues with
concrete Recommendations in the section that follows.
II. INTRODUCTION
2.1. The research questions
This research was conducted in today context where veganism has become not just a mere
trend, but a way of living for many people worldwide. Its objective is to respond to the inquiry
of the luxury company on what veganism means to luxury goods market in France, as in
how consumers perceive vegan luxury, and how brands are to thrive in segment, if it is
applied for them at all. This paper serves its research purpose to vegan luxury in Fashion
sector, concerning apparels and accessories products.
In order to do that, we conduct a qualitative market survey to answer the following research
questions:
1) What are consumers’ perception of and opinion about vegan luxury and the current
alternatives to leather for luxury products?
2) Is vegan luxury more suitable for some luxury brands or for some luxury consumers?
3) How should luxury brands promote vegan luxury?
To begin with, let us briefly introduce the background of the topic: First, on what is
veganism, how this lifestyle has been significant worldwide and in France. Then, to Vegan
Luxury segment; and the flow of our research to find out how consumers’ perception
influences the way brands succeed in this segment. More details on how we conducted the
research can be found in section (III) Method. In this section, we will also introduce the
company profile in relation with the topic.
2.2. Company profile
This report serves brands and corporates who are looking to penetration in vegan luxury
market in France, but are short of insights on consumers perception towards this segment
as well as on how to best communicate to them.

2.3. Brief background of Veganism
While vegetarianism is not a brand-new concept, which was turned into social movement
in 1847 with the establishment of the Vegetarian Society in Great Britain, and had been
advocated a long time before that, the word vegan was only coined Donald Watson 1944,
along with establishment of the Vegan Society (Britain) in the same year. With the rise of
factory farming and processed food industries in the 50s in the West (esp. the UK and US),
natural foods and vegetarianism did not receive its popularity until the following decades
later. (Marcus, 2011)
Today, veganism is often understood as a type of vegetarian diet that excludes meat, eggs,
dairy products and other animal-derived ingredients all together. Other definition on vegan
goes beyond the avoidance of animal mistreatment and slaughter to the elimination of
certain health risks and the reduction of environmental footprint. (Mocana Productions Inc.,
2017) Veganism, in short, represents a philosophy and way of living where followers, or
vegans, exclude as far as possible all forms of exploitation of, and cruelty to, animals for
food, clothing or any other purpose; and by extension, promotes the development and use
of animal-free alternatives for the benefit of humans, animals and the environment. (The
Vegan Society, 2017)
2.4. The rising trend of veganism creates opportunities for businesses
Veganism has been practiced worldwide for many reasons, some for health, some for
ethics, some for religions. This opens to an entire industry of producing meat alternatives,
animal-free chain of food production, sustainable clothing, animal-derived ingredients-free
and animal-testing free cosmetics. In fact, so many more people and countries are
receptive to veganism that this it has been defined as a crucial player in food trend
(Balsamo, 2016), health and wellness trend (Mascaraque, 2017) and beauty, such as color
cosmetics (Symons, 2017).
The rise of veganism by itself, boosted by consumers’ aspirations for healthier and more
ethical lifestyles, results in the abundant opportunities for businesses to establish and/or
grow. Whether it is a start-up or an established business, there is room for each player.
(Clarkson, 2014) The opportunities also present in veganism rising trend, but also in the
shift in consumers’ awareness and demand. Nowadays, consumers are more and more
concerned and demanding over the social responsibilities of companies. Brand’s social
purpose is among the prominent influence to affect consumers purchase decisions
(Nielsen Global Survey, 2014). It is thus possible to translate this tendency into the
potential in the increasing demand for vegan products, not only in consumables, but also
in other industry: fashion, cosmetics, furniture, etc.
2.5. Vegan luxury is a potential segment
On the consumers’ side, we noticed a change in priorities between products’ appearance
and products’ material origins: Certain consumers make purchase decision not just on how
the product looks, but also on whether it is obtained from the (cruel) exploitation of animal
in any way. On the side of companies, with the rise of animal protection and ethic social
movements, luxury brands cannot be certain that previous perception on luxury materials
such as bone, leather, fur, etc. is still applied.
On such spirit, vegan luxury, once perceived as highly niche, restricted to the extremely rich
and famous, is now more and more popular, indicating the potential of the market.

2.6. The potential for vegan luxury to become IT in France
France has always been a country that is very agile to trends, even leads in setting new
ones. Veganism is not an exception. The country has seen the shift in consumers’ gradually
turning away from meat to vegetarian and vegan diet (Gee, 2016). The trend made its marks
through the number of vegan restaurants, supermarkets, and the promotion of veganism
from many organizations, such as Association Végétarien de France (1995) Vegan Impact
(1901), Vegan France (2013), and in the Guide du Vegan en France of the most recent
‘trend alert’ Petit Futé collection (Oct, 2017.) That veganism influences the way of thinking
of consumers in France in a wide variety of industries makes it an entire way of living.
Regarding to luxury goods, France has ever been the leader in this industry. Recent market
report on the industry shows that French fashion and accessories companies still remain
its outstanding performance (Deloitte, 2017) and that French companies as a whole had
the greatest market share, generating 23.9% of all sales globally (Business France, 2017)
However, this 22-Billion-USD Industry in France are also facing challenges: that the high-
incomed target group is predominant by 65+yo age group, and the lagging of middle-class
household (Roberts, 2017) indicating that luxury business possibly are to focus on other
target customers to sustain.
The answers to the above-mentioned research the research questions are to provide the
information and recommendation for the company’s decision on its strategies in vegan
luxury segment in such market.
2.7. Millennial consumers are to be key target in luxury segment
Defined as those who were born between 1980 and 2000, millennials will comprise almost
half of the European workforce, thus dominant consumers by 2025. (Ritchie, 2015).
Although veganism is for everyone, we have seen it is getting more and more popular
among millennials. This generation are much conscious and enthusiastic about keeping
good health, environmental-friendly consuming choices, as well as animal welfare. (Byrd,
2015).
In luxury segment, millennials play equally important role, as combined with generation Z,
they will account for 45% of the global personal luxury goods market by 2025. (Solomon,
2017) In fashion luxury, as applicable as other luxury categories, their points of view,
concerns and priorities in demand are much different from those of the previous
generation. This gap requires brands to consider different approach in products
development and communication to them. (Hoang, 2017) Luxury brands, therefore, need
to better understand the perceptions and opinions of this group, in order to develop the
most winning product offers and communication strategies.
III. METHOD
3.1. Data Collection
Method Of Obtaining Qualitative Data
Depth interview is adopted as the main and only method of collecting data in this research.
Firstly, this method is appropriate to uncover great depth of insights of high-end consumers
who have lots of unique reasons to purchase. The focus group method is not effective for
this detailed probing situation where luxury-products consumers are not willing to share
together their real beliefs, real motivation. Second, the topic discussed is a strong and
emerging social norm of veganism, animal protection. Depth interview, therefore, enable

us to have free exchange of information with possibility of digging down in personal
opinions and stories.
Interview Question Design
The selected method requires interviewers to well-prepared and skilled in probing and
motivating respondents to uncover hidden issues. In order to do that, before conducting
the interview, we prepared a rough outline and structured question list with specific wording
and placed in the order in which questions are asked from general to more specific topics
and influenced by the interviewee’s replies. We have incorporated the following techniques:
• Laddering technique: our questioning is proceeded from product characteristics to
respondent’s using characteristics in order to tap into their underlying psychological
and emotional reasons influencing their purchasing decisions. Also, our questions
are designed from generic and familiar topics like luxury which respondents are
using, then move into specific ‘vegan luxury’ concept and products which are less
familiar to them. The goal of using this technique is to get respondent’s view of
existing luxury products which do or do not satisfy them and their view of vegan
luxury products. The combination of all respondents’ views will lead to the reasons
and motivation that vegan luxury company should satisfy as a basic luxury condition
and do beyond traditional luxury products to persuade consumers to swift their
habits.
• Probing technique: is used to motivate respondents to enlarge on, clarify or to go
beyond their initial response give to the question. This technique has been adopted
by the researcher group from early stage of question design to later stage of
fieldwork. In the former stage, besides preparing main questions, we also listed
additional relevant questions and hints for each main one to support the probing job
on field. Details are exhibited in the Interview Guide.
• Projective techniques
o Associate technique – word association: We incorporate this technique in
designing questions where respondents are given two words: ‘Luxury’ and
‘Vegan Luxury’ separately and asked to respond to each with the first words
that comes to their mind. Our underlying assumption through this technique
is what the association of respondents to the research topic – luxury and
vegan luxury.
o Picture Response technique: Interviewees are shown an advertisement of
Stella McCartney and asked to tell their feelings, description of it. Responses
are used to evaluate their attitude toward a vegan luxury product of Stella
and get to know their suggestions to get the advert more visibility from their
points of view.
o Third-person technique: participants are put into a situation where they have
friends and/ or relatives using vegan luxury products and describe their
appearance, characteristics and behaviours. By adopting this technique, we
– researchers assume that the respondent will reveal personal attitudes
towards a vegan-luxury-buyer and characteristics of a vegan-luxury-buyer.
The technique of asking about third person is believed to reduce pressure to
give a too personal answer.
3.2. Target Interviewee Profile
With the research background above, our target interviewee profile is defined as below to
best answer the research questions.

Firstly, in terms of demographic, interviewees should be in the age range of 17 - 40 years
old, which falls into the thread hold of Millennial generation. This age group is not only the
customers for brands in general to win over, but also the key customers for vegan luxury
brands to target. Moreover, this generation is matured yet young enough to be aware of
and influenced by veganism. Target number of interviewees is 6 people as minimum with
non-restricted genders, types of occupations nor positions, except for marketing
specialised students and/ or experts in order to avoid bias.
Secondly, in terms of geographic, interviewees should be residents in Paris for more than
two months, which is convenient to arrange face-to-face in-depth interview and to ensure
the consumers’ awareness on the market in France and in Europe in general. There’s with
no limit in nationality of interviewees to brings variety in responses.
Thirdly, in terms of behaviour, in order to ensure the appropriateness of interviewees and
the researched subject which is luxury fashion goods, selected interviewees should be those
who already own and/ or purchase life-style luxury products from Affordable Luxury
category or above. Those products could be items, i.e. clothing, accessories, fragrance, etc.
but interviewee should at least have one leather item.
Guided by above-mentioned criteria, the researcher group has recruited 11 volunteer
respondents to our research out of 15 invited people. Our selection for interview invitation
was done based on our observation and network recommendation of suitable purchasing
behaviour, occupation and age range. Upon getting a list of wanted interviewees,
researchers contact them via phone or face-to-face to invite for interview. They were all
informed about the general discussed topic of luxury products during the invitation call. 04
others declined to be interviewed because of their unavailability, unfamiliar to luxury
products, or have marketing background.
All respondents are Paris residents for more than two months, coming from France,
Germany, Spain, Vietnam, China with the ages from 20 to 34. Among them, 5 are females
and 5 are males. Almost all of them are currently Master students: some have worked
several years before coming back to school while the others a purely students with some
internship experiences. They are using Affordable Luxury or even higher-level-luxury items
with at least one leather item.
3.3. Fieldwork
Interview Length
Each of the eleven (11) depth interviews took from 30 minutes to 40 minutes maximum
Setting:
There was no fixed venue for all interviews conducted under this research. Researchers
were flexible to move to places convenient to respondents. However, wherever the
interview took place, we ensured standard criteria below for setting: quiet and private
space to ensure no disturbance and comfortability for interviewees to share their personal
ideas. Interviewers always arrived minimum 15 minutes earlier to ensure the venue setting,
ambiance, water and all document preparation ready before the interviewees arrived, which
shown professionalism and respect to respondents.
Making The Initial Contact
The initial contact is really critical and can result in cooperation or loss of potential, insight-
rich information; especially for some cases, interviewees were recruited from our network

and therefore do not have connection beforehand with us. We started the conversation by
some social greetings and communication to break the ice before going into the interview.
After, professional introduction of the Interview and Research purpose was done
consistently and accordingly to the Interview Guide to ensure professionalism and reliability
of the researcher group and our work.
Asking The Questions
Researcher group strictly follow below rules for asking questions to avoid bias and
inconsistency:
• Ask questions in the order in which they appear in the questionnaire
• Use the exact wording given in the questionnaire
• Ask question slowly and repeat if any is misunderstood
Probing
Flexible to interviewee’s answer to interact with further question. For example:
• Question: For what reason that you purchase those luxury items?
• Answer: “Because they’re basic, simple but have all necessary functions and they
last for long”
• Additional Question: Could you share further for ‘long-lasting’ characteristic that you
have mentioned?
• Answer: “Because their design is timeless, simple and never out-of-date”
Recording the Answer
Data of all interviews were recorded by two ways: voice recording and field notes. The
former is for transcribing in the next stage, while the latter is useful to capture critical
quotes, keywords that may refer to important points or insight. The record of the responses
verbatim should follow the below rules:
• Ask for permission for voice recording at the beginning of the interview (details find
in Interview Guide – Appendix)
• Record responses during the interview
• Use respondent’s own words, no summary or paraphrase their answers
• Include everything that pertains to the question objectives
• Include all probes and comments
3.4. Analysis Technique
Describe the plan of data analysis and justify the data analysis and techniques used
Data Transcription
After finishing interviews, researcher group conducted full and accurate transcription of all
interview audio records. This is a critical step for us to review data in detailed and prepare
for data coding step. Transcription step was done following the rules below:
• Transcribe accurately including pauses, word by word, verbatim
• Anonymity: change name, gender, age, occupation of the respond in the transcript
Data Coding
This step helps categorize the data into themes and group correlated information for later
analysis. We took the following steps to code data:
• From data full transcription, deleted all questions, just keep answers for received
data coding
• Overall review data to decide to categorize information into 3 main themes with sub
themes listed as below:

Main theme Description Sub themes - Codes
(Perception) Perception about luxury and
vegan luxury
Perception about vegan (P-
VEGAN)
Perception about leather (P-
LEATHER)
Perception about leather
alternatives (P-
ALTERNATIVE)
(VBC) Brand and consumer with
Vegan
Branding characteristic
(Brand character)
Customer portraits (TRAITS)
(Promote) Promoting vegan Color for Vegan Luxury
(COLOR)
Promoting vegan luxury
(BRAND PROMOTE)
Code: defining and finding key words, phrases from transcription that are related to each
category by using comment function of word to note the category that each key word
belongs to. We used word macro function to code keyword by categories and copy into
excel to filter (see Appendix for detailed Code and categories) and look for patterns and
relationship.
IV. MAIN FINDINGS
4.1. Perception and opinions
Perception About Vegan Luxury
Vegan luxury is not a new concept but people don’t really understand what it means
The consumers’ interviews show that people that familiar with luxury product already know
the concept, or, at least can have some ideas about Vegan luxury. Mostly of the interviewers
can descript some definition or words that related to the concept. The people that never
heard about vegan luxury still had right guess about Vegan luxury.
Vegan is related to animal
Most of the interviewees mentioned about “animals” when we asked the question “What
are the words first come to your mind at the word "Vegan Luxury"?”. “Not harm to animal”,
“not using product from animals”, “no effect to animal” and “PEAT” are some of the
description of people about vegan products.
From environment to vegan
There is a very interesting thing when we try to develop the ideas of the interviewee about
the concept with the question “Why do you think of these words?”. The ideas of
environment are mentioned a lot. People already have a high awareness of sustainable
environment or eco-friendly activities. Therefore, it is not difficult for consumers catch the
new concept of vegan luxury.
Perception about Leather and Alternative to Leather in Luxury
Leather and luxury have a strong connection
Most of the interviewees mentioned there was a strong connect between leather and
luxury. The reason is that leather and luxury have some comment values such as, the
quality, longevity and values last for long. However, there a few people did not appreciate

the connection because of the “price values” of leather are depend on the origins which
cannot apply for luxury in some cases.
People don’t show strong desire to use leather alternative
According to the interviews, people still doubt about the quality of leather alternative. Some
interviewees showed the willing to try the luxury product with leather alternative some of
them show a neutral opinion or say no when we ask them chose between real leather and
leather relatives. Beside quality, feedback from other users was taken in to account.
4.2. Brand and Customer
We designed this theme in our interview in order to find the answer for the second research
question: Is vegan luxury more suitable for some luxury brands or for some luxury
consumers? The data collected through the interview helped us find out and understand
the direction of the mutual influence between brands and consumers.
How Consumers Link Vegan Luxury to Brand Personality
By asking respondents the brands they first think of when mention "Vegan Luxury", we know
what kind of brands consumers associate with Vegan Luxury. Through their explanation of
their choice, we understand the personalities of a vegan luxury brands in consumers’
opinions. We can, therefore, conclude the type of brands that match vegan luxury.
Consumers don’t attach Vegan Luxury to brands in a specific sector
Throughout all eleven interviews, there are different business fields of the brands
respondents first associate with when think of Vegan Luxury. Though the majority of
answers are related to Fashion, respondents also mentioned Cosmetics, Jewels and Food.
This tells us that there is room for brands in different fields to join in the Vegan Luxury
segment.
Consumers believe vegan luxury brands are those who aim for eco-friendly and sustainable
production, which does not cause harm to the animals nor to the environment
Ecology and animal protection are the two common patterns seen through all the data.
Consumers are convinced that a vegan luxury brand offers products that are results of a
highly-sustainable, ecological-friendly production lines, and that the process of making the
products while reduces carbon footprint, does not harm animals in any way. This tells us
what consumers expect from a vegan luxury brand.
Vegan Luxury Consumer: Motivations and Profile
We draw out our understanding on a typical vegan luxury consumer’s motivation and
his/her profile by respondents’ opinions on the reasons for which a consumer buys vegan
luxury products, and on their description of a vegan luxury consumer.
Vegan luxury consumers are motivated by humane, ethical reasons as well as by animal
and environment protection cause
On the one hand, there is a commonality among respondents: they believe people buy
vegan luxury because they follow this vegan lifestyle, they believe in not harming the
animals and less affecting the environment is a humane and ethical cause. On the other
hand, there is also other opinions as to why a consumer buy vegan luxury: because the said
consumer is looking for something more special to elevate their status, beyond what the
regular luxury category offers (Respondent 2, 4, 8.) The insight, thus, is that consumers
would demand for vegan luxury to satisfy their self-esteem needs.

Vegan lux consumers are aware, intellectual, cultured, eccentric, successful and well-off
Millennials do not describe themselves when asked to tell the portrait of a vegan luxury
consumer
The commonality in responses showed us the profile of a vegan lux consumer who are a
cultured, intellectual middle-aged, which respondents associate with successful, high
social status, and well-off. He/ She is aware, conscious about the environment, ecology
and animal protection. He/ She also has an eccentric, bohemian style. We know this is
what the millennials respondents answered, but this is not a portrait of themselves, though
they are obviously aware and receptive to vegan luxury products. We thus can conclude
that vegan luxury is for certain types of consumers, as the demand is there. However, it is
in brands’ hands to effectively communicate to consumers to capture this segment, which
leads us to the coming section.
4.3. Vegan Luxury Communication
The researcher group has seen two critical findings regarding Attractiveness of
respondents to a Vegan Luxury product, namely favorite brand and communication
Consumers are open to buy a vegan luxury product if it’s from their favorite brand
The majority of respondents tend to be open to try Vegan Luxury product as long as it
comes from their favorite brand. Among them, women have that greater tendency than
men do. This trend stems from their trust to their brand’s reputation with high quality,
beautifully designed, full function products which have been proved and have convinced
them to purchase for long time:
Interestingly for vegetarian, there’s a effect where an addition of vegan product to their
previous preferred non-vegan brand can even bring them back to that brand:
“Even if Coach launch a line of sustainable hand bag, I will come back to buy it.”
On the other hand, few minor interviewees hesitate to try because of their strong belief in
high quality of real leather or their concerns about quality that need feedback from other
consumers to confirm before making decision.
“Probably not leather, but if it’s nilon or synthetic fabric, yes why not. I mean it could be.
Because with leather, I don’t know, I’m afraid that it’s low quality or there’s some
issues.”
From found signals, the researcher group see an insight that as long as Vegan Luxury
product does not affect the uniqueness of a traditional luxury product that luxe
consumers are familiar with and love, they will not hesitate to try to it. And it is easier for
them to accept if it's from the brand they love and trust.
Communication on Vegan Luxury
When seeing the advertisement of Stella McCartney, none of respondents has negative
feelings: overall most like it thanks to its simplicity and comfortability, some are neutral.
“Simple but efficient, just that is enough. It’s comfortable to look at”
But almost all are not really attracted by the advert, just some pay attention to the colour
contrast and the big-size bag.
“Nothing special. Neutral. It not good, not bad but I will not remember it.”
“Well, it look just as any other lux bag ads: model, bag, monotone. I don’t neither like nor
dislike it.”

Also, it is interesting to find that respondents from 25 years old and above are less likely
to be impressed by this advert than those from 20 to 24 years old.
When being told that the advert is for a vegan product of Stella McCartney, almost all
interviewees were surprised because they had not realised it before, except for one
respondent who is vegetarian and already knows Stella McCartney brand. However, that
except respondent had an impression that the advertised bag had pattern look like
crocodile skin, which is ashamed for a vegan product. The surprise of the majority of
interviewees were claimed for the fact that there’s no signal or content mentioning vegan
product or no animal harm in the advert. Those also the reasons making most of them think
that this advert is not effective to communicate about vegan luxury product.
“No. because I don’t know that it’s vegan.”
“Oh really? I don’t know it’s vegan. If you hadn’t tell me that’s vegan, I would not know
that.”
In addition, Green is the colour was mostly associated with by interviewees when thinking
about Vegan luxury. Their explanation includes: green “is related to botanical, eco, bio,
respect environment”, “life, living creatures”, “nature”. White colour is the second most
frequently associated with Vegan luxury because this colour stands for “neutral, earthy
space, purity”, “peace, not toxic” according to them. Some other colours were also
mentioned once: Black, Gold, Crème, Beige.
V. RECOMMENDATION
5.1. Enter the Vegan Luxury Market
Possible market penetration to get to target consumers, either:
(1) Current luxury brands with trusted heritage, new range on vegan luxury;
(2) Current vegan brands, move to luxury segment;
(3) New player, entering vegan luxury segment
Justification #1: literature on the market current situation confirms the leader position of
France in luxury goods industry: French companies stood out from their counterparts,
(Business France, 2017) these companies as a whole had the greatest market share,
generating 23.9% of all sales globally (Deloitte, 2017). However, this 22-Billion-USD industry
in France are also facing with challenges (Roberts, 2017), requiring a business solution for
to keep up the performance: a new segment.
Justification #2: the data results from the research show that current luxury consumers are
willing to welcome vegan luxury products, as long as they meet their above-mentioned
expectations.

5.2. Enter Affordable luxury segment
Millennial consumers are aware
and interested, but price-
concerned. Thus, to capture
value from the market for this
age group, it is advisable for
brands to enter in Affordable
luxury segment, gain their
loyalty, then persuade to move
up in higher segment (see Luxury
Funnel below), where brands
can offer more products.
5.3. Communication strategies
Within the research findings, we
understand that millennial
luxury consumers are more or
less aware of vegan lux products
and brands. They also have
openness and willingness to try
those products, but still have
hesitation and doubt of quality.
In order to raise larger and
deeper awareness among
potential consumers and move
them from Awareness stage to
take purchase action and even
further engagement to vegan
luxury brand, we would
recommend the following
actions to the board of
management:
• Brand building: develop a
‘Why’ of the brand which
is the core belief of the
business and why it is
created and exists. This
will be used as a strongly
engaged reason to
persuade luxury
consumers to swift their
purchase habits,
especially those are not
vegan-oriented. When

expected functional benefits are satisfied (above-mentioned recommendation),
emotional functions are sought. Vegan luxury product has many hidden stories to
tell which might be related to vegan side - responsibility, animal/ environment
protection and luxury side – handmade, craftsmanship and timeless. From findings
above, respondents expect to be informed about vegan related information in
advertisement.
• Communication Message: Incorporate ‘Why’ consistently into all communication
messages and campaigns:
o Strong communication campaigns on vegan luxury product high-end quality,
motivation of vegan product to build awareness and change existing
perception of consumers.
o Use communication as a tool to create a new trend of living and purchasing
that show responsible personalities
o Start from environment awareness
What we find in the perception question about vegan is that people are very
familiar with environment protection. The concept of sustainability of
environment has been for decades and very well-known by people in the
world, not just luxury consumer. Therefore, the Vegan concept may infect
indirectly to customers’ mind through some comment concept between
“substantial environment” and “vegan”. It may be the protection of animal,
the wild nature, environmental economy or environmental consumption.
People should know vegan activities have a strong connect to environment.
o Animal protection should be the key message
Animal protection may not a full description about vegan luxury. But, for
vegan consumer, this point of view is very useful for marketing. The
marketing campaign should include the image of animal, message about
animal protection or relate to some organization that have animal protection
activities.
• Visual: Need a breakthrough in design to distinguish vegan luxury from traditional
luxury products.

BIBLIOGRAPHY
Balsamo, E. (2016). Food Trends from the 2016 NRA Show. Chicago: Euromonitor
International.
Business France. (2017, MAY 19). France still number one for luxury goods! Retrieved OCT
20, 2017, from Business France: http://en.businessfrance.fr/news/france-still-
number-one-for-luxury-goods
Byrd, E. (2015, APR 27). Industry News. Retrieved OCT 20, 2017, from QSR Magazine:
https://www.qsrmagazine.com/news/vegan-fare-finds-traction-among-millennials
Clarkson, D. (2014, 11 28). Guardian sustainable business. Retrieved 10 20, 2017, from
The Guardian: https://www.theguardian.com/sustainable-
business/2014/nov/28/business-and-entrepreneurs-seize-opportunities-in-rise-
of-veganism
Deloitte. (2017). Global Powers of Luxury goods 2017. Belgium: Deloitte University .
Gee, O. (2016, APR 1). French turning away from meat towards vegetarianism. Retrieved
OCT 20, 2017, from The Local: https://www.thelocal.fr/20160401/france-sees-
surge-towards-vegetarianism
Hoang, L. (2017, MAY 29). Luxury’s Generation Gap. Retrieved OCT 10, 2017, from
Business of Fashion: https://www.businessoffashion.com/articles/news-
analysis/bain-luxury-study-growth-millennials-generation-gap
Li, S. (2015, FEB 4). Vegan fashion grows more fashionable as textile technology improves.
Retrieved OCT 20, 2017, from Los Angeles Times:
http://www.latimes.com/business/la-fi-vegan-fashion-20150205-story.html
Marcus, E. (2011). A Vegan History: 1944-2010. Amazon Digital Services LLC.
Mascaraque, M. (2017). Key Health and Wellness Trends for 2017. NA: Euromonitor
International.
Mocana Productions Inc. (2017, 10 20). Vegan.com. Retrieved from Vegan.com:
https://www.vegan.com/what/
Nielsen Global Survey. (2014). Global Consumers Are Willing To Put Their Money Where
Their Heart Is When It Comes To Goods And Services From Companies Committed
To Social Responsibility. New York: Nielsen.
Ritchie, H. (2015, JAN 26). Millennials Up Pressure on Brands for Sustainable Packaging.
Retrieved OCT 20, 2017, from Sustainable Brands:
http://www.sustainablebrands.com/news_and_views/packaging/hannah_ritchie/
millennials_pressure_brands_sustainable_packaging
Roberts, F. (2017, JUN 26). Inside France's US$22 Billion Luxury Goods Industry. Retrieved
OCT 20, 2017, from Luxury Society:
https://www.luxurysociety.com/en/articles/2017/06/inside-frances-us22-billion-
luxury-good-industry/
Solomon, M. (2017, JUN 20). How Millennials Will Reshape the Luxury Market . Retrieved
OCT 20, 2010, from Forbes:
https://www.forbes.com/sites/msolomon/2017/06/20/how-millennials-will-
reshape-the-luxury-goods-market-bain-luxury-report-2017/#55263b332f86
Symons, H. (2017). Reinventing Colour Cosmetics through Novel Growth Concepts. NA:
Euromonitor International.
The Vegan Society. (2017, 10 20). Definition of Veganism. Retrieved from The Vegan
Society: https://www.vegansociety.com/go-vegan/definition-veganism

APPENDIX
Interview guide
INTERVIEW GUIDE
No. CONTENT HINTS
I INTRODUCTION
Good morning/ Good afternoon Ms./
Mr. ____ !
First, I would like to thank
you for spending your precious time
with us in the
interview today. My name is
____ from IESEG School of Manage
ment. We are doing our research for
the course Marketing Research
Methodology at our Master program,
regarding luxury products. In order to
do this, we are required to conduct
several interviews to
consumers. These interviews will
contribute greatly to our research
results.
May I ask for your permission to
record our interview? This is only
because I don’t want to miss any
information. Your identity will be
anonymous and kept confidential. All
your responses will only be used for
the sole purpose of our research.
Do you have any question before we
start?
What is "Vegan"? --The initiative turned
movement of protection and defense of
animal rights. People who pursue this
cause, or vegans, oppose
any form of animal
exploitation and consumption of animal's
products in food (meat, fish, milk, eggs,
honey, etc.), in cosmetics ingredients
(wax bees, etc.) in fashion or other
consumer products materials
(wool, leather, silk, etc.)
In this interview, we are going to focus on
vegan luxury using leather.
II MOOD SETTING
Mr./ Ms. ____, may I ask what is
your current occupation?
_____ That sounds interesting
To know the profile of interviewee =>
Easier to analyze
1
Can you share with me your
experience with your currently-used
luxury products?
To know consumers' thoughts on what
product, features, what brands, their
satisfaction, how they feel, etc.
2
For what reason do you purchase
luxury items?
To find out the perceived values of
consumers about luxury products
III CENTERED QUESTIONS
LUXURY
3
What are the words first come to
your mind when hearing "Luxury"?
To know consumers' perception on
Luxury

Develop: What makes you feel these
words relevant?
VEGAN LUX
4
What are the words first come to
your mind at the word "Vegan
Luxury"?
Develop: Why do you think of these
words?
To know how consumers understand
"Vegan Luxury" by linking/ analyzing
theirs descriptive words
6
What brand you first think of when
mention "Vegan Luxury"? Why do you
think of these brands?
To know what kind of brands that
consumers associate with Vegan Luxury,
and what are the personalities of that
brands, according to consumers =>
What kind of brand personalities that
match vegan luxury
7
According to you, what would be a
reason for a consumer to buy a
vegan luxury product?
To know possible motivation to buy
vegan luxury products
8
If your favorite brand produces
vegan luxury bag, what are the
reasons that make you buy it?
To know their reasons to buy: for the
products itself, or for the brand they love
9
Imagine (or actually) you have a
friend who is a vegan luxury
consumer, please describe him/her?
(appearance, style, personalities)
To describe vegan luxury consumer
profile
LEATHER in Fashion & Accessories
10
Do you associate leather with luxury?
What makes you think leather is
often associated to luxury?
To know relevancy between leather with
luxury
11
What are the qualities/
characteristics of [real] leather
products that persuade you to use
it?
Perceived values of real leather à What
makes leather is preferred by current
luxury consumers
12
If there are 02 bags with exactly the
same design from your favourite
brand, one is made of real leather,
the other is not (could be lab-grown
leather), which one do you prefer?
Please let me know your reasons?
To know if how and why consumers are
to willing switch to non-leather
alternatives
13
[Show the ad] Please take a moment
to look at this advertisment.
Describe your impression of it? What
do you like/ dislike about it?
To know their communication
preferences: describe feeling,
impression, opinions
14
Do you consider that this ad is a
good way to promote vegan luxury?
For what reasons? If no, what could
have been done?
To know what consumers think is a good
way to promote vegan luxury
15
What color do you think most
associate with Vegan Luxury? Why
do you choose that color?
To ask them to link Vegan Luxury to a
certain characteristic of a color =>
Another question to know the
characteristics of "Vegan Luxury" + to

confirm consumers' opinions on
Question 4
IV CONCLUSION
16
Now that we have gone
through all the necessary contents, I
think I should not take more of your
precious time. Before we end the
interview, may I ask if there is any
further suggestions or opinions you
would like to share regarding topics
that we have discussed? Or may be
any questions at all? [If not]
Thank you very much
for your participation and sharing. W
e really appreciate your time and
contribution to our
research. Have a nice day!
Open questions for more comments and
insights

Samples description
• Age: 20 to 34yo.
• Paris residents for more than two months
• Country of origin: France, Germany, Spain, Vietnam, China Among them
• 5 are females and 5 are males.
• Almost all of them are currently Master students: some have graduated and worked
several years
• They are using Affordable Luxury or even higher-level-luxury items with at least one
leather item
Transcription
R1., 2Xyo, male (Interviewer: Hanh)
Interviewer: Good afternoon, Mr. R1! How are you?
Thank you for agreeing to help me the interview today. To introduce myself again, I’m
Hanh, currently a student from IESEG School of Management. We are doing our research
for the course Marketing Research Methodology at our Master program, regarding luxury
products. In order to do this, we are required to conduct several interviews to
consumers. These interviews will contribute greatly to our research results.
The interview will last for about 30 minutes. May I voice record you during our interview?
This is only because I don’t want to miss any information. Your identity will be anonymous
and kept confidential. All your responses will only be used for the sole purpose of our
research.
Respondent: Yes.
Interviewer: Thank you. Do you have any question before we start?
Respondent: No, I don’t
Interviewer: Thank you. Alright, to begin with, can I ask what is your current occupation?
Respondent: Currently I’m a Master student in finance. Before, I did an internship at a
bank in Luxemburg. It was in Dec 2015.
Interviewer: Can you share with me your experience with your currently-used luxury
products?
Respondent: I have a watch from Sinn ( I don’t know if you know it). I have a coat from
Hugo Boss, a jacket from Woolrich, perfume from Yve Saint Laurence. I don’t know if you
consider this as luxury – sunglasses from Rayban.
Interviewer: Great to hear so. Is that why you bought these items then? Or for what
reasons do you purchase luxury products in general?
Respondent: First of all, for me it’s high quality. Then secondly, somehow for me it’s often
that luxury goods have appealing design, timeless design. For example, the sunglasses
you can use for 15 years and also a fashion item. Also, most of luxury brands they have
some source of history and so for me also I buy the history behind the brand, not only the
fashion.
What are the words first come to your mind when hearing "Luxury"?
Respondent: Rolex, exclusive, desirable
Interviewer: Have you every heard about vegan luxury?
Respondent: No
Interviewer: The initiative turned movement of protection and defense of
animal rights. People who pursue this cause, or vegans, oppose any form of animal
exploitation and consumption of animal's products in food (meat, fish, milk, eggs, honey

, etc.), in cosmetics ingredients (wax bees, etc.) in fashion or other consumer products
materials (wool, leather, silk, etc.) In this interview, we are going to focus on vegan luxury
through the use of leather. So this is the first time you heard about vegan luxury?
Respondent: Yes.
Interviewer: So, What are the words first come to your mind at the word "Vegan Luxury"?
Respondent: I think it’s a good idea. But I’m not sure it can make a way for every luxury
segment. For eg: it can of hard to get into textile & clothing luxury segments. But I think
for other luxury segments like jewelry or those kinds of thing will be easy. And I think
probably some manufactures they just don’t take care, they just use oil or fat of animals.
And this could easily help them.
Interviewer: What brand you first think of when mention "Vegan Luxury"? Why do you
Respondent: ummm…. (thinking for a while). That’s a bit hard. Jewelry or skin care brands.
I’m not much familiar with skin care. For jewelry, that can be Tiffanies they make all kinds
of jewelry or Cartier.
Interviewer: According to you, what would be a reason for a consumer to buy a vegan
luxury product?
Respondent: First of all, I think there’re many people who are not vegetarian but live
vegan don’t want to harm animals. I think for them it’s really important that animals
should also not be harm as well. Humanity reason. Maybe, because you use substitutes
that are less stressful for the environment that you use less animals. Also, in the case of
environmental change, animal distinct.
Interviewer: If Hugo Boss produces vegan luxury bag/ coat, what are the reasons that
make you buy it?
Respondent: Probably not leather, but if it’s nilon or synthetic fabric, yes why not. I mean
it could be. Because with leather, I don’t know, I’m afraid that it’s low quality or there’s
some issues. I don’t know. Anyway, if it’s a whole jacket of leather, I doubt. But if it’s a
small part like watch string, I’m okay to try.
Interviewer: Imagine (or actually) you have a friend who is a vegan luxury consumer,
please describe him/her? (appearance, style, personalities)
Respondent: In fact, my uncle is vegan. But I think for health reason. Probably he will try
out. I think he cares about high quality, performance the same as other luxury product,
not break down earlier. He looks normal, simple because he’s not really fashionable. He’s
thoughtful to select what to eat, what to use.
Interviewer: What are the qualities/ characteristics of [real] leather products that
persuade you to use it?
Respondent: Because it’s durable first of all. Because it’s well proven. If you are careful
and know how to keep it, it lasts for long
Interviewer: Do you associate leather with luxury? What makes you think leather is often
associated to luxury?
Respondent: Not necessary. For me, luxury is more about quality in general, about
exclusivity, having a name and a history than the actual material. Not really important.
Interviewer: If you have 02 bags with exactly the same design from Hugo Boss, one is
made of real leather, the other is not (could be lab-grown leather), which one do you
prefer? Please let me know your reasons?
Respondent: The vegan one. If they have the same characteristics they are exactly the
same, there’s no need to harm the animals. I support that. As long as the quality stays
the same.
Interviewer: [Show the ad] Please take a moment to look at this advertisement. What do
you think about it? What you like/ dislike about it?

Respondent: I like the overall style. But I think the way the bag is presented is not nice
because she keeps on holding it so I can not see the it, the design. She is and the bag is
in black and white so I don’t know how it really looks like.
Interviewer: This is actually an ad for a vegan luxury product. Do you consider that this ad
is a good way to promote vegan luxury? For what reasons? If no, what could have been
done?
Respondent: No. because I don’t know that it’s vegan. I will show people the animal so
that they can think about it, they dont buy a bag made from animals.
Interviewer: Now think about a color or several colors that you think most associate with
Vegan Luxury?
Respondent: Well, I think it’s the way of…. Green probably. Green mostly because it stands
for life, for living creatures. And if you buy or support those products, you support helping
the animals.
Interviewer Now that we have gone through all the necessary contents, I think I should
not take more of your precious time. Before we end the interview, may I ask if there is
any further suggestions or opinions you would like to share regarding topics that we have
discussed? Or may be any questions at all?
Respondent: ummm…. Probably, because you have talked about leather and something
replacing leather, or looks like leather. Maybe it’s easier to have a product that does not
look like leather but very distinctive so people can see easily that vegan is different.
Interviewer: Thank you very much for your participation and sharing. We really appreciate
your time and contribution to our research!

R2., 2Xyo, female (Interviewer: Traci)
• Hello R11.! How are you? Thank you so much for agreeing to help me with the
interview on such short notice! We are doing our research for the course Marketing
Research Methodology at our Master program, regarding luxury products. In order to
do this, we are required to conduct several interviews to consumers. I’m gonna ask
you more than a dozen of questions in about 30 minutes. Can I record our interview?
Simply because I don’t want to miss any information. Your identity will be anonymous
research.
• Sure, no problem.
• Thank you. Any question before we start?
• None at all.
• Thank you. Alright, to begin with, you’re currently a business student right?
• Yes, I am.
• Great. Could you please tell me what luxury products you are currently using?
• Yes, I’m using Moschito bag, Michael Kors watch, cosmetics from Chanel, other
Japanese brand, ah and bag from Chanel
• Your experiences with them so far? How do you think and feel about it?
• Oh. Positive, very satisfied.
• Great to hear so. Is that why you bought these items then? Or for what reasons do
you purchase luxury products in general?
• They are pretty, fashionable, which make me feel fashionable, and more attractive
especially even more with strangers. They are of better quality, more durable, though
the function is the same. A bag is a bag.
• I see. What are the words first come to your mind when hearing "Luxury"? (+
Reasons?)
• Luxury is not as appealing to me as it was before, now that I know more and more
about it. It’s quite vicious industry actually, with animal torturing a lot, and it is a
number one pollution-making industry. My words? Contradictory, because the
industry attract people to the standard of the perfection, but the backside of it is dark,
not sure if it’s a good word, but it’s slavery. Still it’s attractive in the appearance, it is
to show status, it is desirable, it is dream, as it’s actually some people's dream to
have.
• Now, have you ever heard about “vegan luxury”?
• Yes.
• Can you tell me what are the words first come to your mind at the word "Vegan
Luxury"?
• Well, environment-friendly products, no-leather products and safe use of feather for
products
• What brand you first think of when mention "Vegan Luxury"? Any brand that you
associate it with “Vegan Lux”?
• Oh, I’ve heard about some brands actually offer it, but can't remember now. I can only
think of H&M and Uniqlo with the eco-friendly lines, no leather goods, their outfits are
environmental-friendly.
• According to you, what would be a reason for a consumer to buy a vegan luxury
product?
• Must be someone with higher income than current luxury consumers, because they
have higher standard and wider concerns. Very educated: care and concerned and

aware of protecting the animals, the environment. They can be already the consumer
of luxury, in order to know what they expect: and they want more than what is offered
• Very well. Now, do you have a favorite luxury brands?
• Yes, Dior (fashion), for their heritage, and I admire the founder!
• If your favorite brand produces vegan luxury bag, what are the reasons that make you
buy it?
• Definitely buy the vegan bag: even if the design is not that good. I believe in the good
message carried in the vegan products.
• Imagine (or actually) you have a friend who is a vegan luxury consumer, please
describe him or her? How he or she looks, his/her style, personalities etc.
• Well I guess that must be someone who care about the environment and animals.
• I see. Let’s move to the next question. Do you associate leather with luxury?
• No, you see, many brands also offer leather products but not luxury. It's just a
material, in fact. Many brands have leather products but nothing fancy.
• What are the qualities/ characteristics of [real] leather products that persuade you to
use it?
• It’s durable, when touched, it feels better, softer, better than synthetic one.
• If there are 2 bags with exactly the same design from your favorite brand, one is made
of real leather, the other is not (could be lab-grown leather), which one do you prefer?
• I’ll choose the VEGAN BAG. Yes, definitely! It speaks the cause I care about.
• [Show the ad] Please take a moment to look at this advertisement. What do you think
about it? What you like/ dislike about it?
• [Don’t like it.] Seems environmental-friendly, something concerning vegan perhaps,
because it’s green. But it doesn’t look luxury to me. You see, the model and the setting
seem casual: what she wears, how she poses.
• This is actually an ad for a vegan luxury product. Do you consider that this ad is a good
way to promote vegan luxury? For what reasons? If no, what could have been done?
• I guess it does fit vegan, as it’s green and eco-looking, but it’s not luxurious enough
in my opinion.
• Now think about a color or several colors that you think most associate with Vegan
Luxury? And tell me why you choose that color?
• I would choose White, because it’s pure, peace, not toxic.
• Now that we have gone through all the necessary contents, I think I should not take
more of your precious time. Before we end the interview, may I ask if there is any
further suggestions or opinions you would like to share regarding topics that we have
• No, I have no comment.
Thank you very much for your participation and sharing. We really appreciate your time
and contribution to our research!

R3., 2Xyo, female (Interviewer: Hanh)
Interviewer: Good afternoon, Ms. R3! How are you? Thank you for agreeing to help me the
interview today. To introduce myself again, I’m Hanh, currently a student
from IESEG School of Management. We are doing our research for the course Marketing
Research Methodology at our Master program, regarding luxury products. In order to do
this, we are required to conduct several interviews to consumers. These interviews will
contribute greatly to our research results.
research.
Respondent: Yes, sure you can.
Respondent: Nope.
Respondent: Currently I’m a Master student in entrepreneurship. I used to work as a sales
coordinator for a manufacturing company.
products?
Respondent: I use Tory Burch. I have shoes, bags, bell. I use Coach: bags and shoes. I also
use Jimmy Choo: wallet. And CH also: I have bags, wallets.
Interviewer: Your experiences with them so far? How do you think and feel about it?
Respondent: Those are the ones that I used the most. I love them
Interviewer: For what reasons do you purchase luxury products in general?
Respondent: It’s worth to spend money on. Those lasts for long time.
Interviewer: What are the words first come to your mind when hearing "Luxury"?
Respondent: Premium, expensive and quality
Respondent: Vegan luxury? No
Interviewer: The initiative turned movement of protection and defense of
animal rights. People who pursue this cause, or vegans, oppose any form of animal
exploitation and consumption of animal's products in food (meat, fish, milk, eggs, honey
, etc.), in cosmetics ingredients (wax bees, etc.) in fashion or other consumer products
materials (wool, leather, silk, etc.) In this interview, we are going to focus on vegan luxury
through the use of leather. So this is the first time you heard about vegan luxury?
Respondent: Yes. Ah… Should I mention about products of high-end cream, make up ?
Interviewer: Yes. Everything luxury that you are using.
Respondent: I love Channel: lipsticks. And Lancome
Interviewer: So, What are the words first come to your mind at the word "Vegan Luxury"?
Respondent: The first thing I think about is Peta – which is movement to protect care
about animals. Sustainability.
Interviewer: Do you first think of any brand when mentioning "Vegan Luxury"? Why do you
Respondent: Patagonia, a sport wear brand. I know everything they do is for recycle
materials or those are reprocessed. For that I think of Nike also, they do tennis shoes
using plastic recycled.
luxury product?

Respondent: For my case, I will definitely use that. I’m against killing animals just for
vague things. I don’t feel that we should kill them just to have nice things. I have a dog
but I’m not the most animal lover.
Interviewer: If Tory Burch produces vegan luxury bag/ coat, what are the reasons that
make you buy it?
Respondent: Yes, sure.
Interviewer: If another brand, a new one will you try?
Respondent: It depends on what it is
Respondent: I have cousin, he’s extremely in vegan stuff. Everything he uses, wears, he
tries to have them from nature, nothing to do with animals. He’s totally bohemian, he’s
an artist.
Respondent: I look for leather does not scratched, not easy to be scratched. The color of
leather that I like. And I don’t like crocodile leather. I just like normal one, maybe from
cow and cow you eat it, so it’s fine (laugh).
Respondent: Yes, I will associate it. Because overall leather is expensive. You will link with
expensive products eventhough it has no brand. And the quality of leather is also good. It
lasts for long and especially when you know how to protect them so they will not tear off.
I have a leather coat and I have 5 years with it. It’s really good.
Interviewer: If you have 02 bags with exactly the same design, one is made of real leather,
the other is not (could be lab-grown leather), which one do you prefer? Please let me know
your reasons?
Respondent: I will try the vegan one.
Respondent: I love the purse. Especially the color, I like it, it’s shinny, romantic. The size
is good and also the type of leather, with pattern, scam.
done?
Respondent: oh really? I don’t know it’s vegan. If you hadn’t tell me that’s vegan, I would
not know that. Maybe I might put a logo or an association that stands for vegan product.
You need a name, or a comment like 100% vegan or things.
Interviewer: What color or several colors that you think most associate with Vegan Luxury?
Respondent: Color doesn’t look like process. Like cream, brown, beige, natural colors.
Red or things that don’t give directly the idea of vegan. But like leather they dye a lot so
color is not a big issue.
Interviewer: Now that we have gone through all the necessary contents, I think I should
Respondent: emmmmm… No actually. I think the idea of vegan stuff is good and overall
everyone is looking for sustainability and the killing animals for bags is not good. If Gucci
makes this products, people will buy no matter what material is because it’s Gucci.

R4., 2Xyo, female (Interviewer: Hanh)
Interviewer: Good morning, Ms. R4! How are you? Thank you for agreeing to help me the
interview today. To introduce myself again, I’m Hanh, currently a student
from IESEG School of Management. We are doing our research for the course Marketing
Research Methodology at our Master program, regarding luxury products. In order to do
this, we are required to conduct several interviews to consumers. These interviews will
contribute greatly to our research results.
research.
Respondent: Yes, sure you can.
Respondent: Nope.
Respondent: Currently I’m a Bachelor student in Fashion Management. I’m an internship
for summer at a research lab, retailed store, fashion start up, engineering start up
products?
Respondent: I got the Coach wallet and Micheal Kor bag for my birthday gift. I use them
for 7 years. For me those purchase are more for gifts. I also love Kate Spade. I love
accessories. In the past, I stopped buying luxury brand, I shifted to sustainable fashion,
so I bought sustainable brands. For eg. Everlane is my favourite brand. My shoes are from
Solar. I really like supporting brands that actively using sustainable materials. It
everything like using organic materials, recycle polyestel. That’s why I had 1-2 years just
bought sustainable stuffs only. I had Kate Spade sunglasses also.
Interviewer: For what reasons do you purchase luxury products in general?
Respondent: It’s something that I know really good quality or I had as a gift or I purchased
as a gift. I purchased cosmetics sometimes. I use a lot make up. I buy things that are
good ingredient because I put on my body so it should be good.
Interviewer: What are the words first come to your mind when hearing "Luxury"?
Respondent: Channel, quality, couture. Like high fashion, like channel. That’s French
word. There’s 2 types of fashion: ready to wear and couture. So this is couture.
Respondent: Vegan luxury? Yes.
Interviewer: What’s your thought and impression about it?
Respondent: My bag is vegan. I really love it. I know that Stella McCartney is a vegan
company that does a lot of vegan products. I actually did a research on vegan leather
when I worked in the Lab. So I’m much interested in that.
Interviewer: You have good impression?
Respondent: yes, I’m really into it. I’m a vegetarian. So I don’t buy a lot of leather. The
only leather that I bought was the shoes leather and got them because the company
made them used some sustainable part. And I have a jacket and it’s vintage recycled.
Interviewer: Can you show me your vegan bag? Which brand is it?
Respondent: BOMA. It’s pretty tiny brand I think.
Interviewer: So, what are the words first come to your mind at the word "Vegan Luxury"?
Respondent: environmental conscious, sustainable
Interviewer: Do you first think of any brand when mentioning "Vegan Luxury"? Why do you

Respondent: Stella McCartney. Everything she made is vegan. It’s really really high end
and costs hundreds of dollars. She’s really committed to sustainability. Owned by
conglomerate that own Gucci. She partnership with Adidas also.
luxury product?
Respondent: they want to be environmental conscious. That’s a way of being environment
friendly. Someone look at you and see you using vegan luxury an think you’re in high
position and also care about the environment, it’s associated with status. So again,
elevating your status. And I think some people just for personal values.
Interviewer: If your favourite brand produces vegan luxury bag/ coat, what are the reasons
that make you buy it?
Respondent: Yes, definitely. Even if Coach launch a line of sustainable hand bag, I will
come back to buy it. And I think there’re a lot of people who are in American at my age
want to have Coach handbag.
Respondent: My family is vegetarian. Many of my friends or family members using luxury
products. My dad uses. He purchases those products for specific occasions like when he
got promotion. So I don’t consider him as a frequent purchaser of luxury products. He
doesn’t use any vegan luxury product. But he’s influenced by me a lot.
Respondent: I really think that I don’t own high quality vegan luxury product. I think of
leather products how beautiful it is, how suitable to my body, my style it is.
Respondent: Yes, I think so. It’s definitely. If you go into a store and see a purse which is
made from real leather, it’s really expensive. So it’s associate with that. Cheap leather
that can not be real leather Like 20$. If you buy 100$ or more, it’s real leather indeed.
Interviewer: If you have 02 bags with exactly the same design, one is made of real leather,
the other is not (could be lab-grown leather), which one do you prefer? Please let me know
your reasons?
Respondent: I will pick the vegan one. I’m for sustainability.
Respondent: I know the brand, so that’s the characteristics of the brand. A lot of energy,
a lot texture from that. And Yeh, I love the ad because I already know the brand. So it’s
from Stell, it’s good. But I probably don’t wear like this.
done?
Respondent: the skin print looks like crocodile skin bag. That’s the thing. If you are not
the one for vegan, you have no idea. But if you’re the one for vegan, that’s a problem, you
will never wear that.
Interviewer: What color or several colors that you think most associate with Vegan Luxury?
Respondent: I really think of vegan leather so I think of brown – the color of leather. I
associate vegan luxury as vegan leather because my experience is that people are entirely
fur or skin still have leather bags.
Oh, I want to also mention about the brand Tory Burch from US, popular as Coach or MK.
I have a leather boots from this brand also.

Interviewer: Now that we have gone through all the necessary contents, I think I should
Respondent: I would suggest some sustainable brands like Amourvert. Some other
brands like H&M and ASOS have environment conscious clothing lines.

R5., 2Xyo, male (Interviewer: Quan)
I: Can you share with me your experience with luxury products. What kind of luxury product
you buy what is the brand, what type of product that you use
R: Shower gel. You know GUERLAAIN?
I: It is luxury?
R: yes. It is a French brand. Yes, what else. LV is something I image. Wallet: Mont Blanc.
What else? I didn’t buy too much of luxury product for myself.
I: So what is your experience, why you use luxury?
R: I use the luxury for services.
I: Can you tell me more
R: I think the quality is so better than the others. For ex, the show gel. I don’t know it so
much better I think. I happy with the quality of the product. I am convinced of the product.
I did by it after seeing the ad. I choose it randomly, I try it and I become so convinced.
I: Can you tell me what is the first three four word come in to your mind when I tell you
about luxury?
R: Quality, Imagine, Wealth of Life, High standard
I: You have four. Now I will tell you a new concept of luxury. It’s vegan Luxury. What do you
think about this concept. What are the words first come to your mind when I said, “Vegan
Luxury”?
R: I hear about the vegan because there’s a huge fashion move for vegan. I don’t know
about the vegan luxury because I think, first, there are not a lot of people who are vegan.
It likes a small brand. So if you are doing like luxury business for this small brand. Think
about the scope of the market share, it will be small. The vegan is also expensive in
compare with other luxury product. So you consider when doing business with vegan
product. I can take the bag, they know it not come from animal. But luxury is about
material.
I: And the next question is what is brand you think when I mention about vegan luxury?
R: No. I have no idea. But I know some brand that care about the environment like Gucci
or Dior. Dior is a eco friendly brand.
I: According to your opinion, what is the reason that people consume vegan luxury?
R: That is a really good question. There a huge gap between vegan luxury and luxury. It’s
more for the idea it better. It’s more ethical. It’s the main reason. If you care more about
the ethic, it will like more vegan luxury.
I: If your favorite brand product vegan luxury, what is your opinion about that? Do you
willing to buy the products?
R: I just buying for the quality. If it has the same quality, feeling, I am not against the
vegan, I will buy it.
I: Imagine that you have a friend that consume vegan luxury, so can you describe him or
her?
R: They will be a bit controvert. When you buy luxury, you spend a lot of money. If you care
about animal, you will give the money protect them instead of buy vegan luxury. It mean
being involve, donation. I see people vegan is more ecofriendly.
I: the next part is about the leather. What is the quality of leather that make you consume
product from leather?
R: Its longevity, it’s one of the optimal, its soft, strong.
I: Do you think that the luxury and leather have connection.
R: It have the connect but not the same. When talking about luxury, you can talk about
hotel, services, car. I think leather is a part of luxury. When you say leather, you can do a
lot of things. There is connection but not the same.

I: Now I will show you a picture. Can you tell me what do you think about it. What do you
like or dislike about it?
R: I think it’s classic but it has nothing special. Actually, I don’t feel anything.
I: Actually, it is an advertising for vegan product. Do you think this is a good way to
promote vegan luxury? If no, what could have been done?
R: No, it is not a good way. Because it looks so familiar and no link with the vegan. I think
I need something that first attractive. You see the trees in the background, they were cut.
It like dominant the nature.
I: What color do you think most associate with Vegan Luxury? Why do you chose that
color?
R: I think the color may be the same as luxury product.
I: Thank you very much. We come to the end of the interview. We have all the information
we need. Do you have any comment that you want to share with use about the topic we
dicussed?
R: No, maybe I will think about it later I revert to you.

R6., 2Xyo, male (Interviewer: Quan)
you buy what is the brand, what type of product that you use
R: Actually, depend on the brands. Some brand that I just by some products of their
collection. Some leather brand for example LV, I love LV. Catier for jewelry. I basically mix
and match.
I: what is the reason that you use luxury brand?
R: because I love fashion. I learn fashion management now. This is something that I
actually love > it not just about normal shopping, it is about experience, new trend
collection.
I: Can you tell me what is the first 3 or 4 words come into you mind when I say about
luxury?
R: Premium, Exclusive, Fancy.
I: IN luxury product, there a new category is vegan luxury. What do you think about this
concept. What are the words first come to your mind when I said, “Vegan Luxury”?
R: It is entire production that don’t kill animal for the skills. Yes I know it.
I: When I mention about vegan, do you have any brand in your mind?
R: there are some brands follow it. I do care about animals but in this industry, you don’t
have the quality you won’t sell anything. Because it’s luxury. Gucci recently. They trying to
using new trend, they try to be environment friendly, ecofriendly.
I: What is the reason a person chooses to buy vegan luxury?
R: Because they hate the idea of killing animals. But however, for example, the Birkin bag
made form crocodile is very different, it has the value.
I: I: if your favorite leather bag brand, such as LV, produce a product that don’t use
material from animal. What do you think about it? Do you willing to buy it?
R: I have to check from the feedback of the buyer and form other vegan collection. If it
long lasting, I will buy it.
I: Imagine that you have a friend that consume vegan luxury, so can you describe him or
her?
R: Animal friendly of course, caring. Maybe cultivated.
I: the next part is about the leather. What is the quality of leather that make you consume
product from leather?
R: Because it Long lasting. For example, coach with real leather is so different, the
different texture, the fabric is thicker, shining. It soft, look good.
I: Do you think that the luxury and leather have close relationship?
R: yes of course. Many brand using vegan approaches. They are related. You want high
end fabric, good quality, it should be the price, can not be cheap.
I: if your favorite leather bag brand, like LV product the same product using the in lab
developing leather, do you willing to buy the new one?
R: It no buying a piece a grocery shop. It is premium. So I need feedback. If people buying
it, I will consider about it.
I: Now I will show you a picture. Can you tell me what do you think about it. What do you
like or dislike about it?
R: we can see the green here. Relate to vegan. May be go green. Cannot just do an ad
with green. The fabric, I like it. I mean the picture the model has nothing to do with the
background and vegan.
I: Actually, it is an advertising for vegan product. Do you think this is a good way to
promote vegan luxury? If no, what could have been done?

R: NO. It should write something, show it vegan. There’s nothing. Normal people does not
notice if there is nothing. I think better to have a slogan or may be an animal next to her
that tell the viewer the message.
I: What color do you think most associate with Vegan Luxury? Why do you choose that
color?
R: Color is important. Eco friendly has to be green like Valentino or D&G.
I: Thank you very much. We come to the end of the interview. We have all the information
we need. Do you have any comment that you want to share with use about the topic we
discussed?
R: We have much about vegan. Maybe some brand should start about it. I care about
animals. So if there are brand doing it, I will have attention.

R7., 2Xyo, female (Interviewer: Quan)
you buy what is the brand, what type of product that you use.
R: but first of all, can we define the definition of luxury in this interview?
I: Yes, in this interview, we consider from accessible products, like from Channel and
higher.
R: I buy cosmetic, bag and luggage, belt, glass, wallet and perfume. I buy from the brands
like Channel for perfume and cosmetic, Dior for perfume and cosmetic, Savato for belt,
shoes, louis vuittonfor bag.
I: what is the reason that you buying the luxury product?
R: First, it about quality, trust worthy. The design is beautiful. Example with lipstick, I
always believe that the one form luxury will have lower lead than normal one. It luxurious.
Plus point is that it’s unique. The next thing is some time it my imagine when doing
business. It’s not showoff but the trust when people working with you. And the last things,
sometimes luxe have advertising, that I love the actor or like the advertising. Example of
perfume J’Adore advertising of Dior.
I: what is the first three or four word appear in your mind when I talk about luxury?
R: Expensive, Classy, Fancy.
I: IN luxury product, there a new category is vegan luxury. What do you think about this
concept. What are the words first come to your mind when I said, “Vegan Luxury”?
R: It is product that don’t test on animals. I hear about it but I don’t care that much about
it. I follow PETA which is an organization that protect animals.
I: When I mention about vegan, do you have any brand in your mind?
R: The Body Shop is the first brand but it is not luxury. But it proves that they don’t test on
animals and they have campaign to promote that. They are doing very good at CSR.
L’Oreal bought the body shop, because they want the CSR strategy.
I: What is the reason a person chooses to buy vegan luxury?
R: I try to reduce the using of product that testing on animals. Between 2 brands A and B,
if they have the same quality, but once is not test on animal, I will choose them.
I: if your favorite leather bag brand, such as LV, produce a product that don’t use material
from animal. What do you think about it? Do you willing to buy it?
R: I will have super support even it more expensive. First, it have to be beautiful, adapt
my needs and in my pay ability. Second, it has to be no cruel beauty. I know that some
Birkin bag of Hermes that taking the skin of animals when they alive, I lose all my feeling
about that product, I won’t buy that.
I: What is type of people that use vegan luxury?
R: Gentle, caring, love animals. I think with the PR, when people see the evil of people
when killing animals to make product, people will change to vegan beauty. I think
vegetarian will look to use that products.
I: What is the reason that people use leather for luxury product?
R: It’s good quality, longevity, lasting long. The more we use the more it value, softer.
I: Do you think leather than luxury have a connection?
R: yes, I think leather is used for a long time.
I: If your favorite leather bag brand produces the same product that use vegan leather.
What do you think about that? Do you willing to buy that?
R: Sure, I will buy vegan. However, to develop a alternative for leather this time is very
difficult. But I think a lot of people will consider the real more. The significant change will
be in the future.
I: I will show you a picture. What do you think about it? Do you like or dislike it?
R: Nothing special. Neutral. It not good, not bad but I will not remember it.

I: Do you think this is a good way to promote vegan luxury? If no, what could have been
done?
R: Absolutely no. It does not have the message. I don’t get the ideas. I see the green
background. I think, It has to show off the vegan. I need something sensitive. At the first
step, they have to be clear, educate the market, directly show people the massage. For
example, may be the same model surround by animals.
I: In design, color is important. What do you think about the color that suitable for vegan?
R: I think it should be more creative more color. In my opinion, I love the true color of
leather like brown.
I: Thank you. We had a lot of interest view from you. Do you have any comment or thought
share with us?
R: I think there will be 2 types of people. One has money, knowledge. Once is that for
showoff. I think the first type is easy to educate but the second type need thing that clear,
visual.

R8., 2Xyo, female (Interviewer: Traci)
• Good evening, Ms. R8! How are you?
Ms. XX has kindly introduced your contact to me. Thank you for agreeing to help me
the interview today. To introduce myself again, I’m Traci, currently a student
from IESEG School of Management. We are doing our research for the course
Marketing Research Methodology at our Master program, regarding luxury products.
In order to do this, we are required to conduct several interviews to consumers. These
interviews will contribute greatly to our research results.
The interview will last for about 30 minutes. May I voice record you during our
interview? This is only because I don’t want to miss any information. Your identity will
be anonymous and kept confidential. All your responses will only be used for the sole
purpose of our research.
• That’s alright, you can record.
• Thank you. Do you have any question before we start?
• No, let’s start!
• Thank you. Alright, to begin with, can I ask what is your current occupation?
• I’m currently a sales assistant in a fashion and accessories store, which means I have
to manage the goods in the store and help the customers to choose what they need
to.
• I see, well noted. The next question, could you please tell me what luxury products
you are currently using?
• Well luxury products? OK, so I’ve used makeups, skin care, perfumes. Do perfumes
count? Yea? Yes, from Chanel, Dior, mostly. Then I also use hand bags and watches
mostly from Chanel.
• Your experiences with them so far? How do you think and feel about it?
• Oh yes, satisfied! I’m happy I bought them, happy to own them.
• Great to hear so. Is that why you bought these items then? Or for what reasons do
you purchase luxury products in general?
• Ben, because I like them! And I always want to own products from Chanel, especially.
For the products, I like the colors of it, I like the designs, how they look and how
modern and trendy they are! Plus, I trust the brands, they are prestigious so I bought
them!
• I see. What are the words first come to your mind when hearing "Luxury"?
• Hmm, let’s see. Precious, Expensive, Rare and Quality.
• Do you have any reason why you choose these words?
• Well, I don’t know. It just appears in my head.
• Alright. Now, have you ever heard about “vegan luxury”?
• Yes, I have
• Can you tell me what are the words first come to your mind at the word "Vegan
Luxury"?
• It’s something, well, some products, that contain no leather, no wool? Let’s see, I’ll
associate Vegan lux with strange, little bizarre, something regarding clothing, fashion,
yes. Oh, yes, and bio products!
• Why do you think of these words?
• Well, I believe it is something has to do with the animals, I mean protecting the
animal, no leather, no wool, so.
• What brand you first think of when mention "Vegan Luxury"? Any brand that you
associate it with “Vegan Lux”?

• Umm. That might be weird, but I immediately think of Bio Corp and Bio C' Bon.
• Why do you think of these brands?
• Well I know it has something to do with leather; but there is not any brand I can think
of now, except for food – bio, vegan, no?
• No worries, we move on. According to you, what would be a reason for a consumer to
buy a vegan luxury product?
• Well, someone who is a vegan? Following vegan diets, lifestyle, etc. Um, I also think
these customers are the those who look for something elegant and of quality, you
know, still a lux consumer. But yet, I think they want something special, vegan lux is
definitely not something of basic needs.
• Very well. Now, do you have a favorite luxury brand, Ms. R8?
• Yes, definitely, Chanel, Dior, Yves Saint Laurent, Gucci, Valentino and Louboutin.
• If your favorite brand produces vegan luxury bag, what are the reasons that make you
buy it?
• Hmm, I’d be surprised if they do, seeing that all products are something leather. But
if there is, I’d choose depend on the model: how is the design, its color, if it is beautiful.
Then, its function: if it is of practical use (not just an object of art, you know.) If the
design of the vegan bag is exactly the same? Well, I’d buy if it is NOT more expensive.
• Imagine (or actually) you have a friend who is a vegan luxury consumer, please
describe him or her? How he or she looks, his/her style, personalities etc.
• Well, a vegan, an animal-lover, cares about and respects animal rights. Oh yes, a
luxury consumer of course. A bit, happy-go-lucky attitude. And you know, “bobo”,
hippy and chic, well-off, can afford even more expensive luxury products. Because I
really think Vegan Luxury products are more expensive than regular luxury products!
The customer must be someone special, who are looking for something different for
their needs.
• I see. Let’s move to the next question. Do you associate leather with luxury?
• Yes, I think so, yes.
• What makes you think leather is often associated to luxury?
• Well its quality, the feeling of the texture when you touch it, you know, very supple
[on skin]. That’s a luxury feeling!
• So you must have been using leather products. What are the qualities/ characteristics
of [real] leather products that persuade you to use it?
• Well I think almost every fashion or accessory product are made of leather. It’s like
the requisite material to make the products. I cannot think of any material that can
replace leather in products like: bags, belts, leather jacket, shoes, actually.
• But what about it that you like to use it?
• Well, leather, real leather is more resistant. It’s user-friendly, you can match fashion
leather products with anything, and you don’t have to be a genius to use it. Some
material is actually very hard to use. Oh and it’s durable: you can use for a long time.
It performs well its function!
• If there are 2 bags with exactly the same design from your favorite brand, one is made
of real leather, the other is not (could be lab-grown leather), which one do you prefer?
• Well I’d always would choose the one that has better design, better looks. If the
design is exact same, I'd choose the one that is cheaper!
• [Show the ad] Please take a moment to look at this advertisement. What do you think
about it? What you like/ dislike about it?

• I see it all green! That’s the first thing that catches my eyes. Besides that? Well, it
look just as any other lux bag ads: model, bag, monotone. I don’t neither like nor
dislike it.
• This is actually an ad for a vegan luxury product. Do you consider that this ad is a good
way to promote vegan luxury? For what reasons? If no, what could have been done?
• Well, not really. It is a good way to promote luxury products I guess: simple, elegant,
but not exactly the good way to promote vegan luxury. I see nothing different that
communicate about vegan.
• Now think about a color or several colors that you think most associate with Vegan
Luxury?
• Well, Green. It means botanical, nature, and… Ireland to me.
• And tell me why you choose that color?
• Well it just came first in my head, linking to nature.
• Now that we have gone through all the necessary contents, I think I should not take
more of your precious time. Before we end the interview, may I ask if there is any
further suggestions or opinions you would like to share regarding topics that we have
• Well this vegan luxury, for now I don't think I have any friend in my circle who is
interested in it. But I think it could become a more and more popular trend, as more
and more people care about the environment, animals included.
• Thank you very much for your participation and sharing. We really appreciate your
time and contribution to our research!

Vegan Luxury - Market Research Methodology

Vegan Luxury - Market Research Methodology

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