[Earth Day] Survey Project! Creating "LOVST TOKYO" with Our Users

To help us develop a better brand together with our users, LOVST TOKYO conducted a user survey on April 22nd, "Earth Day."

Although it was a short period, we sincerely thank everyone who responded to the survey!

Therefore, we would like to share some of the survey results and discuss what we want to prioritize as a brand and what kind of future we want to create.

We hope you'll read it to the end!

 

Animals, the environment… various triggers.

First, in response to the question, "Please tell us what prompted you to pursue a lifestyle that considers the environment and animals," we learned about the paths our users have taken.

Among the most common responses were, "I started living with animals and began to question leather products produced by harming animals," and "I started feeling the effects of climate change firsthand and realized I needed to take action."

Here, we will introduce excerpts from actual comments we received.

In this way, the passionate desire of our users to "do what they can" based on various inspirations was conveyed through their comments.

And we reaffirmed our commitment to being a brand that can support these feelings at LOVST TOKYO.

 

"Real concerns" revealed by user feedback

What obstacles do people face when they want to buy fashion items?

We asked the question, "When you hesitate or refrain from purchasing a fashion item, what is the main reason?"

The most common answer was, "I'm not sure if I really need it." This was followed by "the price of the product" and "concerns about its durability."

Regarding the concern of "not being sure if I really need it," we aim to address this by expanding our lineup of "surely usable" items, such as the sustainable multi-way items in the "Not Only..." collection, which are convenient to have just one of.

Furthermore, we felt it was essential to earnestly address "satisfaction with price" and "concerns about durability" by not only focusing on high-quality manufacturing but also improving current services such as repairs and warranties.

 

 

The era of "enduring" for sustainability is over.

In response to the question, "What is the biggest reason you decide to buy a new fashion item?" it was striking that many people value "pure joy."

After all, even with concerns like "Do I really need it?" or "Will it last long?", when you encounter an item that sparks joy, you want to cherish that feeling and acquire it, right?

We believe that sustainability is not about enduring, but about offering choices that can coexist with "joy."

We will continue to develop products that allow everyone who usually thinks about the future of the Earth and animals, and sometimes makes small sacrifices in their daily lives, to experience "sustainable yet fun and exciting shopping."

 

The real lifestyle of LOVST users

Next, we also asked about the real lifestyles of LOVST users.

A surprising 132 out of 167 respondents were conscious of "living a zero-waste lifestyle," often advocated in SDGs and elsewhere.

Furthermore, over 41% of respondents said they were conscious of a "vegan lifestyle" or a "plant-based diet." We were pleasantly surprised to find that many people also pay attention to the food sector, which is still a minority in Japan.

We then asked what was important for maintaining such a seemingly disciplined lifestyle. Here are some of the opinions we received.

 

It seems that by having the mindset of "doing what I can, within my capabilities," they are continuously practicing a sustainable lifestyle.

However, this doesn't mean that everything can be half-hearted; the honest truth is that if possible, we want to "always make better choices!"

As LOVST TOKYO, our goal is to create a society where "everyone can make sustainable choices without unreasonable effort," and we will continue to establish a system that consistently considers animals and the environment, from manufacturing to delivery.

 

Your voice helps our brand grow

Among other survey items,

・Collection service for unwanted items
・Offline events
・Dissemination of more socially meaningful information
・Expansion of product lineup

We received a great number of requests, for which we are very grateful.

We will carefully address each opinion received in this survey and strive to reflect them in our future services as much as possible.

Your voices, saying "I wish it were more like this," are helping LOVST TOKYO grow.

Even when we are not conducting surveys, we want to be a brand that always listens to your voices, so please feel free to contact us anytime if you have any thoughts!

Although we are still a small brand, we are very happy to be able to grow the brand wholeheartedly together with all of you.

 

Hesitating but honest with your excitement

This survey was a great opportunity to learn about the values and lifestyle priorities that are important to you all.

Furthermore, we received numerous messages of support for the brand, which the entire staff read with a renewed sense of commitment.

Once again, thank you very much to everyone who participated!

Thinking about the environment and animals may seem a bit difficult. However, thanks to all of you, we were able to reaffirm that cherishing "excitement" even while hesitating and contemplating is not an impossible task.

Wishing that each item you choose becomes an opportunity to express your care for animals and the environment, LOVST TOKYO will continue to strive for better brand creation.