Vegans... Targeting new group of customers.
I've never met a vegan that would carry or wear anything PU. They seem to stick to cotton and hemp bags. The "vegan leather" thing is ridiculous; vegans know good and darn well PU isn't biodegradable, and vegans, for the most part, are very environmentally conscious. It seems to me the targeted new group of customers is just plain ol' lower price point customers.