Why Do Luxury Brands Use Artificial Fur Instead Of Fur?

The mastery and application of materials have always been

One of the competitive points for releasing value signals abroad.

But perhaps the traditional fashion industry has been lacking in new ideas for too long, and luxury brands are starting to follow.

And announced the entry into the era of "zero fur".

They claim all the future.

They will adopt artificial fur which is advanced enough to be "real".

According to the world clothing and shoe net, in January 23rd, the world economic forum in Davos, Switzerland, released the list of Corporate Knights Global 100 index. In this list, Kai Yun group was rated as the highest level of luxury retail group in 2017, ranking forty-seventh in the total list.

Kai Yun group owns luxury brands such as Gucci (Gucci), Saint Laurent and Balenciaga, which is the third time this group has been selected for this annual list.

In October 11, 2017, Gucci CEO Marco Bizzarri announced the Gucci's accession to the international zero fur Alliance (Fur Free Alliance) at a conference on sustainable development in London. It promised to no longer use all animal fur from the 2018 spring summer series.

At the same time, animal fur products that have already been produced but not sold will be auctioned, the proceeds are donated to HIS and LAV for animal rights and interests organizations, and 1 million euros will be donated to the United Nations Children's fund to improve the life of women and girls worldwide.

The international zero fur alliance is an international coalition consisting of more than 40 animal protection organizations. It has been calling on consumers and fashion industries in the world to consume fur substitute and prohibit animal killing because of fur.

After more than ten years of efforts, hundreds of fashion brands have joined the ranks of "no fur". Calvin Klein, the US clothing brand, has announced that it refused to use fur in 1994.

Giorgio Armani also announced that the fur should be stopped from the 2016 autumn and winter series.

Similar fashion luxury brands, such as Hugo Boss, Ralph Lauren, Stella McCartney, Tommy Hilfiger, Michael Kors, Jimmy and so on, have also announced that they no longer use fur in recent years.

Fur manufacturing and consumption has always been one of the most profitable parts of the luxury group. Gucci, known as Louis Vuitton, Chanel (Chanel), Hermes (Hermes), Prada (Prada) and Gucci (Gucci), is the first and the most daring luxury brand. Louis Weedon first announced that she refused to use fur.

In order to embrace young consumers, luxury brands are making strategic adjustments to different degrees. In terms of brand culture and brand connotation, Gucci has clearly completed the strategy of youth. This is also the result of Gucci thinking for 8 years. It has become a forerunner of fashion luxury industry in almost all luxury brands, which are caught in the storm of selling fur and killing animals.

There is indeed a trend that is emerging. Fur products are no longer popular among social media such as Instagram, but the participation of young people in social issues and environmental issues has increased year by year. Perhaps, compared with the beauty of fur products, the brand's attitude towards social problems is more favorable to young consumers.

However, unlike Stella McCartney, another brand of Kai Yun group, Gucci just gave up the use of animal fur and has not yet given up the use of animal leather.

Abandoning the highly profitable fur products, whether the brand strategy of Gucci can bring profits to the brand still needs time to verify.

From the 2017 financial report, sales in the first half of Gucci2017 surged by 43%, earning $3 billion 490 million, surpassing Hermes for the first time.

In 2016, Gucci's annual income was about $5 billion 300 million, and Hermes reached US $6 billion 160 million.

In addition, the Gucci group, the group that has the highest sustainable development luxury group, also shows signs of good brand performance.

Despite the humanitarian point of view, the collective action of luxury brands has earned some consumers a favorable impression.

But since the beginning of the declaration of environmental protection, sustainability and artificial fur from the luxury industry, it seems that no brand has tried to explain how the artificial fur has reached the same degree of warmth and sense of lines as the real fur, and how to express a new fashion in a rather different way.

This massive industry change is more likely to exclude brands that have not yet announced the ban on fur, or try to create some noticeable waves inside and outside the industry.

More interesting reports, please pay attention to the world clothing shoes and hats net.