hnnhcronin In the latter part of 2017, the Michael Kors-Jimmy Choo group and Gucci joined the group of fashion retailers to ban the use of real fur in its products, joining Ralph Lauren, Tommy Hilfiger, Armani, Calvin Klein among others. These decisions come as no surprise as the millennial target market for these brands has made their ethical concerns very clear; this generation, so key for sustained future success of luxury brands, are very progressive in their social views, especially concerning the treatment of animals and the proper treatment of employees in the production process.
Fur has always served as a statement of luxury and added dimension to an outfit, and now, the same aesthetic effect is possible with faux fur materials Faux fur has been a major trend for 2017. It can be seen on vests, coats, and even shoes. Companies are striving to become more socially conscious and adapt to changing times and ideas. In the case of Gucci, PETA and the Humane Society have long been lobbying for the famed brand to go fur-free because of Gucci’s longstanding history and current popularity. Both customers and investors responded positively to Gucci’s October announcement. In fact, UBS raised expectations for fiscal 2017 for Kering–the luxury parent company to Gucci– by 3%.
In addition to ethical concerns associated with fur products, Marco Bizzari, CEO of Gucci, states that fur is no longer modern. People are not wearing large fur coats or hats. The trend of today is to include small fur accents on accessories, shoes, and clothing, which can easily be substituted with high quality faux fur. The different styles and textures of faux fur allow designers more flexibility to create unique, fun designs.
On December 15th, Michael Kors followed Gucci, and announced their decision to stop the use of real fur effective in 2018. All fur will be completely phased out by December 2018, and Michael Kors will no longer present any new styles that incorporates real animal fur. This policy, which has been highly encouraged by activists, will also apply to the newly acquired luxury shoe brand Jimmy Choo. Activists have long pressured Michael Kors to consider alternatives to authentic furs and skins; in fact, in June, a group of PETA protesters surrounded designer Michael Kors at his speech at the Metropolitan Museum in New York, criticizing his cruel treatment of animals. According to the company, its faux-fur alternatives will be a standout factor at their February fashion show, to be revealed in the fall 2018 offerings.
Despite the headway approximately 70 percent of brands utilize fur in their fall 2018 lines. Authentic animal fur is still considered very valuable, and the older generations are not as aware of or concerned with the humanitarian issues that arise with the conversion of animal products to high fashion. Although, the alienation of older, more conservative customers can most likely be compensated for by the support of the millennials, who make up nearly half of Gucci’s customer base.
Fashion has always served as a platform for individuals to express their views and individuality, often intertwining with politics, social movements, and art. Today, an increasing number of individuals are becoming vegan, refusing to wear animal products, and investing energy and money into the protection of animal rights, and fashion companies are responding to this social trend. The movement against fur has been making waves, so it would come as no surprise if brands who do not get on board face some backlash from customers.
