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Fur, real or fake, which way is the industry heading?

Consumers are beginning to demand brand transparency, questioning what goes on behind closed doors, whether that be the sweatshops your clothes are made in, to the thousands of innocent animals being killed in factory farms to create that fur jacket.

Trust is a huge factor consumers rely on and this can ultimately influence their final purchasing decision. With trust, comes honesty. Brands that create emotional relationships with their customers, inspiring them to act and align with their values, will earn loyalty and trust for life.

High fashion brands such as Tommy Hilfiger, Armani, Tom Ford and Gucci to name a few, have vowed to go fur free in recent years with Versace recently joining this growing list of luxury labels. Stella McCartney is a leader in this issue, being an avid vegan who also does not use leather or feathers in her collections. Although these brands are extremely sought after and aspirational, altering their mind-set and morals will increase consumers interest and commitment to these brands.

In an interview with Luke Leitch for The Economist’s 1843 magazine, Donatella Versace stated ““Fur? I am out of that. I don’t want to kill animals to make fashion. It doesn’t feel right”. Brands having the best interest of the fabrics they are sourcing as well as the commitment to animal rights at heart, is “a major turning point in the campaign for compassionate fashion” stated PETA’s (People for the Ethical Treatment of Animals) senior vice president Dan Mathews.

Millennial consumers are becoming increasingly aware of the environment and ethical issues linked with the fashion they are purchasing, so turning points like this are hugely important for brands and their reputations in the future.

Written by: Molly Hunter

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Image credits: Refinery25, vogue and highsnobiety

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