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FUR COUNCIL OF CANADA PRESS RELEASE, FEBRUARY 12, 2004
Men and Young Consumers Turn On to Fur
MONTREAL: The fur trade has an excellent opportunity to significantly increase the number of people wearing fur, especially among men and younger consumers. That's the findings of a new marketing study jointly commissioned by the Fur Council of Canada and the Fur Institute of Canada.
The telephone survey of one thousand Canadians (500 men and 500 women), conducted by the NFO/Canadian Facts Group, revealed that 19% of Canadian women now own a fur garment. Ownership levels are highest in Quebec (26%) and especially in Montreal (32%.)
Almost 7% of Canadian men now wear fur, up from 5% recorded in 1999. Even more striking, as many men as women now say they are interested in buying fur.
"For retailers, this looks like an extraordinary marketing opportunity," said Fur Council executive vice-president Alan Herscovici. "If I were a retailer, I'd think very seriously about marketing more aggressively to men."
The research also showed a surge of interest in fur among younger women, 18-35 years old. Even among the youngest group (18-24 years old) 6% of Canadian women now say they are thinking about buying a fur garment in the next twelve months.
The study also explored consumer knowledge and attitudes about the fur trade. Among the important findings: almost one-half of Canadians (46%) do not know that the fur trade is well regulated to ensure that only abundant furs (and no endangered species) are used. Sixty percent do not know about new humane trapping or fur farming standards.
"It is clear that we still have more work to do to ensure that consumers are fully aware of the high standards that prevail in our industry," said Fur Institute executive director Rob Cahill.
For further information:
Fur Council of Canada: Teresa Éloy, FCC Communications Director, teloy@furcouncil.com
Fur Institute of Canada: Rob Cahill, info@fur.ca