"Democratization" of Fur

MONTREAL: In the beginning the wearing of fur and its use to fashion a dwelling were universal. It was truly democratic. Then fur became the prized raiment of the rich and powerful. When a woman acquired a fur coat, or even a simple stole, she beamed with the knowledge she had arrived.

In its latest promotion campaign in all provinces, the Fur Council of Canada (FCC) has embarked on what executive vice president Alan Herscovici dubs "The democratization" of fur.

"We want to attract a younger, hipper consumer," he explains. "With fur increasingly in demand, Canadian designers and manufacturers are coming up with new fashions that appeal to a larger group of consumers at a wide range of price points. Trendy styles and affordability are the key to market expansion, and that is our main objective."

A recent survey conducted by the FCC showed that the market potential for the new look in fur is growing, presenting excellent opportunities for the industry.

"We found that one in five Canadian women own a fur coat," Herscovici said. "In Quebec, it is one in three, and our survey showed interest in fur products has increased most strongly among those aged 25 to 34. There also appears to be an extraordinary market for men's furs."

With those findings to guide it, the FCC has created a $1 million campaign for fall 2002 with the theme "Fur Works For Everyone."

It will feature print advertisements in U.S. and Canadian fashion magazines and on billboards in major urban centers. Elegant fur commercials have been made for use in cinemas, and special events featuring fur are planned for major cities in Canada and the U.S. Herscovici said that the days are long gone when fashion was totally about trends and seasons.

"It has become an attitude, a reflection of lifestyle," he explained, "giving the wearer the options and freedom to be themselves. Fur is at the forefront of this way of thinking."

Through its market studies the FCC has cataloged the attitudes of contemporary women in to three distinct personality types: Whimsy, Action and Eclectic.

"Whimsy is all about chic," he said. "This woman is never afraid to push the envelope. She is very secure and convinced that life is to be lived - with a dramatically stylish edge, and glamour is a big part of it. She creates her special aura by wearing such forward furs as broadtail, chinchilla, even lynx. But she won’t say no to classics like mink, fox or sable.

"The Action woman means business. She is also very aware of who she is and where she is going. She dresses the part and always appropriately. She wants her wardrobe to keep up with her day and night, from dropping off the baby to daycare, presiding at the office and going out at night. For that reason, fur appeals because of its warmth, durability and protection from the elements, plus its soft comfort."

Herscovici says the Eclectic woman defies description, though she, too, is her own woman. She laughs at conventions and often dresses to provoke comment, and sometimes to reflect her commitment to social causes. "For her," he emphasizes, "fur is a statement, a way of saying 'This is who I am - ready or not.' She favors raccoon, coyote and nutria."

For further information contact: Teresa Platt, Executive Director, Fur Commission USA, 826 Orange Avenue, #506, Coronado, CA 92118 USA, (619) 575-0139, (619) 575-5578/fax, furfarmers@aol.com, www.furcommission.com.

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