Luxury fashion brand Gucci has banned the use of fur in its products. The Kering owned brand says that the ban will take effect with its Spring/Summer 2018 collections, and it has signed up to the Fur Free Alliance, which is an organisation that promises to end exploitation and killing of animals for fur.
In a recent interview with Business of Fashion, CEO and President Marco Bizzarri said "Do you think using furs today is still modern? I don't think it's still modern and that's the reason why we decided not to do that. It's a little bit out-dated". He continued: "Creativity can jump in many different directions instead of using furs.”
With the move, Gucci will join Calvin Klein, Ralph Lauren, Tommy Hilfiger and Armani in the group of fashion houses that are fur-free. Despite the popularity of its fur-lined loafers, the decision should also have limited business impact for Gucci. According to Bizzarri, fur products are worth about $11.8 million per annum and will eventually be replaced with products made from faux-fur, wool and new fabric innovations.
However the ban could prove to be a prudent business call among Gucci's young client base. Millennials currently account for over 50% of Gucci's revenue. up from about 40% a few years ago. One trend that has been found within the millennial market is that they are more conscious of sustainable brands than prior generations had been. Moreover the ban is about Gucci as an employer. Bizzarri added that he "need[ed] to do it because otherwise the best talent will not come to work for Gucci".
Ultimately, the decision was made in union with creative director Alessandro Michele. Bizzarri insisted: "Fashion has always been about trends and emotions and anticipating the wishes and desires of consumers. The best creative directors are able to anticipate, to smell something outside before anybody else. Fashion and modernity go together.”
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