We outline some of the future forecast based on our

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We outline some of the future forecast based on our research and current fi ndings of the fur industry. 1. Brands will adopt fur and faux fur fashion to cater the different types of con- sumers. For example, luxury and fashion brand like Prada serves both the consumers against and pro fur by launching products with natural and faux fur in the market. Increasing demand of fur thus is prevalent and market driven. 2. Anti-fur campaigns from organisations and animal rights groups like PETA, anti-fur coalition, make fur history, born-free USA, etc., are becoming increasingly popular through the internet and the social media, which is helpful in spreading information about the sufferings and unethical practices of the fur industry. In addition, it makes consumers feel involved in contributing to sus- tainable practices. 3. As it is getting common on social media for celebrity fans to make a mountain of a mole, celebrities could enhance or damage their reputation based on their opinions on the use of fur. 4. Status will continue to drive the demand of fur, even in countries like China, India and Brazil where winter months are few. 5. Adapting to sustainable lifestyle will be more prevalent amongst the educated consumers, which does not necessarily mean abstinence from faux fur. 6. Consumer mainly wear fur in colder regions due to extreme cold temperatures. Therefore, it is an economic investment for certain consumer groups to buy natural fur. Sales in the fur industry are driven by two kinds of consumers: the old con- sumers and the young ones under 40 yrs (Bukszpan 2015 ). The prime reason is being that of rewarding oneself with luxury and adhering to the latest fashion. Anti-fur campaigns like from PETA have hurt the sales of the fur industry during the 1990s and still continue. However, the haute couture fashion and celebrity endorsements have contributed to the recent increase. The challenges that lie ahead for the fur industry are Global warming and the ecological and environmental impact from the use of natural and faux fur. Increased competitiveness through production in developing countries like China. Increased regulations and strictness on the fur farming conditions in developed countries. On the grounds of ethicality and morality, killing of animals for their skin be it leather or fur cannot be considered a sustainable practice. Nevertheless, one cannot be sustainable if the act involves killing a living being. Even though the regulations of killing fur animals humanely have been formed, it does not prove that killing in itself is humane. 58 M. Ramchandani and I. Coste-Maniere
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A clear standpoint on weather natural fur or faux fur is superior is inevitable due to different subjective views on ethicality and sustainability. As famously quoted by Karl Lagerfeld —“ In a meat-eating world, wearing leather for shoes and clothes and even handbags, the discussion of fur is childish . With many fashionistas and designers aspiring to be the Karl Lagerfeld of tomorrow, the use of fur in the luxury and fashion industry is to stay but differ from market to market.
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  • Fall '19
  • Business Ethics, Corporate social responsibility, Alana M. James, Bruce Montgomery

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