Interviews
Success of fur is linked to success of global luxury brands
23 Nov '07
2 min read
Louis Vuitton (LVMH) rose to no. 17 on Interbrand's list of best global brands it was announced last week, with Hermès and Chanel appearing in the top 80 alongside brands like Google and Proctor and Gamble.
It is clear that luxury designer brands are growing. Brand integrity is key to this growth and Louis Vuitton, Gucci, Chanel etc, realise that the aura of glamour and exclusivity that their labels imply must be carefully protected.
Remaining faithful to the brand's heritage, while still moving forward and the war against imitations are possibly the two of the most important issues facing the super brands.
These twin directives make fur very relevant to the brands' future. Fur is one of the most traditional exclusive luxury fabrics, and it is virtually impossible to fake well.
It provides the design house with a fabric that is stunningly beautiful, attention grabbing and by its very nature an aspirational luxury product, the perfect combination.
This theory is supported by the strong presence of fur in “identity-confirming” advertising campaigns and catwalks of Dior, Louis Vuitton, Gucci, Versace, Carolina Herrera, Oscar de la Renta and Balenciaga and many others.
Global fur sales increased by 5.6% between 2005-2006. So the future of fur is linked to the success of the super brands.
IFTF Chairman Andreas Lenhart says: “The really strong designer brands are uncompromising in their dedication to quality and luxury. Fur delivers on that brand promise for these design houses.”
It is clear that luxury designer brands are growing. Brand integrity is key to this growth and Louis Vuitton, Gucci, Chanel etc, realise that the aura of glamour and exclusivity that their labels imply must be carefully protected.
Remaining faithful to the brand's heritage, while still moving forward and the war against imitations are possibly the two of the most important issues facing the super brands.
These twin directives make fur very relevant to the brands' future. Fur is one of the most traditional exclusive luxury fabrics, and it is virtually impossible to fake well.
It provides the design house with a fabric that is stunningly beautiful, attention grabbing and by its very nature an aspirational luxury product, the perfect combination.
This theory is supported by the strong presence of fur in “identity-confirming” advertising campaigns and catwalks of Dior, Louis Vuitton, Gucci, Versace, Carolina Herrera, Oscar de la Renta and Balenciaga and many others.
Global fur sales increased by 5.6% between 2005-2006. So the future of fur is linked to the success of the super brands.
IFTF Chairman Andreas Lenhart says: “The really strong designer brands are uncompromising in their dedication to quality and luxury. Fur delivers on that brand promise for these design houses.”
International Fur Trade Federation
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