The World of Furs Global fur sales were $15 billion during 2011, a 7% increase. In the US, total retail volume was $1.34 billion, 3.4% better than 2010. There are approximately 1,100 US fur retailers. As many as 85% are small and many have been operated by the same family for multiple generations. Although most furs are sold at fur salons, a wider selection is increasingly being found at high-end department stores, designer boutiques and specialty retailers.

North of the Border Fur production in Canada generates more value for the country than the forestry industry. Exports of Canadian fur and pelt clothing are more than $500 million annually. Canadian consumers purchase more than $300 million in annual retail fur sales. More than two-thirds of Canadian furs are farm-raised. The remainder is from the highly regulated trapping of wild animals that are not endangered species.

Fur Fashionistas Just more than 50% of all fur fashion consumers are younger than 44 years of age. Plus, one in five women own a fur coat. New York is the #1 US market for fur sales; the remainder of the top 5 are Chicago, Philadelphia, Los Angeles, Washington DC/Baltimore. Consumers are attracted to furs because they are naturally warm and comfortable, and a timeless fashion style. Today, they are being worn even casually and year round.

That Indescribable Touch of Mink Mink continues to be the most popular fur, at approximately 70% of all retail fur sales. Domestic mink production for 2011 increased 25%, or $292 million in value, as compared to 2010’s $233 million. Pelts totaled 3.09 million, a 9% increase over 2010. US mink farmers are estimated to experience future growth, as China’s consumer market for mink apparel continues to grow, and with another 8% increase in the global luxury goods market.

Never More Popular Fur is popular again because many designers are adding small fur accents to a wider selection of fashion apparel at a greater range of price points. Although only 5% of fur consumers are men, the number of them buying fur apparel has increased significantly. Lamb and goat pelts dominated the men’s fur fashion trends for fall 2012/winter 2013. Men are also dressing in beaver, mink, rabbit and muskrat.

The Fur Is No Longer Flying The animal rights battles of the 1980s and 1990s have given way to a younger generation that doesn’t appear to be as passionate about animal rights. In a consumer survey, 88% of Americans stated that the animal rights movement did not influence their fur-buying habits. The fur industry is a member of CITES, or Convention on International Trade in Endangered Species, and supports the World Wildlife Fund’s principle of the “sustainable use of renewable resources.”

Advertising Strategies Show fur retailers how your station’s programming reaches younger and affluent adults, 18–44, who are the majority of fur consumers. Customer retention and repeat business will become more important with the increase in versatility of smaller fur pieces. Loyalty programs can be effective ways to keep consumers coming back to purchase fur accessories and fur-trimmed items. To establish long-term relationships, perhaps each new item can be put into cold storage for free for the first year of ownership.

Advertising Strategies Help local, family-owned fur salons compete against major department stores with spots that feature affordable fur apparel that appeals to a wider audience. Recommend a promotion to fur salons that provides a discount on men’s fur apparel when a female consumer purchases a fur piece of a certain value and is accompanied by a man.

Advertising Strategies Retailers should develop relationships with current and potential consumers with services including summer storage/winter season pick-ups and drop-offs at consumers' homes. Restoration and repairs are equally important. Like all luxury retailers, fur salons should offer special service to consumers. This above-and-beyond offering should be advertised on television during a mix of morning and evening news shows and primetime to capture the affluent demographic. Advertisers should highlight the warmth, softness, and sensuality of fur. There is no other material that offers the same texture and coziness, or the same level of luxury.