“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,”

Gucci has recently made a big move in banning the use of the fur in all of its future products. Fur fashion has longtime been a staple in consumer’s wardrobes but as we progress into a more ethically conscious society, the fur fad is quickly fading.

Fur coats by Gucci

Millennials, described by Deloitte as “more ethically minded than previous generations” do not support animal exploitation by any means. Though fur fashion is still popular with some of its older clientele, millennials “account for more than half of Gucci’s shoppers, up from 40 percent two years ago”. This number is only going to grow. In order to maintain a sustainable future in the fashion industry, Gucci decided to align its values with what consumers of today want. Their value proposition now promises consumers cruelty-free fashion. This will increase their target market as consumers who may not have bought from Gucci prior to this because of their use of fur will be more likely to start purchasing their products. This will also help the company keep existing customers who may have left. The loss of profits they lose from eliminating fur will be made up through increased customer demand and profits may even increase.

Animals exploited for their fur often live in terrible conditions

Many companies have already made the transition to cruelty-free fashion including Tommy Hilfiger, Stella McCartney, Hugo Boss, Armani and Ralph Lauren. However, several companies in competition with Gucci continue to use real fur in their products, including Michael Kors, Burberry, and Balenciaga. High-end, cruelty-free brands are still somewhat of a “blue ocean”. Entering this niche is therefore a smart decision on Gucci’s part.

Aside from going cruelty-free, Gucci is taking on more social responsibility.  As the brand’s website explains, “We recognize that the philosophy of “Sustainable Value” is at the heart of our management policies and our corporate conduct, which means that we have implemented a process to integrate social, environmental, ethical, human rights and consumer concerns into our business operations.” Gucci is  donating $1 million to Unicef’s Girl Empowerment initiative to fund teenage education and health drives. Gender diversity is also a core value of the company now, with over 60% of employees being female, including several high positions. Despite being widely successful, it is still important for a brand like Gucci to adjust overtime with what is most valued by its consumers. Maintaining a strong, respected relationship with the public will ensure sustainable success in the future.

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