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 MARKETING ANALYSIS 

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TARGET GROUP

Survey preparation

​Only second-hand is acceptable, new is not. Synthetic, new fur also not a fan.

Gruesome. Shooting animals for fashion. It can be done differently! I am also a Vegetarian, so not a hypocrite.

​​It's aesthetic, but not really ethical.​​

Wrong for animal welfare, but very sustainable.

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We have sent out a survey, to poll the public, what they think about fur in general. Here you can see some opinions. They were clearly divided, although we could infer that the taboo is still very much in place.

TARGET GROUP DESCRIPTION 

​We distinguish two main groups within our customer base. The first group includes trendsetting fashion icons who wear our statement fur coats. These exclusive coats are eye-catching and extravagant, made of real fur and have a price range between 200 and 300 euros. The second group consists of people with a critical view of society, which includes both young people and slightly older individuals who like to shop second-hand. They choose to wear our label coats as a conscious statement against animal suffering. They avoid conspicuous advertising for ethical fashion and wear clothes from a price range between 50 and 150 euros.

 STRENGTHS 

  • Our technical know-how on production

  • Our knowledge about designing garments, fabrics, machines

  • Our design insight after training

  • Our drive to bring change around the taboo of second-hand fur

  • Our flexibility

  • Zero waste, which we see as a goal

  • Using second-hand fabrics.

  • Sustainability

 WEAKNESS 

  • It is a craft that is not common anymore, this can make it difficult to find the right materials and utensils.

  • The same goes for finding the right machines. Fur is not an easy fabric to stitch.

 OPPURTUNITY 

  • Lots of old furs in other words a large stock

  • Zero waste is certainly possible. The leftovers can be processed into a substitute product or are biodegradable.

 THREAT 

  • The stigma around fur

  • Activist groups come up with many actions against fur, some wanting it gone altogether.

  • Faux fur, often in fast fashion is cheap and unsustainable.

  • Fur has gone out of fashion because of the stigma.

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