Start Your FREE Membership NOW
 Get Immediate Access to Licensing Articles & Special Features
 Receive Our Weekly eNewsletters, The Deal Sheet,
   The Licensing Advisor and Weekly Wrap Up
 Absolutely NO Risk or Obligation on Your Part -- It's FREE!



Upgrade to Premium Membership NOW for Just $47!
Get 3 Months of Full Premium Membership Access
Includes Our Monthly Newsletter, Licensing News, Deals, and Contacts
And MUCH MORE!
SOCIAL BRANDING

Giorgio Armani Becomes Latest High Profile Fashion Designer to Go Fur Free

By Glenn S. Demby, Esq.

Respondents to TLL’s Annual Licensing Business Survey have waxed poetic about the need for personal connection between brand and customer for years. But while the objective remains the same, the tactics are changing. Forging personal connections now requires engagement at the community level. “Today’s consumer judges brands not just by quality but the social values they represent,” according to one Survey respondent.

Fur Free Fashion

Fashion licensors have been among the most scrupulous in aligning their brands with the right causes (or at least making sure their brand isn’t associated with the wrong ones). Environmental and animal protection causes are particularly big in the fashion space. On Tuesday, The Armani Group made an agreement with The Humane Society and Fur Free Alliance to stop using fur in all of its products starting with its fall 2016 collections. In a public statement, Giorgio Armani said the move reflects the company’s “attention to the critical issues of protecting and caring for the environment and animals.”

Armani is hardly alone. Other high profile fashion designers and brands that have recently adopted fur free policies include Hugo Boss, Calvin Klein, Tommy Hilfiger, Stella McCartney and Ralph Lauren.

Whether you laud it as a moral stand or condemn it as “politically correct” pandering to environmental and animal rights groups, fur free fashion is gaining strength and may be a harbinger of how social causes will shape brands in the years ahead—in not only fashion but all licensing sectors.

CLOSE TO VIEW ARTICLE x

You have 8 articles left to view this month.

Your 8 Free Articles Per Month Goes Very Quickly!
Get a 3 month Premium Membership to
The Licensing Letter for just $47!

Sign up now and get unlimited access to all articles, archives, and tools for The Licensing Letter!

You need to be logged in to access this content.

If this is the first time you are visiting our new website, you may experience problems logging in. If your username is your email address, you should have no difficulties using your existing username and password.

If your email address was not your username, please logon by entering your email address and your present password.

If you need help logging in, please contact customer service at 1-888-729-2315 or customerservice@plainlanguagemedia.com

Please Login...

Email Address

Password

or Register for free for a Limited Access account.

Email Address


(-000tll)
()