The Popularity of Fake Fur Products Over Products Made of Real Fur - Article Example

? Marketing Table of Contents Overview of article 3 Objective of article 3 Target Markets 4 Marketing Concepts 5 of Action 5 Reference 7 Overview of article The article is a demonstration of the popularity of fake fur products over products made of real fur. There has been a gradual change in demand of consumers from clothes and accessories made of real fur towards faux fur products. Designers have been increasingly turning towards substitute fur products. They have been found to be extremely attracted towards some of most eye catching accessories and products which are made of faux fur or made of such materials having textures reminiscent of fur (Magsaysay, “Faux fur, for real”). Fashion directors and designers have been increasingly surprised with the ongoing trend of high end sales of faux fur products. Major online sites and retail stores inclusive of the high end designer brands as well as the mass market retailers have been showcasing huge stocks of materials and garments which look like cheetah, beaver or mink. However, the surprising points which the article depicts are that the materials coming from Japan and Europe are extremely high in terms of quality and sustainability. Moreover they offer greater variety in terms of designs and textures and at the same time come at a lower price than real fur. In other words, the article speaks about the emerging trend towards consumption of faux fur over real fur over the years both by the general public as well as the celebrities. Objective of article The objective of the article is to put forth the various attributes of faux fur which has made it immensely popular among consumers. Some of the products which have helped to have an edge over real products are that they allow greater flexibility and resistance towards tough conditions and hazards. Additionally, they are also available at much lower prices in comparison to the products which are made of real fur. They offer more versatility in terms of designs and textures which are not always possible for products and accessories made of real fur. They have been demonstrating rapid improvement in quality over time and are also realistic which has been one of the prime causes of its popularity among the masses. Target Markets Faux fur accessories are primarily targeted for the middle income households in society as well as the upper class. The target market comprises of both the males and females in society belonging the group mentioned in this context. Globalization has knit the entire world into a single unit which has caused considerable intermingling of the western and the eastern cultures of the world. Thus the influence of the western cultures on the Asian nations has been very prominent and inevitable. With the economic development and improvement of nations, the youth have been increasingly attracted towards stylish products, commodities and accessories. The general consumption of fashionable dresses and products has seen a rise over the years. Thus it is imperative that the use of fur products and accessories would be high in most nations. However, greater demand of the product would be felt from nations having cooler temperatures. Thus the target markets would comprise of the youth belonging to those nations having cold and mild temperatures rather than the tropical countries. Considering both the fashion trends as well as the environmental conditions faux fur would be increasingly demanded more in the western countries which demands greater protection on cold temperatures and also showcases the latest fashion trends in the world. Designers and manufacturers must be updated about the latest consumer trends in the sector which the article does successfully. The article provides a very clear depiction about the changing consumption trends of fur products and the emerging changes taking place over the years. The retailers, manufacturers and designers would be benefitted greatly from the trend which the article seeks to put forth. Marketing Concepts The article depicts a marketing strategy in which faux fur is made popular among the masses through flaunting in different styles and trends. They are made available in various forms of designer handbags, clothes, shoes etc. Moreover the awareness of the products is seen to be spreading through internet websites which are predominantly used by the young generations in recent times. Thus it is apparent that the electronic media has been used widely for reaching out to the consumers across the world. The product development policies of companies selling faux fur products have been through the diversification of the product in the form of shoes, clothes, handbags etc. This way they have been able to penetrate the westernized and stylish cultures in the world. It is also apparent that the marketing strategy would be aimed at the economically advanced nations of the world. This is because they would have a greater number of people having the affordability to buy products made of fur or fur like products (Magsaysay-a, “Aldo, Burning Torch and Bloch are among the lines using fake fur and exotic skin in their clothing and accessories”). Course of Action The most important course of action that would be undertaken would be to spread awareness regarding the availability of faux fur at affordable prices. The min aspects which would require highlighting would be attributes and qualities which faux fur offers and which are not present in the real fur products. Qualities like sustainability, flexibility of faux fur products must be highlighted to the young generations who are increasingly attracted towards stylish products at cheaper prices. Moreover, consumers’ concern regarding wildlife would be another penetrating point for marketers. It can be mentioned that cheaper substitute for fur in the form of faux is objected towards saving the lives of animals which would otherwise have been killed. The comprehensive idea would be to reach the young generation through the electronic media, like the television and internet as they are frequently used by the youth. Additionally concepts life saving the lives of animals would be another way of gaining the goodwill and favorable attitude of the general public (Guernsey, “biologist enters the fashion field in a bid to save wild leopards”). Reference Guernsey, P. Biologist enters the fashion field in a bid to save wild leopards. 2011. All About Wildlife. August 30, 2011. . Magsaysay, M. 2011. Faux fur, for real. August 30, 2011. . Magsaysay-a, M. Aldo, Burning Torch and Bloch are among the lines using fake fur and exotic skin in their clothing and accessories. 2011. Fake fur fashions: Designers who do it right. August 30, 2011. . Read More