The accessible luxury brand, Coach, has promised to stop using fur in time for the debut of its Fall 2019 collection, joining brands like Gucci, Burberry and DVF in phasing out the material.
The ban will include all types animal fur, including mink, coyote, fox and rabbit.
Coach chief executive Joshua Schulman said the policy is in line with shifting attitudes both within the fashion industry and wider society.
He told the Business of Fashion: “We understood from our employee population and from our consumers that it was important to them that we take a stand on this issue. We’re doing it because we believe it’s the right thing to do.”
The ban will have a limited impact on the brand’s bottom line, as fur currently accounts for less than 1 percent of its womenswear ready to wear business. “It’s never been a significant part of our business,” said Schulman, adding that Coach is able to “more than satisfy” its business needs with fur alternatives. Last year, Coach hit $4.11 billion in net sales, up 3 percent from the previous year.
The pace in which the anti-fur movement is has been taking recently is rapidly increasing. Within the past 18 months, Yoox Net-a-Porter, Gucci, Michael Kors, Versace, Furla, Burberry, Farfetch and DVF have all adopted anti-fur policies, while this year’s September London Fashion Week became the first of the major fashion weeks not to show any fur on the catwalk.