The Furmark® label and symbol itself will be an identifiable mark of quality and assurance that will be displayed in-store and on garments.
Based on consumer research, and in partnership with relevant retailers, a labelling system has been developed for Furmark® to ensure it is fit for purpose ahead of the global retail launch in 2021.
The solution has been developed with leading experts and will incorporate the ChainPoint traceability technology to ensure full integration and transparency. Labelling is explicitly linked to stock and individual products, with distribution tightly controlled to protect the integrity of the certification system.
All materials will include anti-counterfeit measures to ensure security and credibility of the brand. Post-implementation checks will be in place across the supply chain. This supports objectives to deliver genuine garments to the market.
After manufacturers receive treated pelts from the dressers and dyers, fur can then be made into garments, accessories, or home furnishings. Manufacturers are highly skilled and individual, producing garments that have a timeless appeal, often using a mixture of traditional and modern techniques for hand cutting, stranding, and sewing fur. A key part of the fur supply chain, manufacturers (and their processes) are an integral part of the Furmark® system, particularly when it comes to traceability.
Manufacturers – in order to create Furmark®-certified products – must have undergone a dedicated Furmark® due diligence exercise. Conducted by FACT (independent third party and experts in this area) the due diligence exercise covers business, reputation, disclosure, associations,and company registration. Ensuring the integrity of Furmark® and working downstream at manufacturing and retail level, this due diligence exercise also incorporates high-level checks on those businesses to ensure that they operate within the relevant national rules and regulations. As Furmark® is implemented, FACT may also be required to conduct physical checks on retail stores, and online test purchasing to verify the legitimacy of garments in the retail supply chain.
Retailers are an essential source of fur information for the public. Across a variety of channels, including online and at the point of sale, retailers proactively and reactively inform, advise, and assist those opting to purchase natural, sustainable garments, accessories, and home furnishings. Crucially, furriers play a vital role in repairing, remodelling, and refreshing fur garments and educating new and existing fur customers.
The retailers are also key in terms of positioning fur as a fashion item. Although Furmark® is focused on animal welfare and sustainability certification and traceability, there is an opportunity for storytelling about the origin and process of creating beautiful styles in natural fur.