WelFur緊隨消費者行為趨勢

WelFur is in tune with consumer trends – the demand for companies with a conscience

WelFur緊隨消費者行為趨勢

Consumers are increasingly demanding certification, such as WelFur, that provide transparency and guidance as to the goods they buy. A trend Kopenhagen Fur is keen on embracing and endorsing.

如今，消費者對購買的産品在品質認證方面的需求日益增加。例如WelFur認證可以幫助消費者了解産品和提供購物指引，這一趨勢也得到了哥本哈根皮草的歡迎和支援。

Trademark systems that certify compliance with industry standards are booming. According to Pej Gruppen, a respected trend institute analysing consumer behaviour for over 40 years, WelFur is a natural extension of this trend in certification.

根據知名趨勢研究機構Pej Gruppen在過去40年中對消費者行為分析得出，用來認證産品符合行業標準的産品標識的使用率越來越高。因此，WelFur提供認證也符合這一自然趨勢。

- It's been in the pipeline for a long time, so it's inevitable that it has come to the fur trade, as well, observes Louise Byg Kongsholm, CEO of Pej Gruppen.

- Trademark systems have become important to many other trades. It's good that the fur trade has addressed this trend so that complete transparency can benefit everyone.

Pej Gruppen公司總裁Louise Byg Kongsholm指出：“這一趨勢已經有很長時間了，毛皮行業受其影響也是無法避免的事情。商標體系對於許多行業都十分重要，這一趨勢進入毛皮行業有利於實現完全的産品透明度並最終惠及每一個人。”

Consumers need guidance and assurance

消費者需要指引和承諾

Consumers want to buy from companies with a conscience. For Kongsholm, certification is clear evidence that consumers want help.

消費者希望購買的産品來自那些遵循道德標準的公司， Kongsholm認為認證標識清晰地顯示出消費者的參與感。

- Today, consumers are faced with an insurmountable amount of information and choices, notes Kongsholm.

- It's difficult for them to assess what is right or wrong, good or bad animal welfare because they do not have the time or resources to familiarise themselves with all the products - from eggs to milk to mink garments. It's a challenge for them to know which products are aligned with their conscience.

“當前，消費者面對著數不勝數的資訊和選擇。他們很難辨別對與錯以及動物福利的好與差，因為他們缺乏時間或資源來熟悉例如雞蛋，牛奶和貂皮大衣等各種産品。對他們而言，了解哪些産品符合他們的道德標準是一個挑戰。”

Crucial to be thorough - to choose with confidence

全面檢測樹立信心

- The testing of WelFur protocols have been taking place on Danish and European farms since 2011, says Kongsholm.

- It's very good that certification has become an imperative, because it allows for thorough testing. A long development cycle means that any mistakes that arise can be addressed. Because as soon as the certification is official, you are committed.

談及WelFur認證體系時，Kongsholm説：“自2011年起，WelFur的認證標準就已經在丹麥和歐洲的一些農場進行試點。這一認證勢在必行是一件好事，因為它有助於全面檢測。時間週期久一些意味著中間出現任何問題都可以解決，因為一旦認證體系正式實施就必須遵守。”

Ultimately, it's about choosing with confidence. With WelFur, the benefits extend to consumers and beyond - including designers who choose to work with Kopenhagen Fur.

最終，這將影響到做出抉擇時的信心。WelFur認證不僅有利於消費者，同時還有益於和哥本哈根皮草合作的設計師。

As Kongsholm sees it:

- Welfur will benefit more than the end consumer interested in buying fur. It is an advantage for the fur trade that the certification is so thorough. That way, designers who want to use fur can confidently choose the mink skins coming from the auction houses. Designers put their reputation in trade's hands. They can defend their choice of mink skins because they know they are certified.

在看待這一點時， Kongsholm表示：“WelFur認證不僅對那些購買皮草産品的消費者有利，整個毛皮行業通過實施全面的認證也將獲得優勢。這樣一來，那些希望使用毛皮布料的設計師就可以放心地採用來自拍賣行的水貂皮張。設計師把名聲交給了這個行業，經過認證的貂皮可以使他們捍衛自己的選擇。”

Birger Christensen welcomes WelFur

Birger Christensen擁護WelFur認證

Fashion and fur retail shop Birger Christensen has been selling furs since 1869 and CEO Jens Birger Christensen also welcomes the WelFur certification.

時尚和皮草零售品牌 Birger Christensen自1869年就開始銷售皮草産品，總裁Jens Birger Christensen對於WelFur認證也持歡迎態度。

- Personally, I really believe in certification," says Christensen. "I am very open and strongly believe that the more transparent we are, the better. It is only positive that we can be more open about the world we live in and make it possible to trace the skins.

“從我個人角度説，我對這個認證十分信任。毫不掩飾地説，我堅信我們越公開透明越好。如果我們能對這個世界保持更開放的態度，同時實現動物毛皮的可追溯性，這樣做是有利無害的。”

From Christensen's perspective, it would be ideal to be able to refer to concrete facts that ensure animal welfare, especially when customers ask about his fur garments:

在他看來，如果能夠提供關於保障動物福利的具體事實是最為理想的，尤其是當顧客對他的皮草服飾提出相關問題時。

- To be honest, we don't have proper documentation in this regard. If we go deeper into a conversation with a customer, it would be really positive if we could refer to something concrete.

“誠實地説，我們這方面沒有恰當的證明材料。如果我們和顧客深入探討此類話題時，如果能夠提供一些詳實的資訊是最好不過的。”

The responsibility begins from within

承擔起自身責任

Denis Simonin is the Policy Officer on Animal Welfare at the European Commission. He also supports transparency. At the same time, he believes that certification and making information available to consumers is primarily the responsibility of the industry itself, rather than purely a legal, legislative issue. On a global level, major players in the food industry have understood the need to look ahead and go beyond legislation - just like the European fur trade. In the end, every trade is dependent on legitimacy and the ability to fulfil expectations from consumers and society at large.

Denis Simonin是歐盟委員會負責動物福利政策制定的官員，他對於産品的透明度也十分支援。與此同時，他認為産品認證和向消費者公佈資訊很大程度上是行業自身的義務，而非法律和立法方面的議題。從全球標準來看，食品行業的大公司都意識到了目光長遠和超越立法的必要性，歐洲毛皮貿易行業在這方面也是如此。一般來説，最終每個行業都將依靠自身的合法性和滿足消費者及社會期待的能力。

- The public, and not just in Europe, is more and more emotionally involved with animals, says Simonin and adds:

- Consequently, any trade involving animal husbandry should be very aware of developing standards that fulfil people's expectations. Ensuring that people are both aware of those standards and accept them. The approach taken by the European fur trade fits perfectly with this line of thinking. It is important that consumers and citizens are informed about the processes involved in production. They must assume their own responsibility when they purchase an animal product. I think most people accept the fact that humans rely on animals for various purposes, especially if this is done according to proper protocols and that they ensure the welfare of the animal.

對此，Simonin解釋説：“歐洲以及其他地區的公眾對於動物的關切程度越來越高，這也要求畜牧相關的行業需要制定標準滿足人們的期望。一方面需要公眾了解這些標準，另一方面需要他們能夠予以接受，歐洲毛皮貿易行業的做法完全符合這一設想。對於消費者和社會大眾而言，讓他們了解到産品的生産過程非常重要，他們在購買動物類産品時需要承擔起自身責任。我相信大多數人都會接受這樣一個事實，既人們對於動物的依存程度各不相同，這就要求動物養殖遵循恰當的標準，從而保障動物福利狀況。”