WelFur紧随消费者行为趋势

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

WelFur紧随消费者行为趋势

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，消费者对购买的产品在质量认证方面的需求日益增加。例如WelFur认证可以帮助消费者了解产品和提供购物指引，这一趋势也得到了哥本哈根皮草的欢迎和支持。

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.

根据知名趋势研究机构Pej Gruppen在过去40年中对消费者行为分析得出，用来认证产品符合行业标准的产品标识的使用率越来越高。因此，WelFur提供认证也符合这一自然趋势。

- 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公司总裁Louise Byg Kongsholm指出：“这一趋势已经有很长时间了，毛皮行业受其影响也是无法避免的事情。商标体系对于许多行业都十分重要，这一趋势进入毛皮行业有利于实现完全的产品透明度并最终惠及每一个人。”

Consumers need guidance and assurance

消费者需要指引和承诺

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

消费者希望购买的产品来自那些遵循道德标准的公司， Kongsholm认为认证标识清晰地显示出消费者的参与感。

- 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.

“当前，消费者面对着数不胜数的信息和选择。他们很难辨别对与错以及动物福利的好与差，因为他们缺乏时间或资源来熟悉例如鸡蛋，牛奶和貂皮大衣等各种产品。对他们而言，了解哪些产品符合他们的道德标准是一个挑战。”

Crucial to be thorough - to choose with confidence

全面检测树立信心

- 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.

谈及WelFur认证体系时，Kongsholm说：“自2011年起，WelFur的认证标准就已经在丹麦和欧洲的一些农场进行试点。这一认证势在必行是一件好事，因为它有助于全面检测。时间周期久一些意味着中间出现任何问题都可以解决，因为一旦认证体系正式实施就必须遵守。”

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.

最终，这将影响到做出抉择时的信心。WelFur认证不仅有利于消费者，同时还有益于和哥本哈根皮草合作的设计师。

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.

在看待这一点时， Kongsholm表示：“WelFur认证不仅对那些购买皮草产品的消费者有利，整个毛皮行业通过实施全面的认证也将获得优势。这样一来，那些希望使用毛皮面料的设计师就可以放心地采用来自拍卖行的水貂皮张。设计师把名声交给了这个行业，经过认证的貂皮可以使他们捍卫自己的选择。”

Birger Christensen welcomes WelFur

Birger Christensen拥护WelFur认证

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

时尚和皮草零售品牌 Birger Christensen自1869年就开始销售皮草产品，总裁Jens Birger Christensen对于WelFur认证也持欢迎态度。

- 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.

“从我个人角度说，我对这个认证十分信任。毫不掩饰地说，我坚信我们越公开透明越好。如果我们能对这个世界保持更开放的态度，同时实现动物毛皮的可追溯性，这样做是有利无害的。”

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:

在他看来，如果能够提供关于保障动物福利的具体事实是最为理想的，尤其是当顾客对他的皮草服饰提出相关问题时。

- 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.

“诚实地说，我们这方面没有恰当的证明材料。如果我们和顾客深入探讨此类话题时，如果能够提供一些详实的信息是最好不过的。”

The responsibility begins from within

承担起自身责任

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是欧盟委员会负责动物福利政策制定的官员，他对于产品的透明度也十分支持。与此同时，他认为产品认证和向消费者公布信息很大程度上是行业自身的义务，而非法律和立法方面的议题。从全球标准来看，食品行业的大公司都意识到了目光长远和超越立法的必要性，欧洲毛皮贸易行业在这方面也是如此。一般来说，最终每个行业都将依靠自身的合法性和满足消费者及社会期待的能力。

- 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.

对此，Simonin解释说：“欧洲以及其他地区的公众对于动物的关切程度越来越高，这也要求畜牧相关的行业需要制定标准满足人们的期望。一方面需要公众了解这些标准，另一方面需要他们能够予以接受，欧洲毛皮贸易行业的做法完全符合这一设想。对于消费者和社会大众而言，让他们了解到产品的生产过程非常重要，他们在购买动物类产品时需要承担起自身责任。我相信大多数人都会接受这样一个事实，既人们对于动物的依存程度各不相同，这就要求动物养殖遵循恰当的标准，从而保障动物福利状况。”