On October 26th and 27th, The IFF, under the umbrella of Furmark®, sponsored the WWD Apparel & Retail CEO Summit, themed ‘the new future – winning in the roaring 20s’.
The IFF secured a premium speaker slot on the official schedule amongst other influential and key presenters including Kim Jones, Artistic Director of Dior Men’s and Fendi Womenswear, Designer Rick Owens, as well as CEOs of Saks Fifth Avenue, Neiman Marcus, and Mytheresa, amongst many others. You can view the Furmark speakers’ video below.
The IFF speaker opportunity was used to introduce the launch of Furmark®, the global certification system for natural fur. A prerecorded 5-minute video featured key speakers from across the natural fur supply chain, from farm to consumer, including Mark Oaten, CEO of the IFF, Sari Koskinen, the farmer, Katie Ball, the trapper, Marika Peuhkuri-Grön, representing Saga furs, Roberto Tadini, the dresser and dyer, and finally Nick Pologeorgis as the manufacturer and retailer. Each of those speakers explained in depth just what makes fur a modern responsible material, what the Furmark® certification is, and why it is important. They also highlighted a key point; why natural fur is a better fashion choice.
This message was broadcasted to over 250 high-profile CEO’s and directors who attended the conference. Furmark® was also visible through a full-page advertisement within the conference programme guide and the logo was displayed across all promotional collaterals.
Following on from the conference, WWD ran a 3-page article feature attached sent to their entire database. And a digital advertising campaign on WWW.com and social posts, all promoting Furmark to help amplify its exposure beyond the attendees of the conference.