by Sean John - Online Saga Magazine - Saga Furs
by Sean John - Online Saga Magazine - Saga Furs
by Sean John - Online Saga Magazine - Saga Furs
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The world of fashion and luxury is changing dramatically. Green thinking<br />
is all around us, as it is becoming a mainstream consumer trend in most<br />
markets. Eventually, it will impact globally on all luxury products. Consumers<br />
might think in terms of responsibility and sustainability, but at the same<br />
time, these values will become a default feature in the fashion and luxury<br />
business. When consumers buy a product from one of the mega-brands,<br />
they will quite simply take for granted that all aspects of the product are<br />
wholesome.<br />
In the future, it will become the responsibility of the brand owners to make<br />
sure their products meet the high demands of the new smart green consumers.<br />
In their turn, the consumers will hold the brand owners responsible.<br />
Any mistakes will be punished promptly at the cash register. Social, environmental<br />
and ethical issues are now key business components and not only<br />
clever headlines in slick press releases.<br />
Through the years, <strong>Saga</strong> <strong>Furs</strong> has represented one of the true and eternal<br />
luxury items coveted <strong>by</strong> women since the dawn of time. Our pedigree<br />
is, and has always been, above reproach. Today we represent the healthy<br />
choice in a world where there are many different<br />
fur types that all have their own ethical<br />
profile regarding methods of production.<br />
At <strong>Saga</strong> <strong>Furs</strong> we take pride in what we do, and<br />
how well we do it. We believe that a high level<br />
of quality and responsibility should apply from<br />
fur farm to consumer. We are guided <strong>by</strong> strong<br />
principles, and we have always made commitments<br />
to animal welfare. Our STS® system,<br />
<strong>Saga</strong> Traceability System, creates the transparency<br />
that is vital in order to create confidence<br />
in our brand. We have also devised a certification<br />
scheme for our farms, ensuring that only<br />
farms of the highest quality can be associated<br />
with the <strong>Saga</strong> <strong>Furs</strong> brand.<br />
Whether you are in the fur trade, the fashion<br />
business, or have some other link to the exciting<br />
world of fur, I hope you will join <strong>Saga</strong> <strong>Furs</strong><br />
in a brave new world, where sustainability and<br />
responsibility are keys to growth and higher<br />
brand equity.<br />
Yours sincerely,<br />
Jan Erik Carlson, CEO<br />
SAGA FURS<br />
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