Capstone project

As one of the world's largest suppliers of premium fur apparel and accessories, Hong Kong has always been committed to fur sales and distribution. The Hong Kong Fur Federation (HKFF) was established to consolidate Hong Kong's position as the world's premier fur centre and exporter of fine fur fashion. HKFF was established in 1979 and had more than 150 members. They hope to unite the Hong Kong fur industry and, at the same time, promote fur as a natural resource that can be decomposed and regenerated in a cycle. Still, there are some misconceptions about fur in society. Most of the reasons for the opposition come from ignorance. For example, the belief that the use of fur is inhumane and harmful to nature, the idea that fur is old fashion and not suitable for the young generation. This rebranding proposal will be divided into three main objectives. Mainly aimed at promoting the sustainability of fur, raising awareness of sustainable fashion, and changing audience stereotypes about fur. In addition, the target audience is re-established through data collection, and a series of marketing plans are designed according to the preferences and needs of the new target audience.