2023, Vol. 8, No. 2. - go to content...

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Hennequart V.V. The system of labeling «Chestny Znak» in paradigm of consumption of natural fur. Journal of Clothing Science. 2023; 8(2). Available at: https://kostumologiya.ru/PDF/16TLKL223.pdf (in Russian).

The system of labeling «Chestny Znak» in paradigm of consumption of natural fur

Hennequart Victoria Victorovna
LLC Russian Fur, Moscow, Russia
Russian State University named A.N. Kosygin (Technologies. Design. Art), Moscow, Russia
E-mail: victoria.afur@gmail.com

Abstract. Authors of the Article have presented a research about the customers` actual awareness about the «Chestny znak» and the way of labeling natural fur products. Authors notice that the natural fur is still popular in Russia. Millions of the fur products are being sold every year. Besides, the counterfeiting is still a sever problem despite the fact that there was the law passed on obligatory labeling fur overcoats in 2016. Today, it is decided to study the level of awareness and comprehension of the target audience — the fur customers — and the managers who work with fur directly.

The authors of the Article using the Survey method to analize the Data have found out that Group #1 has show higher level of the «Chestny znak» awareness, than Group #2 (the reference group) has. Analizing the Group #2 responses it could be seen the low level awareness in some aspects which is up to 100 %, when Group #1 shows 60 %. The two groups are stated that they have an insight about the labeling and why it is needed, where the Group #2 has performed 30 %, although analizing the given answers we can come to a conclusion that they are lready to purchase non-labeled fur overcoats if they like them.

According to the results of the survey the authors came to a conclusion that it is less beneficial to impose heavier penalties on the fur intrepreneurs rather to enlighten the target customers and grow between them the higher level of disloyalty to counterfeit products. Such activity, presumably, should give a positive impuls of whitewashing the market of natural fur.

Keywords: labeling; chestny znak; natural fur; counterfeit; fur overcoats; customs; enterprises

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