Kym Canter founded cruelty-free fur brand, House of Fluff in November 2017. After twenty years in the fashion industry as a magazine editor, stylist and creative director, Canter had her own crisis of consciousness and sold 26 of her own animal fur coats and vowed to create a brand that did not harm animals or have a negative impact on the planet.
What were you working on prior to the shutdown and how have those projects been affected?
We were working on our fall collection and focusing on selling through our own site. The change has really come by adding to our assortment. We are launching a tee shirt and hoodie line this summer made from sustainable cotton, and we are adding more versatile items that can be worn both indoors and outdoors to our product line.
Has COVID-19 affected your marketing strategy?
It has not affected us so much. We did mostly organic marketing, and our message has always been one of humanity and fun. Our brand pillars are not harming animals and making earth-friendly products.
How does this affect the role of influencers?
We do not pay influencers, so the influencers that wear our product really want to wear our product. We are all about being organic.
Do you think this experience will change the priorities of consumers? How?
It changes everything. People will shop for different products and for different reasons. How we live has been deeply affected-it's all about staying home instead of going out.
What lessons can be learned from this experience?
The lessons are many. First, we are learning how resilient the human spirit is, and how excessive and fast-paced our lives had become. One silver lining for me has been being able to slow down, and taking more time to appreciate small things like getting back into cooking, working out and talking on the phone instead of texting. I think it's important to focus on the positive during such a dark time.