Before the month of November even came to a close, fur retailers across the United States were declaring sales increases for the month of up to 40% over November 1994. Colder, more seasonable weather starting the end of October was universally sited as the cause for enthusiastic traffic in both sales and storage pickups. The message is clear: when given a chance by the weather, people are enjoying fur garments again.

Following a disappointing October that left retailers asking when the season would get started, November's action couldn't have been more well-received. Even so, some furriers wonder how they can make up a year's worth of business in a couple of months, especially now that they're trying to service sudden crowds with pared-down staff.

Also, keep in mind when making comparisons to November '94, that it was a miserable month. It was a major contributor to the year's dismal industry-wide results, which showed sales down 10% from the previous year.

Hal Dittrich
Dittrich Furs

Hal Dittrich of Dittrich Furs, Detroit and Bloomfield Hills, Michigan, expected before Thanksgiving that, by the time the month was over, he'd be at least 35 to 40% ahead for November compared to results posted the same month last year. Before the end of the third week, in fact, he'd already surpassed all of last November's figures.

"Everybody around here feels like everything's going our way," said Dittrich.

"A couple of days we were so busy, I had to get extra help to get out storage," he continued, "and we still couldn't wait on everybody in the store. It was very frustrating. People were walking out on us. Our parking lot even filled up, and there was no place to park, so I had employees out there doing valet parking."

Dittrich Furs, however, appears to be something of an exception among U.S. fur retailers, in that it has had a strong last couple of years. Last year it was up slightly. This year, since May 1, sales were ahead of last year for every month except August. October was 8.5% ahead of last year. Dittrich attributes the gains to a consistently cold winter and lower-than-normal temperatures.

Merchandise moving at Dittrich includes classic mink coats averaging $5,500 in price, a few sables, stone marten, fisher, a number of fur-lined raincoats, some colored sheared beaver and mink, sheared and long-haired beavers. "We've even seen some response in foxes," said Dittrich.

Carl Herrmann
Carl W. Herrmann Furs, Inc.

November at Carl W. Herrmann Furs, Inc., Pittsburgh, Pennsylvania, was "much better than last year; it could turn out to be more than 25% ahead," Carl Herrmann said just before Thanksgiving. "We'll probably make up for [a slow] October. For the year-to-date, we're a little ahead."

Herrmann attributed the pickup to much colder weather. "Last year our average temperature for November was 71 degrees; this year it's 36 degrees, and we've had snow flurries almost every day."

He said he's confident about the remainder of the year until Christmas, if the weather remains the same, but noted that it takes a lot more hard work to be profitable these days, with less staff working more hours.

While Carl W. Herrmann furs doesn't advertise discounts except for "one legitimate sale per year," the company promotes itself with direct mailers and uses its three-week support for the FICA (Fur Information Council of America) breast cancer awareness fundraiser to help their customers show they're socially conscious when they purchase their furs.

Missy Smart
Alaskan Fur Co.

"It's been a good month for us at all three locations," said Missy Smart, president of Alaskan Fur Co., with locations in Kansas City, Missouri, and Overland Park, Kansas, plus Minneapolis, Minnesota. "There was a definite pickup around the beginning of November/end of October."

While she was enthusiastic about strong sales, Smart said that they were running about the same as last year at this time. Mink is moving for Alaskan, as are upscale shearlings.

To promote itself, the company uses a four-color catalog for direct mailing, plus newspaper and television advertising.

Stephen Milstein
Burlington Coat Factory

A public company that doesn't break down sales results by category in quarterly reports, Burlington Coat Factory, based in Burlington, New Jersey, saw fur sales pick up in the beginning November when the weather turned cold. "It's been a tough start to the season," said Stephen Milstein, vp, gmm of furs & leathers. "But every week we're gaining momentum."

About 35 Burlington Coat Factory stores across the U.S. carry fur departments, which specialize in promotional merchandise selling for under $3,000. Traditional mink styles perform well.

Milstein said he's optimistic about December activity, given the current build. "Fur purchases are not impulse buys," he said. "Consumers shop and see what they want, and then take their time deciding, often depending on if the weather stays cold or not."

He noted that Burlington Coat Factory's Glenview, Illinois, fur salon was a standout performer.

Ramon Longoria
Modas Longoria

"The month started off like gangbusters," said Ramon Longoria of Modas Longoria. November was "very good to last year, up 30% due to cold weather in early November that really put everybody in the mood." So far the company's sales are ahead of last year.

Cold weather means about 50 degrees in Texas, where Modas Longoria operates four leased salons in Julian Gold stores. But last year it was 80 to 90 degrees for the entire month of November.

Longoria is constantly promoting his company, with a string of charity fundraisers this fall, newspaper ads and parties for specially targeted audiences. On Dec. 12th, for instance, he will hold a special men's shopping night/champagne reception for gift purchases, with informal modeling of furs plus clothes and better lingerie. He's especially inviting San Antonio's large community of medical executives with an ad in a local medical community publication.

"I'm sure this will turn into a good December too," added Longoria.

Harold Berman
Berman Furs

"I'm expecting a much better season this year. It's like we're back in the fur business," said Harold Berman of Berman Furs, Rochester, New York.

Berman said sales picked up as soon as snow arrived in the beginning of November. November was ahead of last year, but "anything we'd do would put us ahead of last November. We had no winter last year. When they can wear raincoats, they don't need to wear fur."

But that's changed.

Berman sells a lot of sheared furs and colors, plus reversibles. He's began advertising on the radio for the first time this year but says it's hard to tell yet what effect those ads have had on his business.

We welcome your comments to the Editor.