In the recent September 20th hearing in Wenzhou City, a new trend has emerged in major shopping malls—brands are launching their autumn and winter shoe collections early, bringing a "fur" wave to the market. Despite the high temperatures reaching around 30°C, the demand for fur-lined shoes is not slowing down. According to sales data from Intime Department Store and Times Square Women's Shoes, autumn and winter shoes now account for over 80% of women’s shoe sales, with fur styles making up nearly half of that total.
At Yintai Department Store, a shopping guide from STELLALUNA shared that the brand introduced its fur-themed autumn and winter shoe collection in June, which received a large number of pre-orders. “In previous years, fur designs made up only 5% to 10% of our fall and winter shoe lines. This year, it has jumped to over 30%,†she said. Brands like WHATFOR, STACCAT, True Beauty Poetry, Belle, and others are increasingly incorporating fur into their designs. Beyond traditional fur collars, entire boot exteriors are now being lined or decorated with fur, creating a cozy and stylish look.
According to staff at Scarborough, “This season, we're using rabbit fur more often to achieve a soft, fluffy texture.†Additionally, there's been a noticeable rise in the use of “green hair†in fur shoes. “It's actually synthetic hair, not derived from animals, and it's more cost-effective,†explained Wang from WHATFOR. At the WHATFOR counter, the “green hair†series gives the impression of wearing a small pet on your feet. Mid-to-high-end women’s shoes featuring fur range from approximately RMB 1,000 to RMB 4,000, while eco-friendly options can be found for around RMB 1,000.
This growing trend reflects changing consumer preferences, with people seeking both comfort and style as the weather cools down. The combination of luxury, sustainability, and fashion is driving the fur shoe market forward, making it a key player in this season’s footwear scene.
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