Industry leaders request the industry to stand up and unite to promote leather
Release date: 12/6/2018
Many critical stakeholders in the leather industry have been voicing the need to promote leather internationally on a coordinated way, in order to keep the interest and perception of leather as a unique material, reconnecting the newest generations with those values.
Leather Naturally has been urged by many of those stakeholder to come up with a plan to positively highlight leather and is now getting ready to implement a digital campaign.
The organization has taken the initiative and drafted a new approach for promoting leather. It will create a state-of-the-art multimedia platform that will engage actively with consumers around the world through social-medias, emphasizing leather’s attributes and strengthening the connection with consumers from Generation Z and Millennials in order to stimulate leather consumption.
The first part of the project will last one year but is aimed to continue for a total period of 5 years.
The project was first presented in Shanghai, during ACLE, and Leather Naturally is now approaching important stakeholders in the industry to get the sponsorship needed to launch the campaign.
‘We have been introducing the project to many companies and associations within the leather industry and, so far, have received very positive and encouraging feedbacks’ commented Fernando Bellese
who is a member of the Leather Naturally Steering Committee and closely involved in getting the PR campaign introduced.
Leather Naturally has already raised support to fund over 40% of the campaign but will still need the support from the rest of the industry to reach the USD 1.500.000 needed to get the campaign started for the first year.
Hans van Haarst CEO of Smit & Zoon commented about the importance of this project: ‘We are convinced that cooperation in the leather value chain is needed to make it sustainable from an economic, environmental and social perspective. This campaign is a significant contribution to the industry needs. We will fund USD 50.000/-- of this PR campaign, anticipating a high return for the industry. We strongly encourage others to join, instead of waiting for somebody else to take the initiative.’
Andreas Kindermann, CEO Wollsdorf Leder is adding: ‘This year has shown that there is a lack of communication to young people. They are the customer of the future and our industry needs new ways of communication to reach out to them. This collaborative approach supports our industry, making leather the perfect material for the next generation by providing clear information and counteract fake news.’
The support is also coming from different organizations across the sector. Recently, the member associations of GLCC – the International Council of Tanners (ICT), International Council of Hides, Skins and leather Traders Associations (ICHSLTA) and the International Union of Leather Technologists and Chemists Societies (IULTCS) issued a release supporting the initiative and encouraging its members to back the initiative.
For questions concerning the campaign, please contact Leather Naturally’s spokesperson.
Name: Fernando Bellese
Phone: +1 828 851 6349
About Leather Naturally
Leather Naturally promotes the use of globally-manufactured sustainable leather and seeks to inspire and inform designers, creators, and consumers about its beauty, quality and versatility. Leather Naturally’s members are tanneries, leather chemical manufacturers and brands.