World Footwear

World

UNIC with worldwide leather campaign

Oct 7, 2019 Italy
UNIC with worldwide leather campaign
The National Tanning Industry Union in Italy is launching a campaign focusing on communicating the advantages and benefits of using leather
UNIC teamed up with an agency to build up a number of worldwide communication activities. The aim is “to convey, in a contemporary and effective way, three key words, which are the cornerstones of Italian leather industry: sustainability, circularity and exclusivity”. These are seen as “rather obvious concepts to the ones who know, produce and use leather (...) but such notions require a renovated strategy to propagate, promote and share them. Consumers, all over the world, must have a sound knowledge about a few essential properties of leather. Someone too often distorts and exploits them misleadingly”.

The starting point was a series of interviews (1 200) in four countries (Italy, Germany, France and the United States) focusing on leather. The first results are already known and translate the fact that many people consider leather as an exclusive, luxurious and durable product, and with a strong heritage. However, there seems to be a lack of knowledge around the tanning process and leather manufacturing. And to act on this should come the next phase of the campaign, paying particular attention to digital communication, the internet and social media.

Source: La Conceria

Image credits: m0851 on Unsplash

Related Events

  • Jun
    11
    Jun 11-Jun 14, 2024 | Florence, Italy

    Pitti Immagine Uomo

  • Jun
    15
    Jun 15-Jun 18, 2024 | Riva del Garda, Italy

    Gardabags

  • Jun
    15
    Jun 15-Jun 18, 2024 | Riva del Garda, Italy

    Expo Riva Schuh

  • Jun
    15
    Jun 15-Jun 17, 2024 | Milan, Italy

    White Milano Resort

Related Organizations

  • Salvatore Ferragamo Museum

    Salvatore Ferragamo Museum

    Italy
  • MIC - International Footwear Museum of Vigevano

    MIC - International Footwear Museum of Vigevano

    Italy
  • Rossimoda Footwear Museum

    Rossimoda Footwear Museum

    Italy
  • ASSOMAC - National Association of Italian Manufacturers of Footwear, Leathergoods and Tanning Technologies

    ASSOMAC - National Association of Italian Manufacturers of Footwear, Leathergoods and Tanning Technologies

    Italy