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

  • Jan
    10
    Jan 10-Jan 13, 2026 | Riva del Garda, Italy

    Expo Riva Schuh

  • Jan
    13
    Jan 13-Jan 16, 2026 | Florence, Italy

    Pitti Uomo

  • Feb
    11
    Feb 11-Feb 13, 2026 | Milan, Italy

    Lineapelle

  • Feb
    22
    Feb 22-Feb 24, 2026 | Milan, Italy

    MICAM Milano

Related Organizations

  • ICEC - Institute of Quality Certification for the Leather Sector

    ICEC - Institute of Quality Certification for the Leather Sector

    Italy
  • ARSUTORIA School

    ARSUTORIA School

    Italy
  • UNIC - National Union of the Tanning Industry

    UNIC - National Union of the Tanning Industry

    Italy
  • Milan Fashion Campus - Fashion Style Academy

    Milan Fashion Campus - Fashion Style Academy

    Italy