Leather Naturally to educate consumers about leather

11 September 2012

Stakeholders and other interested parties met at the All China Leather Exhibition in China last week to outline the initial results of the research work carried out so far and to recruit new members. Leather Naturally is seeking to promote leather as a material to the end consumer as well as reaching out to designers and stylists.Mike Redwood, Leather Naturally co-ordinator said that the initial phase of the research had identified leathers strengths and weaknesses and that the next phase of the campaign to target the consumer through social media and other traditional forms of the media would begin in the next 6-12 months. Results of the initial research were given to LN members in a private meeting in Shanghai.

The meeting, held during the ACLE attracted only around 25 companies and organisations on September 5. However, Leather Naturally is aiming to attract many more stakeholders with an initial subscription fee of $2000 in order to finance a campaign to target the end-consumer.

"We are not aiming to take over the role of other industry associations and bodies who already support the leather industry. We hope that Leather Naturally will reach out to the consumer to highlight that leather is a beautiful, value added, quality material which enhances with age. Leather Natuarllly is aiming to do something in the industry that is not currently being addressed", said Redwood.

Leather Naturally aims to bring together tanners, brands and suppliers from around the world to enhance the reputation of leather to the consumer. To find out more or to become a stakeholder in Leather Naturally, visit www.leathernaturally.org or email [email protected]

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