The new portal amplifies the message of leather as a benchmark of the Circular Economy and Sustainable Fashion

The cluster has just launched a new website aimed at the general public and the end consumer, with a narrative and value proposition designed to bring leather articles closer to society. The aim is to share key messages and content pillars that showcase leather and break down the mistaken stereotypes that part of society holds about leather and its industry. The new portal presents arguments, data and images about the leather sector in order to help provide information that will give pause for thought to consumers who are increasingly conscious of their consumption choices, yet increasingly exposed to information that is less well substantiated as a result of cleanwashing.

Leather Cluster Barcelona has opted for a website with a highly visual design and a simple, dynamic navigation structure that makes the experience easier for all users. With a very modern look, particular attention has been paid to enhancing relevant content about leather articles, through a main menu presented in five sections: the origin of leather, sustainable fashion, craftsmanship, circular economy and biodegradability. With an attractive image, the new website presents its content in a cross-cutting way as an informative journey showing leather as a by-product of the food industry that we recycle and reuse in articles that are useful to society, and as a natural alternative for limiting the climate impacts of consumer materials, especially in comparison with the synthetic, plastic-based materials that seek to imitate leather.

The new website, www.leather.barcelona, with a responsive design to make access from mobile devices easier, has been conceived so that informative capsules can be published regularly through a blog in order to position leather as an example of the Circular Economy and Sustainable Fashion.

The web portal has been developed thanks to ACCIÓ's IRC line of grants to clusters aimed at strengthening competitiveness.

A website as a communication tool for reaching the end consumer was one of the recommendations of the strategic consultancy project on the perception of the image of the leather industry and its products, which Leather Cluster Barcelona carried out over many months in 2019 and 2020 alongside one of the internationally leading companies in the field of communication and strategy: Ogilvy, a project that also received the support of Acció.

Leather Cluster Barcelona is an environment of competitive cooperation for promoting cross-cutting, transformative strategic projects with the aim of driving forward the ecosystem of the Catalan leather sector. The cluster is an accredited entity within the Catalonia Clusters programme and has the support of Acció.