Very good reception for the project on the perception of the leather sector's image

• For months, the cluster, with the support of Acció (Department of Enterprise and Knowledge), has worked on this strategic consultancy project on the perception of the image of the leather industry and its products, together with one of the international benchmark companies in the field of communication and strategy: Ogilvy.
• Leather Cluster Barcelona has presented the results and conclusions of the project to both national and international associations and bodies in the leather industry value chain.
• The aim of these presentations is to share knowledge and build collaborations in order to provide information to consumers everywhere, thus generating a positive current of opinion about the leather sector.

Since July, when the Leather Advertisement project was presented to the members of Leather Cluster Barcelona, activity at the cluster has been intense in order to make the results of the project known to different groups within the leather industry.

Specifically, meetings have been held with executives from Cotance (The Confederation of National Associations of Tanners and Dressers of the European Community), Acexpiel (Asociación Española de Curtido), Anafric (a national association that defends the interests of companies in the livestock and meat sector), Leather Naturally (an international association for the dissemination and promotion of leather) and International Leather Maker (the international benchmark magazine of the leather sector).

The project, which could be carried out thanks to Acció's IRC line of grants to clusters aimed at strengthening competitiveness, contains two major blocks of content. On the one hand, exhaustive market research to find out exactly what image and perception Spanish consumers have of leather and its industry and, on the other, the strategic proposal, the scale of challenges and the messages that the leather sector should communicate in order to build a narrative and value proposition that brings it closer to the end consumer.

The various meetings made clear that the entire leather industry has a pressing need to explain itself, to communicate and to make itself known, as well as a collective will to build collaborations and work together on tangible actions, especially in the areas of animal welfare certification, traceability and quality, key aspects for better understanding and improving the perception of leather and of the sector in general among consumers.