Leather Naturally aims to launch media platform to promote leather
31/08/2018
In a detailed and dynamic presentation, speakers Egbert Dikkers of Smit & zoon and Fernando Bellese of JBS explained that a professional marketing and communications team based in São Paulo will begin work on the new platform as soon as Leather Naturally can secure the money to fund it.
The main purpose of the media platform will be to connect Generation Z and Millennial consumers to the leather industry. Fernando Bellese (pictured) explained that the platform will include “an expressive website” on which young designers and consumers will have access to specially created content (including videos, interviews and even music playlists) promoting the qualities of leather.
He said the campaign will be global but that the content will be targetted at specific cities rather than countries: Vancouver, Los Angeles, Shanghai, Madrid, Paris, Copenhagen, Melbourne and São Paulo are all on the list of cities the group has identified as having the potential to be particularly influential in winning leather a place in future fashion trends.
“Our communications will be fresh, ethical, digital, global and unafraid,” Mr Bellese said. “In the past we’ve been afraid to talk about our product. We need to be proud of what we make.”
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