PrimeAsia increases digitalisation of leathers
Julien Boutet, brand manager at PrimeAsia, said: "This was and continues to be a challenging time for everyone, but with unique situations come opportunities. Throughout 2020, PrimeAsia has continued with investments at the tannery level and increased efficiencies, all while maintaining our seasonal development calendar.
“In this environment, we had to find new ways to interact with our customers. This led us to make an important change; put more emphasis on digitising our leathers.”
The group, which has tanneries in Vietnam and China, launched a physical and digital SS22 product line earlier in the year, and now, a digital-only collection focused on work and duty leathers. It can also create customised footwear renderings with any of its leathers.
“We are confident that our new digital platform will help our brands streamline the development process during these challenging times,” added Mr Boutet.
