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 Lineapelle
Oct 16-18, 2007, Bologna, Italy |
Lineapelle - International exhibition of leathers, accessories, components, synthetic products and models for footwear, leather goods, leatherwear and furnishing
Made in Italy Leather:
Environment prevails over Label
DOXA SURVEY: IN THE USA AND GERMANY, 7 OUT OF 10 CONSUMERS SAY THAT ITALIAN LEATHER IS BEST. INCREASING COMMITMENT BY ITALIAN TANNERIES TO RESPECT THE ENVIRONMENT AND TERRITORY. AND IN THE FUTURE? DOC ITALIAN FINISHED LEATHER
 171 certifications between environmental, product and quality; world-wide recognised
excellent environmental efficiency; annual environmental expenditure exceeding 570
thousand Euro per business, amounting to more than 2% of sales. Finally, a project to
provide a designation of origin to Italian finished leather, i.e. DOC (Registered
Designation of Origin) Italian leather, in order to distinguish it from that of its main
competitors.
These are just a few elements of the Italian tanning industry's commitment for which the
environmental factor currently assumes strategic importance as a further means of
differentiation within the international industrial scene.
A Doxa (Italian market research institute) survey of more than 2500 consumers in
Italy, United States and Germany commissioned by UNIC (Italian Tanners’
Association) confirms that this responsible behaviour is now considered far more
important than a brand name. Respect for the environment comes before designer
label and it actually helps to characterise the unique trait of Made in Italy leather.
 It is no coincidence that, according to the Doxa survey, more than 7 consumers out of
10 consider leather processed in Italy to be better or much better as far as the technical
(77.6%), ethical (75.7%) and environmental (73.8%) aspects are concerned.
But that's not all: 83.2% of consumers would be willing to spend more when
buying in order to have a guarantee that the product is manufactured with leather
processed in compliance with legislation governing environmental impact and working
conditions.
The survey reveals an interesting fact: the most important considerations when
purchasing leather items are first of all the quality of the leather itself, followed
by respect for the environment and working conditions. In third place comes
price (considered a predominant factor mainly by downmarket consumers), fourth
the place of manufacture and, last of all, brand.
Furthermore, leather manufacturing is now considered to be far less polluting
than that of other materials, especially if synthetic.
As of today, Italian tanneries and their customers can rely on a new marketing tool.
It is therefore possible and advisable to implement specific joint communication policies and strategies with the aim of promoting their goods and further hallmarking Italian products within the new globalisation scenarios.
Lineapelle
www.lineapelle-fair.it |
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