An international conference held during Lineapelle offered an opportunity to present the results of a Euromedia research on the perception of Italian leather by luxury consumers

What is the perception of the value of leather by international luxury consumers and in particular, what does Italian leather mean to them? A recent online survey conducted by Euromedia for Lineapelle sought to answer these questions. This survey was presented at “The Leather I’d Like, desires from around the world” conference organised in Bologna on 11 March.

Our category is constantly under attack by animal rights and environmental groups that spread negative and incorrect messages. Therefore, we felt it was necessary to speak directly with those who buy products made with our leather, produced in compliance with the most stringent environmental regulations using waste and by-products from the food industry. It should also be remembered that the law on traceability of hides and skins and the origin of the products in general, aimed at protecting consumers, is still blocked in Brussels.

– explained the Director of the Italian Tanning Union, Salvatore Mercogliano, during the opening speech.

Coordinated by Alessandra Ghisleri, the research started by analysing the international scenario from an economic standpoint and particularly, the luxury market. This market, the high-end, has grown by 70% over the past decade and in 2013 reached 330 million consumers (of which 90 million are located in North America and 50 million in China) for a total cost of 217 billion euros (+2%) where leather accessories account for 28%. Moreover, ten million additional consumers enter the luxury market yearly.
The analysis took into account sources in Italian, English, French, German, Russian, Chinese and Japanese.
The channels monitored were social networks, forums and blogs.

But what does the new rich look for in leather goods?

Quality and craftsmanship, these are the values that consumers in all markets want, both mature ones and emerging ones. The approach to luxury, however, changes drastically from country to country.

– explained Ghisleri.

For example, Japan is a mature market where the brands have lost importance in favour of greater attention to the intrinsic quality of the product, while in China, luxury is still socially important as a symbol of the success achieved, and therefore the recognition of the brand on the product is very important.

However, one thing that is transversal:

Made in Italy leather is a universally recognised value when used in fashion products, decor items or car interiors.

– said the researcher.

The research was discussed by a panel of exponents from the world of culture, fashion, and manufacturing: the American writer, Rachelle Bergstein, the Turkish manager Burak Celet (Desa Deri), the sociologist, Monica Fabris, the Brazilian designer, Ronaldo Fraga, the Chinese entrepreneur Yang Jun, the Japanese designer Kei Kagami, the Russian journalist Galina Kuznetsova and the Turkish entrepreneur Ruken Mizrakli (Gunduz Kurk). The Italian model and TV presenter Elisabetta Gregoraci also participated and spoke of her past professional experience and her sheer passion for fashion and shopping.

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