How does the world of leather react to what is now the fate of sneakers? Vero Cuoio Italiano, the consortium which, at district level, represents 80% of production in Europe and 90% of production in Italy, plans to diversify the market by focusing on new foreign frontiers and investing in promotion. “We have tried to export our product to new markets, especially in Asian countries such as China, Vietnam and Japan – declares the president, Antonio Quirici, owner of Bonistalli and Stefanelli – by diversifying products and markets.” Sole leather consumption has decreased, “but the most important brands are increasingly using ours on medium to high end shoes, both in Italy and abroad.” The Consortium is investing in the promotion of its brand, Cuoio di Toscana, as evidenced by the project of the short fashion movie “Niente per caso”, presented at theMicam and the Venice Film Festival: “We would like to bring the attention of the industry and of consumers to the characteristics of our types of leather, excellent products of extremely high quality,” concludes Quirici. “Communication helps to convey that the leather sole is not just an elite, niche article, but also means comfort and naturalness when worn,” adds Michele Matteoli (Conceria Otello), president of the Ponte a Egola Tanners’ Consortium. “We need to hone the offer with quality and new products,” closes Giuseppe Volpi (Volpi Concerie).
Leather invests in image and markets, in anticipation of a return of the leather sole
