| Titre : |
The value of leather as a component brand "... and what are we doing about it ?" |
| Type de document : |
texte imprimé |
| Auteurs : |
Elton L. Hurlow, Auteur |
| Année de publication : |
2013 |
| Article en page(s) : |
p. 319-335 |
| Note générale : |
Bibliogr. |
| Langues : |
Américain (ame) |
| Catégories : |
Communication en marketing
Cuir -- Industrie et commerce
Marketing
|
| Index. décimale : |
675 Technologie du cuir et de la fourrure |
| Résumé : |
In 1927 John Arthur Wilson stated: “The entire value of leather lies in its properties, and if these are not clearly defined, trade is hampered.” Today, improvement in the performance and aesthetic properties of synthetics makes it harder to differentiate between leather and substitute materials and there is a lack of information about leather at point of retail. Erosion of leather identity and challenges to the image of the industry potentially detract from the value of leather as a component material in the mind of consumers. Global brands, and specifically component branding is a rapidly growing segment of marketing today and the suggestion is made that the leather industry carefully consider the potential benefits of marketing leather as a component brand supported by a certification program. There are a number of international organizations addressing some of the immediate challenges facing the industry and some are also involved in various aspects of marketing support of leather. This is encouraging, but it is suggested that the leather industry could benefit from specific coordination of this effort through appropriate structures and should further consider working towards a global component branding strategy for leather with direct marketing to the end consumer. This is not a new call, it echoes previous John Arthur Wilson lectures, but perhaps now the time is right to do something about it. |
| Note de contenu : |
- John Arthur Wilson lecture (JAW) series - Historical perspective on leather value
- The identity of leather
- The image of the industry
- Price as a proxy for value
- An economic model for finished leather pricing
- Scenario analysis - What if ?
- Finished leather prices and performance over time
- Is finished leather really a commodity ?
- The leather value chain
- Brands and brandling
- Component branding - Synonymous with ingredient branding
- It is all about the consumer
- Leather as a consumer brand
- Managing leather as a consumer brand : IULTCS - ICT - GLCC - LWG - TOTY - LN
- Identity, image, innovation |
| En ligne : |
https://drive.google.com/file/d/12vNDyQtLbGej2KYv1z9dQsrrvJC8RmQc/view?usp=drive [...] |
| Format de la ressource électronique : |
Pdf |
| Permalink : |
https://e-campus.itech.fr/pmb/opac_css/index.php?lvl=notice_display&id=19311 |
in JOURNAL OF THE AMERICAN LEATHER CHEMISTS ASSOCIATION (JALCA) > Vol. CVIII, N° 9 (09/2013) . - p. 319-335
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The value of leather as a component brand "... and what are we doing about it ?" in JOURNAL OF THE AMERICAN LEATHER CHEMISTS ASSOCIATION (JALCA), Vol. CVIII, N° 9 (09/2013)
