USHSLA launches global campaign to celebrate leather
23/09/2019
Using a new consumer-focused website and social media channels, the campaign will celebrate what USHSLA called “the versatility, beauty and sustainability of US leather”.
At the time of the launch, USHSLA president, Stephen Sothmann, said the campaign would “lay the groundwork for ongoing, global conversations with brands, retailers and consumers about leather’s inimitable attributes”.
The new website and social media accounts will tell leather’s history while keeping up with current trends in leather’s use in fashion, furniture, sports, film, music and everyday life. The website will have a section profiling members of the public who love and use leather, while also telling celebrity stories to “highlight leather’s cultural appeal”.
Social media activity includes an already launched WeChat account to reach Chinese consumers. USHSLA said the campaign has already attracted an enthusiastic following in China, following a soft launch at the fashion show the US organisation set up in partnership with the China Leather Industry Association at the time of the All China Leather Exhibition in Shanghai at the start of September.
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