In France and across Europe, the leather industries enjoy a strong and positive brand image among consumers, as leather is a noble material that is becoming increasingly popular with designers in the fashion world and other sectors.
On the other hand, despite the quality of its companies and its know-how, the industry is less clearly identified. It has a mixed public image, in view of the many difficulties it needs to deal with.
Leather and leather articles produced in the Asian countries are the subject of a great deal of media coverage: unacceptable working conditions, dangers posed to the consumer by toxic leathers, etc. This could create confusion with French production.
The industry therefore faces a challenging task to work on its image, so that it can protect its reputation, attract investors, funding and interest on the part of the authorities, entrepreneurs and young people embarking on training courses.