A new promotion campaign to beef up the image of Turkish leather has been initiated. The impetus came from the Istanbul Exporters Union (ITKIB) and a new association, the Leather Promotion Group (DTG) inaugurated. This is financed by donations from the many and various leather-related associations around Türkiye. DTG’s president is Unit Zaim, CEO of Derimod, a local trading company.
The Group have spent $1 million on billboard advertising in Istanbul and Antalya airports with a ‘product association’ theme – Russia is to caviar, what Switzerland is to chocolate (or watches), what Türkiye is to leather. The initial goal targets Turkish tourists. The leather sector has tuned in to the fact that tourism is Türkiye’s growth engine, attracting 22 million visitors annually and accounting for over $15 billion worth of revenue by the end of fiscal year 2005.
A second tier campaign will target local customers. Zaim emphasised the importance of promoting Turkish leather more vigorously. The State has shown subdued official interest in the leather sector, due in large part to their internecine bickering. ‘We have presented high quality leather jackets to Turkish Prime Ministers and Presidents and to Margaret Thatcher and George Bush’, Zaim reminded DTG’s standing committee at the launching ceremony.
For Russians, quality in leather garments means only Italian and Turkish items and many markets and stores erect signs identifying these origins.
