A strong new marketing plan

International Leathers are stepping confidently into the future with a strong marketing development plan. In a difficult climate for western industries, International Leathers are taking positive action to develop a strategy of differentiation for a global market. There will be a number of significant changes within the company, including: a total re-design of brand image; the creation of strongly directional seasonal colour ranges and products and the formation of a customer orientated service package. The plan, which has already been instigated, will fall into place over the next year as part of a five-year strategy. International Leathers Ltd have created a spring/summer 2005 collection, which was launched at the APLF in Hong Kong. The collection will include a range of seasonal colours and new products following two trend storylines: Modern Elegance and Future Form. The year will culminate with a major launch of the autumn/winter range in Paris in September. 'The biggest challenge we have in this changing market is to become a niche player, producing high-added value with a premium product, and that is our goal', says William Shannon, managing director. International Leathers Ltd are the main producers of the finest quality clothing leather in the UK & Ireland. The product is made entirely of UK domestic lambskins. The company were established more than ten years ago.