Leather Studies

LEATHER STUDIES AND PROCESSES
SUBMISSION II
LAVYA CHADHA
BD/17/1376
INSTITUTION RELATED TO LEATHER TECHNICAL

DEVELOPMENT AND BUSINESS
CLE
The Council for Leather Exports (CLE) is the single largest and Apex trade promotion orgnisation of the strong and
rapidly growing Indian leather & leather products industry. CLE is committed towards the overall development of
Indian leather sector and achieve higher export growth to enhance India’s share in global leather trade. CLE is
functioning under the aegis of Ministry of Commerce & Industry, Govt. of India. It is the notified Export Promotion
organization for entire leather & leather products industry.
Core Objectives Of CLE:

• Develop & strengthen the leather industry both industrial development as well as export growth.
• Undertake concerted and aggressive export promotion and market development activities to extend global
reach of Indian leather & leather products.
• Assist importers anywhere in the world towards their sourcing needs of Indian leather & leather products.
• Provide necessary assistance/guidance to overseas entrepreneurs in establishing business collaborations

and strategic alliances with Indian companies.
• Serve as a vital link between the Government and the leather industry, representing important policy
measures, focusing on overall health and growth of the entire sector.
Activities And Services Of CLE
Disseminating market information, trends, policy matters and publishing information on commercial, technical and
technological developments in the Indian leather industry
• Facilitating export-import trade through redressal of various procedural hurdles by representing to

authorities concerned.
• Participating in major international leather trade fairs & specialized trade shows across the globe.
• Organizing Buyer-Seller Meets and Mega Leather Shows, B2B meetings in potential markets etc.,
• Promoting, facilitating & attracting joint ventures, technical collaborations & strategic alliances, FDIs etc
into the Indian leather sector.
• Inviting Resource persons / Experts to the trade Fairs, Seminars & Workshops held in India, for exchange
of information, knowledge, ideas and strategies.
• Mooting Delegations to overseas countries with a view to identify the sources for raw materials for
augmenting availability of leather for production in India.
• Perform facilitation and Coordination activities towards implementation of various leather sector
infrastructure strengthening, Human Resource Development programmes of Government of India.
• Facilitate in availing assistance under Integrated Development of Leather Sector (IDLS) for Modernization
& Technology up gradation of production units
CSIR
The Council of Scientific & Industrial Research (CSIR) strives to provide scientific, industrial research and
development that maximizes the economic & environmental and social benefit for the people of India. CSIR, with
its complement of 10,000 highly qualified scientific & technical personnel, is amongst the largest R&D organization
in the world for scientific and industrial research.
CLRI
Central Leather Research Institute, India was founded on 24 April, 1948. It was a land mark decision
of the country born at the mid- night of 15th August 1947, to invest into leather research. In 1947,
the export basket of India included mostly raw hides and skins. There remained an untapped
opportunity for India in leather sector for economic development, employment generation and export
earnings. The missing link was addition of technology to the manufacturing base of Indian leather
sector.
It is one matter to design and develop technologies but entirely another to reach viable technologies
in a traditional sector like leather. CLRI in 1948, made an initiative with foresight to link technology
system with both academy and industry. CLRI assumed the role of being a part of the University of
Madras in imparting education in leather technology. The seed sown in 1948 has now grown into a
tree with nearly 60% of the industry in India being manned and managed by the Alumni of CLRI.
The Council of Scientific & Industrial Research (CSIR) strives to provide scientific, industrial
research and development that maximizes the economic & environmental and social benefit for the
people of India. CSIR, with its complement of 10,000 highly qualified scientific & technical
personnel, is amongst the largest R&D organization in the world for scientific and industrial research.
CLRI, today, is a central hub in Indian leather sector with direct roles in education, research, training,
testing, designing, forecasting, planning, social empowerment and leading in science and technology
relating to leather. State-of-art facilities in CLRI support, innovation in leather processing, creative
designing of leather products viz. leather garment, leather goods, footwear and development of novel
environmental technologies for leather sector.
*Training ongoing.
Leather sector has been identified as one of the focus sectors under Make in India programme of the
Government of India. The implementation of IFLADP scheme would lead to development of
infrastructure for the leather sector, enhance production, address environment concerns specific to
the leather sector, facilitate additional investments and generate employment.
the Institute for Creative Leather Technologies (ICLT)?
The Institute for Creative Leather Technologies (ICLT) is a unique research and education centre.
Our research responds to the scientific and technological needs of the automotive, fashion, footwear
and allied leather industries.
Understanding new and traditional leather processing techniques expands the possibilities of how
leather can be used. Our research programme has an impact on diverse sectors, including medical and
technological applications. The partnerships that we have also take leather developments into
engineering, media and fashion.
PERSONAL PROTECTIVE EQUIPMENT
Personal protective equipment, commonly referred to as "PPE", is equipment worn to minimize
exposure to hazards that cause serious workplace injuries and illnesses. These injuries and illnesses
may result from contact with chemical, radiological, physical, electrical, mechanical, or other
workplace hazards. Personal protective equipment may include items such as gloves, safety glasses
and shoes, earplugs or muffs, hard hats, respirators, or coveralls, vests and full body suits.
Personal protective equipment (PPE) is clothing or equipment designed to be worn by someone to

protect them from the risk of injury or illness. PPE can include: hearing protective devices, such as
ear muffs and ear plugs. respiratory protective equipment. eye and face protection, such
as safety glasses and face shields.
 Respiratory protection - for example, disposable, cartridge, air line, half or full face
 Eye protection – for example, spectacles/goggles, shields, visors
 Hearing protection – for example, ear muffs and plugs
 Hand protection – for example, gloves and barrier creams
 Foot protection – for example, shoes/boots
 Head protection – for example, helmets, caps, hoods, hats
 Working from heights - for example, harness and fall arrest devices
 Skin protection – for example, hats, sunburn cream, long sleeved clothes
 Other personal protective equipment: This may include PPE for specific tasks such disposable
clothing for working with chemicals, radiation hazards, welding, painting. Examples include:
lead aprons for x-ray protection; sleeve protectors, aprons, coveralls when using chemicals;
leather jackets, trousers and spats for welding; thermal and cold protective clothing for work
near furnaces and cool rooms.
Responsibilities for equipment
 the needs for PPE are assessed by a person who is competent to judge whether other methods
of risk control can offer better protection of safety and health than the provision of PPE
 professional advice is obtained, where necessary, to identify the most suitable types of PPE
for the tasks to be carried out
 training is provided to supervisors and employees to enable them to ensure the proper
selection, fit, use, cleaning and maintenance of PPE
 supervision and enforcement of the PPE policy is undertaken
 evaluation of the effectiveness of the PPE program is carried out on a regular basis
 suitable PPE is provided for visitors who may be exposed to hazards in the workplace.
Equipment shall be properly cleaned before re-issue
 all equipment complies with current relevant Standards and Existing PPE shall be re-assessed
regularly to ensure compliance.
 need to clean or sterilise, the clothing or equipment
 notify the person providing the clothing or equipment of the damage, malfunction or need to
clean or sterilise the clothing or equipment.
RESPIRATORY PROTECTION
Classification of hazards
Deficiency of oxygen
Particulate contaminants
Gaseous or vapour contaminants
Types of protective devices
There are two main types:
air purifying devices
devices which supply air.
Air purifying devices
These devices can not be used in oxygen depleted atmospheres.
Air purifying devices fall into four major categories.
Dust masks – used for protection against nuisance dusts such as sawdust, chalk, plant-related and
sanding dusts. These are generally not suitable for toxic substances
Gas filters - filter fitted into a half face mask, full face mask or hood, suitable for removing low
concentrates of certain gases and vapours. Filters have limited use and storage lives and are specific
to certain gases or vapours. They are not generic - a specific filter needs to be matched to a specific
make of mask.
Particulate filters - used to remove finely divided solid or liquid particles from inhaled air. Particulate
filters have a prefix 'P' and a number indicating a class corresponding to filtration efficiency against
a laboratory challenge aerosol of sodium chloride. P1, P2 and P3 filters roughly correspond to the
former L, M and H cartridges. There are three types of particulate filter suitable for filtering finely
divided solid or liquid particles, or both, from inhaled air.
CLASS (P1) Intended for use against mechanically generated particulates, (for example, silica,
asbestos).
CLASS (P2) Intended for use against both mechanically and thermally generated particulates, (for
example, metal fumes).
CLASS (P3) Intended for use against all particulates including highly toxic materials, (for example,
beryllium). Class P3 requires a full face mask.
Note: Cotton fibre or plastic foam pads are not permitted.
Fitting
Achieving a good facial seal is essential. Facial hair such as beards and sideburns prevent a close fit
and spectacles or even facial irregularity may also present problems. Tests involving detection of
odour and gross leakage should be carried out
Instruction
Training in the correct use of equipment is required by law.
Instruction shall include:
how to recognise the need to wear the device
importance of conscientiously wearing the device
how the device works
application and limitations of the device
how to determine if it is working properly
the time for which the device will give protection
procedure for dealing with an emergency when the device is being worn
importance of not removing the device until it is safe to do so
importance of taking care of the device, such as cleaning, maintenance, storage.
Maintenance
The head of school/section/unit shall ensure that all respiratory protective devices are regularly
checked, properly stored and maintained, cleaned and replaced (both mask and cartridges as
appropriate) according to applicable standards and manufacturer's advice. Users should be supervised
to ensure that any instructions specific to this equipment are followed.
EYE PROTECTION
Appropriate hazard specific eye protection shall be provided for all people where a risk of eye injury
exists.
Typical hazards might include flying particles, dust, splashing substances, harmful gases, vapours,
aerosols, and high intensity radiation from welding operations, lasers, transilluminators and strong
heat sources.
Consideration must be given to the need for protecting people who are working nearby or passing
close to hazardous areas. It is essential that the maximum degree of eye protection is provided.
Selection
The following should be considered:
 nature of risk to eyes. For example, radiation, impact, dust / abrasive particles, liquid /
chemical splash or spray
 conditions under which the person is working
 visual requirements of the task
 personal preference/comfort of wearer. This may include appearance, weight, ventilation and
unrestricted vision.
 condition of person’s eyesight.
The following general eye protectors are available:
 goggles - An eye protector fitting the contour of the face and held in position by an adjustable
headband.
 wide-vision goggles - An eye protector in which the lens or lenses extend over the full width
of the face affording a large field of vision
 face shield - A device which includes a transparent visor, supported in front of the face to
shield the eyes
 safety spectacles - An eye protector with protective lenses mounted in spectacle-type frames,
or integrally moulded into the frames with or without side shields, and held in position by the
side arms
 tinted safety spectacles/goggles - provided to employees who require eye protection and who
are generally required to work outdoors.
HEARING PROTECTION
Employers have a statutory obligation to provide personal hearing protection as necessary for any
person working in, or near, a noisy environment.
The need for hearing protection shall be assessed by a noise survey in potential noise hazard areas.
Acoustics - hearing protectors
Types of hearing protection
The following hearing protection devices are commonly available:
 disposable hearing protection device - a hearing protection device formed by packing a

suitable material into or around the ear canal. Disposable hearing protection devices are
discarded after a single wearing
 earplug - a hearing protection device, other than disposable hearing protection devices, that is
inserted into the ear canal
 ear canal cap - a hearing protection device that covers the ear canal entrance and is held in
place by a headband
 earmuff - a hearing protection device that covers the entire ear and is held in place by a
suspension system
 helmet - a hearing protection device that covers the ears and an appreciable part of the head
 suspension system - a device that holds the hearing protection device in proper position on
the wearer's head. A suspension system may be a headband, a neckband or a safety helmet.
Selection
The following factors must be considered:
 requirement for the device to attenuate noise to a level not greater than 85 dB(A)
 weight
 clamping force of earmuffs, and ear canal caps
 suitability for use with other personal protection equipment such as helmets or goggles
 acceptability to the wearer.
Marking
The following information shall be marked on every hearing protection device, except earplugs for
which the information shall be on their storage container or on a nameplate securely attached to the
container:
 name or registered trade name or mark of the manufacturer

 product identification or catalogue number
 directions to indicate how the hearing protection device has to be worn if it cannot be worn
symmetrically; for example, 'top', 'front'.
HAND PROTECTION
The number of applications for which hand protection must be provided is too extensive to list. In
general, protection must be provided wherever there is a hazard.
A comprehensive list of hazards must be compiled for each workplace and suitable hand protection
obtained for each process.
Selection
There is a vast range of hand protection. To make sure that the correct type is used for a specific task,
refer to suppliers' catalogues and if in doubt seek advice from the manufacturer or supplier.
Sufficient stocks should be held to ensure that there is an adequate supply, particularly in the event
that gloves become damaged.
Consideration should be given to the need for a glove lining or inner glove or moisturizer/barrier
cream where prolonged use of waterproof gloves is envisaged.
A range of sizes should be available to accommodate individual requirements.
Chemical hazards
For protection from chemical hazards, a range of glove types may be required. One type of glove will
not provide protection against all chemical hazards, and compatibility charts need to be consulted
when identifying suitable gloves for a particular application. Gloves should be checked routinely for
leaks and rejected gloves destroyed immediately.
Allergies
Some people may develop an allergic reaction to latex gloves. To avoid reactions, you can provide
reduced-protein and powder-free gloves, ensure good housekeeping to reduce latex build up and
advise workers to wash hands thoroughly after removing latex gloves.
FOOT PROTECTION
Safety footwear should provide adequate protection from injury and comfortable support for the feet.
Selection of footwear
Footwear should provide adequate protection from injury and comfortable support for the feet.
Occupational protective footwear is classified by the type of duties performed. The parameters
include: grade of protective toecap, thickness and type of upper materials, and thickness and type of
sole. Special features such as chemical resistant soles, penetration resistant mid soles and electrically
conductive/antistatic properties are also available.
All risks associated with the job should be assessed to determine the specific requirements of the
footwear.
Workshop, maintenance and people working in mechanical laboratories or on geological, agricultural

or engineering field trips should wear suitable boots with steel caps.
All people working in laboratories should wear enclosed footwear.
People working in chemical laboratories should wear enclosed footwear that is resistant to spills of
hazardous substances.
People standing or walking for long periods should wear supportive, enclosed footwear.
Fitting of footwear
When purchasing new footwear ensure:
 feet are measured for the correct size.

 shoes are fitted while standing and towards the end of the day.
 Properly fitted footwear shouldn’t need to be ‘broken in’.
Shoes should have:
 a firm heel counter and deep heel seat that holds the heel well and doesn’t slip when walking
 sufficient depth and width at the toes to prevent pressure on toes and nails
 a sole that does not bend at the ball of the foot. The shoe should not bend in the middle of the
shoe under the arch.
 firm, well-padded synthetic or rubber sole with non-slip tread
 a heel less than 2.5 cm high
 little distortion on attempting to twist the shoe
 a shape that matches your feet.
Care: Footwear should be kept clean and stored in a cool, dry place away from sunlight. No
unauthorised alterations should be made to the footwear.
HEAD PROTECTION
Safety helmets protect against falling objects, bumps and electrical hazards. Hats are provided for sun
and rain protection.
Safety helmets
In general, a safety helmet must be worn where a person may:
 be struck on the head by a falling object

 strike his/her head against a fixed object
 inadvertently come into contact with electrical hazards.
'Bump caps', commonly worn to protect against minimum sideways impact, do not provide protection
against any of the hazards described above.
Accessories
 A wide range of accessories can be fitted to helmets to make them more suitable for variable
working conditions. Examples include:
 a retaining strap worn under the chin or at the nape of the neck
 a bracket and cable clip for the attachment of a lamp
 an eye shield, face shield or welding shield
 a wide brim for additional shade in hot climates
 neck flaps for protection against weather, molten metal splash, hot substances and similar
 a lining for cold conditions
 ear muffs.
Care should be taken to ensure that accessories and their attachment systems do not reduce the safety
characteristics of the helmet nor adversely affect the balance or comfort of the helmet. Particular care
should be given to the electrical resistance.
Selection
The following should be considered:
 nature and location of the work

 extent of adjustment for comfort
 accessories must be compatible with the make of helmet used
 sweat bands
 white helmets will provide better heat reflection and are easily seen in poor lighting
conditions.
UNSAFE PRACTICES
The following practices are considered detrimental to the safe working life and performance of the
helmet and must be avoided:
 storage or placement of helmets near any window, particularly the rear window of motor
vehicles, through which excessive heat can be generated. Helmets placed on the rear window
ledge of motor vehicles may also become dangerous missiles in the event of an accident or
when sudden braking occurs.
 failure to follow manufacturer's cleaning instructions. The helmet may be damaged and
rendered ineffective by chemicals such as petroleum and petroleum products, cleaning agents,
paints and adhesives, without the damage being visible to the user.
 alteration, distortion or damage to the harness or to the shell such as splits and cracks.
 the use of safety helmets for any other purpose than that for which they are designed, for
example, as seats, liquid receptacles, wheel chocks.
Cleaning
It is recommended that safety helmets be cleaned regularly. In general, normal washing methods
using warm water and soap are adequate. The use of solvents, very hot water, or harsh abrasives is
not advisable.
Inspection and maintenance
All safety helmet components and accessories should be visually inspected prior to use by the wearer
for signs of dents, cracks, penetration or other damage due to impact, rough treatment or unauthorised
alterations which could reduce the degree of safety provided.
Helmets showing damage or deterioration to the shell should be immediately withdrawn from service
and discarded (completely destroyed). Helmets with sound shells but with damaged or defective
harness components should be withdrawn from service and the complete harness and cradle replaced.
Reissue of safety helmets
No safety helmet should be reissued unless the helmet has been thoroughly cleaned and inspected. In
general, when a helmet is being re-issued to a different person at least a new sweatband should be
fitted.
Working life
Excessive discolouration of the shell colour or weathering of the surface may indicate a loss of
strength. Helmets which have been in service for longer than three years should be thoroughly
inspected and replaced as necessary.
Plastic components of harnesses may deteriorate more rapidly under aggressive service conditions
and in these cases harnesses should be replaced at intervals not longer than two years.
WORKING FROM HEIGHTS

There is no longer any strict definition regarding what is considered to be "working at heights"; the
onus is now on both workers and supervisors to minimise the likelihood of a fall from any height.
 A qualified person shall undertake the erection and inspection of scaffolds before the scaffold
is used, after alteration or repair and at least every 30 days.
 The area around the scaffold must be kept clear.
 Warning signs must be in place to prevent unauthorised access.
 All mobile scaffolding must have a safety hand rail with a minimum height of 900mm above
the working platform, but not greater than 1100mm.
LADDER SAFETY PRACTICES
 All ladders must comply with relevant Standards and be positioned and used as described in
the WorkSafe WA Code of Practice: The Prevention of Falls at Workplaces.
 For example:
 The ladder must be placed on firm and level ground and must not block doorways or traffic
ways or be placed against windows.
 The ladder should be placed so that the foot of the ladder is at a 1:4 ratio to the vertical.
 Ladders should extend one metre above the landing point and be tied off.
 If a ladder is placed in front of a doorway, the door must be locked and a warning sign
displayed.
 Damaged ladders must be taken out of service and repaired or removed from the worksite.
 All necessary precautions must be taken by the contractor to protect people and property from
falling objects, debris and tools before overhead work starts and at all times during work.
BRAND STUDY: GIORGIO ARMANI
ARMANI STRATEGY
The Giorgio Armani brand owned and run by the founder designer Giorgio Armani has earned the
much hallowed space in the fashion industry through its superior design, relevant themes and
trends. It maintains the aura of a real luxury brand. Not only has Giorgio Armani become one of
the most respected and known brand names in the fashion and luxury brand industry, it is also one
of the most highly valued fashion companies in the world with a value of nearly 3 billion Euros.
BRAND STRATEGY
Giorgio Armani with its iconic popularity amongst the elite of the society extend its brand . Today
the Armani brand architecture encompasses one corporate brand and five sub-brands, each catering
to different sets of target customers and at different price levels.
PRICE STRATEGY
Armani’s venture into a slightly lower market segment. This basically caters to the segment of
people who aspire to wear Armani apparel but cannot afford the ultimate signature line, or to those
who crave to add extra products to their existing portfolios. The Armani Collezioni brand, with a
price point of almost 20% lower than the main line, provides an excellent line of affordable fashion.
PERSONNEL DIFFERENTIATION:
Whenever you enter to any Giorgio Armani store, the staff will welcome you more excitedly and
give you the complete VIP protocol. Most of the staff working in Giorgio Armani factories and
outlets are young not more than 30 years that makes Giorgio Armani to explore and design the
most powerful and attractive products.
CHANNEL DIFFERENTIATION:
Armani today employs about 4,700 employees and has 13 factories around the world. It has nearly
300 stores in 36 countries. Giorgio Armani is selling its products through its stores and e market
like. Giorgio Armani is also giving the facility to buy online but it is only for USA.
IMAGE DIFFERENTIATION:
Giorgio Armani is the symbol of luxury goods and VIP lifestyle. Most of the time, Hollywood actors
and actresses are found in the boutique of Giorgio Armani which is also making the image of Giorgio
Armani as the brand of celebrities.Armani ‘s advertising campaigns generally features Top
celebrities such as Megan Fox , Cristiano Ronaldo.
BRAND STUDY: LOUIS VUITTON
Louis Vuitton is the world’s leading luxury products group. The strategy of LVMH is based on
combining LVMH fashion and leather goods.The various strategies of LV are as follows:-
PRICE STRATEGY
The most important strategy is price strategy.The prices of Louis Vuitton productions are never
cut off even the customer often buys bags .This kind of die-hard selling strategy makes customers
follow the footsteps of Louis Vuitton more directly.
SERVICE DIFFERENTIATION
Louis Vuitton is also adopting customization; customers can come to the outlets of Louis Vuitton
and place the special orders. The company doesn’t provide the facility of ordering through website
but they prefer the self appearance of the customer as it is more suitable. Louis Vuitton respects
every customer. When shopping in the Louis Vuitton store proves the best sevice to every customer
,and it doesn’t want the store too crowded, so it limits the number of customers.
DELIVERY STRATEGY
Louis Vuitton delivers the customized products door to door. But if anybody has standard size or
willing to buy any accessories like wallets, belts, they can visit the Louis Vuitton outlets and find
the product
PERSONNEL DIFFERENTIATION:
Louis Vuitton’s staff is one of the highly paid staff who is motivated to produce the products with
highest standards of quality. Louis Vuitton’s management gives the complete training time to time
to all the staff members to meet the standard which is making Louis Vuitton the well known luxury
brand of the earth.
CHANNEL DIFFERENTIATION:
The company markets its product through its own stores, high end departmental stores throughout
the world, which allows it to control product quality and pricing. It also allows LV to prevent
counterfeit products entering its distribution channels. Louis Vuitton has neither discount sales nor
any duty-free stores.
IMAGE DIFFERENTIATION:
Louis Vuitton has the strong reputation as it is the company of LVMH group owned by Bernard
Arnault. The Louis Vuitton company carefully cultivates a celebrity following and has used famous
models and actresses such as Jennifer Lopez and most recently Madonna in its marketing campaigns
for creating the image of brand of celebrities and high class people.
HIDESIGN
SEGEMENTS
Handbags, briefcases, laptopbags, travel

bags, wallets, accessories, belts, jackets,
shoes, footwear and sunglasses.
TYPES OF FINISHED LEATHER
Veg tanned leather, cow hides with natural texture
Exotic embossed leather croc/ lizard
Cowdeer - soft leather with natural grain
CONCEPT
Hide sign is recognised for its ecological values, sustainability and personalised service, classic
contemporary look.
PRODUCT IDENTITY
Handcrafted products, veg tanned leather, full grain leather, brass buckles- individually sand casted
and hand polished
PROMOTION STRATEGY
Hidesign products were priced high and were aimed at the mass luxury market. The target market
consisted of people aged between 20 and 50 appearances. Some of their top endorsers include
Scarlett Johansson, Uma Thurman, Angelina Jolie and Muhammad Ali.
MONTBLANC
SEGEMENTS
Pens, Leather, Watches, Jewellery, Sunglasses, Perfume, Cufflink, Bags, Luxury goods
Mont Blanc is a supple, waxy pull-up leather from Moore & Giles and created by a fifth generation
family run tannery in Bassano del Grappa at the base of the Italian Alps. Mont Blanc, made on high
quality Northern European hides, is a pure aniline leather known for an incredibly diverse colour
way and remarkable clarity in its finish.
CONCEPT
Specifically fashioned for Montblanc, the brand-new concept focuses on cultivating an inviting,
relaxed atmosphere with contemporary and classical design.The brand is well known for fusing Art
Nouveau style and contemporary design, Duchaufour-Lawrance often draws inspirations from
organic and geometric forms.
PRODUCT IDENTITY
A rare blend of superb craftsmanship and a passion for moulding the extraordinary transforms
carefully selected leather into fine Montblanc creations.
PROMOTIONAL STRATEGIES
With the rise in technology, Montblanc understood the importance of rebranding itself to appeal to
the modern market. To do this, the company shifted its focus. Rather than focusing on selling pens,
it focused on selling class, sophistication and the slow elegance of times gone by.
Use celebrity endorsements
Focus on Quality and Elegance

BOTTEGA VENETA
Bottega Veneta is an Italian luxury goods and high fashion brand.
Founded in 1966 in Vicenza, Veneto, its atelier is located within an
18th-century villa in Montebello Vicentino and its headquarters
Atypes re in Lugano, Switzerland with offices in Milan and Vicenza,
Italy
SEGMENTS
bags
lamb , calf and sheep nappa
MAIN CONCEPT
Bottega Veneta’s leather intrecciato motif falls into the latter as one of the most recognizable
signatures of a fashion house
PRODUCT IDENTITY
An Italian luxury goods house best known for its leather goods. The leather-weaving technique,
«intrecciato», remains a signature of the brand.
PROMOTION STRATEGY
The company aims to build a more modern, strong, clear but still chic brand identity for Bottega
Veneta. While keeping its excellent Italian heritage, fine quality and timeless design, re-
communication of the brand to make it into a distinct and memorable lifestyle for all generations
MICHAEL KORS
SEGEMENTS
Watches, handbags, footwear, accessories, apparel
Cowhide Leather
Faux Leather
Lambskin Leather
cowhide leather
Patch Leather
Corrected grain,
buckskin,
patent
split leather
Full Grain Leather
Top Grain Leather
CONCEPT
The company is wholly dedicated to a vision of style that is as sophisticated as it is indulgent, as

iconic as it is modern, he has created an enduring luxury lifestyle empire with a global reach.
PRODUCT IDENTITY
The company's heritage is rooted in producing polished, sleek, sophisticated American sportswear
with a jet-set attitude.
PROMOTIONAL STRATEGIES
It does most of its promotions online.Twitter, Facebook and Instagram: just three of the many social
media platforms that Kors is dominating at the moment. As a technologically savvy brand, Michael
Kors is active on all social media platforms. He posts on Facebook, tweets on Twitter, gains
followers on Tumblr and posts images on Instagram. He is quick to adapt to new platforms and sees
that social media is not just a fad.
GUCCI
GUCCI is an Italian brand owned by the French company
“Kering”. It was founded by Guccio Gucci in 1921. It has a very
interesting history wherein Guccio Gucci himself worked in
luxury hotels, and looking at the high value luggage, wanted
to launch something of his own which was premium in quality.
SEGMENTS
bags , footwear , aceesories and lifestyle
calf leather and goat nappa
MAIN CONCEPT
Highest quality products – Naturally, with the quality and the trademark that it represents, Gucci
products are of the highest quality and the most luxurious items in the market. There are very few
companies which can match Gucci’s standards in fashion.
PRODUCT IDENTITY
Gucci, as a market leader in the fashion industry, well applies those dimensions in building its brand
identity. From another angle, Gucci’s personality is inferred through the applications
of semiotics (brand logo, signs, symbols) and classical conditioning (when an external stimulus
such as typical user, endorser, price of advertising style is associated with the brand to trigger
expected responses).
PROMOTION STRATEGY
Brand equity – A fashion brand which is selling at premium prices requires a very strong
brand equity. Gucci’s brand ranks 38th in the whole world in 2015 as per Forbes. The brand is
valued at a whopping 12.4 billion dollars.
Strong presence in international market – Gucci has about 500 stores across many countries. Its
major presence is in UK, US and Japan as well as in other emerging countries.
Product line and depth – A major advantage of Gucci is its product portfolio which comprises of
premium handbags, apparels for men and women, clothing and whatnot in fashion. It is a complete
ultra premium lifestyle brand.
Keeps Diversifying – It is not easy in the fashion business and one of the advantages of Gucci is
that it does not wait for events to launch something new but it keeps changing things so that the
store layout always looks fresh and hip.
Various CSR activities – Gucci as a brand is involved in various CSR activities. One of them is with
Unicef since a long time and the other is “Chime for change”.
Strong tie ups – Being a premium fashion brand, it was inevitable that the brand venture into
Automobiles as well. Many cars over the years have been designed by Gucci giving the car a unique
blend of efficiency and fashion.
PRADA
SEGMENTS
Premium LEATHER apparel
Embossed, Suede, glazed
MAIN CONCEPT
Prada is one of the most etablished luxury fashion houses worldwide
Prada products are known for its quality and unique designs
Has a strong association of luxury and premium attached to it
The brand has a strong presence in and around the world
PRODUCT IDENTIFY
For Prada, fashion, luxury and style have always been core aspects of a project that goes beyond
production of clothes
PROMOTION STRATEGY - Successful track record of developing new products – product

innovation. The company with its dedicated customer relationship management department has
able to achieve a high level of customer satisfaction among present customers and good brand equity
among the potential customers.
ZARA
ZARA is a popular Spanish clothing store that uses a very
clever marketing strategy to achieve its business goals.
Consequently, Zara has become Spain’s best-known fashion
brand. Amancio Ortea Gaona started the company in 1963.
A half a century later, it has become own of the world’s fastest growing manufacturer of affordable
Spanish fashion clothing. Currently, there are over 2000 stores in 77 countries including China,
and the numbers are likely to double in the near future.
In India, Zara started its operations in 2010. Ever since its debut, it has been on a continuous rise
and has crossed 500 crore milestone recently.
Pricing in the marketing mix of Zara

Because the concept of Zara is to provide its products at a reasonable price to its customers, it
follows that customers find its prices quite affordable. However, it is premium.
Promotions in the marketing mix of Zara

Zara has a unique marketing policy of “Zero investment in marketing”. Instead, the company uses
the money it would have used to advertise in opening new stores. The striking thing about Zara is
that it has found differences that matter to the consumers and used that to differentiate itself from
the rest of the competition. In other words, its key marketing strategy is based on exclusivity,
experience, differentiation and affordability.
In essence, the company relies heavily on the word of mouth advertising more than anything else
does. The products target population in age group 18-40 that live in the cities. This is because;
this group is the most fashion conscious, more than any other group.
Their commitment is clearly visible in the attention they pay to each and every detail of their
showrooms. The elegance with which the windows are laid out and the way the shop attendants
are groomed, everything is worked out according to a plan that is very precise.
Small and regular product shipments are designed to keep the inventory scarce and fresh;
compelling customers to buy urgently and frequently visit the store to check what is new. Bar
coding, online shopping and computer, aided purchases are all measures designed to increase sales
and make it a global brand.
CHRISTIAN DIOR
SEGMENTS- Men and women who
practice an active lifestyle and are interested
in high fashion
Lamb skins, calf skins
MAIN CONCEPT
Extraordinary Regeneration & Perfection. Extraordinary Brightening & Regeneration.

Antioxydant Age-Delay Regimen. Brightening & Glow. Self-tanners.
PRODUCT IDENTIFY The concept stores by Christian Dior with each store having a unique
theme gives the brand a unique identity
Strong brand name and reputation worldwide
PROMOTION STRATEGY -
Strong Branding :
The brand’s visibility among its target customers and its social media presence have helped the
company in increasing its brand equity as well as a share of heart by further associating itself with
brand ambassadors such as Rihanna, Johnny Depp, Natalie Portman and much more over the years.
Parent company :
Dior is the brand from the Christan Dior, a French luxury company which owns brands like LVMH,
Watch & jewelry brands like Tag Heuer, Hublot, Zenith, De beers, Bvlgari Christian Dior and
brands in product categories Wines & Spirits, Fashion & leather goods, Perfumes & cosmetics etc.
Broad Product portfolio:
The offerings of the company is the one-stop destination for fashion enthusiasts as it has offerings
for Men, Women and baby care in the categories such as Fragrance, make-up, skincare, clothing
& accessories, watches, jewelry etc.
LEATHER FAIRS & CONFERENCES IN WORLD
Rank Event When Where Category
1 01 - 05 May China Medical &

2020 Pharma Food &
Guangzhou
Beverages
Canton Fair - China Import and

Export Fair (Phase 3)
Exhibition
2 16 - 19 Feb Italy Apparel &

2020 Clothing Fashion
Rho +1 more
& Beauty
MICAM Milano
Exhibition
3 02 - 06 Dec USA Apparel &

New York
& Beauty
New York Shoe Expo
Exhibition
4 04 - 07 Feb USA Apparel &
2020 Clothing
Las Vegas
Footwear Sourcing at Magic
Exhibition
.5 26 - 28 Jan Canada Apparel &

Toronto
& Beauty
Mode Accessories Show
Exhibition
6 01 - 03 Sep China Apparel &

Shanghai
& Beauty
All China Leather Exhibition
Exhibition
7 21 - 22 Jan USA Apparel &
New York
& Beauty
Premiere Vision New York
Exhibition
8 31 Mar - 02 Hong Kong Apparel &

Apr 2020 Clothing Fashion
Hong Kong
& Beauty
Fashion Access
Exhibition
9 25 - 28 Apr China Arts & Crafts

2020 Home & Office
Shenzhen
China (Shenzhen) International

Gifts, Handicrafts, Watches &
Houseware...
Exhibition
10 31 Mar - 02 Hong Kong Apparel &
Apr 2020 Clothing Fashion
Hong Kong
& Beauty
APLF Leather & Materials+
Exhibition
11 09 - 11 Feb Canada Apparel &

Toronto
& Beauty
Toronto Shoe Show
Exhibition
12 23 - 25 Feb UK Apparel &

Birmingham
& Beauty
MODA
Exhibition
13 17 - 20 Nov USA Apparel &
2019 Clothing
High Point
International Textile Alliance
Exhibition
14 04 - 05 Dec Japan Apparel &

Tokyo
& Beauty
Tokyo Leather Fair
Exhibition
15 24 - 26 Apr Canada Apparel &

2019 Clothing Medical
Mississauga
& Pharma
Prime Expo
Exhibition
16 11 - 14 Jan Italy Apparel &
Riva del
& Beauty
Garda
Expo Riva Schuh
Exhibition
17 02 - 05 Jun China Apparel &

2020 Clothing
Guangzhou
SHOES & LEATHER -

GUANGZHOU
Exhibition
18 15 - 17 Jul Vietnam Apparel &

Ho Chi Minh
& Beauty
International Footwear & Leather

Exhibition - Vietnam
Exhibition
19 25 - 27 Sep China Electric &
2019 Electronics
Shanghai
Industrial
Engineering
International trade fair for Textile

Laundry, Leather Care, Cleaning
T...
Exhibition
20 04 - 06 Oct Germany Apparel &

Munich
& Beauty
MODA MADE IN ITALY
Exhibition
21 10 - 13 Jan India Apparel &

2020 Clothing
New Delhi
Industrial
Engineering
Garment Technology Expo
Exhibition
22 09 - 11 Mar UAE Apparel &
Dubai
& Beauty
Leatherworld Middle East
Exhibition
23 01 - 03 Feb India Apparel &

Chennai +1
& Beauty
more
India International Leather Fair
Exhibition

New York
& Beauty
LINEAPELLE NEW YORK
Exhibition
25 02 - 04 Jun South Africa Apparel &
Cape Town
& Beauty
Source Africa
Exhibition
26 05 - 07 Feb Sweden Apparel &

Stockholm
& Beauty
NORDIC SHOE & BAG FAIR
Exhibition
27 23 - 24 Feb USA Fashion &

2020 Beauty
Fort
Lauderdale
SHOE MARKET OF THE

AMERICAS
Exhibition
28 13 - 14 Nov Germany Apparel &
Hamburg
& Beauty
Merchandising Messe Hamburg
Exhibition

New York
& Beauty
PROJECT
Exhibition
30 29 Feb - 02 Germany Apparel &

Mar 2020 Clothing Fashion
Offenbach
& Beauty
ILM International Leather Goods

Fair
Exhibition
31 08 - 10 Mar Germany Apparel &
2020 Clothing
Düsseldorf
Gallery SHOES
Exhibition
32 21 - 23 Aug China Apparel &

Wenzhou
& Beauty
China (Wenzhou) International

Leather Shoe Material & Shoe
Machinery F...
Exhibition

2020 Clothing
Milan
MIFUR
Exhibition
34 14 - 16 Feb India Fashion &
2020 Beauty
New Delhi
Footwear India Expo
Exhibition
35 02 - 04 Mar China Apparel &

Shanghai
& Beauty
China International Hosiery

Purchasing Expo
Exhibition
36 23 - 25 Sep India Fashion &

2019 Beauty
New Delhi
India International Footwear Fair
Exhibition
37 21 - 24 Jan Ukraine Apparel &
Kiev
& Beauty
LEATHER AND SHOES
Exhibition
38 13 Sep 2019 France Arts & Crafts

Home & Office
Paris
Salon du Trading
Exhibition
39 31 Oct - 02 Bangladesh Apparel &

Nov 2019 Clothing
Dhaka
Industrial
Engineering
LEATHERTECH
BANGLADESH
Exhibition
40 19 - 22 Mar Morocco Apparel &
Casablanca
& Beauty
Morocco Fashion&Tex Fair
Exhibition
41 20 - 23 Nov Turkey Fashion &

2019 Beauty
Bakırköy
AYSAF
Exhibition
42 13 - 15 Jan Brazil Apparel &

2020 Clothing
São Paulo
COUROMODA
Exhibition
43 28 - 30 Jul Indonesia Apparel &
2020 Clothing
Jakarta
Indo Leather & Footwear
Exhibition
44 05 - 08 Mar China Apparel &

2020 Clothing
Dongguan
Greater Bay Area Int’l Footwear

Machinery & Material Industry
Fair
Conference
45 02 - 05 Jun China Industrial

2020 Engineering
Guangzhou
Fashion &
Beauty
Guangzhou Shoe Machinery

Leather Industry Exhibition
Exhibition
46 19 - 22 Apr China Apparel &
Quanzhou
& Beauty
Jinjiang Footwear & Sports

Industry International Exposition
Exhibition
47 12 - 14 Nov Australia Apparel &

Melbourne
& Beauty
Footwear and Leather Show

Australia
Exhibition
48 02 - 04 Jul Bangladesh Apparel &

Dhaka
& Beauty
Bangladesh Leather and Footwear

Expo
Exhibition
49 01 - 03 Apr Japan Apparel &
Koto
& Beauty
BAG EXPO TOKYO
Exhibition
50 26 - 28 Jan Germany Apparel &

Düsseldorf
& Beauty
CPD
Exhibition

2020 Clothing
Rho
Industrial
Engineering
Simac Tanning Tech
Exhibition
52 21 - 23 Oct Thailand Apparel &
Bangkok
& Beauty
Bangkok International Fashion

Fair and Bangkok International
Leather F...
Exhibition
53 02 - 04 Feb Austria Apparel &

Salzburg
& Beauty
Fashion Premiere
Exhibition

Portland
& Beauty
NW Materials Show
Exhibition
55 04 - 06 Feb Colombia Apparel &
Bogotá
& Beauty
International Footwear & Leather

Show
Exhibition
56 01 - 03 Nov USA Auto &

2019 Automotive
Pomona
Logistics &
Transportation
AMA Expo West
Exhibition
57 02 - 04 Jun South Africa Apparel &

Cape Town
& Beauty
International Apparel, Textile &

Footwear Import Trade Exhibition
of S...
Exhibition
58 02 - 04 Jul China Apparel &
Shanghai
& Beauty
Shanghai international bags leather

handbags exhibition
Exhibition
59 05 - 07 Sep China Apparel &

2019 Clothing
Guangzhou
Pu China
Exhibition
60 23 - 25 Feb Austria Apparel &

Salzburg
& Beauty
SCHUH AUSTRIA
Exhibition
61 23 - 25 Aug China Apparel &
2019 Clothing
Wenzhou
China International Synthetic

Leather Fair
Exhibition
62 27 - 29 Jan Pakistan Apparel &

Lahore
& Beauty
Pakistan Mega Leather Show
Exhibition
63 27 - 28 Nov Germany Apparel &

2019 Clothing
Offenbach
INDIA LEATHER DAYS
Exhibition
64 10 - 13 Mar Russia Apparel &
Krasnogorsk
& Beauty
MOS SHOES-Russia
Exhibition
65 02 - 05 Jun China Industrial

2020 Engineering
Guangzhou
Fashion &
Beauty
Guangzhou International Shoes

Machinery Material Leather
Industry Fair
Exhibition
66 22 - 24 Sep Puerto Rico Apparel &

2019 Clothing
San Juan
Business Services
Apparel Shoe Gift Accessories

Show
Exhibition
67 10 - 12 Mar Brazil Fashion &
2020 Beauty
Novo
Hamburgo
Fimec Brazil
Exhibition
68 23 - 25 Aug Canada Apparel &

2019 Clothing
Richmond
Vancouver Spring
Exhibition
69 05 - 08 Nov Turkey Fashion &

2019 Beauty
Istanbul
EKSPOSHOES
Exhibition
70 23 - 25 Oct Turkey Apparel &
Izmir
& Beauty
SHOEXPO izmir Footwear and

Bags Fair
Exhibition
71 20 - 22 Jan Japan Arts & Crafts

2020 Fashion &
Chiba
Beauty
Fashion Goods & Accessories

Expo
Exhibition

Secaucus
& Beauty
The Metropolitan New York

Footwear Apparel and Accessories
Marketplace
Exhibition
73 17 - 19 Apr Finland Apparel &
Helsinki
& Beauty
Outlet Expo
Exhibition
74 23 - 25 Feb Italy Fashion &

2019 Beauty
Bolzano
Shoe Collection
Exhibition
75 10 - 12 Oct Egypt Apparel &

2019 Clothing
Cairo
Cairo International Leather &

Shoes Fair
Exhibition
76 22 - 23 Aug Czech Fashion &
2020 Republic Beauty
Brno
Kabo-Footwear & Leather

Exhibition
Exhibition

Atlanta
& Beauty
Atlanta Shoe Market
Exhibition
78 04 - 06 Feb UK Apparel &

Shirley
& Beauty
Indx Womenswear & Footwear
Exhibition
79 28 - 29 Dec India Fashion &
2019 Beauty
Mumbai
Footwear India Expo
Exhibition
80 01 - 02 Nov USA Apparel &

2019 Clothing
Pendleton
Industrial
Engineering
Pendleton Leather Show
Exhibition
81 28 Feb - 01 Austria Apparel &

Mar 2020 Clothing Fashion
Salzburg
& Beauty
Tracht & Country - Home of

Alpine Lifestyle
Exhibition
82 20 - 22 May Mexico Apparel &
Leon
& Beauty
Anpic Leon
Exhibition
83 23 - 24 Jan Netherlands Business Services

2019
Rotterdam
Peoples Business
Exhibition
84 30 Oct - 03 Indonesia Arts & Crafts

Nov 2019 Fashion &
Jakarta
Beauty
Indocraft
Exhibition
85 01 - 03 May USA Apparel &
2020 Clothing
Denver
Business Services
Colorado Leather Fest
Exhibition
86 08 - 10 Nov India Apparel &

Singma
& Beauty
Meet At Agra
Exhibition
87 06 - 07 Jun USA Arts & Crafts

2020
New York
Craft NewYork
Exhibition
88 19 - 25 Oct Indonesia Apparel &
Jakarta
& Beauty
Jakarta Fashion Week
Exhibition
89 19 - 22 Mar Morocco Apparel &

Casablanca
& Beauty
Morocco Leather & Shoes Fair
Exhibition
90 28 Feb - 01 Germany Apparel &

Mar 2020 Clothing Arts &
Munich
Crafts
Creativ Messe
Exhibition

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LEATHER STUDIES AND PROCESSES

INSTITUTION RELATED TO LEATHER TECHNICAL

Core Objectives Of CLE:

• Provide necessary assistance/guidance to overseas entrepreneurs in establishing business collaborations

Activities And Services Of CLE

• Facilitating export-import trade through redressal of various procedural hurdles by representing to

the Institute for Creative Leather Technologies (ICLT)?

Personal protective equipment (PPE) is clothing or equipment designed to be worn by someone to

Responsibilities for equipment

Gaseous or vapour contaminants

Types of protective devices

There are two main types:

air purifying devices

devices which supply air.

Air purifying devices

These devices can not be used in oxygen depleted atmospheres.

Air purifying devices fall into four major categories.

Note: Cotton fibre or plastic foam pads are not permitted.

Training in the correct use of equipment is required by law.

Instruction shall include:

how to recognise the need to wear the device

importance of conscientiously wearing the device

how the device works

application and limitations of the device

how to determine if it is working properly

the time for which the device will give protection

importance of not removing the device until it is safe to do so

importance of taking care of the device, such as cleaning, maintenance, storage.

The following should be considered:

The following general eye protectors are available:

Acoustics - hearing protectors

Types of hearing protection

The following hearing protection devices are commonly available:

 disposable hearing protection device - a hearing protection device formed by packing a

The following factors must be considered:

 name or registered trade name or mark of the manufacturer

A range of sizes should be available to accommodate individual requirements.

Workshop, maintenance and people working in mechanical laboratories or on geological, agricultural

All people working in laboratories should wear enclosed footwear.

When purchasing new footwear ensure:

 feet are measured for the correct size.

Shoes should have:

In general, a safety helmet must be worn where a person may:

 be struck on the head by a falling object

The following should be considered:

 nature and location of the work

Inspection and maintenance

Reissue of safety helmets

WORKING FROM HEIGHTS

LADDER SAFETY PRACTICES

Handbags, briefcases, laptopbags, travel

TYPES OF FINISHED LEATHER

Veg tanned leather, cow hides with natural texture

Exotic embossed leather croc/ lizard

Cowdeer - soft leather with natural grain

TYPES OF FINISHED LEATHER

Use celebrity endorsements

Focus on Quality and Elegance

TYPES OF FINISHED LEATHER

lamb , calf and sheep nappa

Watches, handbags, footwear, accessories, apparel

TYPES OF FINISHED LEATHER

Full Grain Leather

Top Grain Leather