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Looking on the bright side

Mike Redwood takes a breather from the doom and gloom of the world at large and asks what the leather industry can do to bring some positivity to consumers.


The spirit of leather

It has long been known that consumers are emotional purchasers but, since the 1960s, consumer behaviour has continued to be characterised, in teaching and in company approaches, via the classical model based on a multi-stage, linear model for purchasing.