How Marketing Can Be Just A Little Misleading

It was with interest this week that I spent some time on reviewing just how certain companies are now marketing leather in ways that obviously suggest they are related to one thing, but are actually something completely different.

One example was the ULT-K leather being marketed by adidas. Now one might think that this is a kangaroo leather from the simple 'K' letter being involved and the 'ULT' maybe suggesting to the consumer that it is a superior version of the normal K-Leather. So imagine my shock to learn that actually the ULT-K appears to refer to a calf leather instead of the revered kangaroo leather!!!!!! This was after a number of searches on various retail stores online, just in case some error had been made in this instance. What would you think it meant out of interest?????

The same goes for the KNG-100, which is actually a synthetic leather offering by Nike in some of their football boot models.

In my opinion, marketing should not be about 'tricking' the consumer to any degree, instead it should be about providing good, genuine information for the consumer to make a considered choice. That tactic may have worked in the past, but the consumer is far more savvy today, with the internet allowing access to a greater volume of data. But this doesn't just happen in the leather industry..... oh no!!!! There have been a number of others cited from the Cosmetics idustry and Drugs companies through to Food manufacturers.

Just who do you believe these days!!!!!!!

Rgds,

Dr Leather