The Role of Drama in Promoting Leather Products in Nigeria
Caroline M. Y., Abdullahi A., & Khalid M. S.
Department of General Studies,
Directorate of Academic Planning,
Nigerian Institute of Leather and Science
Technology (NILEST) Zaria.
E-mail: carolinemidat240@gmail.com
Phone No: +234-8134323356.
Abstract
The leather industry in Nigeria has a long history, dating back to ancient times. Leather has
been used by indigenous communities for various purposes, such as clothing, footwear, and
accessories. Over time, the industry has evolved and expanded, becoming an important sector
for the country’s economy. However, despite its potential, the sector faces several challenges
such as limited awareness about Nigerian Leather products and their quality, hinders their
marketability both locally and internationally. Additionally, inadequate promotion and
marketing strategies have restricted the growth and development of this sector. The leather
industry in Nigeria has a long history, dating back to ancient times. Leather has been used by
indigenous communities for various purposes, such as clothing, footwear, and accessories. Over
time, the industry has evolved and expanded, becoming an important sector for the country’s
economy. However, despite its potential, the sector faces several challenges such as limited
awareness about Nigerian Leather products and their quality, hinders their marketability both
locally and internationally. Additionally, inadequate promotion and marketing strategies have
restricted the growth and development of this sector. This paper aims to explore the challenges
faced by artisans and analyze how drama can be utilized as a promotional and powerful tool to
promote, revitalize, address these issues. As such foster sustainable growth in the sector. The
theoretical framework of social learning theory by Albert Banura 1977 suggests that observation
and modelling play a primary role in how and why people learn. Bandura;s theory goes beyond
the perception of learning being the result of direct experience with the environment. Learning
according to Bandura, can occur simply by observing others’ behavior. As a result, drama can
shape individuals' perceptions and behaviors regarding leather products. The primary data for
this paper were collected through surveys, interviews, and focus group discussions involving key
stakeholders such as leather manufacturers, retailers, consumers. The collected data were
analyzed using appropriate statistical methods and qualitative analysis techniques. However, the
quantitative analysis involved tabulating and interpreting survey responses to identify patterns
and trends while qualitative analysis involved identifying themes and patterns from interviews
and focus group discussions, and drawing interpretations from the data. The findings were
presented, highlighting the role of drama on promoting leather products in Nigeria.
Keywords: Drama, Leather, Promoting, Industry, Products and Nigeria.
Introduction
This paper focuses on the role of drama in promoting leather products in Nigeria. Drama is a
branch of the performing arts concerned with acting out stories in front of an audience. Drama as
a performing art, can be defined as a form of artistic expression that involves the enactment or
performance of stories, events, or conflicts through dialogue, actions, and emotions. (Elam,
2003). Drama is defined by Ajilore & Arowa (2022) as "a composition designed to reflect life or
character or to convey a tale usually incorporating conflicts and emotions through action and
dialogue". Drama is simply refers to as a form of fiction which is represented in a performance in
a theatre, radio, or TV, and in any of its performing arts such as plays, mime, ballet, musical, etc.
(Leverageedu, 2021). Storytelling is a powerful tool to facilitate learning in a meaningful
manner, since theatre itself is a potential driver of bringing impactful change in society, it can
play a crucial role in utilizing drama and art in education (Leverageedu, 2021).
The history of leather industry in Nigeria dates back to ancient times when artisans used their
skills to craft a wide range of products, including shoes, bags, and garments. These products
were not only utilitarian but also represented cultural identity and heritage. Tanning which is a
process of making leather from raw hide is a leading industry in Kano, that was why the first
tannery in Nigeria was established in Kano by John Holt in 1940s and then the great northern
tannery came up in the 1950s (Danyaro, 2013).
The Nigerian leather industry plays a significant role in promoting sustainable employment
opportunities and contributing to Nigeria’s overall output. The industry represents a major nonoil earning for Nigeria with a rising value and supply chain that spreads across Nigeria.
According to the Bank of Industry, Nigeria’s leather industry has generated N24.5billion
($700million) annually with limited support and has the capacity to create about 700,000 direct
and indirect jobs. (Babatunde and Abiodun, 2020).
Despite the recorded success and potential, the leather sector in Nigeria is still largely
unexplored, misunderstood, and underdeveloped. One notable factor behind the industry’s slow
growth is the disintegration of the local value chain. (NESG, 2019).
The problems associated with sourcing leather locally have become a dire song in the mouths of
many leather industry players, as a lot of the leather produced locally – at tanneries in Kano and
Kaduna – is exported to foreign countries. It is tough to comprehend that Nigeria still loses over
$500 million in capital annually to the importation of leather products. (NESG, 2019). Local
production of various leather goods is struggling to be competitive with imported Chinese goods.
Local producers are however trying to keep pace with imports through increased use of synthetic
leather and other cheaper accessories and components. (NESG, 2019).
Limited awareness about locally produced leather products, both within Nigeria and globally, is
one of the significant issues. This lack of awareness leads to limited demand and market reach
for Nigerian leather goods.
Inadequate promotion efforts have also contributed to the struggles faced by the industry.
Insufficient marketing initiatives, branding, and showcasing opportunities have resulted in a low
profile for Nigerian leather products. As a result. The industry struggles to attract both local and
foreign investments.
Understanding the historical significance of leather industry provides essential context for
exploring the role of drama in reviving and sustaining the industry.
It can be produced at manufacturing scales ranging from cottage industry to heavy industry.
Leather is used to make various goods, including clothing (especially footwear, hand bag etc.), in
bookbinding, and as a furniture covering. Leather, according to Hatice (2021), is one of the first
materials used by man to meet his needs. While it was used for covering purposes in primitive
ages, it became a strategically important material as scabbard, stirrup and quiver in wars.
Similarly, Hatice (2021) opined that Leather and leather products manufacturing industry covers
the production of skins and furs of all kinds of animals, especially the raw hides obtained from
animals slaughtered for their meat. The leather industry has a feature unlike any other industry.
This feature is directly related to the unique texture of the leather, which is the raw material of
the industry, and its ability to maintain this texture until it is consumed. According to Babatunde
and Abiodun (2020), the Nigerian leather industry is a major driver of sustainable employments
and Nigerians’ overall output. The industry represents major non-oil earning for Nigeria with a
rising value and supply chain that spreads across the country.
Challenges Faced by Nigerian Leather Sector:
The lingering challenges in the industry such as structural barriers, poor visibility and lack of
government intervention have led to revenue lost. (NESG, 2019).
“This narrative shows the need for value addition in Nigeria’s leather value chain to upgrade its
position in the regional and global trade of leather commodities. This will have huge
implications on backward integration, employment generation, industrial deepening, increased
productivity and competitiveness”. Thus, challenges as follows:
a. Limited Exposure and Marketing: Many skilled leather artisans in Nigeria struggle to
market their products effectively, leading to limited reach and potential income (Olawale &
Arowolo, 2017).
b. Competition from Mass-Produced Goods: The influx of cheap, mass-produced leather
goods from international markets poses a significant challenge to local artisans. “It is sad to note
that Nigeria now serves as a dumping ground for both brand new and fairly used shoes and other
leather products from other countries, which has led to the closure of some industries like
BATA, Anita Shoes, Perfected Shoes and Lernard Shoes Limited, thus affecting the economy of
our dear country adversely,” Dr Eucharia Ngozi Oparah the former acting Director General of
the Nigerian Institute of Leather and Science Technology (NILEST) stressed at the EXPO
organized by FMST (SHAMA, 2018).
c. Traditional Production Methods: While traditional craftsmanship is valued, it can hinder
scalability and efficiency in a modern market. (World Economic Forum, 2016).
The Power of Drama in Promoting Leather Products
a. Engaging and Captivating Audiences: Drama, as a performing art, has the ability to
captivate audiences emotionally, making it an effective medium for storytelling and showcasing
the rich history and cultural significance of Nigerian leather products (Wikipedia, 2023).
b. Raising Awareness and Appreciation: Through dramatic performances, the unique
craftsmanship and artistic prowess of Nigerian leather artisans can be showcased, creating
greater awareness and appreciation among the public (Ibrahim, 2019).
c. Cultural Preservation: Drama can be used to celebrate and preserve Nigeria's rich cultural
heritage associated with leather products, reinforcing a sense of national identity (Okeke, 2020).
The extrapolation from above one of the significant challenges faced by the Nigerian leather
industry is the limited awareness among potential consumers. The lack of knowledge about the
quality and variety of leather products available in Nigeria contributes to a limited market.
Dramatizing the features and benefits of these products can help create awareness and educate
consumers about the value o Nigerian leather. By showcasing the craftsmanship, production
processes, and durability through drama, potential customers can be informed and develop a
positive perception of Nigerian leather products.
Another critical issue for the leather industry in Nigeria is the lack of adequate promotion. Many
small-scale businesses struggle to market their products due to limited resources and access to
appropriate channels. Drama can play a significant role in effectively promoting these products.
Through engaging performances, creative storytelling, and captivating narratives, drama can
capture the attention of consumers and create a buzz around Nigerian leather products. It can be
employed in various promotional activities such as trade shows, exhibitions, fashion shows, and
product launches to generate interest and attract potential customers.
The Nigerian leather industry faces challenges in attracting investment and expanding its market
reach. This can be partly attributed to a lack of confidence among investors and buyers in the
potential of the industry to deliver quality products consistently. Drama can help address this
issue by showcasing success stories, highlighting the achievements of skilled artisans, and
demonstrating the potential for growth and profitability, by depicting such narratives through
drama, stakeholders can be drawn to invest in the industry and expand its reach both
domestically and internationally. In addition to addressing the specific challenges faced by the
Nigerian leather industry, drama can also have a broader social and cultural impact. It can be
used as a tool for cultural preservation, enabling the promotion of traditional craftsmanship
techniques and local heritage. By incorporating elements of Nigerian culture, music, dance, and
storytelling in drama performances, the industry can create a strong sense of identity and pride
among producers and consumers. This, in turn, can contribute to the growth and sustainability of
the leather industry.
Statement of Problem
The leather industry in Nigeria has significant potential for growth and development. However,
due to limited awareness and inadequate promotion, the sector struggles to attract investment and
expand its market reach. One effective approach to tackle this issue is the exploration of drama
as a means of promoting Nigerian leather products. This paper aims to investigate the potential
impact of utilizing drama as a promotional tool for Nigerian leather products, with the goal of
increasing awareness, attracting investment, and expanding the market reach of the industry.
Theoretical framework
The paper is underpinned by the social learning theory, introduced by psychologist Albert
Bandura in 1977, who proposed that learning occurs through observation, imitation, and
modelling and is influenced by factors such as attention, motivation, attitudes, and emotions. The
theory accounts for the interaction of environmental and cognitive elements that affect how
people learn (Hammer, 2011). This implies that drama can influence individuals’ perceptions and
behaviours regarding leather products. Drama can serve as a modelling platform that showcases
the cultural significance, craftsmanship, and economic benefits of these products.
In the context of drama’s influence on perceptions and behaviours regarding leather products,
this theory can be applied as follows:
Observational Learning: Individuals often watch characters in dramatic performances, whether
in movies, TV shows, or plays, who may wear, use, or discuss leather products. Through
observational learning, viewers can pick up cues on how these products are portrayed, how they
are used, and the associated symbolism.
Imitation and Modelling: When characters in dramas are depicted as fashionable or powerful
while wearing leather products, individuals may be more inclined to imitate these behaviours.
For example, if a lead character in a TV series is frequently shown wearing leather jackets and is
admired or considered cool, viewers might be motivated to emulate this style.
Reinforcement: The way leather products are portrayed and the consequences of using them in
dramatic narratives can serve as reinforcement mechanisms. If drama consistently presents
leather products as a symbol of status, confidence, or rebellion, viewers may be more likely to
perceive these products in a similar light.
Vicarious Consequences: Through drama, individuals can also vicariously experience the
consequences of using leather products. For instance, if a character in a drama faces negative
consequences or criticism for wearing leather, viewers might reconsider their own choices
regarding these items.
Desensitization: Drama can desensitize individuals to the ethical or environmental concerns
associated with leather production. If dramas consistently overlook or downplay these issues,
viewers may be less aware of the impact of their consumption choices.
In summary, social learning theory suggests that drama can shape individuals’ perceptions and
behaviours regarding leather products by providing models, reinforcing certain associations, and
influencing how these products are seen and used. The way characters in dramas interact with
leather products and the consequences they face can have a significant impact on the audience's
attitudes and behaviours toward such items.
Methodology
This paper adopted mixed approach of both primary and secondary sources. The primary data for
this paper were collected through surveys, interviews, and focus group discussions involving key
stakeholders such as leather manufacturers, retailers, consumers. While the secondary sources
include the use of textbooks, journals and orchard materials, internet etc. to gather the necessary
information on the subject matter.
The collected data were analyzed using appropriate statistical methods and qualitative analysis
techniques. However, the quantitative analysis involved tabulating and interpreting survey
responses to identify patterns and trends while qualitative analysis involved identifying themes
and patterns from interviews and focus group discussions, and drawing interpretations from the
data.
The findings presented by highlighting, shows that the impact of drama in the leather industry
can be evaluated by tracking awareness and perception and monitoring economic indicators by
utilizing drama effectively. Drama is a valuable tool in addressing the challenges faced by the
industry and also helps in boosting its growth and market presence.
Utilising Drama for Promoting Leather Products:
The utilization of drama in the promoting of leather products can be a strategic and creative way
to capture the attention of the target audience and leave a lasting impact on their minds. Drama,
with its emotional intensity and powerful storytelling, can engage consumers on a deeper level,
enhancing their connection with the leather products being promoted.
Drama can be utilized in various ways to promote leather products. Here are a few examples:
a. Collaborative Initiatives: Partnerships between drama troupes, artisan associations, and
governmental bodies can facilitate the creation and staging of performances that focus on
promoting leather products. (Nwankwo, 2019).
Collaborating with various stakeholders, such as producers, designers, manufacturers, retailers,
and governments, can bring forth numerous opportunities for growth, innovation, and
sustainability. When it comes to the role of drama in promoting leather products in Nigeria,
collaboration initiatives can enhance marketing efforts, increase consumer awareness, and foster
the development of a vibrant and competitive industry. Collaboration initiatives can have
significant implications for the leather industry in Nigeria, particularly when it comes to the role
of drama in promoting these products. By leveraging strategic partnerships, the industry can
enhance marketing efforts, increase consumer awareness, drive innovation, and promote
sustainability. Collaborations between the leather
b. Educational Programs: Drama can be integrated into educational initiatives to inform and
inspire the younger generation about the significance of leather products in Nigerian culture and
economy. (Okonkwo, 2018).
The implementation of an educational program for leather products in Nigeria can have
significant implications for the promotion of these products, particularly when related to the role
of drama.
Such a program can enhance knowledge and skills, fostering creativity and innovation among
participants. By creating awareness and building demand through drama performances, it can
generate interest in leather products. Furthermore, the program can strengthen collaboration and
networking within the industry, leading to improved product quality and marketability.
Additionally, it can encourage entrepreneurship and contribute to economic growth and poverty
reduction. Overall, the implementation of this educational program can have a significant impact
on the promotion and development of the leather industry in Nigeria.
c. Fashion Shows and Exhibitions: Incorporating drama into fashion shows and exhibitions can
enhance the presentation of leather products and attract a broader audience (Ibrahim, 2021).
Fashion shows and exhibitions play a significant role in promoting leather products, not just in
Nigeria but worldwide. They provide a platform for designers and brands to showcase their latest
collections, including leather goods, and allow them to reach a wider audience, attract potential
buyers, and establish a strong brand presence.
They provide a platform for designers and brands to showcase their leather goods, increasing
visibility and establishing their brand identity. These events also set trends and encourage
innovation in the fashion industry, which can lead to increased interest and demand for leather
products. Participating in fashion shows and exhibitions can expand the market for leather goods
by attracting potential buyers, retailers, and international investors. Additionally, these events
celebrate Nigeria's cultural heritage, incorporating traditional elements into designs and
promoting a sense of pride among consumers. Promoting leather products through fashion shows
and exhibitions can contribute to economic growth, job creation, and support for local artisans.
However, it is important to promote leather products responsibly by considering ethical practices
and sustainability. This includes addressing concerns related to animal welfare, environmental
impact, and fair-trade practices. Overall, fashion shows and exhibitions play a significant role in
the promotion of leather products, benefiting both the fashion industry and the overall economy.
Tracking Awareness and Perception: Surveys and feedback mechanisms can help gauge the
effectiveness of drama in increasing awareness and changing perceptions about Nigerian leather
products.
Promoting leather products in Nigeria through drama is an interesting concept, but it is crucial to
understand the implications of tracking awareness and perception in this context. This
promotional approach can effectively showcase the benefits and value of leather products. It is
important to carefully track awareness and perception to measure the impact of this strategy and
make necessary adjustments for maximum effectiveness. By leveraging drama's power to
captivate and engage audiences, the Nigerian leather industry can successfully promote its
products and contribute to economic growth and sustainability.
Additionally, it is essential to evaluate the target audience's receptiveness to drama as a means of
promotion. Factors such as age demographics, cultural preferences, and media consumption
habits should be taken into account to ensure an effective outreach.
In conclusion, using drama to promote leather products in Nigeria has the potential to create
awareness, shape perceptions, and establish emotional connections with consumers. By
incorporating authentic cultural elements and addressing ethical considerations, drama can be a
valuable tool for promoting the Nigerian leather industry.
e. Economic Impact: Monitoring sales and market reach after drama-based promotions can
provide insights into the economic impact of such initiatives on local artisans and the industry.
Using drama to promote leather products in Nigeria can have several implications for the leather
industry and the overall economy. It can increase product demand, leading to more sales and
revenue opportunities. This, in turn, can drive market growth, encouraging expansion,
investment, and job creation within the industry. Leveraging drama can also open up export
opportunities, positioning Nigeria as a reliable source of high-quality leather goods and
improving foreign exchange earnings. Additionally, promoting leather products through drama
can showcase the skills of local artisans, foster pride, and encourage skill development, resulting
in higher quality products and increased competitiveness. Moreover, it can attract tourism and
cultural appreciation, providing opportunities for employment, revenue generation, and cultural
exchanges. However, to successfully implement drama for promoting leather products,
challenges such as limited access to finance, inadequate infrastructure, supply chain
inefficiencies, and quality control issues need to be addressed.
Conclusion and Recommendations
In conclusion drama has the potential to play a significant role in promoting and reviving the
Nigerian leather industry. By harnessing the emotional power of storytelling, drama can generate
awareness, appreciation, and support for local artisans and their traditional craftsmanship.
Collaborative efforts between drama practitioners, artisan associations, and governmental bodies
can lead to sustainable growth, cultural preservation, and economic development within the
Nigerian leather sector. Embracing drama as a promotional tool can contribute to the
preservation of Nigeria’s cultural heritage while advancing the industry into a globally
recognized and sustainable enterprise.
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