Abstract: With the continuous development of the new retail format, the leather retail market is changing. In order to promote the healthy development of leather brands under the new retail format,e the market competitiveness of leather brands should be improved, and the problem of unclear brand marketing strategy also should be solved. This paper from the perspective of the transformation of people, goods and stores under the new retail format, the leather brand marketing strategy is divided into three dimensions including in consumers, brands and channels. On this basis, combined with relevant cases, this paper analyzes the marketing strategies of leather goods brands under the three dimensions, summarizes six marketing strategies such as efficient communication and interaction, high-quality service and creating brand value, finally combs the logical relationship between the three marketing dimensions, and puts forward reasonable suggestions for the marketing strategies of current leather goods brands.

Key words: new retail, leather brand, brand value, marketing strategy