A case study on hidesign

Abstract

With nearly 51 exclusive stores in India and 21 overseas by 2011, Hidesign has established itself as a prominent player in the designer leather products industry. What started off as a hobby in 1978 by Dilip Kapur, Hidesign today has successfully transitioned into a fashionable brandi. Given that Hidesign has diversified its portfolio by introducing a number of new brands like Ayesha & Holii, what stands to be seen is whether it can successfully evolve into India’s first Lifestyle brand? Can it successfully make the transition from a single fashionable brand to a lifestyle choice for a consumer i.e. can it become a LVMH group which has as many as 60 successful brands under its umbrella catering to different customer segments? In pursuit of this goal is it the right strategy to launch multiple brands or initiate joint ventures with existing luxury brands? Unlike the developed economies given that the Indian luxury market is still in the nascent stage, how difficult is it to achieve this goal? With their manufacturing unit based out of Puducherry Hidesign has a product portfolio consisting of luxury bags for men and women, accessories and travel bags. Unlike other luxury companies, Hidesign initially established itself internationally before establishing a presence in the Indian market. Hidesign has revived the centuries old tradition of crafting handbags using the vegetable tanning process such that the natural properties of leather are enhanced the natural way. All their products are made of pure leather and are handcrafted. Hidesign bags stand out in the market for their uncompromising workmanship, detailed construction and usage of unadulterated brass in all its fittings