RM Project

VIVEK COLLEGE OF COMMERCE CHAPTER 1 INTRODUCTION
Hidesign is an Indian high fashion leather house. It started its operations in 1978 as a small workshop in Auroville in 1978. Hidesign was set up by Dilip whi#h %r. Dilip apur in 1978 as a !one man for Hidesign$ artisanshop" whi#h he operated from his house. It was a kind of home#oming his edu#ation in the &'. (rom its artisan roots of a two man workshop to a #ompany of )*** spread all over the world$ Hidesign has stayed fo#used on innovation based on its strong heritage of #raftsmanship. Hidesign stands out for the sensuous naturalness of its high +uality leathers and the smooth soft glow of its solid brass fittings in its leather goods. Hidesign is a re#ogni,ed leader in the resear#h of the e#ologi#al use of vegetable tanned -eathers for its leather goods. -earning from the #enturies old skills of tanning with natural seeds and barks$ Hidesign has #reated fashionable leathers that age e.#eptionally well. /he heritage of fine hand #raftsmanship is visible in the details that make Hidesign produ#ts stand out and e.#lusive. /he history of Hidesign has been defined by the rebellion against uniformity and syntheti# flatness of the mass market. 'tarting in 1978$ it has been driven by the passion of a multi#ultural group of a design oriented team. (rom small alternative shops in 'an (ran#is#o and -ondon$ it moved to the first adventurous department stores in the early 199*s in -ondon$ 0alifornia and Australia. (rom the first e.#lusive bouti+ue in 1998$ Hidesign has grown to over 8* e.#lusive stores and a distribution network in 1) #ountries that has pla#ed its produ#t in over 1*** stores. Hidesign2s rapid growth
apur started as a hobby when he returned to India to live on a #ommune after
A CASE STUDY ON HIDESIGN
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VIVEK COLLEGE OF COMMERCE

in the fastest growing e#onomies of the world in Asia$ Afri#a and 3ussia has positioned it for rapid growth in the future. THE BRAND Hidesign is an internationally su##essful brand in the !affordable lu.ury" #ategory. 4e feeling of lu.ury #omes from providing an e.#lusive produ#t and servi#e through5 /he 6.#lusive Ambeien#e the produ#t. Hidesign shops are made from high +uality materials that are natural5 solid brass$ real leather and wood. /he 7ersonalised 'ervi#e provided at our stores and shop in shop #ounters. /his personalised servi#e informs the #ustomer on the e.#lusive nature of Hidesign$ advises the #ustomer of what is best suited to his needs and in #ase of a problem promptly solves his problem. CORE VALUES Hidesign2s brand values are always #onsistent and provide Hidesign a uni+ue identity and great #ustomer loyalty. NATURAL Hidesign sees great value in natural beauty. 8ur soft$ sensuous leathers and smooth solid brass fittings speak of the highest +uality natural materials. Hidesign does not #over its leathers with layers of pigments and paint or emboss it with artifi#ial patterns to hide defe#ts in low +uality materials. 9or does Hidesign use ele#troplated steel or ,in# fittings that does not age well. ECOLOGICAL Hidesign believes in the highest e#ologi#al values. Hidesign is a leader in resear#h on using vegetable e.tra#ts from seeds and barks for tanning to repla#e heavily polluting
A CASE STUDY ON HIDESIGN Page 2

#hemi#als. CRAFTSMANSHIP 6very Hidesign produ#t is uni+uely hand#rafted. 4ere is no mass manufa#ture at Hidesign$ and the great traditional skills of our #raftsmen are en#ouraged to be perfe#ted over years. INNOVATION Hidesign produ#ts are uni+ue. 4e multi#ultural design team has won several international awards for its e.#ellen#e and design leadership. /rue to its values$ Hidesign #onstantly innovates to stay in tou#h with the #ontinuing fast moving #hanges in the lifestyle of its #ustomer.
THE HIDESIGN TIMELINE: 1978 A :A:; I' :839 Hidesign begins with a two<person artisan workshop. /he first markets are small alternative shops in Australia and the &nited 'tates refle#ting the brand2s rebellion against uniformity and mass produ#tion. 1981 HID6'I=9 I9 & Hidesign starts in & and fast be#omes a #ounter #ulture i#on in the independent stores. 198>
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'8-ID :3A'' :&0 -6' in the fa#tory 0ommitment to #raftsmanship and e#ology leads to the development of our new solid brass bu#kles ? no more ,in# alloy ele#troplated bu#kles for Hidesign. Hidesign goes ba#k to the old traditional skills of making bron,e statues to sand #ast solid brass bu#kles. /he premium position en@oyed by :rass5 :rass is a substitution alloy. It is used for de#oration for its bright gold<like appearan#eA for appli#ations where low fri#tion is re+uired su#h as a##essory fittings$ lo#ks$ gears$ bearings$ doorknobs$ ammunition$ and valvesA for plumbing and ele#tri#al appli#ationsA and e.tensively in musi#al instruments su#h as horns and bells for its a#ousti# properties. It is also used in ,ippers. /oday almost 9*B of all brass alloys are re#y#led. 198C (irst department store D8H9 -6EI' Dohn -ewis in & well as weekend$ toiletry and #omputer bags. 1988 HID6'I=9 I9/38D&06' =A3%69/' Hidesign su##essfully introdu#es leather garments in#luding edgy @a#kets and thigh hugging long pants. 199* Hidesign establishes its (A0/83; I9 789DI0H633; Hidesign establishes its first #ustom designed fa#tory in 7ondi#herry$ India. /his e.#iting milestone #onfirms our #ommitment to innovation$ fashion$ te#hni#al e.#ellen#e and lo#al #ommunity employment. /he fa#tory e.presses the brand values of Hidesign5 beautiful natural ponds and waterfalls en#ir#le raw bri#k ar#hite#ture designed by e#ologi#al ar#hite#t 3ay %eeker. 1991
is the first department store to the #arry
the full line of Hidesign leather goods that now in#ludes handbags and wallets$ travel bags as

A006''83; 8( /H6 ;6A3 A##essory %aga,ine & #hooses Hidesign2s !:o.y :ag" as A##essory of the ;ear. 7rin#ess Diana awards Hidesign this prestigious pri,e. 1997 Hidesign2s (irst International e.#lusive store in %8'08E Hidesign opens its first e.#lusive international store in %os#ow. 1998 '8&/H A(3I0A (irst emerging market /he emerging markets of %alaysia$ 'outh Afri#a$ 0hina and eventually India will be#ome a ma@or growth area for Hidesign. 1999 HID6'I=9 -A&90H6' I9 I9DIA Hidesign enthusiasti#ally laun#hes in India4 Hidesign2s annual fashion shows to laun#h the new #olle#tion are a !'o#ial 6vent". 1*** AEA3D EI99I9= Advertising 0ampaign %arks the laun#h of Hidesign2s award winning #ampaign both in 6urope and India. 1**> A-:63/8 0IA'0HI9I @oins as Hidesign2s -ead Designer Hidesign introdu#es new lead designer$ Alberto 0ias#hini of Italy. /heir multi<#ultural design team #ontinues to e.pand on the Hidesign signature look ? #reating #lassi# styles with a #ontemporary edge. Alberto2s first bag designed for Hidesign ? Ayesha named after founder Dilip apur2s daughter. 1**7

/H6 A=6 8( 08--A:83A/I89 -ouis Fuitton be#omes a partner with Hidesign4 1**8 )* ;6A3' 8( HID6'I=9 )* years down$ one man2s passion has transformed a two<man artisan workshop of edgy$ alternative leather bags into the i#oni# leather goods brand Hidesign. 1*1* HID6'I=9 6G7A9D' 3A7ID-; Hidesign e.pands its rea#h into tier 1 and tier ) #ities in India 1*11 HID6'I=9 -A&90H6' /H6 A3/ 8( 36&'6 1*11 HID6'I=9 -A&90H6' /H6I3 -&G&3; -I96 (ulfilling a long dream$ Hidesign laun#hes its premier lu.ury line ? Alberto 0ias#hini$ Hand#rafted by Hidesign. /his line is designed by Dilip Alberto 0ias#hini 1*11 HID6'I=9 '/A3' I9 :8--;E88D Hidesign sees itself being pla#es is some ma@or :ollywood movies su#h as -adies vs. 3i#ky :hal$ 6k Deewana /ha$ 9o 8ne illed Dessi#a and 6nglish Finglish. apur and Hidesign2s lead designer ?
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THE MAN BEHIND THE BRAND: MR. DILIP KAPUR Dilip apur$ 7resident of Hidesign$ was born in 9ew Delhi and moved to 7ondi#herry at the age of si.. He grew up in 'ri Aurobindo Ashram$ went to s#hool at 7hillips A#ademy$ And over$ and %assa#husetts. After graduating from 7rin#eton &niversity$ 7rin#eton$ 9ew Dersey$ &'A in International Affairs$ %r. apur #ompleted his 7H.D at &niversity of Denver$ '#hool of International 'tudies in International Affairs. %r. apur took up a @ob in a leather #ompany while pursuing his 7H.D. It was during those nine months when he re#ogni,ed his passion towards the art of #rafting leather. He returned to India in 1977 to live in Auroville and started Hidesign$ a one<man artisan shop$ as a hobby in 1978 and has sin#e masterminded Hidesign to its #urrent leadership position. He still tea#hes students at Auroville on International affairs.
PRODUCT PORTFOLIO: HIDESIGN All Hidesign produ#t lines refle#t the Hidesign #on#ept and when displayed together in our shop or #orners$ #reate a harmonious image that refle#ts the sophisti#ated lifestyles of our #ustomers. :A='5 8ur #ore #lassi# range of brief#ases$ handbags$ wallets are made from vegetable tanned !0lassi#" leather and our oil tanned smooth !3an#h" leather. /hese styles are always #ontemporary$ sophisti#ated and ideal for the su##essful e.e#utive lifestyle. /he fashion ranges #hange four

times a year refle#ting Hidesign2s #ontinuous innovation and respond to the #onstantly #hanging lifestyles of our international #ustomers. A variety of leathers and #olors are #onstantly developed by our designers and resear#h labs for these ranges. -6A/H63 =A3%69/'5 A wide range of garments refle#ts a #ontinuous adaptation to the latest fashion tenden#ies. -ightweight leathers refle#t a #asual but sophisti#ated lifestyle. '%A-- -6A/H63 =88D'5 An e.tensive range of #lassi# small leather goods and a #onstantly #hanging range of fashion a##essories #omplement the handbags. &sed along with the bags$ the effe#t is stylish and harmonious. :6-/'5 Hidesign2s ranges of #lassi# and #asual belts are made out of full grain #owhide and solid brass bu#kles. /he high +uality of the full grain leathers Has against regenerated leathersI and solid brass bu#kles instead of ele#troplated bu#kles #learly identifies the hidesign belt as lu.urious and sophisti#ated. -6A/H63 Hidesign uses only the highest +uality leathers. 8ur leathers are full grain Hthey have not been #orre#ted to hide defe#tsI have minimal #olor or pigments to #over the leather2s natural beauty. /he feel$ the look and smell of our leathers is sensuous and natural. -&G&3; :A=' nown for its singular design and a lega#y of #raftsmanship$ lifestyle brand Hidesign has proudly introdu#es its lu.ury label designed by Alberto 0ias#hini. 0elebrating )> years of unwavering +uality$ Hidesign2s lu.ury arrival show#ases +uintessential Italian style brought to life by master designer$ Alberto 0ias#hini. A striking and sophisti#ated #olle#tion marks the debut of Hidesign in the lu.ury arena with limited edition day and night bags for women.

/he brain#hild of Dilip apur$ 7resident$ Hidesign$ this new label is the result of #ollaboration
amongst #reative stalwarts Alberto 0ias#hini$ Hidesign and House of 'warovski. %ilanese designer Alberto 0ias#hini$ who has been leading the design department of Hidesign sin#e 1**>$ has partnered with the finest #outure embroiders in (ran#e$ the House of 'warovski along with the best artisans at Hidesign to bring together this line of minimalist bags$ with modern shapes$ soft stru#tures and stylish #olours. Alberto studied at Instituto %arangoni one of ItalyJs best known design #olleges. After starting his #areer with 0ostume 9ationale he has worked with =iorgio Armani$ -oewe$ /russardi$ Hugo :oss K Alberto =uardiani. Alberto mentors the other designers at Hidesign on designs$ styles$ #on#epts$ finishes$ fittings$ leather$ te.ture and feel. As Hidesign grew$ the need of the hour was to infuse design inputs from the lu.ury se#tor of Italy. Alberto brings with him the great heritage of Italian lu.ury. He brings to the brand his edu#ation$ his sensitivity and his e.perien#e in lu.ury. Alberto says he is e.#ited about working with Hidesign to #reate the future of lu.ury in India. !It is one of the most e.#iting #ountries in the world right now." /he #hallenge lies in his ability to understand the new markets and new tastes as he brings home the e.perien#e of Italian lu.ury.
/he hand#rafted lu.ury line features handbags$ evening bags$ #lut#hes and mobile phone holsters. !Alberto 0ias#hini$ Hand#rafted by Hidesign" is made with the finest leathers$ lu.urious hardware and designed with a sophisti#ated woman in mind. 6a#h pie#e is a uni+ue testimony to the ethos of Hidesign$ whi#h are unrivalled #raftsmanship and a passion for detail. &sing ar#hival elements$ intri#ate surfa#e detailing and #ontemporary embroidery patterns with embellishments$ the bags e.ude modern elegan#e and simpli#ity. /he new label will be available at sele#t Hidesign stores and hand<pi#ked multi brand stores a#ross ma@or metros in the #ountry.
HA9D 7AI9/6D :A='5 :-&6 9I-6
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As soft leaves unfold and flowers bloom in the Hidesign gardens$ the leading leather a##essories brand brings you lush springtime glamour at its best. Introdu#ing the hand<painted :-&6 9I-6 #olle#tion$ Hidesign on#e again beautifully portrays their #ommitment to workmanship whi#h they proudly patroni,e. /his limited edition range from Hidesign has a very spe#ial attribute< ea#h bag in this #olle#tion is hand<painted on vegetable<tanned leathers4 /hese bags have been meti#ulously painted at the fa#tory by their team of artists in 7ondi#herry. 9ature2s inimitable elegan#e is the muse for this range$ as fresh springtime #olours play prettily on the bags that do all the talking. Eith tan woven straps that e.ude an earthy finish$ the soft leather bags are your perfe#t #ompanion for a day around town. /he :lue 9ile Hobo is @ust the right si,e for a gorgeous yet #onvenient day bag. 'prinkle a dash of spring into your day with the :lue 9ile wallets and try the :lue 9ile -arge /ote when you need to #arry your world with you4
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CHAPTER 2 ANALYSIS - I MARKET RESEARCH: Segmen ! "#n

P$%&'#g(!)'"& $egmen ! "#n5 It is an e.ample of segmentation based on the lifestyle of its #onsumers. /he brand is targeted at people who value style and elegan#e in a #lassi#al sense$ that is$ those who want to make personal statement of their style and value the evolved nature of their preferen#e. /hus they are able to target a wide range of #ustomers ranging from young #ollege students to su##essful business professionals. Dem#g(!)'"& Segmen ! "#n5 II =ender 'egmentation5 Hidesign started out as a very strong brand for men ? more rational$ rugged and produ#t feature oriented. Ehen they first laun#hed in India$ 8* per #ent of theturnover #ame from the men2s produ#ts. /he brand worked e.tremely well for professionals and e.e#utives$ both at work and leisure. However$ over the years$ it had a#+uired a tou#h of femininity<a +uality of tou#h and feel with strong aestheti# appeal that evoked a sense of beauty within the individual. Gene(! "#n* In&#me* S#&"!+ C+!$$ Segmen ! "#n: /he brand is aimed at young upper #lass people and it was pri#ed a##ordingly. A typi#al Hidesign retail #ustomer was well<edu#ated and typi#ally was a servi#e industry e.e#utive. C)Bwere age 1C<)C$ )*B )C<>C$ and 1*B over the age of >C. It isalso represented in
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the pie #hart below. 8ne thing that #an beinferred from this data is that Hidesign needs to work on its image in the eyes of the young #rowd$ whi#h sometimes per#eives Hidesign as a #lassy but non trendy brand. 8ver thepast #ouple of years Hidesign has taken many initiatives in thisregard su#h as the 7ink #ampaign and offering produ#ts at slightly lesser #ost to lure the young prospe#tive #ustomer. /heir laptop bags have been a surprising hit$ whi#h has been attributed to the in#reasing numbers of working Indian women who are seeking fun#tionality and fashion. /he target market #onsists of people belonging to high in#ome households$ who travel fre+uently$ often internationally$ and insists on high +uality produ#ts. Hidesign has #reated a new brand$ Holii$ aimed at the mid<to<mass market segments$ with produ#ts #osting a third less than Hidesign2s e.isting wares. T!(ge "ng /he target market #onsists of people belonging to high in#ome fre+uently$ often internationallyA and insists on (urther$ their #ustomer would be anyone who is #areer<driven$ globalised$ #osmopolitan$ who is well read and well travelled. Hidesign targets #ustomers who are primarily in the 1C<)C age<groupA internationally it would be around )*<>* year old. /he high per #apita in#ome$ #oupled with a brand<#ons#ious lifestyle$ ensures ongoing demand and tremendous growth prospe#ts for international brands su#h as Hidesign. 2.,. P#$" "#n"ng /he name Hidesign was formed by merging the words !hide" households$ high who travel produ#ts +uality
and!design". /he brand was initially promoted in travel and fashion maga,ine. :ut the brand was initially per#eived as a boring one inthe Indian market. Different #ampaigns and advertising went into #hanging this notion. /he brand identity is more lu.ury oriented and more feminine. However$ the #ore values are still the same ? that we are e#ologi#al and natural our manufa#turing pro#ess$ and still believe in high #raftsmanship in modern designing. /he new brand image is more driven by lu.ury and

e.#lusivity. /heidea is to provide more and more fashion through latest designs. Eehave found that men buy produ#ts that are modern and have more fun#tionality. 8n the other hand$ women are more brand #ons#iousand buy to look beautiful. Ee have e.perimented with differentkinds of #olours in leather. 0olours like red or white symboli,e #lass among women$ unlike men2s a##essories$ where bla#k and brownstill sells.Hidesign started out as a brand whi#h appealed to the rebels but over the #ourse of time it has evolved into a brand whi#h refle#ts a #ulture of innovation$ globali,ation and hard work. Hidesign has never tried to outdo its #ompetitors in terms of thesheer volume of advertising but instead it fo#uses possess on a rea#hing #ertain theright #ustomers with the right value. /hey believe that theirprodu#ts
uni+ueness that helps them stand apart from the #rowd and they have always tried to fo#us on this aspe#t intheir marketing strategies.6ven though Hidesign is a domesti# brand$ it has positioned itself inthe minds of Indian #onsumers as an international brand. /hey are viewed as the most e.pensive leather bags in the #ountry.
PRODUCT STRATEGY 738D&0/ -6F6-' A9D HI63A30H; /he produ#t hierar#hy stret#hes from basi# needs to parti#ular items that satisfy those needs. /he si. levels of hierar#hy are5 Item :rand 7rodu#t /ype 7rodu#t -ine 7rodu#t 0lass 7rodu#t (amily 9eed (amily
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LINE E-TENSION Hidesign is trying out new produ#t lines. In 1**L$ to keep itsprodu#ts fresh$ Hidesign hired forme r Armani designer Alberto0ias#hini$ who is based in %ilan. /he #ompany was planning to design a new top<end produ#t line of evening bags for ladies. BRAND E-TENSION In 1**C$ Hidesign #reated a new brand of bags and a##essories forits stores$ 'alsa$ aimed at the 1L<1C age groups and pri#ed mu#h lower than the premium bags whi#h sold for M11C<M1C* in overseas markets. Hidesign partnered with (uture =roup$ India2s largest retailer$ tolaun#h Holii$ an affordable line of bags with louder #olours andornate trimmings that is geared towards young #onsumers. /he plan here is to #reate a new brand$ Holii$ aimed at the mid<to< wares. mass market segments$ with produ#ts #osting a third less than Hidesign2s e.isting
Hidesign to set up a @oint venture with Italy2s :ra##ialini to laun#h the brand in India. /hey will set up a new produ#tion line at one of its manufa#turing units to make :ra##ialini bags and other leatheritems. /he :ra##ialini produ#ts are very #olourful.
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H".e$"gn: T'e E/#+0 "#n #1 ! B(!n. During its initial stages$ hidesign as a brand resembled the personality of its president and founder mr. Dilip apur . During his #ollege days mr. kapur was a#tively involved in the #ultural revolution that was sweeping the world in the 197*2s. he parti#ipated in the anti Fietnam war demonstration and led a life that refle#ted the rebellious #ulture of the youth of that period. /he design of the produ#ts refle#ted the spirit of the 0ultural 3evolution happening in &' at that time. /he designs appealed to people who were in same way e.treme radi#als and who rebelled against the standard #onservative norms of so#iety. A##ording to %r. undertaken to sell the produ#ts at that time. /he 0ultural 3evolution and youth rebelliousness were slowly fading. /he produ#t therefore also needed to migrate from bouti+ues$ non<#ommer#ial stores and street markets to departmental stores. 8ne su#h opportunity #ame when Dohn -ewis from & bought the produ#t. /he buyer himself was$ in some ways$ rebellious in thinking and approa#h and the designs mat#hed the philosophi#alorientationof the buyer. /his relationship led to a strong #ommer#ialpartnership and the upmarket Dohn -ewis departmentalstores be#ame preferred #ustomers. :y 1**1$ Hidesign pr odu#tso##upied about L* per #ent of the brief#ase and luggage se#tions of stores. /he brand$ as #on#eptualised by %r. apoor$ refle#ted a #ulture of innovation$ globalisation and apur $ the leather bags that he #rafted ! sold themselves due to the uni+ueness of the design". 9o marketing efforts were
hard work. It was an NedgyN brand << atthe #utting edge of #hange. 8ver the years$ it moved from
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being aNrebelN to being a N#utting edgeN brand. It was a hard working personJs It was not run by rules$ but a##essory ? a work
by ethi#s and values and represented a #on#ern for the environment. oriented brand. It was not a NpartyN brand$ and #ertainly not aglamorous one. It was a brand that was stylish in a #lassy and elegant wayA not showy or dowdy << never a #heap << look brand. /hedesign and manufa#turing pro#esses ensured this #hara#ter andpersonality #ons#iously and seriously. 9ow the brand fo#uses on its traditional manufa#turing pro#ess todifferentiate it from the #rowd. /his is also illustrated in the latestadvertising #ampaigns of the brand. /he advertisement shown onthe ne.t page goes with statement5 !Ee still make leather bags using the same pro#ess Italiansabandoned years ago. Ouitters" /he superiority of Hidesign produ#ts is largely due to the uni+uenessof the design and manufa#turing pro#ess. /he #ompany fo#uses onits traditional methods of manufa#turing and tanning. /he traditionalmethods refle#ts a #are for the #raftsmen$ #raftsmanship and theenvironment using pro#esses whi#h had long sin#e disappearedfrom the modern leather industry.6a#h Hidesign produ#t goes through a natural vegetable tanningpro#ess << one that is more time<#onsuming than #hrome tanning$but that leaves every produ#t with a ri#h beautiful patina whi#h getsbetter with time. &nlike #hrome tanning$ vegetable tanning has alsobeen proven to have minimal effe#t on the environment. It is non<to.i# and safe for those with sensitive skin. of the brand
/he brand goes one step further to keep its leather goods natural$using only solid brass fittings for bu#kles and buttons$ whi#h givesea#h produ#t that spe#ial rugged JHID6'I=9J look. 8ne other differentiating feature of Hidesign2s bags was the use of solid<brass fittings$ unlike many other bags whi#h opted for plated<metal fittings.
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It is the e.+uisite #raftsmanship that goes into produ#ts whi#h setsHidesign apart from other leather goods retailers. /heir produ#ts are#onstru#ted$ not @ust stit#hed$ with #onstant input from their designteams in 6urope and Asia. /he attention to detail that they give toea#h and every HID6'I=9 produ#t$ whether it is a leather @a#ket or awallet$ is unparalleled.
PRODUCT LIFE CYCLE Apparel and other #onsumer produ#ts #an be #lassified by the length of their life #y#les. :asi# produ#ts su#h as /<shirts and blue @eans are sold for years with few style #hanges. :usinesses selling basi#produ#ts #an #ount on a long prod u#t life #y#le with the same#ustomers buying multiple units of the same produ#t at on#e or overtime. (ashion produ#t life #y#les last a shorter time than basi# produ#t life#y#les. :y definition$ fashion is a style of the time. A large number of people adopt a style at a parti#ular time. Ehen it is no longeradopted by many$ a fashion produ#t life #y#le ends. (ashionprodu#ts have a steep de#line on#e they rea#h their highest sales. /he fad has the shortest life #y#le. It is typi#ally a style that isadopted by a parti#ular sub<#ulture or younger demographi# groupfor a short period of time. /he overall sales of basi# produ#ts are the highest of the three typesof produ#ts$ and their life #y#les are generally the longest. Apparel produ#ts often have a fashion dimension$ even if it is @ust#olour. As fashion features in#rease in a produ#t$ the life #y#le willde#rease. /herefore$ if you are designing a fashion
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produ#t$ you willwant to have multiple produ#ts in line for introdu#tion as ea#hfashion produ#tJs #y#le runs its #ourse. Hidesign build their lines to in#lude basi#$ fashion$ and fad produ#tsin order to ma.imi,e sales. (or e.ample$ with a @a#ket line$ abusiness may have four styles that have #lassi# styling and #oloursand are always in the line. (our additional styles may be modifiedevery two years to in#lude silhouette$ length$ and #ollar #hangesbased on the #urrent fashion. 8ne or two short<#y#le fashion or fadstyles based on breaking trends may be introdu#ed on#e or twi#e ayear. 'tyles that a popular #elebrity or sports hero is wearing are e.amples of fashion and fad styles. Ee #an also look at the number of fashion produ#t adopters againsttime. Different marketing strategies should be used to rea#h ea#h of these #onsumer types. (ashion innovators adopt a new produ#t first. /hey are interested in innovative and uni+ue features. %arketing andpromotion should emphasi,e the newness and distin#tivefeatures of the produ#t. (ashion opinion leaders H#elebrities$ maga,ines$ earlyadoptersI are the ne.t most likely adopters of a fashionprodu#t. /hey #opy the fashion innovators and #hange theprodu#t into a popular style. /he produ#t is produ#ed by more#ompanies and is sold at more retail outlets. At the peak of its popularity$ a fashion produ#t is adopted bythe masses. %arketing is through mass mer#handiser2s andadvertising to broad audien#es. As its popularity fades$ the fashion produ#t is often marked for#learan#e$ to invite the bargain hunters and #onsumers$ thelate adopters and laggards$ who are slow to re#ogni,e andadopt a fashionable style. NE2 PRODUCT DEVELOPMENT STRATEGY
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Hidesign #aters mainly to women with high disposable in#ome
Hesp.A1$ A1 and :1 in '60 #lassifi#ationI and who have a need for e.#lusive produ#ts. /he de#ision to stop #atering to men was takenin 1989 be#ause the profitability in #atering to female popula#e wasmore than three times when #ompared to #atering to fashion needsof men. :ut the times have #hanged sin#e then with men be#omingmore fashion #ons#iousA we live in the age of Pmetrose.ual2 menwho don2t mind spending e.tra money for high +uality fashion a##essories. /hus a need for #atering to new segment arises and #onse+uently aneed for a new produ#t is felt. /he best strategy for Hidesign is tostart #reating a new men2s line by produ#ing leather @a#kets for menand it is the best bet be#ause of two reasons vi,. Hidesign has had prior e.perien#e$ before 1989$ in #reatingleather @a#kets. /he e.perien#e gained in the past years #anbe leveraged in #reating high +uality new @a#ket. -eather @a#kets have histori#ally been asso#iated with bike<
riders and #owboys from the Pwild west2 and it generally per#eived to be mas#uline. Hen#e this produ#t targets not onlymen with fashion #ons#ious but also the other end of the spe#trum as well. /aking a #ue from ma@or fashion houses$ Hidesign should hire a well<known fashion designer who with hisQher invaluable inputs wouldhelp Hidesign in #reating the @a#kets. 8ne of the fashion designersthat hidesign should target is 'abyasa#hi %ukher@ee as he is one of the few Indian designers who is globally renowned. His name being atta#hed to Hidesign2s produ#ts would only add to its e.#lusivity fa#tor and to it being ni#he and eventually would lead to the in#rease in the brand value of the @a#ket. P!&3!g"ng
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/he @a#kets need to be pa#kaged in superior +uality bags$ whi#h addto the high #lass$ the brand stands for. /he bags #an be made frome#o friendly material. High +uality pa#kaging materials will ensuresafety on a ride. B(!n. N!me ARIES ? !=reek =od of Ear" A leather @a#ket symbolises energy and enthusiasm. It show#ases afeeling of sturdiness. A3I6' as a brand name will go well with these#tion of so#iety looking to portray that image. It will give them afeeling of fighting it out in this present #ompetitive world andemerging a true winner. P("&"ng S (! eg% Driving #ost out of a produ#t by a##epting ade+uate +uality maywork for a mass<market brand$ but lu.ury branding is built on afoundation of +uality$ even if it means a higher pri#e. A medio#rehigh<pri#ed produ#t will never a#hieve lu.ury status. /hus$ thepri#ing strategy to be followed in #ase of men2s @a#kets would besimilar to that followed by Hidesign in #ase of bags. It has to beensured that the @a#kets are made out of the best raw material available in the market. If some people arenJt #omplaining about the pri#es$ itJs said$ theyarenJt high enough. /hat may be true for general market produ#tsand servi#es$ but lu.ury produ#ts are$ at least in part$ defined bytheir higher pri#e. 'till$ trust is key to lu.ury brands$ and if the pri#esare per#eived to be artifi#ially high the strategy will ba#kfire. :argain sales and dis#ounts are antitheti#al to the #on#ept of alu.ury brand. If a +uality produ#t is worth the pri#e$ then how #anthat pri#e be redu#ed without sa#rifi#ing +ualityR P(#m# "#n S (! eg%
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High<volume mass advertising and hard<sell verbiage may work forgeneral produ#ts$ but for lu.ury brands$ image ads and targetedpubli#ity #onvey the right message. /he leather @a#kets would be easy to promote be#ause they wouldbe of unusual superior +uality. 3eading about the leather @a#kets inups#ale fashion maga,ines would not only add to the per#eption of lu.ury$ it would make #ustomers subtly endorse the brand as noadvertisement would. T!(ge M!(3e De$&(") "#n /he two different types of produ#ts$ targeting high end < #lass A1$ A1and :1 #ustomers$ would be offered are5 %enJs 'uede Da#ket A wide range of %enJs 'uede Da#kets manufa#tured using high graderaw material to ensure +uality #an be produ#ed. Designed as perlatest market trends$ the range would be made available in different #olors$ si,es and patterns. %oreover$ the team of +uality #ontrollers PROMOTION OF HIDESIGN PRODUCTS As Hidesign en@oys its premium position as a leader in their market spa#e$ they take huge efforts to retain their position. /o #over a full #ommuni#ation #y#le$ they take the support of different mode of promotions to keep their brand in the news$ and to su##essfully manage its reputation. /he #hannels of promotion they use have been enlisted below5 Advertising Hidesign releases two ad #ampaigns per season ? springQsummer and autumnQwinter 73
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Hidesign works with two 73 agen#ies in India to laun#h their new #olle#tions$ #reate brand awareness$ manage brand reputation$ profiling of their management et#. Digital Hidesign has re#ently hugely elevated their digital presen#e %arketing 6a#h region has a brand manager who looks after marketing initiatives 7oint of 'ale Hidesign does a lot to maintain a favorable point of sale with the help of mer#handising and visual aids. In this pro@e#t$ I have taken ea#h #hannel and e.plored it individually as below5 TRACING ADVERTISING All the adverting #ampaigns of Hidesign are done in<house. /ospread the e.#lusivity and
pre#iousness of the produ#t$ they have#ertain photographers who understand what lu.ury produ#ts are allabout. /hat is why they have their advertisement shoots done in7aris to portray the values of the brand. All their #ampaigns showthe warmth and sensuousness of the brand. /o begin with Hidesign used only print media for advertisements. /his was done as a result of the nature of the target market andretail #overage. During the year 1**1<*1$ advertisements fo#ussedmore on the produ#t and its features. During the ne.t year therewas a #hange in the fo#us though. %edia #hoi#e was de#ided basedon different parameters$ in#luding the mat#h between the targetaudien#e and the profile of readership of the print media.
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In addition to mass media advertisements$ mer#handising anddisplay in the retail environment was another important means to#ommuni#ate the brand value. 0are was taken to ensure that theprodu#ts displayed in the retail shops refle#ted the premium imageof the brand. 'pe#ially designed display ra#ks were made availablein multi<brand outlets. In 1**1$ Pnew look2 bouti+ues were made$whi#h were a #ombination of stone$ glass$ wood and brass. All thee.isting showrooms were also standardised in a similar pattern. Hidesign has its presen#e on the 'o#ial 9etworking sites as well. Ithas used the overwhelming response on su#h sites to design itspromotional #ampaigns. (a#ebook ? Hidesign has a fa#ebook page whi#h is used to advertise the :rand. At present it has 11$)11 likes by fa#ebook users. In#elebration of Eorld 6nvironment Day it laun#hed the !Art of 3euse"#ontest$ an 6#o<7ro@e#t in partnership with (emina$ to support a#ause very #lose to their heart$ where they are giving people all themeans to help them #reate their first !=reen leather #reation" ADVERTISING :elow are the e.amples of the advertisement #ampaign organi,ed by the #ompany through Advertising Agen#y. Hidesign2s AE 1*11 #ampaign
Hidesign laun#hes Autumn<Einter 1*11 Advertising 0ampaign Introdu#ing -ady =odiva M0m4!"* A0g 2512: 0apturing the bare and sensuous beauty of hand#rafted leather$ Hidesign laun#hes its AQE 1*11<1) AD #ampaign$ -ady =odiva.
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/he #ampaign #onveys the power and elegan#e of a woman as she #arries her Hidesign bag. /his new series of ads feature models anishtha Dhankhar ? 6.<%iss India<Eorld$ Ivana and 9itin =upta. /his season2s #ampaign brings together writer and #on#eptuali,er :everley :athi@a$ and art dire#tor Frushali =ur@ar. /he duo is part of the same team that worked on Hidesign2s award winning #ampaign in 1**1$ whi#h brought to the fore the story of Hidesign2s e.#ellen#e in the hand<#rafting of leather. /hrough irreveren#e in #opy and #aptivating imagery$ the models posed skin<to<skin with leather bags. /he duo #reated an i#oni# #ampaign that won Hidesign mu#h a##laim worldwide and a loyal following. (or the #urrent #ampaign$ Hidesign has on#e again #ollaborated with a#e (ren#h photographer Dinh /hi /ien$ who has redefined the brand2s imagery over the last seven years. !-ady =odiva is a legend and the photography must be surrealisti# to push the #on#ept. /he lighting was inspired from S#laire<obs#ureT painting to give a sensuous atmosphere. %y vision was to inspire a real artisti# and aestheti# way to rise up the brand image as the art of hand#rafting$" says Dilip. :everley shares$ !/he #on#ept has evolved from the brand2s original #ampaign on the making of a bag$ now to the emotional high that is uni+ue to owning a hand#rafted Hidesign bag." /he #ampaign strongly evokes the values that Hidesign is re#ogni,ed for < a strong #onne#t to nature$ the roman#e of adventure$ e.+uisite #raftsmanship and an interest in all things off<beat. !/he result$" says Frushali$ !a lush$ surrealisti# and sensorial spread." Hidesign does not follow trends$ but staying true to its ethos$ reinvents itself season after season. Dilip apur$ 7resident of Hidesign says$ !Hidesign #onne#ts to the young and self<#onfident$ internationally$ through the raw sensuousness and beauty of natural leather and great #raftsmanship. Dinh2s powerful photography reignites the sense of adventure and wonder that our first ad #ampaign had e.perien#ed4" /he surreal ba#kground depi#ts -ady =odiva2s larger<than<life #hara#ter. anishtha brings to life the passion of =odiva2s #hara#ter$ reiterating the spirit of her rebellion in the old fable. Dinh has beautifully #aptured the strength and individualism of the models through his photography. !'he has a powerful and radiant #harm and refle#ts a natural and sensuous beauty$" he says while des#ribing his =odiva.
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/he modern styling and sli#k #onstru#tion of these vegetable tanned leather bags give them a #ontemporary appeal that Hidesign has be#ome well known for. Available in the #olours of fall$ su#h as nude$ midnight blue$ forest green$ tan and aubergine$ the #olle#tion in#ludes an array of elegant totes$ #lut#hes$ grabs$ wallets$ travel bags and belts. /he #ampaign will be introdu#ed on Hidesign2s website www.hidesign.#om$ at all e.#lusive Hidesign stores$ and will appear in leading fashion K lifestyle maga,ines$ online portals and outdoor hoardings. Hidesign has re#ently laun#hed e.#lusive stores in emerging metros su#h as %ysore$ Aurangabad$ anpur$ 9agpur and Dimapur$ and the #ampaign will be show#ased in these #ities through hoardings and print ads to boost awareness. /he 0on#ept 6volves5 /he brief from Dilip apur was to Pnudge2 the brand from the original #ampaign to make it more relevant to the brandJs position today that now refle#ted the aspirations of modern Indian woman$ while staying true to its natural$ hand #rafted$ e#o<friendly heritage. 8n one hand$ the idea for the #ampaign #ame from the brand itself < its glorious attention to detail$ the hand<#rafted heritage$ use of vegetable tanned and hand polished leather$ its people and its international design sensibility. 8n the other hand$ it #ame from the #onsumerJs e.perien#e with the brand. /he making of the #ampaign was a #ollaborative interpretation of the #on#ept behind the #ampaign < -ady =odiva < her passion$ spirit and individualism that refle#ts the #onne#tion the brand has with its #onsumers a#ross the world. Eith president and founder of Hidesign$ Dilip apur and the :rand %anager$ Dipen$ in 7ondi#herry$ Art Dire#tor$ Frushali$ in Delhi$ writerQ#on#eptuali,er$ :everley$ in -ondon and photographer$ Dinh$ in 7aris < the final #ampaign emerged seamlessly$ as ea#h individual #reatively and strategi#ally #ontributed to the original =odiva idea. PR 6 DIGITAL
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/he below are the days when the #ompany has released their produ#t on different o##asions. /o introdu#e the different produ#t laun#hes in the market they have to prepare the press releases. /hese press releases are prepared by the 7ubli# 3elation Agen#y. /hese agen#ies are been hired by the #ompany for promoting of their brand and the produ#t introdu#ed by the #ompany time to time. 8##asionQ(estival based #olle#tions5
Hidesign releases several festival Q o##asion based #olle#tions ea#h year to keep themselves in the news. :elow are some e.amples5 Independen#e Day (ather2s Day 0olle#tion %other2s Day 0olle#tion 3aksha :andhan (riendship Day 0olle#tion /ea#hers Day 0olle#tion (estive #olle#tion 7arty 0olle#tion Diwali 0olle#tion Falentines Day 0olle#tion
0ase 'tudy5 /he Falentine 0olle#tion by Hidesign (ebruary 1$ 1*11 Hidesign #elebrates -ove at first sight this Falentines day with a #olle#tion of fabulous sat#hel bags and wallets in our deli#ious li,ard K #ro#o print vegetable tanned leathers. /he gorgeous :63= #olle#tion with over si,ed lo#k and brass rod handle adds vintage glamour to your evenings and days. -ook out for 3I/A$ our irresistible range of wallets and pou#hes.
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0ase study5 /he Art of 3euse /he Art of 3euse is an initiative by Hidesign$ whi#h is a good e.ample of 73$ Digital promotion and marketing. (or the first year$ Hidesign tied up with (emina$ and in the se#ond year$ with 8utlook maga,ine :elow are details5 Hidesign pioneers !/he Art of 3euse" Doin the e#o<pro@e#t. 3euse$ redu#e$ and re#y#le. =o green4
7ondi#herry$ Dune 1*115 Hidesign is e.#ited to announ#e the laun#h of the e#o<pro@e#t Art of 3euse in partnership with (emina. /his pro@e#t to be laun#hed on Dune Cth$ 1*11 to mark Eorld 6nvironment Day is part of Hidesign2s year long effort to push its =reen 0ampaign. Hidesign$ an e#o friendly leather goods brand$ has today #arved a ni#he for itself amongst lu.ury goods. As a brand Hidesign has #onsistently tried to #reate spa#e in its #onsumers2 mind on the importan#e of being e#o friendly$ on using things that are natural and has always impressed upon the beauty of the hand#rafted. /aking the mandate further Hidesign would like to stress on the need to re#y#le and reuse. !Ee believe the best way to get an idea a#ross is to engage people through parti#ipation"$ says Dilip apur$ 7resident of Hidesign. /he Art of 3euse is an engagement pro@e#t to support the pra#ti#e of #onverting waste materials or redundant goods into new materials Q produ#ts of better +uality with a higher environmental value. In this #ontest$ parti#ipants will be en#ouraged to #reate new designs out of leather s#rap provided in the !Art of 3euse kit"A available at all Hidesign stores pan India. /hese designs would be submitted at Hidesign stores and winners will be sele#ted through votes on Hidesign2s page on (a#ebook. 8n 1st August 1*11$ Hidesign and (emina will #hoose three winning
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produ#ts and the sele#ted #ontestants will re#eive Hidesign gift vou#hers worth 3s. 1C***$ 3s. 1**** and 3s. C*** respe#tively. /his is a laudable small step by Hidesign to rea#h out to a larger audien#e by introdu#ing the simpli#ity in re#y#ling and in#reasing the appre#iation of hand#rafted produ#ts. At Hidesign$ we believe this initiative #ould take on a mu#h larger form if we get your support. /he =3669 0A%7AI=9 'in#e its in#eption in 1978 Hidesign has always pushed for a greener way of doing things. /oday$ Hidesign is a re#ognised leader in the resear#h of the e#ologi#al use of vegetable tanned leathers for its leather goods. -earning from the #enturies old skills of tanning with natural seeds and barks$ Hidesign has #reated fashionable leathers that age e.#eptionally well. Hidesign reali,es the importan#e of #reating awareness towards #onserving the environment$ and with the =3669 0A%7AI=9$ hopes to lend support towards promoting afforestation and bringing to light the importan#e of reuse. /he Art of 3euse pro@e#t will be followed by the laun#h of Hidesign2s !=reen 0olle#tion"$ whi#h will be in stores later this year$ and !6veryday =reen" where Hidesign will design and #reate usable art pie#es su#h as waste baskets$ stools$ trays and other innovative produ#ts out of s#rap leather whi#h will be displayed in their stores a#ross India. 7.8 MARKETING :elow shared is the best e.ample for the marketing strategy applied by the #ompany for maintaining their level and stability in the market. Hidesign has its own marketing team to advise them on different marketing #hanges and flu#tuations. 0ase study5 Hidesign introdu#es innovative s#hemes and in#entives su#h as gift #ards HID6'I=9 -A&90H6' /H6 763(60/ =I(/
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Introdu#es fle.ible denomination gift #ards De#ember 1)$ 1*115 =ift someone their ideal Hidesign produ#t < even if you aren2t sure what it is4 Hidesign is proud to laun#h the perfe#t gift ? Hidesign2s fle.ible denomination =ift 0ards that #an be redeemed at any Hidesign store a#ross India.
/hese bearer =ift #ards #an be partially redeemed and re#harged again and again4 Eith no wear and tear unlike gift vou#hers$ the Hidesign =ift #ards #an be re#harged with any amount from 3s. 1**Q< upto 3s. 1C$***Q<. =ift the most lu.urious gift. =ift them the freedom to #hoose. Available at all Hidesign stores a#ross India and on www.hidesign.#om HID6'I=9 :3I9=' A98/H63 '760IA- 8((63 (83 ;8& 4 /his festive season EI9 a Hidesign =ift 0ard worth 3s. C** (36644 Eith every pur#hase of 3s. C*** or more on www.hidesign.#om upto 1nd Dan$ 1*11
0ase study5 Hidesign releases edu#atory write ups on how to maintain your leathers -ooking after your leather in the %onsoons was never this easy4 How often has an une.pe#ted shower left you fretting over a wet leather bagR Do you stop #arrying your leather bags every time the monsoons hit townR Eell worry no more$ be#ause we have a #ouple of heavy duty myth breakers on how to take #are of your leather. =etting your leather bag wet is not su#h a huge issue espe#ially when it2s a vegetable tanned leather bag. 9atural oils and e.tra#ts from barks K seeds repla#e the original fats in the hide giving a uni+ue look to vegetable tanned leathers with deep #olors$ good body and long lasting
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strength. /his age old natural te#hni+ue also ages your leather bag beautifully. 3ain water @ust be#omes another natural element and the leather rea#ts the way all natural things do ? it lets the water evaporate on its own. /hat2s right the ne.t time your vegetable tanned leather bag #at#hes a few drops of rain or a bit of that heavy shower$ @ust empty it out and leave it in an airy dry pla#e for a few days or in an air<#onditioned room whi#h would a#tually be the best way to dehumidify the bag. 9ever leave your bag near a heater or under dire#t sunlight$ be#ause it will dry out the natural oils in the leather$ leaving your bag looking dull. In the long run this #ould make the leather hard and develop #ra#ks on the surfa#e. ;es$ like your skin your leather needs moisturi,ing too. ;ou should buy an appropriate #ream or wa. for your leather bag that #ontains natural oils that seep into the leather and nourish it. %ost produ#ts available in the market give a gloss to the surfa#e but do not nourish the leather. Alternately you #ould take your vegetable tanned Hidesign leather bag to the nearest Hidesign store. /he sales manager will be more than happy to help you out. After drying the bag$ a light rub with a little bit of the #ream and a soft #loth will moisturi,e your leather bag and replenish its natural oils. During the monsoons a light rub every other day will keep your leather supple and prevent the growth of fungus. If you2ve already started giving your bag a light rub$ you2ll noti#e by the time you finish that it looks as good as new. Remem4e( 7at your wet leather with a soft dry #loth. -eave it in a warm dry pla#e to naturally dry. 9ever leave your bag near a heater or in dire#t sunlight4 &se an appropriate leather #reamQwa. after drying your bag to restore the balan#e of natural oils and enhan#e the leather2s natural shine. Always store your leather bag in a #loth bag to prote#t it from dust and moisture espe#ially in a humid environment. 7eriodi#ally take out your leather bag and air it Hnow you know why it2s #ool to #hange your bags often4I
POINT OF SALE Hidesign takes lot of efforts to maintain a favorable environment in e.isting and new stores. :elow are some details on some of their newer stores. 0ase study5 Hidesign opens at 7alladium HID6'I=9 A998&906' /H6 -A&90H 8( I/' 96E 6G0-&'IF6 '/836 I9 %&%:AI A/ 7A--ADI&% %A-- I9 -8E63 7A36%umbai$ Dune 1L$ 1*11 < Adding another feather to its #ap$ India2s leading lu.ury leather brand Hidesign proudly announ#es the laun#h of its new e.#lusive store at the 7alladium %all in %umbai. Eith the opening of its new store$ Hidesign has moved from its earlier address on the high street at neighbouring 7hoeni. %ills to a strategi#ally positioned spa#e amidst other lu.ury brands at the 7alladium %all in %umbai. /he new Hidesign store spread over an area of over L** s+uare feet is ideally lo#ated on the -evel ) of the 7alladium mall. Hidesign2s trademark 8r#hard design wel#omes shoppers at the entran#e of the store$ in a new avatar made in deli#ately et#hed glass. 8n entering the store you are greeted by an impressive verti#al poster that #urves to meet the gold ni#he in the #eiling. /he store2s elegant white walls offset the tan leather panels and teakwood floor. 'leek metal shelves made in solid brass brighten the store while tall mirrors add depth. /he stone wall #loser to the #ash #ounter adds te.ture to the spa#e and the warm lights #reate an inviting ambien#e. Dilip apur$ 7resident of Hidesign says$ !Ee are e.#ited to laun#h our latest store in %umbai at
7alladium whi#h refle#ts our brand values and evolving #ustomer profile. /he #lean lines$ use of natural materials like stone$ brass$ wood add warmth and #reate an e.#lusive e.perien#e for the Hidesign #ustomer. %umbai is a key market for us. /he 7alladium store will #ater to a wide range of #onsumer profiles. Ee hope they en@oy the new styles we have laun#hed for the store opening".
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/he store show#ases an e.tensive #olle#tion of bags ranging from handbags for women$ duffels and travel bags on wheels$ laptop bags$ messengers$ #ross bodies and brief#ases for men. An e.tensive range of small leather goods is also available at the new Hidesign store in#luding wallets$ belts$ and #ard holders. /he new store has also #reated a beautiful display of or#hard tables that show#ase newly laun#hed styles from Hidesign as soon as you enter the store. 0ome indulge in the #ompany of beautiful$ hand #rafted bags at Hidesign and lu.uriate in an e.perien#e that2s truly uni+ue4 0ase study5 Hidesign opens first e.#lusive store in 9epal Hidesign$ the lu.ury leather brand with a presen#e of about L* independent stores a#ross India$ is pleased to announ#e the opening of its first e.#lusive store in 7ul#howk. !Hidesign is in#reasingly fo#using on e.pansion into the #ountries neighbouring India$" says Fikas apur$ International Dire#tor. !3esidents of these neighbouring #ountries read the same maga,ines$ travel fre+uently to India and as a result are already aware of the Hidesign brand. In addition$ these #ountries are seeing strong growth$ as opposed to the developed markets in 6urope and the &nited 'tates." In 'ri -anka$ Hidesign has been present for a long time a#ross multiple lo#ations in 0olombo and 7ellawate. Hidesign is now looking at ways to enter :angladesh. !:angladesh is a very interesting market$" says Fikas re#ognition." Hidesign also has e.#lusive stores in 0armel &'A$ Ha 9oi Fietnam$ Dohannesburg 'outh Afri#a$ %os#ow 3ussia$ %ontego :ay Damai#a and :erlin =ermany. (or #omplete address details of the Hidesign store in athmandu$ please visit5 http5QQhidesign.#omQstore apur. !Its growth rate is strong$ it has a young and very large population$ and it is important to enter the market at an early stage and develop brand athmandu$ 9epal. /he Hidesign store spread over C** s+uare feet$ is lo#ated in the heart of 9epal2s #ommer#ial distri#t
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TRACKING PROMOTIONS As a re+uirement to study the promotional strategy of Hidesign$ wemade a visit to Hidesign 6.#lusive showroom and 'hoppers stopshowroom at D-($ Ambien#e %all$ 9ew Delhi. Also$ to know moreabout the different brands of Hidesign$ we visited Holii and Ayeshashowroom. Hidesign was the first one to introdu#e lu.ury retailing in India interms of leather produ#ts. Hidesign is a brand in itself and most of the produ#t offerings #omeunder this brand name only. Hidesign has #reated new brand of produ#ts$ 'alsa$ Ayesha and Holii. /hese three brands have theirown showrooms of produ#ts and don2t feature in the e.#lusive Hidesign store. A re#ent promotional #ampaign by Hidesign was laun#hed in twoparts. /he first part was released in 'eptember 1*1* and the se#ondpart was unveiled in 8#tober to #oin#ide with the festive season.Developed by 0ontra#t$ 0hennai$ the new advertising fo#used ongiving the brand a more !#oolJ image. /he se#ond segment of the#ampaign$ fo#ussed on promoting HidesignJs produ#ts as a Ngifting optionN. 7romotional 0ampaigns of Hidesign #an be #ategorised into5 D"$&#0n : Hidesign e.#lusive retail showroom hasn2t offered anydis#ounts from the past two years. :ut$ their fran#hisees and fa#toryoutlets do offer a dis#ount of 1*<1*B on#e in si. months. 8n the other hand$ 'hoppers stop offers 1*<1*B dis#ount onHidesign produ#ts at the end of season. Holii showroom$ also$ offers a dis#ount of 1*<)*B on a range of itsprodu#ts.
E9'"4" $5

Hidesign has #ampaigned for :reast #an#er and has manufa#tured bags in the signature 7ink #olour for spreading the awareness. In anti#ipation of :reast 0an#er Awareness %onth$Hidesign laun#hes the 7ink 3ibbon #olle#tion < a Hot 7ink line of a##essories to help further the #ause. Eith 1*B of the sales dire#ted to raising awareness and prevention$ this -imited 6dition from the (all Q Einter #olle#tion was available at all Hidesign stores nationwide and online through 8#tober and 9ovember$ last year. /he styles range from signature Hidesign handbags$ to #ross bodies$ travel bags and wallets. A##ording to the store manager$ there was a signifi#ant spurt in#ustomers visiting the showrooms whi#h helped in #reating brandawareness. (urther$ this helped in in#reasing the sales. P(em"0m$ !n. G"1 $5 Hidesign offers vanity kits as reward to those#ustomers who pur#hase items worth more than C$***. A vanity kit #onsists of toiletries and a##essories. C#n e$ $5 /o mark the Eorld 6nvironment Day$ Hidesign$ inpartnership with (emina$ organises a #ontest named !/he Art of 3euse". /he Art of 3euse is an e#o<pro@e#t whi#h gives a #ontestant all themeans to make their first !=reen leather #reation" and let thementer it into a step #ontest on (a#ebook where the top three entries#an win Hidesign =ift Fou#hers of different denominations. /his$ further$ helps to #reate the brand awareness among different#lasses of population. Ehen we visited the Hidesign store$ top three entries were ondisplay at suitable lo#ation. In press. Im)!& 5
addition
to
above
sales
promotions
events$
press
#onferen#es
by
the 7resident of the #ompany and other #ompany a#hievements re#eive wide #overage in the
%ost of the above s#hemes were +uite su##essful in the past andhas helped to in#rease the sales of the produ#ts./he store managersinformed that the average sale in#reased by 1*<1CB on a##ount of these sales promotions. (or e.ample< 'hoppers stop personnel told that when no dis#ountswere offered )<> #ustomers out of 1* who visited the store a#tuallypur#hased the produ#t. :ut$ when 1*<1*B dis#ounts were offered$on an average C<L #ustomers out of 1* a#tually pur#hased theprodu#t.
CHAPTER , ANALYSIS - II
DISTRIBUTION STRATEGY Hidesign has LC e.#lusive stores internationally and distribution network in 1) #ountries. /he brand en@oys a #onsiderable presen#ein markets like 'outh Ameri#a$ the %iddle<6ast and 3ussia. It haspla#ed its produ#ts in over 1$*** stores globally. %alls$ high streetsand airports are some of the preferred lo#ations for openingHidesign outlets. In the early 198*s$ Hidesign entered the & through lo#aldistributors. However$ initially$ the leather and luggage shops in the& inIndiaJ tag didnJt help either. Initially$ Hidesign was an e.#lusively e.port<oriented outfit$ fulfillingorders from 6uropean and Ameri#an distributors. It #on#entrated ontaking small orders and fulfilling them to high +uality were not keen on sto#king an Indian brand. And$ the J%ade
Page 35

standards and delivering on time. /his proved #ru#ial in building its reputationamong high<
end overseas #ustomers and in gaining their initialgoodwill. In its overseas markets$ Hidesign graduated from a firm fulfilling e.port #ontra#ts to selling through distributors and then through high<fashion retail #hains like 'elfridges. #on#ept stores. operations by opening wholly< In later years$ it even started wholly<owned
8n the other hand in India$ Hidesign started its distribution subse+uently 'hoppersJ 'top$ -andmark$ et#.
owned stores Hin 1***I. /his wasfollowed by tie<ups with retail #hains like Eestside in 1**) and
In late 1**C$ it announ#ed plans to open e.#lusive fran#hised outlets. /he Indianmarket too proved re#eptive to the high +uality leather goods of Hidesign and the business boomed. 6ver sin#e Hidesign began retailing in India$ they have registered a L*B annual growth every year. Re&en $ (! eg"e$ #1 E9)!n$"#n /he #ompany re#ently entered into an agreement to pi#k up )C per#ent stake in its retail business in 3ussia U Hidesign --0 U forM1**$*** on a partnership basis. /ill now$ Hidesign --0 was only a fran#hise for the 3ussian marketand managed by its distributor. /he infusion of #apital would enableHidesign to further a##elerate its retail footprint a#ross key marketsin 3ussia$ in#luding 't. 7etersburg$ from the C stores it has now in%os#ow. /o enhan#e its brand presen#e overseas$ Hidesign will open ane.#lusive brand store at the
Hong ong airport and another in uala-umpur this year. /he brandJs market presen#e has grown in 'outhAfri#a as well$ and the #ompany is in talks with five leading malls toset up its e.#lusive shops. PRICING STRATEGY
Page 36

N"&'e M!(3e C'!(!& e("$ "&$ !n. P("&e Be'!/"#0( In general$ ni#he markets have a few important #hara#teristi#sthat make their pri#es behave differently than in larger markets. :ydefinition$ ni#he markets are relatively small markets$ but this doesnot mean that ni#he markets are unimportant or unprofitable. In thissense$ even relatively small ni#he markets #an be important. /hefa#t that a relatively small number of persons may make up the#ustomers for a ni#he market produ#t and that these #ustomers areusually willing to pay above$ and sometimes far above$ averagemarket pri#es for the produ#t is a phenomenon in e#onomi#s #alled!inelasti# demand." Inelasti# demand means that people buying theprodu#t are not very sensitive to pri#e$ or that they will buy aboutthe same amount of the produ#t even as the pri#e #hanges. /he less fle.ibility there is in the market to pri#e Hi.e. the number of people buying the produ#t doesn2t #hange mu#h as pri#esgo up and down$ meaning demand for the produ#t is inelasti#I$ themore set the market is$ so something aside from pri#e must be usedto !grow" the market. It also means that if #ompetitors enter thesame market with the same or a similar produ#t$ pri#es for theprodu#t might drop #onsiderably. Having an inelasti# produ#t meansthat on the upside$ people pur#hasing the produ#t may be willing to pay a premium. However$ on the downside$ in order to sell a greater +uantity$ the pri#e would have to de#rease dramati#ally$ or the market would need to be e.panded. P# en "!+ S (! eg"e$ As ni#he markets tend to e.hibit inelasti# demand$ Hidesignwhi#h is engaged in ni#he marketing need to determine a strategyto keep #ompetitors from entering the market$ or they must #ontinue to in#rease demand for their produ#t if they wish to keep pri#es and sales stable andQor growing. /here are numerous e.amples of ni#he markets that started small$ with @ust a few produ#ers and high pri#e premiums$ and then be#ame more main
Page 37

stream as additional suppliers entered the market$ eventually driving the pri#e Hor pri#e premiumI down. %any items from fashion houses have seen the pri#e premium over #onventional produ#e de#rease as more #ompanies enter the market. &nderstanding this phenomenon is important as a produ#er e.amines the potential profitability of a new market or ni#he produ#t$ as it is important to understand that the pri#e of the produ#t will likely #hange over time$ and that strategies to #ontinue #onsidered to differentiate their ni#he produ#t from the produ#ts of other in advan#e. If the suppliers produ#t must be #at#hes
onand more #ustomers enter the market simultaneously with new suppliers$ then pri#es and +uantities may remain stable.
P# en "!+ S (! eg"e$: F"($ S (! eg% A first strategy to #onsider is maintaining #urrent#ustomers by developing #ustomer loyalty. /his is often donethough produ#t differentiation. 7atents$ trademarks$ geographi#alindi#ation an d branding are strategies that should be used by. Hidesign to maintain their pri#e premiums as new #ompetitors enterthe marketA however$ the #osts of these strategies usually make them infeasible for small produ#ers. 'mall produ#ers #an a#hievesimilar results through less #ostly options su#h as uni+ue produ#tionpra#ti#es Hi.e. natural$ organi#$ humaneI$ lo#ation of produ#tion Hi.e.lo#al$ state$ regionI$ story of the produ#t or produ#er$ et#. /hesestrategies help to define the produ#t as uni+ue$ and #ommuni#ate to#ustomers that even though there are #lose substitute produ#ts$they are not the same. Ambathur leather is an e.ample of a animalprodu#t that is defined by both lo#ation and produ#tion pra#ti#e. Se&#n. S (! eg%:

A se#ond strategy is to innovate to stay aheadof the #urve by #ontinuing to find new produ#ts that are valued by ani#he market. /his may mean looking for new varieties of leather adifferent produ#tion pra#ti#e$ or different pa#kagingQpro#essing. /opursue this strategy$ it is easier to find new produ#ts that an e.isting#ustomer base will value$ whi#h will eliminate the marketing #ostsasso#iated with finding a new #ustomer base. T'"(. S (! eg%: A third potential strategy is to grow the market ata rate that keeps it ahead of new entrants. /his involves finding new#ustomers that want the produ#t. If the awareness of the produ#tspreads and new #ustomers are found for the produ#t$ the newdemand may keep pa#e with the new supply and pri#es would bestable. However$ it must be noted that even with new #ustomers$their pa#e of #onsumption must meet or e.#eed in#reasing suppliesor else pri#es andQor pri#e premiums will still de#rease.
C#n&+0$"#n$ 9i#he markets by definition have uni+ue #hara#teristi#s that#an affe#t the pri#e of the produ#t and pri#e premiums over time.&nder good #onditions this means that the pri#es #an be +uite high$but small #hanges in the supply of the produ#t #an #ause mu#hlarger de#reases in pri#e. 'o over time$ as more suppliers enter themarket$ pri#e premiums usually go down. 'trategies that Hidesign might #onsider in#lude produ#t differentiation$ whi#h helps a produ#tto maintain its uni+ue +uality even as other suppliers enter themarket$ growing the market by #ontinuing to find new #ustomers a tan e+ual or greater rate than the supply e.pands$ so that pri#e premiums #an still be earned$ and #ontinuing to innovate to develop produ#ts ni#he markets may find #ompelling. 3egardless of thestrategies or ideas that are pursue d$ it is important to look atpotential profitability and how different assumptions affe#t theprofitab ility of the produ#t.
Page 39

PLACE OF 2ORK AND RETAIL
HID6'I=9 (A0/83; /hey believe that the way you work should refle#t your brand ? Hidesign does not have a system of mass manufa#ture. /here work is a #raft$ and ea#h bag is individually hand#rafted by a team of )<L artisans. /he premises where the work refle#ts their brand values ? their fa#tory is #onstru#ted from bri#ks made of lo#al earth and fired in kilns that were made on the premises. Hidesign has established its first #ustom designed fa#tory in 7ondi#herry$ India in 199*. /his important milestone #onfirms their #ommitment to innovation$ te#hni#al e.#ellen#e and lo#al #ommunity development. ;ou will not find asbestos anywhere in the fa#tory. ;ou will see minimal use of paintA only solid raw bri#k fired from lo#al earth by 3ay %eeker$ the well known low #ost e#ologi#al building e.pert$ himself. /he pla#e is all grass. 3ay built ponds$ waterfalls and streams into the layout of the fa#tory. /hey try to redu#e the amount of pollution they generate and try to find ways to reuse resour#es. All waste water from the tannery is filtered using 38 before it is let out. All water in the fa#tory goes through a natural pro#ess of filtration in the water bodies they have built as a part of the lands#aping and is reused. /hey use only vegetable e.tra#ts for tanning as far as possible. All waste material is separated and reused or sold for reuse. /hey do not burn anything. -un#h time at Hidesign is pretty mu#h outdoors$ under the trees$ sitting on ro#k ben#hes and tables. At Hidesign no work spa#e holds more than 1** people at a given time with ample organi,ed workspa#e for every artisan. /hey prefer to #all it a workshop and not a fa#tory. (or them of believing in it and making it a #ore value. HID6'I=95 A 36/AI- 8F63FI6E the #on#ern for e#ology is an ongoing sear#h for better healthier ways to live and work. It #omes out
Page 40

Hidesign has su##essfully maintained its growth of retail by opening several retail shop all over the world. /his year the #ompany has opened 11 more stores in India and ) stores in abroad. /he above additions have made the total retail shop of 18 in India and 9 in abroad. /he hidesign has made its retail more powerful by making retail servi#e more rea#hable to their ultimate #ustomer by maintaining their online servi#es highly a#tive. /hey have given importan#e to their ultimate #onsumer by #onsidering the #onsumers suggestions and designing their produ#ts more #onsumer friendly rather than trendy and market kind produ#ts. Hidesign has managed #onsider their #onsumers suggestions through different networking sites like fa#ebook$ twitter$ and their home networking sites. /hese sites have been proven to be very helpful in building their brand not only in India but also in overseas market. Hidesign have steadily and beautifully e.panded its retail in India and overseas. :elow is a list of their key retail outlets in India5
S2OT ANALYSIS
STRENGTH Hidesign is re#ogni,ed worldwide and now sells leather bags and garments under its own name in Australia$ =ree#e$ India$ 9ew Vealand$ '#andinavia$ 'lovakia$ 'outh Afri#a$ the &nited ingdom$ and the &nited 'tates. /hey have the e.pertise to #reate a produ#t that is e.#ellent.
Page 41

/hey do not #ompromise on +uality of the produ#ts.
/hey have stayed fo#used on innovation$ based on the heritage of #raftsmanship
/hey stand out for the sensuous naturalness of its high +uality leathers and the smooth soft glow of its solid brass fittings.
/hey have loyal #ustomers.
International standards are very stri#t.
2EAKNESSES: /hey are very weak management wise.
/heir produ#ts are only for the higher in#ome #lass people and very few for middle #lass people.
/hey have #on#entrated market i.e. only in metro #ities.
/hey follow traditional ways of produ#tion and through these ways it is very diffi#ult to #ompete with the #ompetitors.
/hey are highly dependent on #raftsmanship.
/he rate of up gradation of te#hnology is very slow.
OPPORTIUNTIES:
Page 42
Abundant s#ope to supply finished leather to multinationals setting up shops in India.
=rowing fashion #ons#iousness globally.
7rodu#t diversifi#ation in leather garments and goods.
=rowing domesti# and international market. 7er#eived level of produ#t differentiation 9umber of substitute produ#ts available in the market 6ase of substitution. Information<based produ#ts are more prone to substitution$ as online produ#t #an easily repla#e material produ#t.
'ubstandard produ#t Ouality depre#iation
Demand of the leather produ#ts is very high in domesti# as well as in international market.
/hey #an e.pand their market share providing more range of produ#ts at lower pri#e mainly for middle #lass people.
/hey #an redu#e the produ#tion time by using the advan#ed te#hnologies.
/hey #an market their produ#ts in 1nd tier #ities instead of marketing in only metros.
Page 43

Hong ong airport and another in uala-umpur this year. /he brandJs market presen#e has grown in 'outhAfri#a as well$ and the #ompany is in talks with five leading malls toset up its e.#lusive shops.
THREATS 7roblems of /anneries 6nvironmental pollution due to la#k of fa#ilities for treatment and disposal of ha,ardous wastes. -a#k of finan#ial assistan#e High #ost of semi<tanned leather &nhygieni# working #onditions leading to health ha,ards for the workfor#e. 9o fa#ilities for +uality testing.
6nvironmental /hreats5 'oil #ontamination by the sludge produ#ed thereby affe#ting the agri#ulture of the ad@oining region. Eater pollution by the by<produ#ts and solid wastesdisposed by the tanneries and leather manufa#turingindustries thereby affe#ting water life and pis#i<#ulture. &sing #heap imported syntheti# rubber from 0hina thereby resulting in poor +uality produ#ts whi#h #an have adverse effe#ts on skinQbody. 3ampant slaughtering of wild animals to pro#ure authenti# leather thereby affe#ting wildlife and e#o stru#ture of nature. Disposal of untreated wastes into land and water bodies from tanneries results in air and water pollution as well as emission of greenhouse gases like methane and #arbon dio.ide. 0ompetition is +uite high in this industry.
Page 44
/hreats from the #ompetitors as they are using new te#hnologies in produ#tion and hidesign is still following the traditional way.
/hreats from some organi,ations like 76/A as they are negatively advertising the leather industry.
6nvironmental threats as the waste from these industries are very harmful.
CHAPTER 8 SUMMARY* CONCLUSION 6 RECOMENDATION
OBSERVATION 6 FINDINGS
Page 45

:y mid<1*1)$ Hidesign2s revenues were reported as being in the vi#inity of growing at 1CB per year. Eithin a few years$ Hidesign penetrated all the likely lo#ations it wished to o##upy in India$ so international e.pansion remains the key to growing this business. apur and his =erman<born wife Da#+ueline had opened twobouti+ue hotels in 7ondi#herry in 1**> and 1**C$ and apur hadmused in the press that Hidesign2s @oint venturein 0hina mightprovide the right vehi#le for the firm to diversify into apparel.However$ it was #lear to the Hidesign president that a##eleratingthe pa#e at whi#h the firm opened stores abroad and establishinga truly international brand stood at the top of his leadership agenda.
RECOMMENDATIONS 0ompany should fo#us on advertisement as it makes #onsumer aware about the produ#t. 0ompany should give more s#hemes and offers to the #onsumers. 0ompany should do more promotional #ampaigns. 0ompany should regularly do market resear#h to know the #hanging needs and demands of #onsumers. /his will also help in better understanding of #onsumer behaviour. 0 o m p a n y s h o u l d t r y t o r e t a i n t h e # u s t o m e r s b y # r e a t i n g loyalty among the e.isting #ustomers as brand swit#hing is very #ommon today.
CONCLUSION After #ompleting my pro@e#t and #olle#ting various information and fa#ts I #ame to the following #on#lusion5 0onsumers look for +uality while pur#hasing a parti#ular brand.
Page 46

/he se#ond important parameter is pri#e as the #onsumers look for e#onomy. 0ompany is not #ondu#ting any promotional #ampaign to make #onsumers aware their produ#ts. 0onsumers are looking better offer and s#hemes whi#h the 0ompanies are looking for e.tra benefit in the produ#t. about
BIBILOGRAPHY B##3$
Page 47

%arketing Human 3esour#e %anagement. :y %i#hael Fa,$ published by %anan 7rakashan$ %umbai. 'trategi# %anagement %.0om 7art I. :y %i#heal Fa,$ 7ublished by %anan 7rakashan$ %umbai. 3esear#h %ethodology in #ommer#e %.0om 7art II. :y %i#heal Fa,$ 7ublished by %anan 7rakashan$ %umbai. 2e4$" e$ 8ffi#ial 0ompany Eebsite5 www. hidesign.#om
www.sabyasa#hi.#om
http5QQwww.business<standard.#omQindiaQnewsQ+a<dilip<kapur<founderpresident< hidesignQ>*LL*LQ
http5QQarti#les.e#onomi#times.indiatimes.#omQkeywordQhidesign
http5QQwww.fa#ebook.#omQhidesignRskWappX1)*98L9771
http5QQwww.inonit.inQ#ategoriesQvprofileQ919
http5QQwww.#hennaibest.#omQ#ityresour#esQ(ashionXandX:eautyQhidesign.asp
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VIVEK COLLEGE OF COMMERCE CHAPTER 1 INTRODUCTION

apur started as a hobby when he returned to India to live on a #ommune after

A CASE STUDY ON HIDESIGN

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A CASE STUDY ON HIDESIGN

VIVEK COLLEGE OF COMMERCE

VIVEK COLLEGE OF COMMERCE

A CASE STUDY ON HIDESIGN

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A CASE STUDY ON HIDESIGN

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A CASE STUDY ON HIDESIGN

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A CASE STUDY ON HIDESIGN

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A CASE STUDY ON HIDESIGN

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A CASE STUDY ON HIDESIGN

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A CASE STUDY ON HIDESIGN

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A CASE STUDY ON HIDESIGN

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A CASE STUDY ON HIDESIGN

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A CASE STUDY ON HIDESIGN

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A CASE STUDY ON HIDESIGN

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A CASE STUDY ON HIDESIGN

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A CASE STUDY ON HIDESIGN

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VIVEK COLLEGE OF COMMERCE

A CASE STUDY ON HIDESIGN

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