The Hidesign case examines issues facing a niche fashion company in the exercise of its next phase of growth. After three decades offers a leather portfolio products has the founder and president of Hidesign Hidesign decided to expand portfolio to include non-leather product categories such as sunglasses and pens. The company advertising slogan – “. Genuine leather handmade forgotten the way.” – Has Hidesign position as quality leather accessories brand helped. How should Hidesign position their n … Read more »

The Hidesign case examines issues facing a niche fashion company in the exercise of its next phase of growth. After three decades offers a leather portfolio products has the founder and president of Hidesign Hidesign decided to expand portfolio to include non-leather product categories such as sunglasses and pens. The company advertising slogan – “. Genuine leather handmade forgotten the way.” – Has Hidesign position as quality leather accessories brand helped. How should Hidesign position our new product range? If different index for its leather and non-leather products are used? Hidesign should do away with taglines overall? Could the decision not to extend the brand of leather product categories dilute its carefully cultivated core identity? Or could help transform this decision Hidesign to a fashion lifestyle brand?
«Hide

from
Suresh Kerani
Source: Ivey Publishing
16 pages.
Release Date: 11 July 2012. Prod #: W12053-PDF-ENG
Hidesign: Heritage leather or lifestyle brand? HBR case solution