HIDESIGN -

Leather heritage or lifestyle brand?

SUBMITTED BY: GROUP 1
NIDHI | AASHIRWAD | HELENE | PANKAJ | VISWA | PIERRE | HARSHEEN
1978
Start of operations
1985
UK store John Lewis
stocked its products
1990
Establishment of
Manufacturing plant
1997
First exclusive store
established in
Moscow
1999
Own retail
operations begin in
India
2004
Partnership with
Italian designers for
product design
2006
First airport retail
outlet established in
Sweden
2007
Louis Vuitton
acquired 20% stake


HIDESIGN
First non-italian company on the leather sector
Offer : leather product ranges, natural style of leather with raw effect
Positionning on niche leather market
Products affordable (opposed to luxury market)
High quality (op. to mass market) = real leather
Nearest of luxury market since a stakes purchasing of Louis Vuitton in 2007
LEATHER SECTOR
Designer
market
Niche
marke
t
Mass
market


Extension of the
product portfolio
with a non-leather
range => hidesign
sunglasses
What risks
regarding the
"high-end" leather
brand identity?
(refractory
craftsmanship)
Opportunities for
the business to
switch from a
traditional brand
to a lifestyle brand
How would the
brand extension
use the core
attributes
A brand extension will
tend to be the optimal
route when the following
conditions are present:
Strong brand associations provide a point of
differentiation and advantage for the extension. When
the brand name provides only name recognition and a
perceived quality umbrella, the extension will often be
vulnerable to competition.
The extension helps the core brand by reinforcing key
associations, avoiding negative associations, and
enhancing name recognition.
The category cannot provide the resources needed to
establish a new name, or a new name will not provide
useful associations or a platform for future growth.
Lower product introduction expenses
The risk perceived by the customers would reduce because of
Hidesigns 3 decade presence
The likelihood of gaining distribution and trial would increase
as it can use existing platforms of EBOs
Awareness and Presence of Hidesign would increase
Accessing New Markets market size of sunglasses estimated
at 6 billion INR , 5% belonged to organized sector
There is a risk that the sunglasses , pens may generate implications that damage the
image of the leather heritage brand.
The Brand Franchise might be cannibalized-If sales of a non leather products
come at the expense of the original customer base of leather items
Existing Associations Are Weakened Leather associations would not fit the
category. Existing campaigns would lose their meanings
Undesirable Associations Are Created Hidesign promoted as eco friendly brand
and now manufacturing would be outsourced in China
Customers equated the brand with quality, trust and stylishness
Huge awareness among the customers about the brand
Consumer knowledge about the brand
Research in terms of market acceptance and Hidesigns potential ability
narrowed down to watches, sunglasses and pens
Extensions in line with the values associated with quality, design and
craftmanship
Possible extension candidates
To make
Hidesign a
Lifestyle brand
Vision:
Sunglasses market-Market size
estimated to be 6 billion INR
Pens Market-Luxury pens
market estimated to be
15billion INR
Potential
of the
Extension
candidates
With innovative designs, Hidesign projected
innovativeness, style and craftsmanship. It was
also known for being classic in natural and eco-
friendly products
Attributes
Its higher price serves to signal higher quality. By
selling products through up-market stores, it
intended to create a more sophisticated image
Quality
Product-centric advertisements with tagline such
as Real leather. Crafted the forgotten way,
positioned Hidesign as a leather products
company
Product Class
Hidesign positioned its products around customer
lifestyle focusing on aspects like work, career, and
travel. Its products were meant for the simple, not
for the stylish
Product User
:
Having a separate tagline for each category
Might dilute the core brand message and confuse the customers
It will add to the financial overhead as more advertisement will be needed
to establish each tagline
With separate tagline leveraging the parent brand becomes difficult
Might disturb customers overall association with Hidesign
:
It might kill the brand legacy built so far
No point in abandoning already successful tagline
Tagline has a strong association with the core value of Naturalness
and Craftsmanship which has become synonymous with the brand
Do way with the tagline altogether

Brand Positioning of Sun Glasses should convey core attributes of craftsmanship,
naturalness and style
Leather products will continue to have the old tagline
But there will not be any tagline for sunglasses
Sunglasses line will be utilizing the Hidesign brand name itself for promotions
All the ads will sign off with the prominent Hidesign logo on the screen

Fashion Conscious
Self Confident
Modern Lifestyle

Age: 20 -35 years
Education: Well educated graduate or post graduate
Income: Family income of greater than 4.5 lakhs (approx.)
Occupation: Students and working professionals
IDENTIFYING THE COMPETITORS
Ray Ban, Oakley, Provogue, Fastrack, Maui Jim

HOW COMPETITORS ARE PERCEIVED?
Ray Ban- perceived as eternal, classic, and expensive, 100% synonymous with sunglasses;
Fastrack- perceived as stylish, and value for money, brand association lower with sunglasses;
Oakley- perceived as athletic; Maui Jim- perceived as luxury brand, strong brand equity
POSITIONING OF COMPETITORS ?

Ray Ban's Tagline- Never Hide, See and Be seen; Fastrack Single Tagline-Move on; Oakley
sunglasses- positioned as rugged, competent, and exciting; Maui Jim No tagline, positioned as a
high value brand
ANALYSIS OF CUSTOMERS
Sunglasses is a common accessory with function more important than fashion (for 45+) and vice
versa for younger age groups. Customers who buy sunglasses are strong brand loyalists or not
brand loyal at all.
Craftsmanship hence better designs
Eco friendly standards
Innovativeness
Points of
Differences
Protection
Comfort
Status Symbol
Good Quality Product
Points of Parity
Emotional Modifier Descriptive Modifier Brand Function
Eco-friendly Outdoor Style
For the style conscious, educated customer, Hidesign Sunglasses is the everyday
wearable, close to nature, authentic and innovative accessory brand that
delivers range of variety and craftsmanship qualities at an affordable price
because only Hidesign has close to nature approach combined with new age
designs
Leverage on recall for Hidesigns brands by laying emphasis on the values of a brand
known to be natural and individualistic
Extension to high quality belief
Hidesign sunglasses are made of acetate, leather and not plastic which is bio-degradable
Look out for the leather inlayed styles, which promise to become a Hidesign classic
Leather timmimgs an integral part of design
Product
In sync with existing strategy of providing affordable luxury
Price
Promotion under Hidesign Umbrella
Ad campaigns in nationally circulated lifestyle and fashion magazines
Print ads based on emotional appeal
Specially designed display racks in MBOs
Promotion
Leverage on existing network of EBOs, MBOs, department stores, SISs, outlets at airports
and 5 star hotels
Phased rollout
Phase 1 focus on EBOs in Tier 1 cities
Phase 2 Activation of Hidesign website to directly approach end consumers and availability
through life style stores such as shoppers stop, lifestyle
Phase 3 Include all other channels and tie ups with optical stores
Place
THANK YOU