Hidesign: Building India's First Global Fashion Brand
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Case Code: BSTR405 Case Length: 22 Pages Period: 2005-2011 Pub Date: 2012 Teaching Note: Not Available |
Price: Rs.500 Organization: Hidesign Industry: Leather Countries: India; Asia; Europe; US; Global Themes: Globalization, International Business, International Marketing |
Abstract Case Intro 1 Case Intro 2 Excerpts
In 1978, when Dilip Kapur (Kapur), founder and president of Hidesign, started making leather goods as a hobby, little did he dream that he was taking the first step toward building a company that would go on to become one of the first brands from India to succeed in the global fashion marketplace. That Hidesign managed to develop a distinct brand image and establish a global presence was in large part due to the quality of the products made and the effort that Kapur took to formulate strategies and partnerships. The company consistently emphasised being eco-friendly and used the centuries-old skill of tanning with natural seeds and barks. It carved a niche for itself as an eco-friendly leather goods brand and impressed customers with the beauty of its handcrafted products.
Hidesign, as a part of its global growth strategy, established a presence in more than 23 countries including Australia, Austria, Belgium, China, Germany, Ireland, Norway, Russia, South Africa, Sri Lanka, Oman, Nepal, Malaysia, the UK, the US and Vietnam, and was looking at expanding into some more neighboring and European countries, either through stand-alone stores or through a counter space in airports. With the company's global expansion picking up, in 2011, Kapur wondered how best to move forward to build a truly global brand with a global reach.
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