Hidesign: Aiming High

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Case Details:

Case Code : BSTA136
Case Length : 10 Pages
Period : -
Organization : -
Pub Date : 2005
Teaching Note :Not Available
Countries : India
Industry : -

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Introduction

In the early 2000s, Hidesign, a premium leather product brand from India had made clear its ambitions to become one of the top brands in the world. A strong competitive position in the domestic market, coupled with a global presence in retail stores like the House of Fraser, Selfridges, and John Lewis, Hidesign, which began in 1978 as a hobby, was carving a niche for itself in world markets. Hidesign could boast of celebrity clients like Nelson Mandela and Steven Spielberg. Hidesign had also set up Russia's biggest leather product outlet (1400 square feet) in Moscow's up market Mega Mall, in March 2004.

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In June 2004, Hidesign set up a store in Carmel, California. Carmel was one of the richest communities in the United States (US) and attracted wealthy tourists. It was primarily a residential city and was extremely cautious about the businesses it let in. Hidesign's entry into this exclusive preserve with a store right next to the likes of Saks Fifth Avenue, Louis Vuitton, Banana Republic and Gucci was an indication of the brand's progress in recent times.¹...

Excerpts >>

1] "It's Indian retail vs. Gucci, Starbucks,"www.timesofindia.com, 3rd August 2004.

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