Case Name :      Hidesign: Leather Heritage or Lifestyle Brand?

Authors :           Suresh Kerani

Source :             Ivey Publishing

Case ID :            W12053

Discipline :        Marketing

Case Length :    16 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

The Hidesign case examines issues facing a niche fashion company in pursuit of its next growth phase. After three decades of offering a leather products portfolio, the founder and president of Hidesign has decided to extend Hidesign’s portfolio to include non-leather product categories such as sunglasses and pens. The company’s advertising tagline – “Real leather. Crafted the forgotten way.” – has helped position Hidesign as a quality leather accessories brand. How should Hidesign position its new product range? Should different taglines be used for its leather and non-leather products? Should Hidesign do away with taglines altogether? Could the decision to extend the brand to non-leather product categories dilute its carefully cultivated core identity? Or could this decision help transform Hidesign into a fashion lifestyle brand?