The Hidesign case analyzes dilemmas confronting a niche fashion company in pursuit of its next development phase. After three decades of offering a leather products portfolio, the creator and president of Hidesign has made a decision to extend Hidesign's portfolio to include non-leather merchandise classes including pencils and sunglasses.
The marketing tagline of the company - "Actual leather. Crafted the forgotten way." - has helped place Hidesign as a quality leather accessories brand. How should Hidesign position its new product range? Should distinct taglines be used for its leather and non-leather products? Could the choice to expand the brand to non-leather merchandise categories dilute its heart identity that is carefully cultivated? Or can this decision assist in transformation of Hidesign into a fashion lifestyle brand?
PUBLICATION DATE: July 11, 2012 PRODUCT #: W12053-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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