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Hidesign: Leather Heritage or Lifestyle Brand Case Solution & Answer

Hidesign case examines the problems facing society fashion niche in the search for its next phase of growth. After three decades of offering a portfolio of products in leather, founder and president of Hidesign has decided to expand the portfolio to include categories not Hidesign leather products, such as sunglasses and pens. The company slogan – “Made Leather forgotten the way ..” – A license Hidesign position as a brand of quality leather accessories. How should Hidesign position your new product line? If the different slogans for use for leather and non-leather? If Hidesign slogans away with altogether? The decision to extend the brand to the kinds of products that are not leather could dilute its core identity carefully cultivated? Or could this helps the decision to transform Hidesign lifestyle fashion brand?
by
Suresh Kerani
Source: Ivey Publishing
16 pages.
Release: July 11, 2012. Prod #: W12053-PDF-ENG
Hidesign: Heritage leather or lifestyle brand? Case Solution

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