Abstract

Hidesign is an Indian high fashion leather house. It started operations in the late 1970s as a small workshop in Auroville. The case study traces Hidesign’s journey from an export house to a firm operating exclusive brand outlets (EBO), and also compares the firm’s distribution strategies in foreign markets and in India. It describes the partnerships and tie-ups that Hidesign entered into in order to expand its market presence in foreign countries, and briefly discusses the challenges facing the firm. The case study ends with a discussion on the firm’s future prospects.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Gain insights into the distribution strategies adopted by a firm
• Learn more about the branded leather industry
• Compare a firm’ s distribution strategies in India with its strategies in developed markets
• and Describe the challenges and future prospects for a leather marketer.

Keywords

Hidesign, Distribution strategies, Hidesign Concept stores, Hidesign international distribution network, Leather and leather accessories, Branding leather goods, Indian leather goods market, Leather exporter, Hidesign franchise