Hidesign is an internationally successful brand in the “affordable luxury” category. It’s a brand that is born out of passion, sets its first foot internationally and then comes to Indian market almost two decades of marketing its presence in various parts of the globe.

The feeling of luxury comes from providing an exclusive product and service through the exclusive ambiance of our stores that is custom made and shows the luxury of the product.

Positioning: Hidesign has been an international company, distributing under its own brand name across the world. Today Hidesign has its own manufacturing units, company tannery and buckle factory. Hidesign sells leather bags and garments under its own name in Australia, Greece, South Africa, United Kingdom and the United States.

When Hidesign started off in India, way back in 1996, the whole process was to establish brand salience. The initial focus was to set up stores at the tourist places primarily to see how the Indian audience take to the brand. It was good to see that the Indian audience did find an affinity to the brand and many of them became hard core Hidesign loyalist. Hidesign community grew primarily through word of mouth and the company encouraged this as a feeling of belonging, of being a Hidesign customer. Today Hidesign has come to a stage where people recognize it for what it is.

Brand Communication: Hidesign focuses on fashion and lifestyle media for their communication in India. One could find Hidesign in Femina, Jetwings, l’officiel, Marie Claire, Brunch and some newspaper supplements like Mumbai Mirror, Delhi Times etc. Hidesign launches its new collections through fashion shows, once a year. Senior media personnel are invited to attend the show, at Pondicherry, coupled with visit to the factory. Local fashion shows are also organized at cities like Cochin, Hyderabad and Calcutta.

Designs Hidesign has three design set ups. UK, India and Italy.

Alberto Ciaschini, who earlier worked with Armani, is a designer working for Hidesign, based in Milan and keeps the other designers updated on designs, styles, concepts, finishes, fittings, leather, texture, feel etc.

Worth Global Network Sourcing (WGNS) is a source of inputs on styles and designs. This provides information on new motifs, animal prints etc. The designers also do a study of the existing markets, what the big brands are doing, what are the current trends and what should be the trends for the next season. New shapes are only 10% of total collection. There are some classic designs that are globally favorite and they continue season after season.

Collections Hidesign has two seasonal collections: Spring - Summer and Autumn – Winter.

The products are classified in two types. Core and Collection. Core is the classical range which consists of the ‘most sold’ types that are available through the year. Collections are seasonal and time bound. If a collection becomes successful, it goes to the core. New designs keep coming in and old ones are replaced. The feedback on design changes is gathered from customers when they purchase from the retail outlets. It is also derived from the kind of bags sold at various stores and ‘the most sold and least sold’ designs.