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| Hidesign advertises extensively in its markets in the best magazines and journals and have won frequent awards. They express the sensuous warmth and contemporary image of the Hidesign customer’s lifestyle. The award winning ad campaign from 2000 is a landmark in Hidesign’s history and helped Hidesign to establish itself as a brand of excellence in India and markets globally. The ad campaign showcased Hidesign’s art of real leather, crafted the forgotten way. Hidesign’s current ad campaign for 2011, La Dolce Vita, celebrates the sweet life of success and mirrors the feeling of euphoria and achievement at present, in the fast developing markets for Hidesign. THE TARGET GROUP Successful, upwardly mobile, young-at-heart with a strong sense of independence; the Hidesign customer is likely to be:
As a brand with tremendous recall, Hidesign had humble beginnings. With a strong product that instantly connected with the user, word-of-mouth communication took Hidesign to newer markets and newer customers. Its relevance to consumer needs, its ability to fit into their lifestyle and inspire them has been the biggest contributor. By taking lead and creating a strong identity for itself the brand has managed to motivate the customer to look beyond great design & quality and move towards an eco friendly lifestyle. As a recognized leader in the accessories field, Hidesign is extensively written about and its products are consistently found in the fashion and trends section of fashion & lifestyle magazines. Hidesign's marketing message remains focused and the method of reaching out is constantly being refined. “Along with traditional media like luxury and lifestyle magazines, we push for increased online presence, public relations, promotions and more consumers connect programs. Their direct communication to the customer through the stores and it is becoming very important, and the overall PR effort to carry the message forward is becoming more important. They conceptualize and design their ads and create media plans internally. It gives us the advantage of working with the best,” remarks Mr. Kapur. Hidesign has increased its online presence with its website and social networking sites like facebook and twitter. With stories on Hidesign’s history, its timeline, product and leather information the customers find themselves in a position to make an informed decision. With multiple angle and interior shots, zoom and colour view options, the Hidesign makes online shopping a more tangible experience. Customers can also avail free shipping across India when they shop at www.hidesign.com. Hidesign as a brand has consistently tried to create space in its consumers’ mind on the importance of being eco friendly, using things that are natural and impressing upon the beauty of the handcrafted. Taking the mandate further, Hidesign launched the Art of Reuse contest in June 2011 via facebook get this idea across by engaging people through participation. In this contest, participants were encouraged to create new designs out of leather scrap provided in the “Art of Reuse kit made out of recycled paper bags. This was a small step by Hidesign to reach out to its customer base by introducing the simplicity in recycling and to increase their appreciation of Hidesign’s handcrafted products. |