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Hidesign: Leather Heritage or Lifestyle Brand
Suresh KeraniCase IVEY-9B12A012-EEntrepreneurship, Marketing, StrategyThe Hidesign case examines issues facing a niche fashion company in pursuit of its next growth phase. After three decades of offering a leather products portfolio, the founder and president of Hidesign has decided to extend Hidesign’s portfolio to include non-leather product categories such as sunglasses and pens. The company’s advertising tagline — “Real leather. Crafted the forgotten way.” — has helped position Hidesign as a quality leather acc...Starting at €8.20
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Ferns N Petals: Flowering Through a Unique Franchising Model
V.V. Gopal; Suresh Kerani; Balakrishnan KondathCase IVEY-9B14A075-EEntrepreneurship, Marketing, StrategyThe successful rise of Ferns N Petals, a branded flower boutique, coincided with the post-liberalization retail boom in India, a period of rapid growth for organized modern retailing, including online retailing. As the economy grew, disposable incomes rose, driving demographic and lifestyle changes and fuelling aspirations. The Ferns N Petals chain tapped franchisees aggressively. In a predominantly unorganized and localized market, the company s...Starting at €8.20