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VIVEK COLLEGE OF COMMERCE

CHAPTER 1

INTRODUCTION

HidesignisanIndianhighfashionleatherhouse.Itstartedits operations in 1978 as a small workshop in Auroville in 1978. Hidesign was set up by Dilip Kapur in 1978 as a one man artisanshopwhichheoperatedfromhishouse.Itwasakindofhomecoming for Hidesign, which Mr. Dilip Kapur started as a hobby when he returned to India to live on a commune after his education in the US.

From its artisan roots of a two man workshop to a company of 3000 spread all over the world, Hidesign has stayed focused on innovation based on its strong heritage of craftsmanship.

Hidesign stands out for the sensuous naturalness of its high quality leathers and the smooth soft glow of its solid brass fittings in its leather goods. Hidesign is a recognized leader in the research of the ecological use of vegetable tanned Leathers for its leather goods.Learning from the centuries old skills of tanning with natural seeds and barks, Hidesign has created fashionable leathers that age exceptionally well. The heritage of fine hand craftsmanship is visible in the details that make Hidesign products stand out and exclusive.

The history of Hidesign has been defined by the rebellion against uniformity and synthetic flatness of the mass market. Starting in 1978, it has been driven by the passion of a multicultural

group of a design oriented team.From small alternative shops in San Francisco and London, it moved to the first adventurous department stores in the early 1990s in London, California and Australia. From the first exclusive boutique in 1998, Hidesign has grown to over 80 exclusive stores and a distribution network in 23 countries that has placed its product in over 2000 stores. Hidesigns rapid growth in the fastest growing economies of the world in Asia, Africa and Russia has positioned it for rapid growth in the future.THE BRAND

Hidesign is an internationally successful brand in the affordable luxury category. !e

feeling of luxury comes from providing an exclusive product and service through:

The Exclusive Ambeience

the product. Hidesign shops are made from high quality materials that are natural: solid

brass, real leather and wood.

The Personalised Service provided at our stores and shop in shop counters. This personalised service informs the customer on the exclusive nature of Hidesign, advises

the customer of what is best suited to his needs and in case of a problem promptly solves

his problem.

CORE VALUES

Hidesigns

brand values are always consistent and provide Hidesign a unique identity and

great customer loyalty.

NATURALHidesign sees great value in natural beauty. Our soft, sensuous leathers and smooth solid

brass fittings speak of the highest quality natural materials. Hidesign does not cover its

leathers with layers of pigments and paint or emboss it with artificial patterns to hide

defects in low quality materials. Nor does Hidesign use electroplated steel or zinc fittings

that does not age well.

ECOLOGICALHidesign believes in the highest ecological values. Hidesign is a leader in research on

using vegetable extracts from seeds and barks for tanning to replace heavily polluting

chemicals.

CRAFTSMANSHIP

Every Hidesign product is uniquely handcrafted. !ere is no mass manufacture at Hidesign,

and the great traditional skills of our craftsmen are encouraged to be perfected over

years.

INNOVATIONHidesign products are unique. !e multicultural design team has won several international

awards for its excellence and design leadership. True to its values, Hidesign constantly

innovates to stay in touch with the continuing fast moving changes in the lifestyle

of its customer.

THE HIDESIGN TIMELINE:

1978A BABY IS BORN

Hidesign begins with a two-person artisan workshop. The first markets are small alternative

shops in Australia and the United States reflecting the brands rebellion against uniformity and mass production.

1982

HIDESIGN IN UK

Hidesign starts in UK and fast becomes a counter culture icon in the independent stores.

1984

SOLID BRASS BUCKLES in the factory Commitment to craftsmanship and ecology leads to the development of our new solid brass buckles no more zinc alloy electroplated buckles for Hidesign. Hidesign goes back to the old traditional skills of making bronze statues to sand cast solid brass buckles.

The premium position enjoyed by Brass:

Brass is a substitution alloy. It is used for decoration for its bright gold-like appearance; for applications where low friction is required such as accessory fittings, locks, gears, bearings, doorknobs, ammunition, and valves; for plumbing and electrical applications; and extensively in musical instruments such as horns and bells for its acoustic properties. It is also used in zippers. Today almost 90% of all brass alloys are recycled.

1985

First department store JOHN LEWIS John Lewis in UK is the first department store to the carry the full line of Hidesign leather goods that now includes handbags and wallets, travel bags as well as weekend, toiletry and computer bags.

1988

HIDESIGN INTRODUCES GARMENTS

Hidesign successfully introduces leather garments including edgy jackets and thigh hugging long pants.

1990

Hidesign establishes its FACTORY IN PONDICHERRY

Hidesign establishes its first custom designed factory in Pondicherry, India. This exciting milestone confirms our commitment to innovation, fashion, technical excellence and local community employment. The factory expresses the brand values of Hidesign: beautiful natural ponds and waterfalls encircle raw brick architecture designed by ecological architect Ray Meeker.

1992

ACCESSORY OF THE YEAR

Accessory Magazine UK chooses Hidesigns Boxy Bag as Accessory of the Year.

Princess Diana awards Hidesign this prestigious prize.

1997

Hidesigns First International exclusive store in MOSCOW Hidesign opens its first exclusive international store in Moscow.

1998SOUTH AFRICA First emerging marketThe emerging markets of Malaysia, South Africa, China and eventually India will become a major growth area for Hidesign.

1999

HIDESIGN LAUNCHES IN INDIA

Hidesign enthusiastically launches in India! Hidesigns annual fashion shows to launch the new collection are a Social Event.

2000

AWARD WINNING Advertising CampaignMarks the launch of Hidesigns award winning campaign both in Europe and India.

2004

ALBERTO CIASCHINI joins as Hidesigns Lead DesignerHidesign introduces new lead designer, Alberto Ciaschini of Italy. Their multi-cultural design team continues to expand on the Hidesign signature look creating classic styles with a contemporary edge.

Albertos first bag designed for Hidesign Ayesha named after founder Dilip Kapurs daughter.

2007

THE AGE OF COLLABORATION

Louis Vuitton becomes a partner with Hidesign!

2008

30 YEARS OF HIDESIGN

30 years down, one mans passion has transformed a two-man artisan workshop of edgy, alternative leather bags into the iconic leather goods brand Hidesign.

2010

HIDESIGN EXPANDS RAPIDLY

Hidesign expands its reach into tier 2 and tier 3 cities in India

2011

HIDESIGN LAUNCHES THE ART OF REUSE

2012

HIDESIGN LAUNCHES THEIR LUXURY LINE

Fulfilling a long dream, Hidesign launches its premier luxury line Alberto Ciaschini, Handcrafted by Hidesign. This line is designed by Dilip Kapur and Hidesigns lead designer Alberto Ciaschini

2012

HIDESIGN STARS IN BOLLYWOOD

Hidesign sees itself being places is some major Bollywood movies such as Ladies vs. Ricky Bhal, Ek Deewana Tha, No One Killed Jessica and English Vinglish.

THE MAN BEHIND THE BRAND: MR. DILIP KAPUR

Dilip Kapur, President of Hidesign, was born in New Delhi and moved to Pondicherry at the age of six. He grew up in Sri Aurobindo Ashram, went to school at Phillips Academy, And over, and Massachusetts. After graduating from Princeton University, Princeton, New Jersey, USA in International Affairs, Mr. Kapur completed his PH.D at University of Denver, School of International Studies in International Affairs.

Mr. Kapur took up a job in a leather company while pursuing his PH.D. It was during those nine months when he recognized his passion towards the art of crafting leather.He returned to India in 1977 to live in Auroville and started Hidesign, a one-man artisan shop, as a hobby in 1978 and has since masterminded Hidesign to its current leadership position.

He still teaches students at Auroville on International affairs.

PRODUCT PORTFOLIO: HIDESIGNAll Hidesign product lines reflect the Hidesign concept and when displayed together in our shop or corners, create a harmonious image that reflects the sophisticated lifestyles of our customers.

BAGS:

Our core classic range of briefcases, handbags, wallets are made from vegetable tanned Classic leather and our oil tanned smooth Ranch leather. These styles are always contemporary, sophisticated and ideal for the successful executive lifestyle. The fashion ranges change four times a year reflecting Hidesigns continuous innovation and respond to the constantly changing lifestyles of our international customers. A variety of leathers and colors are constantly developed by our designers and research labs for these ranges.

LEATHER GARMENTS:

A wide range of garments reflects a continuo