Small Hidesign Cafe Essay Example

or marketing strategy based on competition," asserts Kaput. He adds, "Over the past five years, we have witnessed a sales increase from 22% to 62%." At the Ambiance outlet, Kaput is testing the retail expertise of the staff by requesting a daily-use man-bag.

The girl presents a compact laptop bag. "It is crucial for shop assistants to understand a customer's preference. I, for one, do not appear to be the type of customer who would purchase a conventional bag. They should possess intuition," he expresses. He appreciates the small seating area with the Hiding history as a coffee table book, but desires more. "We must establish additional focal points within the store to actively engage the customer," he explains. This is especially important in a shopping center where spontaneous visits from customers are common and impulse purchases frequently occur. His suggestions include incorporating artwork, sculptures, textiles, or stages of leather production.

Kaput poses questions to the girl, throwing inquiries about various casual work bags and their features. He is evaluating the service by seeing how well the shop assistants impress him. According to him, if a customer is not impressed within the first few minutes, they will leave. Heeling has shifted its focus from the high-street to malls. There has been a noticeable change in customer preference, with more people choosing to go to malls, particularly in tier I cities. On the other hand, high-street shops such as those in Greater Slash and Cosmonaut Place have seen a decline.

The company is expanding its presence in airports, with outlets at Delhi, Mumbai, and Hyderabad domestic airports as well as Hyderabad and Cochin international airports.

Air travelers are becoming a significant clientele for the company. While they are surprised by the popularity in smaller cities, it is the buyers in affluent South Delhi markets who are driving sales. To test the market, the brand has opened a store at Pacific Mall in East Delhi. Future expansion plans include smaller cities like Amritsar, Agra, Jaipur, Kolkata, and soon, Mysore.

Hiding caters to the needs of working women, rather than affluent ladies, who have a preference for visually appealing bags. The main focus areas for Hiding are Punt and Bangor due to this customer demographic. Throughout history, women have been the primary buyers of Hiding products, accounting for 65% of sales in all stores. To assist customers in finding their desired items easily, the women's products are categorized by color. Although there continues to be high demand for work bags among women, Hiding has introduced more diversity in terms of colors and decorations.

However, Hiding has noticed an increase in demand from men, which is why they have introduced a new range specifically for men. According to Kaput, men tend to ask more questions while shopping, possibly because they are new to this. Lately, there has been a rise in men seeking unconventional styles of leather bags, indicating a significant shift in the fashion culture. Additionally, they are planning to expand their product offering to include sunglasses and pens. Our mission was progressing smoothly without detection until we approached the belt display. Kaput became agitated by the disorganized arrangement of the belts and emphasized the importance of maintaining high standards in visual merchandising.

There is minimal effort required for a consumer to

switch off. "We leave the store. Kaput is prepared with his notes. While there are no consequences, there will be some alterations." He states that shopping must be an experience. Sell. Sell that first and the rest will naturally follow. July 2011 4 Benedictory, July 2011: Hiding is thrilled to announce the release of the CEO-project Art of Reuse in collaboration with Feminine. This project, set to launch on June 5th, 2011 to commemorate World Environment Day, is part of Hiding's year-long initiative to promote its Green Campaign.

Hiding, a leather goods brand that caters to CEOs, has established itself as a prominent name in the luxury goods industry. Hiding has always emphasized the significance of being CEO friendly and using natural materials, while also showcasing the beauty of handcrafted products. Going forward, Hiding aims to highlight the importance of recycling and reusing. According to Dill Kaput, President of Hiding, the most effective way to convey this message is through active participation.

The Art of Reuse is a project that supports converting waste materials or redundant goods into new materials/products of higher environmental value. Participants are encouraged to create new designs using leather scraps provided in the "Art of Reuse kit," available at all Hiding stores in India. Designs can be submitted at Hiding stores, and winners will be selected through votes on Hiding's Faceable page. On August 1, 2011, Hiding and Feminine will choose three winning products, and the winners will receive Hiding gift vouchers.

Hiding's recent initiative to expand its audience by promoting recycling and handcrafted products is commendable. Since its establishment in 1978, Hiding has been at the forefront of advocating for

environmentally friendly practices. The company has become a renowned authority in researching the ecological benefits of using vegetable tanned leathers for its products. By drawing inspiration from traditional tanning techniques involving natural seeds and barks, Hiding has developed stylish leathers that age beautifully over time.

Hiding understands the importance of raising awareness about environmental conservation. They are doing this through their GREEN CAMPAIGN, which aims to promote forestation and emphasize the significance of reusing. Alongside the Art of Reuse project, Hiding will soon release their "Green Collection" in stores, and also introduce "Everyday Green", a series of practical art pieces made from scrap leather like waste baskets, stools, trays, and other innovative products. These creations will be showcased in various Indian Tortes from June 11 to 20. Hiding is excited to share that they recently participated in Tea's 2011 Singapore exhibition, the world's largest duty-free and travel retail association. Their attendance included a customized exhibition stand spanning 15 square meters and Dill Kaptur's involvement in a panel discussion on Indian airport retail. Visas Kaput, Hiding's International Director, expressed their satisfaction with their performance in Indian airports and their intentions to expand their presence in leading airports worldwide as part of their international growth strategy.

The business of Hiding is challenging and specialized, but it offers significant benefits in terms of sales and brand recognition. Hiding is already present in multiple international airports, including those in Australia and England. Additionally, Hiding is engaging in discussions to establish a presence in airports across Malaysia, Fiji, the Maldives, and various European countries. Mr. Lain Mainstream, Managing Director of TEA, expressed his enthusiasm regarding Hiding's participation during the

TEA Asia Pacific exhibition in Singapore in May 2011.

The inclusion of top Indian brands as exhibitors helps boost the reputation of our event among buyers in the duty free and travel retail industry in the Asia Pacific region. From their initial participation, Hiding's exhibition space was designed and laid out to match the high-quality image of the TEA Asia Pacific exhibition, thus contributing to the event's success. We were especially fortunate to have Mr. Dill Kaput, President of Hiding, as one of the main speakers at the conference that kicked off the week.

Mr. Kaput provided a comprehensive analysis of luxury brands in India, offering valuable insights into the desires of luxury goods consumers throughout the country. The extensive expertise of Mr. Kaptur allowed attendees to gain a thorough and valuable understanding of the Indian luxury brand industry. In yet another achievement for Indian's top luxury leather brand Hiding, they proudly reveal the opening of their new exclusive store at the Palladium Mall in Iambi on June 16, 2011.

With the relocation of its store, Hiding has moved from its previous location on the high street near Phoenix Mills to a more strategic position among other luxury brands at Palladium Mall in Iambi. The new Hiding store, which spans over 600 square feet, can be found on Level 3 of the Palladium Mall. As you enter the store, you will be welcomed by Hiding's recognizable Orchard design, now presented in beautifully etched glass. Additionally, there is a remarkable vertical poster that gracefully curves towards the golden niche in the ceiling to greet customers.

The store's white walls elegantly contrast with tan leather panels

and a teakwood floor. The store is brightened by sleek metal shelves made of solid brass, while tall mirrors add depth. The stone wall near the cash counter adds texture to the space, and warm lights create an inviting atmosphere. Dill Kaput, President of Hiding, expresses excitement about the launch of their latest store in Iambi at Palladium, emphasizing that it reflects their brand values and evolving customer profile. The store incorporates clean lines and natural materials such as stone, brass, and wood, which add warmth and provide an exclusive experience for Hiding customers. Iambi is a crucial market for the company.

The Palladium store strives to cater to a diverse range of consumers who will hopefully appreciate the new styles introduced for the store opening. The store offers a wide selection of bags, including handbags for women, duffels and travel bags with wheels, laptop bags, messengers, cross bodies, and briefcases for men. In addition, the new Hiding store provides various small leather goods such as wallets, belts, and card holders. Upon entering the store, visitors are greeted with a stunning display of orchard tables showcasing the newly launched styles from Hiding.

Indulge in the delightful company of exquisite, handmade bags at Hiding and immerse yourself in a truly one-of-a-kind experience! Hiding is excited to announce the grand opening of its very first exclusive store in Katmandu, Nepal. The store, boasting an impressive size of over 500 square feet, is centrally located in Napalm's bustling district. "Hiding is intensifying its efforts to expand into neighboring countries," states Visas Kaput, International Director. "Individuals in these neighboring nations frequently peruse the same magazines and frequently travel to

India, making them already familiar with the esteemed Hiding brand."

Furthermore, these countries are experiencing significant growth unlike the developed markets in Europe and the United States. Hiding has a long-standing presence in Sri Lanka and now plans to enter Bangladesh, which is viewed as a highly promising market. This is because of Bangladesh's fast growth rate, large and young population, and notable reputation. In August 2010, Hiding was honored with the Best Brand 'Bags & Accessories' award at Shoppers Stop's annual Pinnacle Awards 2010 ceremony. This award acknowledges the brand that has achieved the highest growth and sales performance within its category.

To receive the title of best bags and accessories brand by Shoppers Stop is a remarkable accomplishment for Hiding, according to Dill Kaput, the President of Hiding. This award is the result of a year-long effort from both Hiding and Shoppers Stop, as they worked together to establish more shop-in-shops and maintain the luxurious atmosphere found in Hiding's exclusive boutiques. While Hiding has traditionally relied on its exclusive boutiques for retail, they have recently focused on expanding their presence in high-end department stores.

Hiding has partnered with Shoppers Stop to recreate the ambiance of its exclusive boutiques within shop-in-shops, without compromising on customer service or aesthetic. These shop-in-shops offer a wide range of products for both men and women, mirroring what customers would find in a regular Hiding store. The fixtures in these shop-in-shops are also from Hiding, and the sales staff are trained by the brand. Hiding is thrilled to announce the opening of its flagship store in Benedictory on July 31, 2010. This remarkable structure, one of India's largest concept

stores established by a luxury brand, embodies the values of the iconic leather brand: luxury, heritage, craftsmanship, and warmth - all in a natural setting. Visitors can find this store at 69, Charlatan Nehru Street, Benedictory 605001.

As you ascend to level 1, you will observe ample space and minimalistic displays for Hiding's newest collection. On level 2, Hiding presents its range of men's bags, but to truly appreciate their travel section, one must proceed to level 3. Here, travel bags and jackets are exhibited on elegant teak wood and brass shelves, exemplifying the epitome of stylish travel. The Hiding team possesses a profound love for design and thrives on creating a distinctive and sumptuous ambiance in each store, ensuring a warm and personal experience.

The new store's main attraction is its stunning wall of ornamental filigree work in gold, resembling the displays in all Hiding stores. The store features antique furniture and beautiful blue cut glass chandeliers, providing a delightful visual experience. To further establish itself as a global luxury brand, Hiding showcases contemporary installations throughout the store, created by international artists based in Benedictory. Completing your visit to Hiding's flagship store is the Hiding Lounge located on level 4.

The upcoming in-house cafe on the top floor provides a panoramic view of Epinephrine's bustling streets. Not only does it offer a hand-picked menu and wine ; cheese platters, but it also showcases local flavors and Hiding's appreciation for the finer things in life. President Dill Kaput, a driving force behind this cherished project, intends to carefully select notable museum pieces for the new store. These pieces range from Hiding's first-ever handbag design to the

'mini collection' created by Hiding, as well as the boxy bags that earned Hiding the prestigious 'Accessory of he Year' award.

The flagship store offers a glimpse into the brand's history through its timeline in the travel section on level 3. On level 2, there is a collage featuring the brand's ad campaigns. Throughout the store, you will also find pictures of the 'People of Hiding' and the 'Stores of Hiding' from around the world. All Hiding stores are custom made using natural materials such as solid brass, real leather, and wood.

Join us in embracing the Hiding spirit and get ready for a one-of-a-kind experience! Hiding has recently opened its 50th store in India at Express Avenue Mall, Achaean. The store spans 850 square feet and is located on the ground floor. It offers a diverse selection of Hiding's timeless handbags and men's bags, as well as the complete Spring Summer 2010 Collection. The new collection was created by Alberta Chasing, Hiding's lead designer based in Milan, Italy. Alberta has previously collaborated with renowned brands like Giorgio Airman, Lowe, and Treasured.

Chasing combines Italian luxury with Hiding's expertise in handcrafting and developing vegetable tanned leathers. The handbags and briefcases feature a simple design, innovative details, and vibrant seasonal colors such as mango greens, barberries, pearl grays, and cherry reds. Sheet Submarine, Regional Director of Tamil Nadia and Kraal, commented on the uniqueness of this mall which offers new brands not found elsewhere in Achaean. It also provides a blend of luxury and affordable luxury. With the opening of this store, Hiding now operates 10 exclusive stores in Tamil Nadia and Kraal, while also having

a strong presence in major multi-brand outlets like Lifestyle, Landmark, Shoppers Stop, and Wayside throughout the region. Established in 1978 as a two-man workshop, Hiding has become a renowned global brand known for its quality, eco-conscious values, and personalized service. With its focus on a classic contemporary look, Hiding caters to the stylish and sophisticated urban professional in N. Y and beyond.

The leather collection offered by Hiding includes a variety of items such as handbags, clutches, briefcases, laptop cases, wallets, belts, and garments. From its humble beginnings as an artisan brand, Hiding has now become a globally recognized name with more than 60 exclusive retail stores and a wide distribution network spanning across over 20 countries. Hiding products are available at prestigious international outlets like John Lewis and House of Fraser in the UK, Myers and David Jones in Australia, Stratford and Edgar in South Africa, Lifestyle and Shoppers Stop in India, and Parson, Robinsons, and Siesta in Southeast Asia. Hiding places great importance on preserving the natural beauty of its products.

Our products are made using natural seeds and barks in our own tanneries. Each leather is full grain and not corrected with paint or pigment to hide natural defects. The tanning process we use is natural and ecological, which enhances the unique characteristics and individuality of our leathers while also providing strength and durability. Furthermore, our solid brass buckles are individually sand cast and hand polished, reflecting the traditions of old saddlers. These brass buckles and fittings not only add to the natural appearance of our products, but also increase their durability.

Design and Collection Hiding offers limited edition bags that are

unique in nature. The company has three design teams located in Milan, London, and Benedictory who work together to create two new collections annually. Alongside these seasonal collections, our classic range is also offered. Some products within this range have remained the same for thirty years but are still highly valued by customers. At I HIDING, we strive to provide high-quality contemporary fashion accessories.

Hiding is a sustainable company that focuses on environmentally friendly practices approved by CEOs, including vegetable tanning and wax ; oil based treatments. They provide an extensive selection of leather products and fashion accessories such as briefcases, handbags, computer bags, backpacks, pad, mobile and laptop sleeves, clutches and evening bags, bag Jewelry, city bags and satchels, duffel bags, wheelies, garments, wallets wash bags belts small leather goods. Additionally, they have a unique assortment of desktop stationary items.

Hiding, a leather goods company based in Benedictory, announced its plan to invest $10 million in setting up 100 exclusive showrooms worldwide over the next three years. The president of Hiding, Dill Kaput, stated that the investments will be made jointly with partners in each respective country. Currently, Hiding has 28 stores in India and nine abroad. This year, they plan to open 11 more stores in India and three internationally. The company aims to achieve a 40% growth this fiscal year and will continue introducing new collections. In the previous fiscal year, Hiding had a sales turnover of RSI 84 core, with RSI 11 core coming from subsidiaries in South Africa and Dubai. They have recently launched the 'Riviera' collection of leather bags and are opening a new store in East Delhi. Hiding

plans to hire about 100 employees for their 35 stores opening in India this year.

The stores, mostly owned by the company, intend to reach 100 in number and recruit for various retail positions including brand consultants, retail brand managers, and assistant regional managers. Additionally, they plan to hire specialists such as architects, public relations, and social media experts. Their goal is to fully explore the market by expanding into tier II and tier III cities like Slinger and Nagger, as well as opening a store at Bangor airport. "Our growth rate has been 25-30% annually, and hiring individuals for entry-level, intermediate, and senior roles has been a significant undertaking," says Dill Kaput, the president.

The company typically hires graduates from management schools, as well as fashion, design, and communication graduates from NIFTY, MID, Pearl, and other fashion institutes in India. These candidates may have a combination of fresh talent and some years of experience. In 1978, Kaput launched a lifestyle group that now has a global presence. It has also become one of the first Indian brands to be stocked at high-end international stores like John Lewis, Selfridges, and House of Fraser in the UK; Myers and David Jones in Australia; Stratford in South Africa; Parsons in Vietnam; and Robinsons in Southeast Asia.

It has 84 exclusive stores and a distribution network in 23 countries. Monday, September 18, 2006 Hiding: Truly International Brand: Hiding Company: Hiding Brand count: 127 Hiding is a brand that is truly international, manufactured in India. Established in 1978 as a one-man craftsman workshop, this brand has achieved global success. Hiding is India's leading company for leather goods, manufacturing leather

bags, briefcases, and wallets. This brand with a value of 90 crore is prominently showcased in premium international stores around the world.

The Indian leather market is projected to be worth approximately RSI 1000 core, with the branded market estimated at around 120 core. Hiding, a brand that has been established through strategic brand building over time, initially launched as an export brand. However, upon entering the Indian market, it was pleasantly surprised by the reception it received despite its high prices. The brand arrived in India at an opportune moment, as Indian consumers were increasingly indulging in lifestyle products. Hiding's target audience consists of upwardly mobile, educated executives with an international mindset. The brand is renowned for its skilled craftsmanship and the exceptional quality of its offerings.

This brand has consistently prioritized quality over the years, with its craftsmanship being its main differentiating factor. It continues to uphold traditional methods and values of attitude, tradition, and environmental responsibility. Instead of using harmful dyes, vegetable dyes are used. The brand maintains its position by highlighting these core values and craftsmanship. Trendy campaigns are primarily conducted through magazine media. In the early 2000s, quality was initially the brand's main focus.

The brand has realized that despite having positive feelings, it lacks the necessary attitude and emotional attachment. Therefore, it has launched a campaign to emotionally connect with customers. In the premium segment, there is no competition from domestic brands; instead, the competition comes from Italian brands available in market stores. The entire category is dominated by unbranded players, with minimal efforts to brand the products. According to the Brand Report Card (by Dr. Kevin Lane Keller),

the brand successfully identifies and satisfies customer desires.

The customers desired a brand that could provide them with both quality and aesthetics, something lacking in unbranded products. This brand is relevant to customers due to the changing lifestyle of upwardly mobile Indians. Although the brand is priced very high, the target group still sees value in the product. However, these high prices make the brand unaffordable for most Indians. The brand accurately recognized its core value and positioned itself accordingly. The choice of media and campaign copy also reflects this positioning.

The brand's portfolio is varied, with plans to expand into different segments within the category. They have a specific interest in introducing bags for college students under a separate brand name. The company has effectively used its stores and marketing techniques to promote the brand, while also nurturing its core values over time. There has been substantial support for the company's efforts in building the brand, with careful allocation of funding.

The company's marketing activities have been extraordinary, as they have helped establish a global brand. Hiding is an international brand that highlights Indian marketing expertise and proves that Indians can create world-class brands. Hiding has ambitions to further expand its brand.

Thursday, 10 July 2008 19:35 Philip Anderson People - Case Studies Top of Form contributed by: Bally, Bootleg Veneto, Coach, Fend', Gucci, Lance, Longhair-?one famous name after another swept into Dill Kaptur's view as he strolled through the Hong Kong International Airport's Summary.

Kaput envisioned the forthcoming inclusion to the shopper's paradise - an exclusive fashion store set to open in mid-2006 by his leather goods firm, Hiding. It was beyond his

imagination that his company would emerge as a pioneering brand from India and gain significant momentum since he began the business full-time sixteen years ago. Presently, as the president and founder of the company, Kaput pondered upon the optimal strategy for expanding the brand worldwide.

Hiding Dill Kaput's growth started in New Delhi, where he was born to Hindu parents who had migrated from what is now Pakistan after the British Raja ended in 1947. From ages five to fifteen, he lived in Benedictory, a former French colony on India's southeast coast. Following his time at Phillips Academy in Andover, Massachusetts - one of America's premier private secondary schools - he went on to study at Princeton University.

After completing his bachelor's and master's degrees in international affairs and economics at Princess's Woodrow Wilson School of Public and International Affairs, he decided to pursue a Ph.D. at the Social Science Foundation in Denver University, Colorado, USA. However, after four years in Denver, Kaptur ran out of funds and had to work for an American handbag company for a year. Nevertheless, his mind was constantly drawn back to India, particularly the international living experiment in Orrville near Benedictory.

Mira Alfalfa, born in Paris in 1878 to an Egyptian mother and a Turkish father, was strongly influenced by Sir Robbing, a prominent Indian nationalist who became a spiritual leader in Benedictory in the early twentieth century. In 1920, Alfalfa joined him in Benedictory and later organized his followers into an ashram in 1926. In 1968, she founded Orrville, an international township project, with the aim of fostering peace and harmony through human unity

and international understanding. Orrville was created as a collective city where individuals from around the globe would reside and collaborate to promote peace and harmony.

In 1978, Kaput, who grew up near the ashram, returned to India to live in and contribute to the development and planning of Orrville. During this time, he became involved in the cultural and artistic atmosphere of Reveille. As a hobby, Kaput started creating leather bags, utilizing the skills he had acquired in the United States. However, he found regular leather too smooth in appearance. Fortunately, he discovered samples of leather that had been tanned using traditional methods involving soaking the hides in vegetable extracts. This alternative look appealed to him.

Kaput traveled to East India Tanning, located about 300 kilometers from Orrville, to learn the art of vegetable tanning. He started creating a line of leather bags with a unique appearance that gained popularity. Around 1986, Kaput collaborated with several hundred individuals in Orrville to produce and sell these bags made from vegetable-tanned leather. Over time, the venture grew, leading Kaput to establish a bag factory in Benedictory in 1990 and become a full-time entrepreneur.

Initially a hobby, the growth of my business came as a surprise, especially since I had no prior knowledge in entrepreneurship," he reminisces. "Starting out, I had to educate myself on what a bag even was, as I had no business background. Through conversations with others, I gradually learned and developed a deeper interest in this industry. At the outset, I designed and manufactured bags. However, after establishing Hiding in 1990, I had to envision my target market, understand their motivations for purchasing bags,

and effectively convey that message to the public.