個案總覽

The 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 successfully convinced potential franchisees to become part of the chain of nationwide branded stores. However, Ferns N Petals’ unique franchising business model faced many challenges — including creating and sustaining volume growth for franchisees while continuing to widen and deepen its retail footprint and replicating its model in the high-priced, highly skill-oriented and competitive wedding segment.

The 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 successfully convinced potential franchisees to become part of the chain of nationwide branded stores. However, Ferns N Petals' unique franchising business model faced many challenges - including creating and sustaining volume growth for franchisees while continuing to widen and deepen its retail footprint and replicating its model in the high-priced, highly skill-oriented and competitive wedding segment.

The 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 accessories brand. How should Hidesign position its new product range? Should different taglines be used for its leather and non-leather products? Should Hidesign do away with taglines altogether? Could the decision to extend the brand to non-leather product categories dilute its carefully cultivated core identity? Or could this decision help transform Hidesign into a fashion lifestyle brand?

The 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 accessories brand. How should Hidesign position its new product range? Should different taglines be used for its leather and non-leather products? Should Hidesign do away with taglines altogether? Could the decision to extend the brand to non-leather product categories dilute its carefully cultivated core identity? Or could this decision help transform Hidesign into a fashion lifestyle brand?