Communicating core lifestyle

The theory of communicating the differentiating traits of a brand and highlighting its characters in every communication has been tested and worked flawlessly for many brands. Among other biggies that have strictly worked on the theory in their advertising communication, leather goods manufacturer Hidesign has spoken its target audience’s lifestyle in the brand’s dialect.

The classic by Hidesign ‘Take nature wherever you go’ was a free-spirited, young and edgy advertising approach. Personifying the new mantra of young India, the campaign is a visual representation of being oneself. To a target audience that is broad-minded, individualistic, success and focused, the collection too was focused on amplifying the personal quotient of the consumer.

Taking cues from the brand promise – ‘If you’re on the move, the bags can be your best companion,’ and reinforcing how every product of Hidesign is a priced possession to you, the campaign was successful in keeping with the fast paced Indian.

As important as it is to have a well-structured communication, it is important to have them placed on the right platforms, so as to reach the right people. Hidesign has been doing just that by advertising exclusively in the markets where its target audience is hanging out –best lifestyle and business magazines, journals.

And in all their communication, one thing that stands out as a strong flavour is the customer’s lifestyle. Right from the mode, to the backdrop, to the lighting and of course the product, every ad by Hidesign gives a unique sense of connecting with the consumer; again, of course, without making much noise.

Lying typically between 25 and 40-year-old age group, the target audience of Hidesign is distinctly defined - successful, career focused, and mostly a part of the mid or senior level management. With a strong product that connects with the mentioned target group, Hidesign has achieved a tremendous brand recall across the globe.

This is despite having humble communications, each time. So what got the brand so popular? Like they say, in the end, it is only the product that will sell; it is the experience and the satisfaction that will retain forever.

With its ability to constantly be relevant to the consumer’s needs, while comfortably fitting in their lifestyle, Hidesign has been able to create a strong identity for itself, while motivating the consumers to think beyond quality and design, to think of an eco-friendly lifestyle.

From its hand-stitched products to the seed pouch that you get with the product that prompts you to just dump it in soil and water it, everything about Hidesign is an approach towards an eco-friendly lifestyle.

A strong philosophy and dedicated adherence, pushed to a strong online presence, celebrating PR and consumer-connect programmes have got Hidesign to the recognition it holds in the global market today.