When a brand wanted to reinvent itself
Situation — Having built a successful leather luggage, bags and goods business, the start-up wanted to become more lifestyle-oriented — prompted by customer requests for custom leather products beyond its range.
The challenge — Two-fold: moving away from its image as a ‘ready-made leather bags’ start-up, and making the pivot to a ‘leather lifestyle’ brand that reflected both the organisation and its customers.
The strategy — A deliberate decision to resist the pull of online and retail selling, and build a made-to-order, bespoke leather lifestyle brand. Popular lines were redesigned for customisation, reflecting the lifestyle and aspirations of the contemporary, global Indian.