Case Study
Background
● Client history:
Harris Tweed Hebrides (located in the Outer Hebrides of Scotland) is a UK-based company and the main producer of the Harris Tweed fabric in the country. For the uninitiated, Harris Tweed is a tweed cloth exclusively and indigenously handwoven by islanders living in the Outer Hebrides of Scotland. It is made from pure virgin wool dyed and spun in the weavers’ homes and the entire process of manufacturing the highest-quality of this handwoven fabric is governed by The Harris Tweed Act 1993.
Harris Tweed Hebrides (since 2007) has been on a mission to carry forward the tweed fabric tradition and bring it to the spotlight, globally. The textile company has done so by re-introducing various color and fabric patterns that align with the Harris Tweed ethos. All of the spinning, hand weaving, and dyeing is done through a network of over 120 home weavers living on the islands.
● Client Goal:
Given Harris Tweed Hebrides’ association with over 60 countries around the world, the company’s objective was to next enter the Indian market.
● Problem Statement:
How to successfully enter the Indian market and establish a brand presence?
Strategic Approach
● Partner Selection:
The first step to identify a home brand that could stand on par with the rich and unique heritage Harris Tweed Hebrides represented. I chose Raymond, a well-established classic Indian shirting and suiting brand – spread over 700 retail locations in India and 200 abroad - for collaboration.
● Networking:
Used my network to pitch the collaboration idea to Raymond by showcasing how it could be a mutually beneficial association for both parties involved. Closed the commercial agreements.
● Strategy:
Decided to first build brand recognition and trust in the Harris Tweed Hebrides fabric and soft launch it by establishing familiarity with the same.
Market Entry Strategy
● Target Region:
Picked Northern India (cold climate), keeping in mind what Harris Tweed Hebrides stood for (the highest-quality, heritage-backed wool one can own). This was also to ease the entry of the brand in India, by leveraging the Harris Tweed products in a market where they would be most needed.
● Dealer’s Convention:
Exhibited Harris Tweed fabrics in Goa.
● Positioning:
Promoted Harris Tweed’s uniqueness, prestige, and heritage with special regard to The Harris Tweed Act 1993, which distinctively safeguards key features of the fabric (such as the unmistakable orb stamp). We highlighted that this meant the fabric could not be manufactured anywhere else beyond the borders of the Scottish Hebrides. In short, no one else can replicate what Harris Tweed Hebrides does.
● Marketing Focus (other areas):
We also highlighted the exclusivity of the fabric and its use by luxury brands and fashion houses (such as Vivienne Westwood, Chanel, Erdem, Ralph Lauren, Prada, and Blahnik, among others).
● Other Selling Points:
Mentioned the fabric’s association with the prestigious Ryder Cup (golf) (the sporty green jackets worn by Team Europe).
In essence, we ensured that dealers knew by associating with and embracing a world-class luxury textile brand, they would be creating a niche for themselves in the market.
Collaborative Marketing
● Raymond’s Involvement:
Worked closely with Raymond and dealers on marketing and positioning.
● Premium & Unique Luxury Brand:
Promoted Harris Tweed as a luxury brand of distinction.
● Dealers’ Engagement:
Educated dealers about how Harris Tweed fabrics differentiate them from their competitors.
Campaign Results
● Dealer Orders:
Winter fabrics were ordered in large quantities by most dealers at the convention.
● Growth in orders:
Since the convention, dealer orders have increased significantly and have seen a gradual rise year on year.