Capstone – Project Charter

E-Commerce Go-To-Market Strategy

A Collaboration Between

Engagement Synopsis

Hidas is building an incredible brand as a socially conscious high fashion company. They recently launched their first ever e-commerce strategy aimed at selling products direct-to-consumer. They are looking for help from students with analyzing their progress so far. They’re also looking for help with the marketing so that they can more effectively convert their audience through an improved go-to-market strategy.

Company Information

CompanyHÍDAS
HQNew York
RevenueUnlisted
Employees5-10
StageSmall Business
Hiring PotentialFollow-on Projects, Formal Internship, Entry Level Full-Time, Upper Level Full-Time
Websitehttps://www.hidas.net

Company Overview

HÍDAS creates high-end fashion collections that aim to shine a light on complex and difficult global issues, making them accessible to a wide range of audiences. HÍDAS collections have been shown in cities around the world such as New York, Milan, Jerusalem, Taiwan, and written about in Vogue Italia, Elle, Harper’s Bazaar, and others. Michal Hidas and her innovative work were also recognized in 2018 by her inclusion in the Forbes Israel 30 Under 30 list. Bridgings' first collection was made in partnership with a Palestinian architect from Gaza. The textiles patterns were created from a series of optimistic architectural drawings made in Gaza, which Michal interpreted into a full collection. Bridgings' unique aesthetics gained international recognition while spreading the possibility of an Israeli-Palestinian collaboration. HÍDAS aims to raise awareness, spark conversation and action, and give voice to the desperate plight of the the world's refugees. Bridgings' second collection was created in collaboration with a Palestinian creative partner and a Jewish calligrapher from Jerusalem. The collection was inspired by Hidas’ volunteer work with Syrians in Leros, Greece, and in an Israeli hospital. HÍDAS is a winner of the “Fashion Humanitarian Award,” presented by 'Runway the Realway' during New York Fashion Week.

Company Supervising Team

Fashion

Michal

[email protected]

Art Director

Noa

[email protected]

Course Info & Engagement Details

SchoolLong Island University C.W. Post (LIU Post)
Engagement FormatLive Case - Class Collaboration or Case Competition - This learning format allows educators to deliver experiential learning to students at scale. Students are often split into groups to work on a live case (or a series of cases) from a real host company that directly relates to key learning objectives.
ProgramSchool of Business
CourseFashion Brand Management
LevelUndergraduate
Students Enrolled12
Meeting Day & TimeThursdays 2:00 - 4:40 PM ET
Student Time Commitment4-7 Hours Per Week
Company Time Commitment2 Hours
Duration8 weeks (10/15/2019 - 12/03/2019)
Departments InvolvedCorporate Social Responsibility
Growth Strategy
Marketing
PR & Communications
File Attachments

School Supervisors

Instructor

Cherie

[email protected]

Students

Student

Christina

[email protected]

Collaboration Timeline

  • October 3, 2019

    ENGAGEMENT KICKOFF – The HIDAS team will join class to kickoff the project and discuss the HIDAS Product Lines, Brand and Story

  • October 10, 2019

    Q&A with Noa & Michal

Key Milestones & Project Process

  • September 26, 2019 - Understanding the Story Behind HIDAS

    • Learn more about the Founders
    • Learn more about the HIDAS story and journey
    • Become familiar with all aspects of Hidas

    Suggested Deliverable:

    Prepare for an in-class discussion and Q&A session on the brand and products

  • October 17, 2019 - Product & Company Background Assessment

    Now that you’ve all had a chance to get acquainted with the HIDAS story, let’s help elevate their marketing storytelling advantage, to better share it with others via professional conferences, e-commerce and social media platforms. 

    Teams 1 & 2: Work in tandem (focusing on team strengths) to take the current HIDAS Brand Intro Presentation PDF to the next level.

    Analyze and Identify:

    • Market Segmentation
    • Target Customer
    • Size of Market
    • Competition
    • Brand Persona

    Suggested Deliverable:

    Team 1 – Build a Brand BookTeam 2 – Create a 1 to 3 minute video – Brand Storytelling (based on Intro pdf plus other components) for use on e-commerce website, presentation to buyers, organizations, and for use by Michel in professional settings. To including music and video content – to share the HIDAS story.

  • November 7, 2019 - Development Phase

     Team 1: Online Marketing Strategy Development – Driving More Sales Online, Analyze and Identify:

    • Brand Ambassadors
    • Bloggers / Influencers
    • Local Artisans that represent the brand image
    • Pertinent Instagram posts that can be added to Instagram

     

    Team 2: Branding &Marketing Strategy Development – Developing a More Concrete Brand, Analyze and identify:

    • Organizations/Charities to Partner with
    • PR Opportunities
    • Marketing Tools to get the target customer
    • Advisory Board /Think Tank of Artisans, Dancers, Musicians, Fashion notables
    • Interactive Event Opportunities

    Suggested Deliverable:

    Prepare a presentation for the HIDAS Management Team to showcase the strategies and tactics you’ve come up with base on your research