Denim has dominated fashion markets for centuries making it one of the most widely used materials in the world. Established in 2012, Hiut Denim Co. is an exciting lifestyle denim brand that manufactures premium British-made jeans. Unlike most fashion brands Hiut Denim focus all their energy on one product “Denim Jeans.” Hiut jeans use the very best raw materials, with handcrafted detailing and artisan processes, and benefit from a unique communication and sustainability strategy, including a free repair service. The Mens and Womens Jeans sell for £100–£230 per pair, and are constructed in a former Marks and Spencer denim-manufacturing town in Wales.
This case study encourages students to discuss fashion business strategies where the focus is on product quality and craftsmanship quality rather than mass-market consumerism. Considering the risks and success factors of Hiut’s one product strategy, students are encouraged to discuss the adjustments needed for marketing and communication techniques, consumer loyalty strategies and brand recognition to support UK and international expansion. Hiut Denim are a slow-fashion business, making product in the UK; students will examine the pricing structure of premium products in relation to UK costs and devise creative solutions to extend consumer choice.