Van Heusen Unveils a Futuristic Strategy to Connect with the Contemporary Woman and the Uber Male

Mumbai, Maharashtra, India , 2006-09-15

What can one say about the world’s largest selling dress shirt and India’s biggest premium business wear brand that will serve as a fitting introduction? The fact is that Van Heusen has made every fashion season a landmark one. The Rs. 225-crore brand, selling 1.5 million garments a year, has emerged as the definitive mark of power, style and sophistication.

Van Heusen is known to bring the latest and most contemporary international styles to the country over the years. It has a complete lifestyle range of products for men in shirts, trousers, outerwear and knitwear apart form an extensive range of accessories like innerwear, neckties, belts, bags, eyewear, shoes and cuff links.

This year indeed proves to be a landmark year for Van Heusen. It has not only achieved the distinction of becoming the largest brand in the country but in order to catapult itself into the future, it has identified two Mega opportunities – Woman and Youth, in the Indian Demographic Landscape.

These two singular initiatives along with robust growth in premium menswear will make Van Heusen leapfrog to Rs 600 crore in the next three years. While “Van Heusen Woman” for the Contemporary Indian Woman will complete the Lifestyle Offering of Van Heusen, “V Dot” is being launched to cater to a totally new segment of young consumers hitherto neglected by all premium menswear brands.

Everyday Couture – Van Heusen Woman

Style was and will always be integral to the multi-faceted woman. Extensive research lead to deep insights about women in the corporate world, Van Heusen clearly understood the choices that were there in the marketplace .The choices were not only very limited, no one was practically offering all occasion garments and accessories, with the perfect fit to the contemporary Indian woman.

Mr. Hemchandra Javeri, President of Madura Garments adds, “The demand for comfortable, stylish, yet affordable women’s western wear is on the rise. Today’s woman needs a wardrobe that is chic, international and yet suited to her unique needs. And that is just what we offer.”

Van Heusen Woman is a comprehensive wardrobe for the contemporary woman. It’s seasons exclusive line is a collection of international ensembles – elegant, stylish and versatile. It’s perfect for the casual get together, the formal meeting, the social event of the season and even a glitzy Page 3 party that one must shine at.

Van Heusen Woman offering includes tops at Rs. 1100, trousers at Rs. 1300, outerwear at Rs. 1595-Rs.13000, suits and blazers at Rs. 3500 – 6000, 100% Silk Stoles at Rs. 1100, Cuff Links at Rs. 600-900 Bags and Belts at Rs. 700 – 1900, Knits and Winter wear Rs. 1100 – 1500 and a stylish collection of accessories ranging from hand bags, shoes and belts to scarves, stockings and cufflinks. Van Heusen Woman is divided into three fashion categories – Worldwear, for the international business traveler; Every Day Formals, for the working woman who wants a professional yet feminine look; and Informal Wear, for occasions when she wants to let her hair down and still make heads turn.

Van Heusen Woman would be selectively available at New Delhi in the Van Heusen Exclusive Stores in Connaught Place and South Extension and in Bangalore at the Garuda Mall.

V dot

Today’s uber-confident young Indian male has it all. The brains, looks, a passport chockablock with visas and a very clear pulse on the latest in international style. Today, there are brands that cater to his different needs but not a single brand that offers a complete lifestyle wardrobe. And too often, they range from the eminently forgettable (read boring) or eminently way over the top.

V dot from Van Heusen is a complete lifestyle wardrobe, brilliantly high on the fashion quotient for the young man who wears his confidence on his sleeve. The fits are trim, modern and sexy. The styling is bold and daring. And the attire is geared towards experimentation oozing a ‘wear the way you like it’ attitude.

In Mr. Javeri’ s words, “It’s style unlimited with unabashed attitude.”

The V dot brand offers shirts (Rs. 1400), trousers (Rs. 1600), suits (Rs. 7000) and jackets (Rs. 5000). It will be available at all exclusive stores of Van Heusen, Planet Fashions and other leading menswear outlets.

Contact

Dr Pragnya Ram, Aditya Birla Group, +91 (022) 5652 5000
[email protected]