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Design and Layout by : Reetuparna Das Guided by : Prf. Vibhavari Kumar, Phd All rights reserved under international cpyright conventions. No part of this book may be reproduced in any form without a prior written permission from the publisher and the organisation.


Madura Fashion & Lifestyle, a division of Aditya Birla Fashion & Retail Limited, formally known as Pantaloons Fashion & Retail Limited.


Introduction Van Heusen is fashion brand under MF&L, Madura fashion & lifestyle. The brand, launched in India in 1990 and marketed by Madura Fashion & Lifestyle, has aggressive expansion and renovation plans. Van Heusen brings fashion-forward power dressing to today’s multi-faceted professional’s wardrobe. Catering to men and women, Van Heusen represents sophisticated elegance that reflects today’s expression of style. Within the overall organized apparel market, Van Heusen plays in the premium readymade apparel category. It has its headquarters in Manhattan, New York City, New York, United States. This VM manual will help you to understand this brand and its visual identities, The outward expression of the brand – including its name, trademark, communications, and visual appearance. The recognition and perception of a brand is highly influenced by its visual presentation. A brand’s visual identity is the overall look and in retail an extension towards experience.


Content • About the brand • Product Category o Power Dressing o V- dot o Sports Wear o Woman’s Wear • Target Customers • USP • Brand Identity • SWOT Analysis • Store Visit o About window display o About the whole store • Store Layout • Plano gram Design o Existing o Proposed • Folding • Do’s and Don’ts


About The Brand The Phillips-Van Heusen Corporation, commonly referred to as PVH Corp, is an American clothing company, in 2013 all rights of this brand is sold to Aditya Birla Group with the name of MF&L, Madura fashion & lifestyle. It is one of India’s largest premium lifestyle brands for men, women and the youth. The brand clocked a revenue of Rs 1300 Crores. Over the last 5 years the brand has grown @ CAGR of 24%. The brand is available in close to 300 exclusive outlets across 100 cities and 24 states in India. In all, the brand is present over 1200 doors across Multi Brand Outlets (MBOs), Exclusive Brand Outlets (EBOs) and Shop-in-Shop in Departmental stores (Shoppers Stop, Lifestyle, Pantaloon, Central and Westside). TRENDIN, an online initiative by Madura Fashion & Lifestyle, is the official web store of Van Heusen. Apart from that, the brand is available in most of the ecommerce sites including Flipkart, Jabong, Amazon & Myntra. It is said the only thing constant is change and in the world of Van Heusen there is no room for stagnation. It has 140 stores all over the country and wants to hit 150 by the year end, following which it plans to add around 60 new stores every year, and is set to revamp the look and feel of all existing stores.

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Product Category • • • •

Van Heusen- Power Dressing V Dot- Sophisticated Club Wear Van Heusen Sport- Ivy League Style The Van Heusen Woman

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Van Heusen-Power Dressing Perfect for the boardroom and beyond, Van Heusen brings fashion-forward power dressing to today’s multi-faceted professional’s wardrobe. Catering to men and women, Van Heusen represents sophisticated elegance that reflects today’s expression of style. Breaking the norms of conventional nine-to-five dressing, the brand’s range of garments focus on self-expression and individualism. With power-packed details and fine fabrics, Van Heusen has successfully defined the way women and men dress for the corporate world. The collections range from formal wear, party wear, casual wear and ceremonial wear with ranges that spread across shirts to suits for men, and dresses to blazers for women. Modern, minimalist, and timeless, the brand’s clothing is noted for being relevant to its time. Catering to customers who are looking for a personalized experience, Van Heusen’s MyFit is a one stop solution for finding your perfect fit. By choosing from an array of fabrics, fits and sizes, you can now get a perfectly fitted Van Heusen shirt. By selecting from a variety of styling options, from cuff to collar, MyFit enables you to create your own style statement, created by you. Browse through the collection online on Vanheusenindia.com for the latest styles from Van Heusen. From classics to contemporary pieces, you can buy Van Heusen suits online.

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V Dot-Sophisticated Club Wear Addressing younger professionals and their changing lifestyle, V Dot a sub brand of Van Heusen specializes in club wear. Styled to radiate attitude, the edgy collection of Van Heusen trousers, shirts and blazers is cautiously designed to give a bold sophisticated look. Keeping the brand’s philosophy in mind, you can buy smart yet trendy Van Heusen blazers online, that are perfect for a night about town or ceremonial evenings. You can also buy statementmaking Van Heusen shirts that come with distinct yet bold details, from contrast piping to unique denim washes.

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Van Heusen Sport- Ivy League Van Heusen’s sub brand Van Heusen Sport is a sport inspired casual wear that’s a perfect amalgamation of modernity and the iconic 60s Ivy League look. Somewhere between smart and casual, the line is made up of shirts, fine-knits, laundered chinos and jackets that channel a nonchalant look. Styled with sporting details, this collection is perfect for your off duty days. For a casual day out you can buy a Van Heusen T-shirt and pair it up with washed chinos and loafers for an effortlessly preppy look.

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Van Heusen Woman Emerging as a lifestyle brand, Van Heusen launched it women’s wear category under the sub brand Van Heusen Woman. Aimed at the dynamic, ambitious and intelligent women, who lives life on her own terms, the brand’s collection is polished, classy and chic in style. The ‘Everyday Couture’ which is smart yet effortlessly feminine addresses today’s woman, who is always on-the-go. From shift dresses to coordinated Van Heusen suits for women, you can browse through the collection on Vanheusenindia.com. You browse the gamut of styles and pick a Van Heusen dress that is perfect for you 9 to 5 and beyond.

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Target Market Age : 25 – 45 yrs Income Group: Upper Middle and High Income group. Working Professionals Geographical - Urban premium men and women Socio Economic 1. Van Heusun Male- Successful, sophisticated, erudite, multi-faceted working professional. 2. Van Heusun Female– One who is dynamic, well-educated, ambitious and intelligent. 3. V Dot- One who had disposable income and the attitude to go with it.

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Van Heusen’s - USP Tagline/ slogan - The Way Forward: Evolve Everyday USP- The brand is known for its corporate clothing with clean fashionable cuts. Segment - Working Men and women who want stylish yet subtle corporate wear Target group - Urban premium men and women Positioning - Fashion for the corporate Core Values - individuality, partnership, passion, integrity and accountability.

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Brand Identity For the Van Heusen customer, elegance and style are not just fads, but a philosophy. The Van Heusen range is modern, minimalistic and timeless. It is distinguished by its high quality, and its relevance to the times, neither too edgy nor too futuristic. The logo is monochromatic, and made of solid straight lines. The font they use is a personal one but we have discovered few similar fontsCalibri Light – VANHEUSEN Candara – VANHEUSEN Century Gothic – VANHEUSEN Gill sans Mt Condensed - VANHEUSEN

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Kapferer’s Brand Identity Prism

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SWOT Analysis

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Strengths

Weaknesses

Opportunities

1. The company is an Indian corporate wear brand hence has an Indian appeal. 2. The brand is a premium lifestyle brand for men, women and youth. 3. The brand has a wide category of clothing for both men and women in corporate wear. 4. Many international popular celebrities have endorsed Van Heusen. 5. Van Heusen is the official clothier for Buckingham Palace. 6. Van Heusen is also the world’s largest selling shirt brand.

1. The brand has to deal with a lot of replica and pirated products which hurts its brand. 2. Strong competition means market share growth is slow.

1.The company can open a sub brand for mid income section. 2. The brand can increase global penetration into the emerging economies.


Celebrities Involved Threats 1. Similar designs available in other brands hence switching cost is less. 2. Local market poses a risk 3. Fluctuating economic scenario affects sales.

Mickey Rooney Anthony Quinn Tony Curtis Bob Hope Jerry Lewis Burt Lancaster Jimmy Stewart Future president Ronald Regan

Competitors • • • • •

Arrow Zara Tommy Hilfiger Park Avenue Zodiac

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About The Stores The latest flagship store is also the largest so far, with a new retail identity rendered is their 29th Store in New Delhi. Van Heusen’s philosophy represents a fusion of timeless features and future trends and that is what translates and extends in to this new retail identity. The brand targets professionals with great sense of ambition, who are progressive, dynamic, men & women of substance while being stylish & confident of being noticed. The new store identity is designed to echo their personality. Measuring a whopping 7,500 square feet, this flagship store, situated at Ambience Mall, Vasant Kunj, in south Delhi, has played host to V Dot brand ambassador John Abraham who had come for the inauguration.

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Van Heusen gifting lounge at Super Bowl XLVI for VVIPs.

NFL Honors Gifting Lounge opens today. VIP celebs and athletes will be fitted for custom Van Heusen shirts and ties.

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Van Heusen Store Visit Van Heusen Store in Hsr Layout, 27th Main, Bengaluru.

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Van Heusen Hsr layout store They have used collar as brand elements to create fixtures on the wall of the store. It has the same pattern in both of the floors of the store. The whole store follows the “less is more“ philosophy which emphasizes Van Heusen’s understated class.

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Store Visit Window Display • • • • • • • •

They change the VM every season, and They also change the Vm according to the new theme . The budget for the recent window was 60,000. The present window is on wedding season. Window size – 2m- 6m. Lighting mostly used- spot light Music played inside the store- Jazz. Size of the store - 1640 sq ft.

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Store Visit The brand has refined tastes and appreciates modern art. The VIP lounge is an added feature with a special fitting room. Continuing with the branching-out strategy, the brand is entering the non-apparel segment with a range of foot wears and other segments like luggage and eyewear.

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Store Visit The various elements such as store lighting, window design, mannequin, merchandise presentation, density etc., were as per international standards�. The design balance is maintained through the wooden strips as separation element in the store.

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About the site

Van Heusen, Indiranagar store INDIRANAGAR 100 FEET ROAD 100 Feet Road, also known as Dr.S.K.Karim Khan Road, is a road in the Indian city of Bangalore that links Old Madras Road with Old Airport Road.In 2014 it was named as “Dr.S.K. Karim Khan Road” after the renowned Kannada Poet and folklorist Dr. S.K. Karim Khan. Hundred feet road is a residential and commercial hub with the major Old Airport Road - Intermediate Ring Road Flyover Junction at one end Store. Once lined with residential houses on either side, 100 feet road has, over the last few years, turned into one of the most commercially important high-streets in Bangalore. Numerous retail stores, book shops, ayurvedic centers, hotels restaurants, cafes, pubs and bars have sprung up in recent years. While Bangalore has always been known as the ‘Pub City’ of India, this was largely due to the number of pubs around M. G. Road. Indiranagar and more specifically Hundred Feet Road is slowly wresting this importance away. Indiranagar 100 feet Road constitutes the stretch between Domlur Junction (Stanley Boutique) and the Old Madras Road Junction.During its inception, this area was conceptualized as a residential area. Post amendment in the zoning regulations that facilitated development of commercial / retail properties, this area started witnessing an increase in retail activity primarily opening of restaurants, cafes and lounges.

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Over the years, the high-street has witnessed penetration of various brands in Apparel and Footwear, Electronic Goods segment apart from the F&B segment. As compared to other high-streets of Bangalore, Indiranagar 100 feet Road has a better planned layout, well laid pedestrian walkways as well as free parking facility. Areas around 12th Main command higher rents as opposed to areas around Domlur flyover or near CMH Road. Additionally, completion of Metro Rail Phase I in this region has improved connectivity between CMH Road to Domlur Junction. However, it has adversely impacted the stores between Old Madras Road and CMH Road by reducing their visibility. Over the years, the high-street has witnessed penetration of various brands in Apparel and Footwear, Electronic Goods segment apart from the F&B segment.

As of 2012, operational shopping mall space in the city is 7.65 million sqft; projected to double by 2016 Emergence of Bangalore as a preferred retail destination led to entry of several national and regional developers. Key developers including Phoenix Mills Limited, Brigade Group and Mantri Group continue to expand their retail portfolio in the city. The city today has more than 20 operational shopping 16malls accounting for 7.65million sqft.

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Plan of the store

Van Heusen, Indiranagar store The Indiranagar store has a great facade made of black metallic surface developed on it. It has a texture made of 3d angular lines creating illusion.

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Existing Planogram Van Heusen, HSR store

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Proposed Planogram

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Proposed Planogram

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Proposed Planogram

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Proposed Planogram

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Proposed Planogram

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Types of Foldings

Van Heusen, HSR store

Foldings for pants

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Foldings for formal shirts

Foldings for casual shirts

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Photos of Planogram

Van Heusen, Indiranagar store

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Planogram of the store The always keep the latest products on the first row. It follows a colour palette to draw attention to products can be paired up with the main products. The always keep the latest products on the first row. Types of folding they do are – Single paper folding and Double paper folding. They do single folding for products which are for sales – old products. Double folding for latest shirts. Place the shirts in a alternating way. To place more shirts in a small area.

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Do’s and Don’ts Do’s • Start with a goal Know your objective. Do you need to move limited stock, introduce a new category, provide samples, explain or educate? • Create seasonal displays Use the seasons as your prop or starting point when developing a display • Connect with the senses Create visual displays that stimulate a client’s interest in a product or brand by igniting the senses - sight, sound, smell, taste and touch. • Make it interactive Give your clients a tactile experience with the help of iPads or laptops. • Create Viewpoint Movement Create a powerful display using the six viewpoints (space, story, time, emotion, movement and shape) to help influence the viewpoint of the consumer. • Focus on the consumer ‘importance’ Consumers like to be part of the decision so include a way for self-selection. • Make it easy The easier it is for people to understand and purchase, the more sales you will make. • Don’t leave people guessing Display a price list or include it on the products to help people make a decision. • In-store signage Use marketing collateral to create a first and lasting impression in high traffic areas such as treatment rooms, waiting rooms and even window displays.

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Don’ts • Start with a goal Know your objective. Do you need to move limited stock, introduce a new category, provide samples, explain or educate? • Create seasonal displays Use the seasons as your prop or starting point when developing a display • Connect with the senses Create visual displays that stimulate a client’s interest in a product or brand by igniting the senses - sight, sound, smell, taste and touch. • Make it interactive • Create Viewpoint Movement Create a powerful display using the six viewpoints (space, story, time, emotion, movement and shape) to help influence the viewpoint of the consumer. • Focus on the consumer ‘importance’ Consumers like to be part of the decision so include a way for self-selection. • Make it easy The easier it is for people to understand and purchase, the more sales you will make. • Don’t leave people guessing Display a price list or include it on the products to help people make a decision. • In-store signage Use marketing collateral to create a first and lasting impression in high traffic areas such as treatment rooms, waiting rooms and even window displays.

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Design and Layout by : Reetuparna Das Guided by : Prf. Vibhavari Kumar, Phd All rights reserved under international cpyright conventions. No part of this book may be reproduced in any form without a prior written permission from the publisher and the organisation.


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