Van Heusen bets big on Myfit for growth

With a rising number of consumers shopping online, offline retail majors are taking initiatives to retain them. While launching their own web portals, they are investing on introducing customised or made-to-measure clothing technology, blending online experience with offline presence. For instance, the Van Heusen label from the stable of Madura Fashion & Lifestyle is witnessing success with Myfit on trendin.com

“From an organisation point of view we are seeing the power of our online presence in reaching out to customers in geographies where we are not physically present in full glory. For us ecommerce has given a platform to innovate and experiment like never before. The biggest example is Myfit. The success we are seeing with this initiative is very encouraging. The other thing is ecommerce’s ability to reach out to new audiences like women customers. Currently we see a 20 percent contribution from women’s category on Trendin.com. We are now bullish in terms of possibilities of leveraging the online capability with our core brand strength of creating beautiful products for our customers,” avers Vinay Bhopatkar, COO, Van Heusen.

The brand is said to be receiving almost 100 orders every day under Myfit within three months of its launch. While 80 percent of the orders are getting generated offline, 45 percent of the orders are for sizes that are not available in the stores otherwise. While Van Heusen is present across 120 cities through its EBOs, Myfit has already increased its reach to over 200 cities.