Van Heusen enters men’s innerwear, athletic leisure market
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American clothing company, Van Heusen has entered the men’s innerwear and athletic leisure market in India. Its athletic leisure collection will target customers looking for athletic outerwear like track pants, lounge pants, shorts, vests and T-shirts that can be worn in a gym or a jogging track. Innerwear is available at the brand’s Bangalore and Chennai stores and large format stores like Lifestyle and Shoppers Stop and in Hyderabad by the end of the month. Customers will also be able to purchase products from their collections online.
Van Heusen stores and online retailers will offer customers four innerwear collections viz classic, platinum, signature and active to choose from. Price points differ, with the cost of classic collection ranging from around Rs 135-450, the platinum collection between Rs.250-350 for briefs and up to Rs 600 for boxers and the signature and active collections between Rs 350-450 and Rs 229-400 respectively.
The men’s inner wear and athletic leisure market in India is worth Rs.7,000 crores, with sales growing at 13-14 percent a year, according to Van Heusen’s internal estimates. The Aditya Birla Fashion and Retail brand expects the premium segment of the market, which it typically targets, to grow even faster. Experts believe this is a well-established manner of leveraging the brand. Indian brands (of premium quality inner wear) are still at a early stage compared to companies like Van Heusen.
Van Heusen, originally named The Phillips-Van Heusen Corporation and
commonly referred to as PVH Corp, is an American clothing company which
owns brands like Tommy Hilfiger