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Van Heusen Woman: To launch a new range called ‘24/7’

By Sujata Sachdeva

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Retail

“We will be introducing a new range called ‘24/7’. We are also expanding MyFit to womenswear. MyFit blends both the online and offline worlds,” says Vinay Bhopatkar, Brand Head, Van Heusen. After extending its product line to women’s western wear segment in 2006, Van Heusen Woman, from Madura Fashion & Lifestyle, is aggressively increasing its presence while adding more variety to its product portfolio. “We extended into women’s western wear segment having realized that today’s woman is as much a stakeholder as her male counterpart in India’s growth story,” opines Bhopatkar.

Poised for big growth

After establishing complete dominance in the western formal segment, the brand started exploring opportunities in fashion and chic casual segment. It has strengthened its product offering that include dresses, blouses, tunics, knits and fashion accessories in the last few seasons. “Van Heusen Woman is now poised for explosive growth. The objective was to create a whole new segment in women’s wear that straddles fashion with accessibility by taking Van Heusen’s international heritage and focusing on contemporary classy clothing,” explains Bhopatkar.

VH Woman’s line are meant for all occasions. It has a mix of formals, chic casuals (Youngline), Collection (season's Fashion offering) and accessories. The main story for oncoming festive season will be redefining formal wear. Elaborating on their future plans, Bhopatkar says, “We will be introducing a new range called ‘24/7’ and we are also expanding MyFit to womenswear. MyFit blends both the online and offline worlds. Its USP lies in the perfect fitting garment across every body type, a brilliant feat achieved by any readymade apparel brand for the first time in the country.”

More women’s wear stores lined up

The company operates some 15 exclusive VH Woman stores, 90 combined stores with menswear and has around 250 points of sale across all major large format stores and select MBOs in 28 cities. Now, it plans to expand the presence of women’s wear aggressively in forthcoming months. It plans to open 15-20 exclusive women’s wear stores in the next 12 months. “We are present online through our official webstore Trendin.com as well other major fashion ecommerce portals. Given our nascent presence, online business has been a small contributor to overall revenues however, it has been growing at a fast rate. While our physical presence for women’s wear is limited to top 30 cities, online presence has given us the ability to reach markets far and wide,” avers Bhopatkar.

Women’s wear business contributes around 10 percent of the overall revenue. However, the company is witnessing considerable rise in this percentage over the last three years. The core audience of the brand is: successful, sophisticated, multi-faceted professionals, who are conscious of making their presence felt. For the Van Heusen customer, elegance and style is not just a fad, but a philosophy.

Van Heusen