Van Heusen: Topping the growth charts

They say they are the largest apparel brand in India. And the figures back them. Last year, Van Heusen, a brand from the house of Madura Fashion and Lifestyle closed, at an MRP turnover of Rs 650 crores and this year, looking at the progress,

they may close at Rs 850 crore. As Ajay Ramachandran, brand head, Van Heusen says, “For the fiscal 2011-12, our growth target is 30 per cent. We are absolutely on track and in fact, ahead of the plan. Our strategies would be: fantastic retail experience and management, strong OTIF supply chain, great consumer pull through brand communication and continuing focus on excellence across all parts of the value chain.”

But at the moment they are busy in organizing the third edition of Van Heusen India Men’s Week, a highly stylish and sophisticated event showcasing the very best of Indian menswear designer talent. The mega event will take place in the month of September this year. “This IMW will be bigger and better than the earlier editions. All of India’s top menswear designers would be participating and showcasing their lines,” says Ramachandran.

Also on the agenda is the launch of footwear in 2012. The brand strongly believes in providing 100 per cent solution to its consumers. To this end, Van Heusen Sport was launched in March 2011. By the end of this year, VH Sport is expected to contribute 7 to 8 per cent of the brand’s turnover.

Apart from its formals and VH Sport collection, Van Heusen has a sub brand named V Dot targeting 25-year-old men. V Dot is a denim collection exclusively for clubbing and partying. They are not regular jeans but bold casuals that are cool and trendy. With John Abraham as the brand ambassador, V Dot contributes 20 per cent to revenues. Van Heusen Woman caters to 30-year-old professionals who are fashionable, contemporary yet sophisticated.

To boost growth Van Heusen is working on innovative strategies in retail management and building a strong OTIF (on time in full) supply chain. The great consumer pull through brand communication and continuing focus on excellence across all parts of the value chain have brought in a lot of success. The brand has a presence in 900 MBOs, 125 EBOs and 100 LFS. Besides, it’s strongly expanding into all Tier II markets across India. Internationally, it’s exploring stores in the Middle East. “Moreover our e-biz strategy and web site are ready and under testing. We should be able to start business by October 1,” sums up Ramachandran.