About Van Heusen:

Van Heusen is the world’s no.1 dress shirt brand. It’s no different in India,
except that it is also the country’s no.1 premium lifestyle brand for men,
women and youth with a rich heritage of 128 years, the brand entered in
India in 1990. It all started with Mr. John Manning Van Heusen inventing a
unique process of fusing cloth on a curve, creating a soft, comfortable self-
folding collar. A patent was granted for the Van Heusen collar in 1919. The
British Van Heusen Co. was awarded a royal warrant as shirt makers to her
majesty Queen Elizabeth II.

Today, Van Heusen is the world’s largest selling brand and is owned by
Philips Van Heusen Co. in U.S.A.

Van Heusen, the brand embodies “fashion for corporate” and reflects this
expression of elegance in today’s context. The specific design drivers for
the brand are premium fashion and sophistication. Since its launch in 1990,
Van Heusen has constantly tracked and understood the Indian male, often
being ahead of the curve and forecasting emerging trends, making it
accessible to the Indian consumer.

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TRENDS SERVED BY THE BRAND:

3 significant work related trends have changed the male wardrobe,

No longer is the workplace leader as aggressive and abrasive as he used to

be,

The second is 24/7 a week self expression in preference to the nine to five
office wear.

The third is that work has stepped out of the office.

All these factors have impacted the corporate wardrobe and van Heusen
has always stood for class, sophistication and elegance.

BRAND IMAGE:

BRAND LOYALTY:

BRAND IDENTITY:

BRAND POPULARITY:

The brand is very popular amongst the executive class. After being
promoted in the film Ghajni, it further gained more popularity and is now
a successful as well as a known brand catering executive class. There are 5
major stores of the brand in major locations of Jaipur.

- Vaishali Nagar
- Triton Mall, Jhotwara
- Metropolitan Mall, Bais Godam
- Raja Park
- Pink Square Mall, Raja Park

CONSUMER PROFILE:

Most importantly, Van Heusen consumers are those who believe strongly
in leaving a mark wherever they go. They want to stand out as individuals
even amongst a group of likeminded people. This premium luxury brand
serves basically the upper middle class of the society having an executive
status; the income group using Van Heusen is ranged 70000-120000 and
above.

The brands is serving basically the Indian males of age group of 25 and
above, further the brand extensions such as V. is serving youngsters also n
Van Heusen for women is serving women executive.

STORE PROFILE:

Location: Van Heusen (Triton Mall, Jhotwara)

Store type: Franchisee store (under Samarth Lifestyle)

Store area: 931 sq ft carpet area.

Maintenance Charges: 150000/- (including camp charges)

Store Timings: 10:30 am – 10:00 pm

Average foot fall: 40%

Displays:

- 1 Counter Display Unit

- 1 Counter Top Unit
- 6 Display Walls
- Shelves (variable i.e. not fixed)
- Maximum Width: 2”
- Approx 8 shelves in a block
- 3 Window Display
- Closed Back Display
- Open Back Display
- Vinyl Display
No. of walls of display: 6 Wall displays

- Suit wall
- Formal wear wall
- Semi- formal wear wall
- Party wear wall
- Accessories wall
- Winter wear wall

Accounting software used: Shoppers 9 (for billing)

Interiors of the store:

Flooring: Wooden

Mannequin: 4 headless mannequins (total)

- 3 (full)
- 1 (quarter form)

Signage: 1 (on the door)

Lights: (focused on mannequins)

- High Density Discharge Lights

- Halogen lights

Ambience:

- Lights are focused on the mannequins to

improve the visual effects.
- Concept of Color Blocking is adopted
- For Summers: Light to Dark
- For Winters: dark to Light

Inventory: 2700-3000 (stock in hand)

Competitors: (formal wear brands)

- Arrow
 - Wills Lifestyle
- Louis Philippe

Employee Profile:

No. of employees in the store: 5

- 1 Store Manager
- 1 Senior CCA
- 1 Junior CCA (fashion consultant)
- 1 Guard
- 1 Helper

Salary Structure: (with work incentives included)

- Store manager: 9000/-

- Senior CCA: 7500/-

- Junior CCA: 6000/-

- Guard: 3500/-

- Helper: 3500/-