Van Heusen Brand in India: Growth through Brand Extensions

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Case Details:

Case Code : MKTG284
Case Length :11 Pages
Period : 2006-2011
Pub Date : 2012
Teaching Note : Not Available
Organization :Madura Fashion and Lifestyle
Industry : Apparel; Retail
Countries : India

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Van Heusen

The history of the Van Heusen brand can be traced back to 1881 when Moses Philips and his wife Endel started to mend shirts for coalminers in Pottsville, Pennsylvania, USA. Soon they started to sew shirts and sell them in pushcarts to the local miners. The business was quite successful and the couple later moved to New York City to expand its market at the suggestion of their son Isaac. The business then started to expand at the national level. The Philips' family placed the first-ever advertisement for a dress shirt in a newspaper. In Holland, John Manning Van Heusen (Manning) created a new process which created a soft-folding collar but still captured the stiff-collar look which was in vogue in those days...

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Van Heusen Brand in India

The Van Heusen brand entered the Indian market in 1990. Madura FL had secured the license to perpetually operate the brand in India and South East Asia from PVH. Van Heusen was initially positioned as a premium and fashionable men's wear brand targeted at young office goers or as 'fashion for the corporate world'. Van Heusen was well received in the market from the time of its launch since no other premium brand served the needs of the young office-goers at that time. The Van Heusen shirt was marketed as having the image of a 'Classic British Corporal'. Van Heusen was positioned uniquely in the Indian market. Unlike other ready to wear men's apparel brands available in India at that time which were targeted at customers aged above 35, Van Heusen was targeted at the younger customers aged from 25 to 45...


Though Van Heusen India was targeted at men between 25 and 45 years, the number of people below 25 was increasingly rapidly in India. By one estimate, more than half of India's population was under 25. Van Heusen India launched a new sub brand targeted at men below 25 years of age called VDot as an extension in 2006. VDot was a club-wear brand which could be used for other casual occasions like movie going, family parties, and picnics. VDot was basically a denim collection with trendy designs. But, the VDot brand was differentiated from regular jeans wear by being promoted as bold and attractive casuals made using denim, polyester and other types of cloth...

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