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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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts Contd...

Van Heusen Woman

The number of women entering the work force in India had increased after the economic reforms initiated in the early 1990s. There were no formal wear brands to cater to the needs of office going women in India. Van Heusen launched a new sub brand for women called 'Van Heusen Woman' in the year 2006.The new brand was initially started with six outlets across the key metros in India. Van Heusen offered complete wardrobe solutions to women with both formal and casual wear to suit different occasions. It was the first brand in India to offer a wide range for women across seven product categories and three accessories categories...

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

Van Heusen Sport

To provide more apparel choice to its consumers, the Van Heusen brand was extended and a new casual wear sub brand with a sporty look called Van Heusen Sport was launched in March 2011. The new sub brand was inspired by sports and was meant for events like corporate outings and Sunday parties. Like its formal wear, the new casual wear sub brand was also exclusively aimed at young corporate users. According to the company, unlike the other traditional sportswear apparel brands, the new Van Heusen Sport blended some fashionable modernity with the 1960s chic look...

Looking Ahead

Madura FL had aggressive expansion plans for the Van Heusen brand in India. It planned to increase the reach of the Van Heusen brand by increasing the number of its stores from 135 to 150 by the end of 2011 and to launch 50 new stores every subsequent year. It also planned to change the look and feel of its current stores...


Exhibit I: Logos of Van Huesen, Woman Van Heusen, VDot and Van Heusen Sport
Exhibit II: Revenues from Garments Division of Aditya Birla Nuvo (In Indian Rs. millions)
Exhibit III: Fact File of Van Heusen as of November 2011
Exhibit IV: Competing Brands to Van Heusen in India

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