Van Heusen to target women
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The Indian business of Van Heusen is planning a network of stores targeting solely women.
Van Heusen, owned by Madura Fashion & Lifestyle, also plans to focus on repositioning its essentially denim-based youth fashion range Vdot.
Brand head Vinay A Bhopatkar says the company will open up to 25 stores annually exclusively for women. It also plans another 50 stores annually for its menswear collection as it moves to target tier 2 and 3 cities, currently underserved and home to people with growing spending power.
The company says womenswear accounts for about 10 per cent of its sales now but is the fastest growing segment of its business and projects it to grow by 50 per cent in the next three to four years.
The Vdot retail network will also be expanded by 15-20 stores annually from the current network of 10. Currently a clubwear brand, the Vdot range will be expanded to provide clothing for more casual occasions as well.
Van Heusen’s clothing is sold through about 2000 points of sale, including 250 exclusive stores and 200 department stores.
Questions & Answers
Q.What is the primary reason Van Heusen is focusing on expanding its womenswear offering?
What is the primary reason Van Heusen is focusing on expanding its womenswear offering?
Womenswear currently accounts for about 10 per cent of Van Heusen's sales, but it is identified as the fastest growing segment of their business. They project this segment to grow by 50 per cent in the next three to four years.
Q.How many new stores does Van Heusen plan to open annually across all its brands?
How many new stores does Van Heusen plan to open annually across all its brands?
Van Heusen plans to open up to 25 stores annually exclusively for women, another 50 stores annually for menswear, and expand the Vdot retail network by 15-20 stores each year.
Q.What changes are planned for the Vdot brand beyond increasing its store count?
What changes are planned for the Vdot brand beyond increasing its store count?
The Vdot brand, currently a clubwear range, will be repositioned and expanded to offer clothing suitable for more casual occasions. This move accompanies the expansion of its retail network.