Consumer segmentation:

A premium lifestyle brand, Van Heusen assiduously follows the company mandate; f
ashion for the professional. The brand s target audience is successful, sophistica
ted, multi-faceted professional who believes style is as important as substance.
And Van Heusen with its distinctive and fashionable range of products helps the
ambitious young professionals create their best impact, as much for his style a
s for his substance.
For the Van Heusen customer, elegance and style are not just fads, but a philoso
phy. The Van Heusen range is modern, minimalistic and timeless. It is distinguis
hed by its high quality, and its relevance to the times, neither too edgy nor to
o futuristic.
Through Sub-brand V Dot, Van Heusen also addressed the needs of a younger consum
er and a changing lifestyle one who had disposable income and the attitude to go
with it. V dot offers a range of clothing that was edgy, not reckless, fashiona
ble, not flippant, youthful, not juvenile. It adds bold sophistication to the br
and s design philosophy
Though it was launched as a men s brand, it did not take long for Van Heusen to ap
preciate that today s woman is as much a stakeholder as her male counterpart in In
dia. The Van Heusen Woman is dynamic, well-educated, ambitious and intelligent.
The Everyday Couture philosophy for womenswear recognises that today s woman stradd
les many worlds and many roles with ease. The line captures her many facets, and
offers her a classy, fashionable wardrobe that is truly unique.
Van Heusen s sport-inspired casual wear Van Heusen Sport adds a dash of fashionable
modernity to the iconic 60s Ivy League day chic look. The line is made up of soft
shirts, fine-knits, laundered chinos and easy-to-wear semi-lined jackets in exce
ptional washes designed to give you a drape quite unlike anything. The range fea
tures fine sporting elements that elegantly round off the sporty look. Impeccabl
y crafted inside out, these garments are designed to look as good as new even af
ter repeated wearing and washes.
The brand s target audience is successful, sophisticated, multi-faceted profession
al who believes style is as important as substance. And Van Heusen with its dist
inctive and fashionable range of products helps these ambitious professionals cr
eate their best impact at any occasion
be it a boardroom meeting or the Saturday
brunch to seal the last minute deal or the office party to celebrate the win.
Van Heusen assiduously chases the mission; fashion for the professional. The cor
e audience of the brand is
professionals and corporate executives - successful, sophisticated, multi-facete
d professionals, both men &
women, who are conscious of making their presence felt and confident at setting
trends. They pursue success
just as they do their other interests and passions, learning and exploring every
thing that comes their way. They
believe that style is as important as substance.For the Van Heusen customer, ele
gance and style are not just fads, but a philosophy. The Van Heusen range is
modern, minimalistic and timeless. It is distinguished by its high quality, and
its timeless designs which are
neither too edgy nor too futuristic.
Van Heusen with its distinctive and fashionable range of products helps the ambi
tious young professionals
create their best impact, as much for his style as for his substance. And thus t
he brand embodies the positioning,
POWER DRESSING .

South India happens to be the largest market for the brand. The Eastern market i
s an under- penetrated market which is trying to cope up.v