This is the Internship final report presentation which was undertaken for MFM FIITRP Project. It was done for Van Heusen brand by Aditya Birla Fashion & Retail Ltd. This was final report work of two months summer internship program. It was concluded with Merchandise Assortment Plan for Van Heusen SS'19.

1. “FASHION INDUSTRY INTERNSHIP & TRAINING
RESEARCH PROJECT”
“MERCHANDISE ASSORTMENT PLAN FOR VAN HEUSEN
MEN’S SUITS & BLAZERS FOR SS’19”
SUBMITTED BY:
HIBA NASIR
IN PARTIAL FULLFILMENT OF THE POST GRADUATE
DEGREE “MASTER OF FASHION MANAGEMENT” (MFM)
DEPARTMENT OF FASHION MANAGEMENT STUDIES (FMS)

2. “ADITYA BIRLA FASHION & RETAIL
SUMMER INTERNSHIP PROGRAM”

3. ABOUT ADITYA BIRLA
FASHION & RETAIL
 Aditya Birla Fashion and Retail Ltd. (ABFRL) emerged
after the consolidation of the branded apparel businesses of
Aditya Birla Group comprising ABNL'S Madura Fashion
division and ABNL's subsidiaries Pantaloons Fashion and
Retail (PFRL) and Madura Fashion & Lifestyle (MFL) in
May 2015.
 ABFRL is India's No 1. Fashion Lifestyle entity with a
combined revenue of INR 7,181 crore for FY 2018.

4. ABOUT VAN HEUSEN
 Van Heusen is India’s leading Corporate Fashion Brand
launched in 1990 in India.
 The brand operates under license to Madura Fashion &
Lifestyle in India and South East Asia.
 VH available in 310 stores across 117 cities.
 Catering to men & women, Van Heusen represents
expression of style.
 MODERN, MINIMALIST & TIMELESS define VH
collections.

5. MARKETING
MIX OF VAN
HEUSEN
PRODUCT
SUITS & BLAZERS
SHIRTS
TROUSERS
JEANS
SHOES
ACCESORIES
PRICE
HIGHER PRICE POINT
PLACE
PAN INDIA
PROMOTION
MEDIA PARTNER
SPONSERSHIP
OFFICIAL PARTNERS
OFFICIAL TIE-UPS
CELEBRITY ENDORSEMENTS
LOYALTY PROGRAMMES

6. CUSTOMER
RELATIONSHIP
MANAGEMENT
MISSION
HAPPINESS
Feedback collected in
store through tablet.
LOVE US
HATE US
TELL US
Online Feedback
Mechanism
Formal &
Informal
Customer
Interactions
Information collected
through
various platforms

7. BRANDS OF
VAN HEUSEN
V.
VAN
HEUSEN
SPORT
VAN
HEUSEN
WOMEN

8. SEGMENT
WORKING MEN & WOMEN
TARGET
SUCCESSFUL, SOPHISTICATED,
ERUDITE, MULTI-FACETED
PROFESSIONAL.
POSITIONING FASHION FOR CORPORATE

9. CATEGORIES FITS SILHOUETTES DETAILING COLLAR
FORMAL SLIM FIT SINGLE
BREASTED
SATIN LININGS BANDGALA
BUSINESS
FORMAL
REGULAR FIT DOUBLE
BREASTED
MIX & MATCH
FABRICS
SHAWL COLLAR
CASUAL SKINNY FIT DOUBLE BUTTON REGULAR CUFFS CUT & SEW
COLLAR
EVENING THREE BUTTONS SHARP CUTS REGULAR
COLLAR
PARTY THREE PIECE TIPPING MANDARIN
COLLAR
LEISURE SPORT TWO PIECE LAPELS TUXEDOS
CEREMONIAL

10. VAN HEUSEN
SWOT
ANALYSIS
STRENGTHS:
The brand is an Indian
corporate wear brand and
hence has an Indian appeal.
The brand is a premium
lifestyle brand for Men &
women.
Van Heusen has a wide
category of clothing for both
men & women.
WEAKNESSES:
The brand has to deal with
lot of replica and pirated
products.
Strong competition due to
which market growth is slow.
OPPORTUNITIES:
The brand can launch a sub
brand to cater mid income
section.
The brand can increase
global penetration into
emerging economies.
THREATS:
Similar designs are available
in market.
Local market
Fluctuating economic
scenario.

11. PERCEPTUAL
MAPPING: VH
BRAND IMAGE
CLASSIC
FASHION
FORMAL
FASHION
FORMAL

12. COMPETITIVE BRAND ANALYSIS
BASED ON FITS
REGULAR FIR SKINY FIT
SLIM FIT ULTRA SLIM FIT
TRIM FIT REGULAR FIT SLIM FIT
COMFORT FIT REGULAR FIT
SLIM FIT ULTRA SLIM FIT
SUPER SLIM FIT
TAILORED FIT
SUPER SLIM FIT
SLIM FIT
CONTEMPORARY FIT
REGULAR FIT

13. GENERAL PRICE COMPARISION
VAN HEUSEN
SUITS: Rs. 8999/- To Rs. 18000/-
BLAZERS: Rs. 5999/- to Rs. 9999/-
RAYMOND
SUITS: Rs. 14499/- to Rs. 18999/-
JACKETS: Rs. 6299/- to Rs. 10499/-
BLACKBERRY
SUITS: Rs. 14999/- to Rs. 18999/-
BLAZERS: Rs. 6999/- to Rs. 12999/-
LOUIS
PHILLIPE
SUITS: Rs. 7999/- to Rs. 29999/-
BLAZERS: Rs. 5999/- to Rs. 8999/-

14. Merchandise Assortment Plan
For Van Heusen Men’ Suits & Blazers Ss’19

15. MERCHANDISE ASSORTMENT PLAN
Assortment planning is a process
whereby products are selected and
planned to maximize sales and
profit for a specified period of
time.
Key to Assortment Plan:
MERCHANDISE
POLISCIES
NEED OF
CUSTOMERS
EXTERNAL
FACTORS
PRICING
STRUCTURE
PAST
EXPERIENCE

16. ABOUT THE PROJECT
The project was intended to create
Merchandise Assortment Plan for Men’s
Suits & Blazers for SS’19.
The project was concluded with the help of
following parameters:
Wedding Dates in India
Frequent Store Visits of Van Heusen in
Bengaluru, Karnataka
Analysis of Sales & Sell through
Marketing Research
RESEARCH
METHODOLOGY

17. WEDDING DATES In INDIA
Wedding dates of 2017, 2018 & 2019 are compared.
REFERENCES:
www.wedmegood.com
www.astroica.com
www.vedicastrologylessons.com
www.drikpanchang.com
YEAR/
SEASON
2017 2018 2019
SPRING-SUMMER 48 43 54
AUTUMN-WINTER 18 25 33

18. FREQUENT VAN HEUSEN
STORE VISITS
 JAYANAGAR
 INDIRANAGAR, 100FT ROAD
 COMMERCIAL STREET
 BRIGADE ROAD
 PHOENIX MALL, VR MALL
 ORION MALL

19. STORE VISITS

20. CUSTOMER FEEDBACK
Q. Why you prefer VH?
A. “Durability”
“Comfort”
“Quality”
Q. Your Opinion on VH.
A. “Van Heusen is best. I always prefer VH over other
brands.”
Q Any improvements you want in VH suits & Blazers.
A. “ I want improvements in colour and want more
trendy designs.”

21. ANALYSIS SALES & SELL THROUGH
SS’18
SUMMARY BUY OPTIONS SALE ST STPW SHELL LIFE ROS STOCK SALES%
VH SUITS 12312 28 5227 45% 4.0% 11.5 0.23 30% 31%
VH BLAZERS 10000 20 4859 50% 3.7% 13.7 0.21 25% 28%
REMARKS:
 Casual Blazer of VH Mainline & Sport has done well with the ST% of 50% & 48%
 Knitted Blazer & Linen Blazers has done extremely well (Linen-49% & Knitted -68%)
 Performance of business is much higher than ceremony, Both Business & Fashion formal touched 55%.
 Fashion Formals did very good sales -both in Mainline suit(66%) & Blazer(56%)
 4PC Suit (7of 7) has touched 48% ST and again point to be HIT this season.
 Shower Suit/Easy Wash has done extremely well which falls under Fashion Formal has touched 65% ST
 Rococo In Ceremony Suit is having 47% ST whereas overall Ceremony suit is lower than Business & Fashion Formal.
DOCSNB Sell thru Format (1).xlsx

22. MARKETING
RESEARCH
The purpose of this research was to develop an
established merchandise assortment plan model.
This research project encompasses, a complete
analysis of SS’18 on Category, Collection, Price,
Size, Colour, Fit parameters along with comparative
analysis of suggested competitor brands- Raymond,
Blackberry & Louis Phillippe has been done.
The survey along with this study was conducted as
“Consumer Perspective Regarding Suits &
Blazers”

23. OBJECTIVE
OBJECTIVE
The objective is to develop Spring Summer ’19 Merchandise Assortment
Plan for Men’s Suits & Blazers of Van Heusen.
SUB OBJECTIVE
Study of the competitors: RAYMOND, BLACKBERRY, LOUIS
PHILIPPE.
Study of product offerings for SS’18 collection with respect to key trends,
Price Points, Sizes, Styles and Options.

24. INTRODUCTION TO THE SURVEY
The survey is conducted to understand the customer perspective regarding suits & blazers.
The purpose is to gather information on various customer choices or preferences.
The objective is to identify the different parameters which play an important role in customer
choices, such as category, colour, occasion.
METHODOLOGY:
Research technique: Random Sampling
Research tool: Questionnaire
Sampling: Convenient sampling
Sample size: 100
The market was divided into 3 segments:
High Street: Indiranagar, Brigade Road (Bangalore)
Mall: Phoenix Mall, Orion Mall (Bangalore)
Regional Market: Commercial street, Jayanagar (Bangalore)

25. MARKETING RESEARCH ANALYSIS
55%
43%
2%
CEREMONY BUSINESS OTHERS
57%
40%
3%
3 PIECE 2 PIECE OTHERS
60%
37%
3%
3 PIECE 2 PIECE OTHERS
43% of respondents preferred
Business.
55% of respondents preferred
Ceremony
Rest preferred other category
40% of respondents preferred 2
piece S&B in business.
57% of respondents preferred 3
piece S&B in business
Rest preferred other category
60% of respondents preferred 3
piece S&B in ceremony.
37% of respondents preferred 2
piece S&B in ceremony
Rest preferred other category

26. MARKETING RESEARCH ANALYSIS
22%
78%
NO YES
78% respondents
preferred Dual
Occasion and
fashion formal.
26%
42%
22%
6%
0%
4%
BLACK SHADES OF BLUE CHARCOAL GREY BROWN TAN OTHERS
Few suggestions from respondents:
Give us different color options
Kindly fix — Fitting needed , lack of color, not up to trendy!
May be new colors or designs need to be added

27. FINDINGS
The findings concluded that:
Colour is the most important factor while purchasing suits & blazers.
Customer demand 3-piece suits.
Very less demand for black in ceremonial, due to religious factors.
Customer want more trendy or high fashion designs.
Fit or Size is another important factor in suits & blazers.
 Customer highly want well fitted, well-tailored suits & blazers.
Dual occasion or fashion formals are highly in demand.
Customer want clothing they can wear many times at different occasions.

28. SUGGESTIONS
After working on all the 4 four parameters of the project, I would like to recommend
certain key points:
Dual occasion Suits & Blazers are very much high in demand therefore they should be
included in more ratio.
Colour is a very important factor or aspect for a customer therefore more preferable
colours such as shades of blue, maroon, etc. should be included.
Reversible waistcoats need to be included.
Mix & match waistcoats are in demand by the customer therefore they should be included
Apart from colour another important aspect in choosing a suit & blazer is FIT therefore,
more types of fits should be included.
Van Heusen can start its own Signature line or launch its own Signature collection.
Promotion can be improved.
Celebrity ambassadors need to be hire to promote the brand.

29. LIMITATIONS
Small sample size- due to limited availability to reach not only out
target market but also our inability to reach a statistically relevant
portion of the population my assumptions may not accurately reflect
the population.
Limited resources- more secondary research is available via syndicated
data websites which are only accessible only for a fee.
Consumer biasness.
Area Restriction.

30. The Assortment Planning Process
Collect & Analyse Historical Data
Input new season Info
Seasonal Merchandise Plan
Assortment Plan
OTB (Open To Buy)
In season sales & stock management
Assumptions &
Opportunities
Company Policy &
Objectives set
Guidelines
Purchasing
Quantitative:
 Store openings
 Market info
 Promotions
 Space
 Sales
 Inventories
 Margin
 Categories
 Buying Plan
 Assortment Structure
 Buy quantities
Qualitative:
 Performance
 Inventories
 Performance
 Objectives
 Reporting

31. Based upon the time spend by me in the research for this project, analysis useful
suggestions of the customers and findings from the survey, following
recommendations can be recommended for making the Merchandise Assortment
Plan of Men’s Suits & Blazers SS’19.

32. MERCHANDISE ASSORTMENT PLAN FOR VAN
HEUSEN MEN’S SUITS & BLAZERS FOR SS’19
Suits & Blazers:
CEREMNOY S&BBUSINESS S&B
SUITS & BLAZERS
Ratio between Ceremony & Business S&B buy

33. MERCHANDISE ASSORTMENT PLAN FOR VAN
HEUSEN MEN’S SUITS & BLAZERS FOR SS’19
Ceremony suits & blazers should
include:
Ratio between Ceremony categories
S&B buy.
CEREMONY SUITS & BLAZERS
BAND GALA URBAN JACKET 2 PIECE 4 PIECE 3 PIECE

34. MERCHANDISE ASSORTMENT PLAN FOR VAN
HEUSEN MEN’S SUITS & BLAZERS FOR SS’19
Ceremony suits & blazers should
include:
Ratio between Ceremony
categories S&B buy.
CEREMONY SUITS & BLAZERS
BAND GALA URBAN JACKET 2 PIECE 4 PIECE 3 PIECE
CATEGORY HOW MUCH TO BUY OPTIONS
3 Piece 15% 20
Bandgala 10% 15
Urban Jacket 5% 12
2 Piece 10% 25
4 Piece 10% 15

35. MERCHANDISE ASSORTMENT PLAN FOR VAN
HEUSEN MEN’S SUITS & BLAZERS FOR SS’19
Business suits & blazers should
include:
Ratio between Business S&B buy
CATEGORY HOW MUCH TO BUY OPTIONS
7/7 OR 4 PIECE 10% 15
3 PIECE 20% 25
2 PIECE 20% 30
2 PIECE 3 PIECE 7/7 - 4 PIECE

36. MERCHANDISE ASSORTMENT PLAN CONSIDERATION
Ceremony S&B detailing & Colour options
COLOURS DETAILING
ROYAL BLUE/SHADES OF BLUE BROAD LAPELS
MAROON BRASS BUTTONS
WINE LONG JACKETS
DARK SHADES OF RED. PURPLE, GREEN WINDOW CHECK PANES
GREY SATIN LININGS
PASTELS SHADES MIX & MATCH FABRICS

38. Business S&B detailing
& Colour options
Colours Detailing
Royal Blue/Shades Of Blue Broad Lapels
Black Brass Buttons
Brown Long Jackets
Maroon MAtte Finish
Wine
Darke Shdes Of Purple, Red, Green
Pastels
Beige
Khaki
Olive
White

40. DETAILLING
Satin linings, Mix & match fabrics, Regular cuffs
Sharp cuts, Tipping,Lapels

41. RECOMMENDATIONS FOR
VAN HEUSEN
Van Heusen can also start it’s Limited
Edition or Signature collection.
Considering the facts that there is a huge
scope of Van Heusen Signature Collection.
It can take inspiration from various luxury
brands such as Versace.
VERSACE SIGNATURE DEA PRINT

42. Van
Heusen
can
introduce
Coasts &
Jackets.
Van Heusen can introduce coats & Jackets

43. BIBLIOGRAPHY
www.madurafnl.com
www.vanheusenindia.com
www.raymondnext.com
www.louisphilippe.com
www.blackberrys.com
www.tedbaker.com
www.zara.com
THANK YOU