The document discusses strategies for the Van Heusen apparel brand. It notes representatives from different cities discussing issues like whether the brand remains as relevant, aspirational, and cutting edge as in the 1990s-2000s. An action plan is proposed to add women's lines, promote footwear and formal men's wear quality, and shift advertising from western to slice of life themes. How the brand can differentiate in a cluttered market and compete against online/discount retailers is discussed. Continuing new opportunities is debated, noting potential for growth but risk of diluting the brand image. The conclusion is that the brand should focus instead of expanding into new categories.

1. Van Heusen Case
From: Noor Quadri :Pune
Shashikant Iyengar: Mumbai
Piyush Palasanwala :Ahmedabad
Ajesh Nair :Goa
Shyam Sundar Gour (Cell:+919351961181): Jodhpur
Executive Programme in Sales and Marketing
Indian Institute of Management Kolkata (IIMC)

2. Is the brand equally cutting edge, relevant, aspirational for the consumer as were in late 1990s and early 2000?
If not, what should they do to bring back the same image?
No.
Action Plan:
-Addition of Product Lines into women’s wear category
-Aggressive promotion of Footwear Category
-Promoting the quality of Men’s formal wear.
-Changing the orientation of advertising messages from western theme based to slice of life.

3. How should the brand differentiate itself in the increasing cluttered retail apparel market? What should be the
brand’s strategy to compete against growing online business and discounting business?
PoD
 Rich heritage of 130+ Years.
 Complete range of Apparels.
 Unique Brand Personality.
 Experience of shopping.
 Quality of Clothing.

4. Should the brand continue with the new business opportunities?
Yes No
High Growth Potential.
Economies of Scale.
Larger share of wallet.
Risk of diluting brand image.
Intense competition in other categories.
Per Capita Consumption of existing
customers are also increasing.
Conclusion: No, There must be focus.

5. Thanks