THE NON-FORMAL WEAR market is a highly competitive one, with a range of players catering to different customer segments. From high-end home-grown brands to budget-friendly local ones, there is no dearth of options for those looking to dress up for a special occasion. But the market remains highly fragmented, with only a few players being able to crack the branding code nationally.
So why is Van Heusen, a top player in the workwear and formal fashion arena, trying to muscle its way into the fuzzy yet cut-throat market?
The fashion brand from Aditya Birla Fashion and Retail (ABFRL) has just launched VH Evening, a dedicated sub-brand for special occasion evening wear. "We've priced the collection between ₹2,000 and ₹20,000 to cater to a wide spectrum of consumers without diluting the premium positioning," says Abhay Bahugune, chief operating officer, Van Heusen.
Bu hikaye Financial Express Mumbai dergisinin December 06, 2024 sayısından alınmıştır.
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Bu hikaye Financial Express Mumbai dergisinin December 06, 2024 sayısından alınmıştır.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Giriş Yap
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