1.

Brand Identity Prism

2. Brand History before India entry
3. Company's mission, vision and values and Brand Vision, mission and values 
4. India's menswear market scenario at the time of Van Heusen launch and its evolution
(competitive landscape, consumer characteristics, environmental analysis, etc)
5. Brand evolution in the Indian market (and how the competition and consumer has
changed from then to now)
6. Brand Positioning
7. Brand Identity
8. Your critical Evaluation and suggestions
9. Study the IPRs of the brands

Van Heusen

About the brand

Van Heusen is India's No. 1 premium lifestyle brand for professionals. With a rich heritage of
over 130 years in United States of America, the brand entered India in 1990. Over a period
of its 30-year history in India, Van Heusen has emerged as a fashion authority for the ever-
evolving Indian consumer and has established itself as a one-stop destination for the latest
trends. Van Heusen has consistently been ahead of the curve in understanding the evolving
fashion needs of Indian professionals and making it accessible to the Indian consumer.

Today, Van Heusen is not only the most preferred workwear brand, but also effortlessly
straddles across the entire spectrum of occasions like casuals, ceremonial and party wear.

Parent Company - Madura Fashion and Lifestyle (Aditya Birla Group- perpetual right to the
Van Heusen brand name in India.)

Year of Commencement - 1990

Category - Apparel and Accessories

Sector - Lifestyle and Retail

Tagline - “The Way Forward-Evolve everyday”

Segment – Working Men and women who want stylish yet subtle corporate wear

USP - The brand is known for its corporate clothing with clean fashionable cuts.

Target - 25-45 year olds who are in the middle-upper class executives who have a penchant
for understated fashion.

Position - Powerful + Fashionable executive formal wear

Core Values - modern, fashionable updated, minimalism and timelessness.

Brand History before India entry

1881 - Moses Phillips and his wife Endel begin hand sewing shirts and selling them to local
Pottsville, PA coal miners.

1910 - Moses and Isaac aspired to expand their product line and extend their reach, so they
moved business operations to New York City.

1919 - Dutch immigrant John Manning Van Heusen was granted a patent for a new process
he created that fused cloth on a curve, creating a comfortable soft-folding collar that retained
the stiff-collar look of the era, popularly known as "soft-folding collar."

In New York, Van Heusen met with Isaac Phillips, who bought the U.S. patent for Van
Heusen's revolutionary soft-folding collar, and the Phillips-Van Heusen (PVH) alliance was
born.

1921 - Two years later, this revolutionary new collar is introduced to the public and backed
by “the World’s Smartest Collar,” the company’s first advertising campaign.
1950s - Van Heusen and ‘Power Dressing’ became synonymous. An innovator in apparel
advertising, PVH employed celebrities including Ronald Reagan (who later became the US
president), Charlton Heston and Mickey Rooney to promote Van Heusen shirts and place
ads on the outfield fences of Yankee Stadium.