National Institute of Fashion Technology,

Hyderabad

Fashion Business Research & Fashion Marketing

Fashion Management Studies

2022-2024

Brief: - I”dentifying appropriate research

methodology and tools for solving marketing
problems and developing relevant marketing
strategies.”

Guided By: Submitted By: -

Prof. Dr M. Annaji Sarma (FM) Akshita Singh
Arushi Srivastava
and
Madhushika Paul
Prof. L Chakrapani (FBR) Smriti
Vanisha Sher
 ACKNOWLEDGEMENT

We are highly thankful to the National Institute of Fashion Technology, Hyderabad for giving us
this wonderful opportunity to let us gain knowledge in this organization. Special thanks to our
MFM department for providing us materials and guidance that helped us in enhancing my
knowledge. We would also like to thank Prof. Dr M. Annaji Sarma & Prof L. Chakrapani for
guiding us on work on report projects. We have gained confidence while working on this report
and it has also enhanced our professional skills. We would like to thank Mr. Vijay Kr. Mantri
NIFT Hyderabad for providing us this opportunity.

We would also like to thank the Centre Coordinator of Fashion Management Studies, Mr. Shiv
Kumar Belli for his help and guidance. Our thanks and appreciations also go to our colleagues in
the organization who have willingly helped me out with their abilities.

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 DECLARATION

We Ms./Mr. ________________, _______________________, __________________,

_________________ & _____________________ do here by solemnly affirms and declares
that all information and particulars furnished here by us are true and correct to the best of our
knowledge. The information derived from the literature has been duly acknowledged in the
text and a list of references provided. No part of this dissertation was presented or available at
any other document.

Date
Signature of Concerned Faculty
12/12/2022
Signature

Akshita Singh _____________________

Arushi Srivastava

Madhushika Paul

Smriti

Vanisha Sher

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 TABLE OF CONTENT
CHAPTER 1: Introduction.....................................................................................................5

1.1 Van Heusen Man............................................................................................6

1.2 Van Heusen Women............................................................................................6
1.3 Product Range............................................................................................7

CHAPTER 2: Marketing Mix.............................................................................................9

2.1 4 Ps of Marketing............................................................................................10
2.2 STPs............................................................................................13
2.3 SWOT Analysis............................................................................................16

CHAPTER 3: Research Design.....................................................19

3.1 Research Definition.........................................................................................................19

3.2 Research Significance.............................................................................................................19
3.3 Research Questions.............................................................................................................20
3.4 Research Objectives......................................................................................20

CHAPTER 4: Literature Review....................................................................................21

CHAPTER 5: Methodologies...........................................................................23

5.1 Primary Data ....................................................................................................23

5.2 Secondary Data................................................................................................23
5.3 Sample Design..................................................23
5.4 Tools of Data Collection....................................................................................................24
5.5 Research Analysis ...................................................................................................24
5.6 Primary Data Analysis................................................................................................................25

CHAPTER 6: Marketing Suggestions....................................................................................30

LIMITATIONS OF RESEARCH....................................................................................31

CONCLUSION....................................................................................32

GLOSSARY....................................................................................32

ANNEXURES....................................................................................33

REFERENCES....................................................................................35

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 ABSTRACT

“A study on the brand’s promotions effectiveness which

effects the women’s buying behavior towards the brand.”

Akshita Singh Arushi Srivastava Madhushika Paul Smriti Vanisha Sher

Students, Department of Fashion Management, National Institute of Fashion Technology,
Hyderabad, India
I. Chakrapani
Assisting Faculty, Department of Fashion Management, National Institute of Fashion
Management, Hyderabad, India
M. Annaji Sarma
CAC, National Institute of Fashion Technology, Hyderabad, India

This study evidences the influence that sales promotion has on brand choice behaviors.
Establishments wish to influence consumers' buying behaviors, and thus they launch strong
promotional campaigns or introduce changes in their price policies, among other actions.
However, they are not always capable of achieving their goal, since, although they may reach
their objective in the short term, when the longer term is considered there are undesirable
consumer actions.

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 Chapter 1. INTRODUCTION

ABFRL is part of a leading Indian conglomerate, Aditya Birla Group. Spanning a retail space of
8.4 million sqft. (as on March 31, 2021), Aditya Birla Fashion and Retail Limited (ABFRL) is
India's fashion powerhouse with an elegant bouquet of leading fashion brands and retail formats.

ABFRL brings together the learnings and businesses of two renowned Indian fashion icons,
Madura Fashion & Lifestyle and Pantaloons creating a synergistic core that will act as the
nucleus of the future fashion businesses of the Aditya Birla Group.

As a fashion conglomerate, ABFRL has a strong network of 3,212 brand stores across the
country. It is present across 31,000 multi-brand outlets and 6,800+ point of sales in department
stores across India.

The history of the Van Heusen brand can be traced back to 1881 when Moses Philips and his
wife Endel started to mend shirts for coalminers in Pottsville, Pennsylvania, USA. Soon they
started to sew shirts and sell them in pushcarts to the local miners. The business was quite
successful and the couple later moved to New York City to expand its market at the suggestion
of their son Isaac. The business then started to expand at the national level. The Philips' family
placed the first-ever advertisement for a dress shirt in a newspaper. In Holland, John Manning
Van Heusen (Manning) created a new process which created a soft-folding collar but still
captured the stiff-collar look which was in vogue in those days.

Van Heusen Brand in India

The Van Heusen brand entered the Indian market in 1990. Madura FL had secured the license to
perpetually operate the brand in India and South East Asia from PVH. Van Heusen was initially
positioned as a premium and fashionable men's wear brand targeted at young office goers or as
'fashion for the corporate world'. Van Heusen was well received in the market from the time of its
launch since no other premium brand served the needs of the young office-goers at that time. The
Van Heusen shirt was marketed as having the image of a 'Classic British Corporal'. Van Heusen

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was positioned uniquely in the Indian market. Unlike other ready to wear men's apparel brands
available in India at that time which were targeted at customers aged above 35, Van Heusen was
targeted at the younger customers aged from 25 to 45.

1.1 VAN HEUSEN MAN

Bringing together the design sophistication and functional elegance in every outfit, Van Heusen’s
collection for men is crafted for the man who gets things done while looking effortlessly chic and
classy.

Shopping online for men’s fashion at our online store is a personalized experience, with

- Quick and easy navigation to explore through our endless aisle,

- Style recommendations and suggestions for every choice you make, and
- AI-powered size guides that are very reliable when shopping online.

Explore the wide range of collections of all things fashion for men.

1.2 VAN HEUSEN WOMAN

The Van Heusen Woman embodies the spirit of winning. She is the conqueror, admired by
everyone in the room because of how she carries herself. Similarly, Van Heusen’s collection for
women is inspired by this sophistication, power, and go-getter attitude.
Shopping online for women’s fashion at our online store is a personalized experience, with
quick and easy navigation to explore through our endless aisle,
style recommendations and suggestions for every choice you make, and
AI-powered size guides that are very reliable when shopping online.
Explore the wide range of collections of all things fashion for women

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1.3 PRODUCT RANGE

• MEN

• WOMEN
Shirts

Tees & Tops

T-Shirts
Dresses
Jackets
Shirts and Blouses
Footwear
Jeans & Jeggings
Trousers

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DURAPRESS- Regular fit, Slim fit, Comfort fit, Loose fit

MOVELABS- Timeless formal footwear for men and charming casual footwear for men.

A range of formal, active and casual footwear is ready to be explored and paired with many
different outfits.

Move Labs is a collection of engineered apparel crafted from ultra- stretchable fabric, with
thoughtful design and an impressive aesthetic quotient. Its unique design and fabric not only adds
a touch of class to wardrobes, but also adjusts to the dynamic lifestyle of the modern man.

WORLDWEAR-

Worldwear International Wardrobe Collection, Van Heusen's extension of the best-selling range
of corporate wear for the global Indian, has been launched to coincide with the autumn - winter
season. With Worldwear International Wardrobe, Indian corporate chiefs can now exude a truly
suave and stylish image. This exclusive collection of quality boardroom-wear with contemporary
global styles, addresses the needs of the image-conscious corporate executive who believes in
being well turned out at the workplace.

FLEX

Targeted at young professionals, the Van Heusen Flex range is designed to look sharp and
engineered to provide true freedom of movement and is infused with superb style and comfort.

Van Heusen Flex offers an entire range of t-shirts, jackets, sweatshirts, shorts, and track pants for
men. The collection uses anti-microbial technology to keep odour out, Easy Dry Technology
with quick-drying fabric, ergonomic design, high stretchability, and durability. It also has an
innovative “reflect technology” with reflective elements that look normal during the day but
glow in the dark.

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Van Heusen Flex is another type of collection where the collars are flexible making them more
comfortable. They have also come up with flex ties and flex pants with shirt gripper for
increasing the comfort level for better daily use.

CEREMONY

Ceremony collection of Van Heusen is all about the wedding collection.

CHAPTER 2. MARKETING MIX

Marketing Strategy of Van Heusen analyses the brand with the marketing mix framework
which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies
like product innovation, pricing approach, promotion planning etc. These business strategies,
based on Van Heusen marketing mix, help the brand succeed in the market.

Van Heusen marketing strategy helps the brand/company to position itself competitively in the
market and achieve its business goals & objectives.

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2.1 4 Ps of MARKETING

2.1.1 PRODUCT STRATERGY

The product strategy and mix in Van Heusen marketing strategy can be explained as follows:

Van Heusen specializes in clothing primarily as formals and corporates. They have a number of
collections for both men and women. The Van Heusen Air collection has shirts with
temperature activated air cooling which gives comfort even in warm weather. The materials
used in these are stretchable made by honey comb technology for greater comfort. Van Heusen
Flex is another type of collection where the collars are flexible making them more comfortable.
They have also come up with flex ties and flex pants with shirt gripper for increasing the
comfort level for better daily use. The Van Heusen traveler is a collection for travelers who
need their clothes to be fresh and hence these come with wicking and anti-wrinkle properties.
Van Heusen also have ties which are pre-tied and just needed to be tightened for people who
don’t have the time to tie the knots. There are shirts which come with magnetic buttons for
reducing the time to get dressed up. There are also casual shirts, polos, pants, suits, blazers and
sweaters for men. For women they also have tops, stretch pants, jeans, soft shirts and quilted
vests.

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2.1.2 PRICING STRATEGY

Van Heusen clothes are sophisticated and cater to the upper-middle class and the upper class of
the society.

Therefore, the price associated with the clothes of the brand communicate the value of the
products to the target audience. This price is a mark of high-quality, thus the pricing strategy in
its marketing mix is a premium pricing one. The customers who can afford this product don’t
mind paying the premium as they get a top-quality product made from the latest of
technologies and fine fabric and other top-notch materials. Van Heusen price range of shirts is
from Rs.1000 to Rs.5000. There are discounts which can be availed during sale and during
purchases from ecommerce sites. The men’s inners range from Rs.350 to Rs.700 which is again
a premium price in that category. The blazers range from Rs.7000 to Rs.12000. The trousers
range from Rs.1500 to Rs.3000. The ties range from Rs.500 to as high as Rs.4000. Tops for
women come in the range of Rs.800 to Rs.2000. The pants for women are in the similar range
as that of men that is Rs.1500 to Rs.3000. The sweaters for both men and women range from
Rs.1500 to Rs.4000.

2.1.3 PLACE STRATEGY

Van Heusen is headquartered in New York. It has sourcing facilities located in countries like
Sri Lanka, Bangladesh, India and China. These have been strategically chosen to reduce the
cost of labor and manufacturing. Van Heusen employs 12000 people worldwide. The products
target the upper middle class and upper-class people who wear this type of clothing at their
workplaces. The clothes are available in retail outlets which are there in big malls and shopping
centers. These are usually visited by the target audience who can afford this type of clothing.
They can also be purchased online through ecommerce sites like Amazon. They also have the
clothing available at popular stores like Macy’s, Kohl, Belk, Bon-Ton, Bealls Florida and
JCPenney. Through Van Heusen website the company stores can be located on the map based
on your country.

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2.1.4 PROMOTION STRATEGY

The promotional and advertising strategy in the Van Heusen marketing strategy is as follows:

Van Heusen is in a market having a tough competition and hence has to be ready with a
strategy to promote its brand aggressively. The price is a premium one as it competes in that
segment with other players. The brand is advertised through TV advertisements which are
suave which communicate the message to the target audience about the value associated with
the brand. Van Heusen also promotes itself in magazines like GQ, Men XP etc. which have a
loyal customer base and consists of the target audience of the brand. They have been associated
with celebrities like Mick Fanning who have been the brand ambassador. The brand is also
promoted during fashion shows like Lakme Fashion Week and New York Fashion Week where
top designers and other celebrities are present. They also have a scheme for members where the
members get points for every Van Heusen purchase and can redeem those points to get other
clothing or Van Heusen products. They also get called for the exclusive member parties. Hence
this completes the marketing mix of Van Heusen.

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2.2 STPs

2.2.1 SEGMENTATION

Through segmentation, they have divided the market into groups of customers with similar
needs and wants.

2.2.1.1GEOGRAPHIC SEGMENTATION

Geogrphic Segmentation

31%

69%

Rural Urban

Through geographic segmentation we differentiate the rural and urban regions of the Indian
Market. Urban region constitutes to 31% and this is where our target market lies. Urban
market is brand conscious and with retail outlets and a huge market space with numerous
competitors, the balance tips towards the urban population. Advantages are that the urban
population is well exposed to style changes and brands

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2.2.1.2 DEMOGRAPHIC SEGMENTATION

GENDER

Men constitute to 52% of the population of India and women 48%. But the men’s segment
contributes to about 85% of the total revenue for the denim apparel industry while the
women’s segment contributes to about 9%. Women generally tend to stay up with fashion
which is constantly changing and hence the chances of switching brands is high making this a
volatile segment.

AGE

Segmentation based on the various age brackets is done to identify which segment of the
population finds maximum utility of this product. 41% of the population belong to the age
group of 25-54 years and 18.1% of the population belong to the age group of 15-25.

INCOME

We have chosen a slab of 5 lakhs for income segmentation. 5% of the urban population
belong to the group with >5 LPA income group. Limitations include the huge population size
of 95% that they exclude from focus as belonging to the <5 LPA category. However, to cater
to this segment, Van Heusen may have to re structure operations to bring costs down and that
may impact the brand image. Hence itis viable to ignore this section.

PSYCHOGRAPHIC

Psychographic segmentation includes segmenting the consumer pool based on lifestyle and
personality. The personalities of the consumers under this segment range from Experiencers
(young, enthusiastic people who seek excitement) to thinkers (mature, satisfied and reflective
people) and Innovators (successful and sophisticated “take-charge” people).

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2.2.1.4 BEHAVIOURAL SEGMENTATION

Behavioral segmentation divides consumers into groups based on their knowledge of the
product and experience which influences them to buy.

BENEFITS
Needs and wants of consumers vary from individual to individual. Van Heusen provides
products that offer to its customer style, comfort, ruggedness, durability, brand appeal,
comfort, style and durability.

USER STATUS
User status talks about the various groups of consumers who fall under ex-users, potential
users, non-users, first time users, etc. Segmentation by focusing on potential customers is
most beneficial to a company as they have the most to gain from here.
Close to 65% men re willing to buy formal clothing from Van Heusen.

2.2.2 TARGETTING

Van Heusen's target consumer is often between the ages of 18 and 40, with a medium-high
income. Furthermore, it targets customers based on their fashion awareness.

FOLLOWERS

Customers from followers’ segment are set of people who either have a high disposable
income (More than 2,000 per month on apparel, as per survey) but spend economically (less
than 2,000 per purchase) on denim products, or customers who have lower disposable income
for apparel but are aspirational of buying a brand product, making them spend more than
usual.

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 2.2.3 POSITIONING

Van Heusen in selected segments of Followers, has to face stiff competition from players like
Marks &Spencer, Allen Solly, Killer, Peter England etc.

Consumer ecosystem – If the positioning of the product is not consistent with the consumer
ecosystem, then consumers won’t accept the product or service.

Current product portfolio – Van Heusen needs to assess whether the new product is filling
a vacant gap in the product mix or creating a new product line.

Competition ability to imitate & replicate – If the competitors can replicate / imitate the
products and services easily then Van Heusen will face strong challenges to defend its
marketing positioning.

2.3 SWOT ANALYSIS

2.3.1 STRENGTH

• Solid Distribution Channel

A distribution channel is the network of businesses or intermediaries through which a good or

service passes until it reaches the final buyer or the end consumer. It was the power of the van-
heusen professional styling network and distribution that placed the brand in strong distribution
among business- professionals all around the world.

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 • Manufacturing Capabilities with International Quality.

To ensure delivery of advertising claims, companies must build quality into their products or
services. From a production perspective, this means a companywide commitment to
eliminate errors at every stage of the product development process namely manufacturing.
Positioned as highend quality producer, Van Heusen ensures a top-quality is achieved in their
products at global level.

2.3.2 WEAKNESS

• Replica/ Piracy

Brand piracy occurs when a product features a name or logo similar to another well-known
brand or product. It is common among products that are easily replicated, and consumers will
often mistake a counterfeit product for the original brand name.
Van Heusen being a luxury brand faces this issue in their clothing line, which in turn has an
effect on their sales, brand quality image.

• Affordability

Pricing plays an important role in shaping consumer perceptions about a brand. While
price promotions can lead to short-term gains, price wars can dilute brand value in the
long-term. Van Heusen as a brand is something not a mass population can afford
regularly.

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 2.3.3 OPPORTUNITITES

• Technological Advances

In order to maintain a decent brand image in a new age technologically advanced world it
is important for any fashion brand to market itself on social media platforms in order to
progress in future. An important aspect of this is online interface availability to the
consumer base. Van Heusen although a famous brand can look over improving its website
to be more interactive and improve its view.

• Opening of Sub Brand for Mid-Income Section

One of the opportunities could entail Van Heusen being available to a wider Audience. Since
Van Heusen mainly targets working professionals, a sub brand can be opened that caters not to
be a luxury but an everyday office wear for people of mid-income section population.

2.3.4 THREATS

• Fluctuating Economic Scenario Affecting Sales

Many political, Social and health hazards globally have been affecting economic
growth of several countries including India. With a large population focused on other
priorities, Van Heusen faced issues with its sales to keep up where it is a luxury
fashion brand and not a regular one.

• Emerging New Brands

The Fashion Industry is the sole industry dependent on trend changes. With an
increase in new brands emerging for professional styling, competition among
luxury office wear has been posing a threat to Van Heusen.

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 CHAPTER 3. RESEARCH DESIGN

3.1 RSEARCH DEFINITION

Brand promotion activities have been for many times discussed regarding their power to
increase sales on the point of purchase. These activities are used from sales perspectives.
Studies regarding brand promotion have lack of researches regarding their effects on brand
awareness. This implies a great opportunity to cover this knowledge gap by developing a new
study in order to discover new implications for in-store promotion due the great importance of
brand awareness for the marketing field, marketers and the great impact it has on consumer
buying decision. Brand awareness is essential in buying decision-making as it is important
that consumers recall the brand in the context of a given specific product category, awareness
increasing the probability that the brand will be a member of the consideration set.

3.2 RESEARCH SIGNIFICANCE

• It is observed that there are hike in formal clothing brands.

• It is also observed that the website of Van Heusen is not up to date and it covers
mostly men’s magazines.

• It is also observed that other competitor brands are upcoming with better promotion
techniques.

• We would like to access weather better promotional techniques help Van Heusen’s
selling capabilities to its Women’s population.

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 3.3 RESEARCH QUESTIONS

The aforementioned objectives will be fulfilled in this study by answering four research
questions:

RQ1. Will the consumers whose brand awareness has been affected actually buy the
products?

RQ2. Does the no. of collection dedicated to the Women’s Range effects the women’s buying
capabilities?

3.4 RESEARCH OBJECTIVES

Given by the discussions above, following are the developed research objectives

1. The brand’s promotions effect the women’s buying behavior towards the brand.

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 CHAPTER 4. LITERATURE REVIEW

Van Heusen is India’s No. 1 premium lifestyle brand for men, women and youth. With a rich
heritage of 128 years, the brand entered India in 1990. It has had the unique distinction of
establishing not only the brand, but also the ready-to-wear category in India. 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 an entire spectrum of
occasions like casuals, ceremonial and partywear and this is what sets Van Heusen apart as
the premium lifestyle brand. In India, Van Heusen is brought to you by Madura Fashion &
Lifestyle, a division of Aditya Birla Nuvo Ltd, is one of India’s fastest growing branded
apparel companies and a premium lifestyle player in the consumer retail space.

Van Heusen has been catering to the Indian working professional since the 90’s. The brand
has consistently been ahead of the curve in understanding the evolving market needs and
making fashionable workwear more accessible. The challenge for Van Heusen was to
reinforce their brand advantage among young working professionals in a market replete with
a plethora of competitor brands.

The number of women entering the workforce in India had increased after the economic
reforms initiated in the early 1990s. There were no formal wear brands to cater to the needs of
office going women in India. Van Heusen launched a new sub brand for women called 'Van
Heusen Woman' in the year 2006. The new brand was initially started with six outlets across
the key metros in India. Van Heusen offered complete wardrobe solutions to women with
both formal and casual wear to suit different occasions.

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The most challenging concept in the marketing of a product is to deal with understanding the
buyer behavior. The attitude of Indian customers has undergone a major transformation over
the past few years. The Indian customers today want to lead a life full of luxury and comfort.
They want to live in the present and do not believe in savings for the future. Due to the fast
growth of the services sector per capita income of people of India is also increasing. The
number of middle class is increasing due to another fact that people are fast shifting from
agriculture to the services and industry sector where growth prospects are reasonably high as
compared to agriculture.

Consumer behaviour is affected by a lot of variables, ranging from personal motivations,

needs, attitudes, personal characteristics, values, socio- economic and cultural background, age,
sex, and society as a whole. Thus, in the buying process the consumer plays a very important
role.

Corporate dressing for both men and women has come a long way from traditional suit, sari.

Corporate dressing is a powerful instrument to declare one’s affiliation with the business
community. With globalization business travels across the globe has increased. New
workplace, ethic, and dress codes in other countries have been incorporated by Indian
companies too.

The newest AIRPORT COLLECTION from MOVE LABS defines the dynamic achievers,
the modern man with a curated personal sense of style, which is confident, precise, classy and
compliments his busy lifestyle. For this fresh campaign we are pleased to renew our
partnership with Chase Armitage whose parkour skill uncovers the versatility of the newest
MOVE LABS Collection. The brand is reaffirming its commitment to the latest project of the
season which has already gained a reputation amongst our patrons, with the tagline: Power to
MOVE.”- Abhay Bahugune COO, Van Heusen (2019)

The readymade garment industry is increasing day by day due to changes of fashion in day-
to-day life. The readymade garment industry in India owes its existence to the emergence of a
highly profitable market of exports. Readymade garments account for approx. 45 percent of
Indias; s total textile exports. They represent value-added and less important sub-sectors. In
recent years however the domestic demand has also been growing rapidly.
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 CHAPTER 5. METHODOLOGIES

5.1 PRIMARY DATA

The primary data was collected based on simple random sampling by distributing
questionaries to the targeted consumers to identify how they felt about the brand
promotions/awareness and what drew them to chose the products. From these questionaries,
answers were compared to identify how the product promotions perceived by the consumers.

5.2 SECONDARY DATA

Secondary data was obtained from the internet and online newspapers as to what type of promotional
techniques have on current consumers and how they affect the brand sales.

5.3 SAMPLING DESIGN

1. Sample Size: - A calculated, we require a sample of 385 respondents, but we were able to
collect 300 responses. The age group of 15 – 55 was taken into consideration and data was
collected from this study.

So, p = 0.5. Now let’s say we want 95% confidence and at least 5% plus or minus
precision. A 95% confidence level gives us the Z value of 1.96, so we get,

Sampling is done using the Cochran formula:

n= (Z value)2 * (p) (q)/ (error)2

((1.96)2 (0.5) (0.5)) / (0.05)2 = 385.

So, a random sample of 385 households in our target population should be enough to give
us the confidence levels we need.

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2. Sample Technique: - To conduct the research, simple random sampling was conducted.
A simple random sample is a randomly selected subset of a population. In this sampling
method, each member of the population has an exactly equal chance of being selected.

5.4 TOOLS OF DATA COLLECTION

A questionnaire was created through Google Forms which was the primary tool to collect data
from the respondents. The link of this questionnaire was forwarded to the targeted consumers
and the answers submitted by the respondents were also received through Google Forms.

5.5 RESEARCH ANALYSIS

The questionnaire distributed has questions with different scales for answering to the sample
for the collection of primary data. The responses were recorded through close ended questions
and tabulated. The tables were analyzed using statistical tools. With the help of such analysis,
interpretations were made and indicated in a table. And through this data, suggestions were
made.

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 5.5 PRIMARY DATA ANALYSIS

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 5.6 HYPOTHESIS TESTING

H0: The brand’s promotions don’t affect the women’s buying behavior towards the brand.
H1: The brand’s promotions do affect the women’s buying behavior towards the brand.

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HYPOTHESIS CONCLUSION

In the above given table, we can see value of p is less than 0.05%, which means the brands
positioning affects the women’s buying behaviour.

CHAPRTER 6. MARKETING SUGGESTIONS

• Building a website for their women’s collection that combines style, user
experience, and functionality.

As a part of this research study, we observed that Van Heusen does not have a very
user friendly interface or a functional website even more so for their female
consumers. A luxury office brand such as Van Heusen requires a team to look after its
online user interaction and website programming so as to develop a stylish and
functional website order to cater to a mass audience and showcase their collection for
female consumers.

• Collaborate with organizations and set up events in offices to influence working

women.

Van Heusen’s is an established brand but in order to create more awareness amongst
all consumers, charity events and party -events in workplace could be organized
deeming that “the brand is all-in for influencing and motivating the modern-lifestyle
of the 21st century woman”

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• Using Brand Heritage to tell stories behind the products.

Majority of Brands still market their products by explaining what they do. Publicizing the
history of Van Heusen, talking about its legacy is one of the ways through which the brand
could gain more consumer base. The idea of why the brand exists, how it exists is an
influential aspect in order to popularize new launches.

• Creating a sense of exclusivity among consumers by creating and publishing content

'exclusively as for people who go for luxury and style'

Exclusivity is fundamental to luxury brand marketing as it maintains consumer desire through

scarcity and rarity. Catering to professionals with demand for luxury, Van Heusen can
continue to do so with the launch of them for women working professionals and hence, being
recognized as an exclusive office brand among them.

LIMITATIONS OF RESEARCH

• The figures have been approximately depicted based on the sampling size of 300
which might not represent the whole community.

• The study examined people’s personal opinions which may vary from person to
person based on the demography.

• The survey was conducted online through goggle forms which might confuse people
and their accessing criteria might be indecisive.

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 CONCLUSION
At the end of this research study, it can be concluded that promotion plays a vital role in
brand awareness and consumer buying behavior. Van Heusen, a retail luxury wear brand is
mostly known for its professional and corporate wear, However, its lack of marketing among
women consumers makes it a brand overlooked when it comes to the gender aspect unlike
other brands by PVH- like Louis Phillipe, Calvin Klein which has created a reach towards
gender neutrality.

It can also be evidently said through consumer’s perception that Van Heusen, in order to be a
consumer favored brands needs to develop a user friendly and functional buying experience
online website

GLOSSARY
• Marketing: The science and art of exploring, creating, and delivering value to satisfy the
needs of a target market at a profit. Marketing identifies unfulfilled needs and desires.

• Promotions: Promotion is a marketing tool, used as a strategy to communicate between

the sellers and buyers.

• Marketing Mix: It is the combination of products, pricing, places, and promotion it uses
to differentiate itself from the competition.

• Marketing Promotion: It is the ability to influence consumer perception regarding a

brand or product relative to competitors.

• Segmentation: Segmentation means to divide the marketplace into parts, or segments,

which are definable, accessible, actionable, and profitable and have a growth potential.

• Targeting- Targeting in marketing involves breaking the target audience into segments
and then designing marketing activities that will reach the segments most likely to be
responsive to your efforts.

32
 ANNEXURE

QUESTIONNAIRE
DATA COLLECTION FROM POTENTIAL CUSTOMERS

❖ YOUR AGE*

➢ 15-25
➢ 26-40
➢ 41-55
➢ 56-70
❖ Do you Shop from VAN HEUSEN?
*
➢ Yes
➢ No

❖ If yes, how often do you shop from this brand?

➢ Often
➢ On a Monthly Basis
➢ 2-4 times Annually
➢ Rarely

❖ How often do you recommend VAN HEUSEN Products to your Family and
Friends?
➢ Quite Often
➢ Every Once in a while
➢ Sometimes
➢ Rarely
➢ Never

33
 ❖ Are you aware about all the product range VAN HEUSEN has for Women?

➢ Yes
➢ No
➢ Maybe

❖ Do you think VAN HEUSEN has been able to cater to Women's Fashion in terms
of Popularity?

➢ Yes
➢ No
➢ Maybe

❖ As a VAN HEUSEN Consumer, do you think the brand requires more promotion
for their Women's Collection?

➢ Yes
➢ No
➢ Maybe

❖ Have you noticed any advertisement or any kind of promotion for VAN HEUSEN
Women's Collection?

➢ Yes
➢ No
➢ Maybe
❖ On a Scale of 1-5, how would you rate VAN HEUSEN as a Brand Name

➢ 1
➢ 2
➢ 3
➢ 4
➢ 5

34
 REFERENCES

• Reshma Farhat, ICCMRT, Lucknow, UP, The Congruence effect of personalities: An

Empirical Analysis
https://www.amity.edu/abs/abr/pdf/Vol%2017%20No.1/10.pdf

• Nashwan Mohammed Abdullah Saif & Wang Aimin, Exploring the

Value and Process of Marketing Strategy: Review of Literature
https://researchleap.com/exploring-the-value-and-process-of-marketing-
strategy-review-of-
literature/#:~:text=Review%20of%20literature%20shows%20that,4Ps%2
0elements%20of%20marketing%20mix

• Ummer Salahudheen V P, Van Heusen Leveraged Social Media Marketing To Ensure

Brand Visibility Of 20 Million Users On LinkedIn
https://www.digitalvidya.com/blog/van-heusen-leveraged-social-media-marketing-to-ensure-
brand-visibility-of-20-million-users-on-linkedin/

• MBA Skool Team, December 22, 2017, Van Heusen Marketing Strategy & Marketing Mix
https://www.mbaskool.com/marketing-mix/products/17498-van-heusen.html

• MBA Skool Team, December 22, 2017, Van Heusen SWOT Analysis, Competitors & USP
https://www.mbaskool.com/brandguide/lifestyle-and-retail/4083-van-heusen.html
•
Devansh Sharma. Meaning and Definition of Retailing.
https://www.studocu.com/in/document/kurukshetra-university/human-
resourcemanagement/meaning-and-definition-of-retailing/7448195

• Rob Strokes, Apr 17, 2022, What is Marketing?

https://biz.libretexts.org/Bookshelves/Marketing/Book%3A_eMarketing__The_Essential_Guide_to_
Marketing_in_a_Digital_World_(Stokes)/01%3A_Think_-
_Strategy_and_Context/1.03%3A_What_is_marketing#:~:text=In%202012%2C%20Dr%20Philip%
20Kotler,identifies%20unfulfilled%20needs%20and%20desires.

35
 THANK YOU

36