BACKGROUND

Van Heusen is a premium lifestyle brand for men, women and youth. The brand embodies
fashion for the corporate and reflects the current expression of elegance in today's context. Van
Heusen believes that the design drivers for the brand are fashion and sophistication. The brand
covers all aspects of an individual's clothing needs, be it corporate wear, casual wear, party wear
or ceremonial wear, making it a complete lifestyle brand in the truest sense. The core audience is
professionals and corporate executives - men and women who are successful, focused, articulate,
well-traveled, confident and have a sense of style about them. They pursue success just as they
do their other interests and passions, learning and exploring everything that comes their way.

THE WAY FORWARD: EVOLVE EVERYDAY

It is said the only thing constant is change and in the world of Van Heusen there is no room for
stagnation.

The above statement holds true for both business and fashion. When it comes to dynamic
markets and opportunities, one always has to be a step ahead and evolve accordingly. It is no
different when it comes to the way you choose to dress in a corporate environment. Through its
Evolve Everyday new thought, the brand urges its consumers to be all that they want to be, all
that they can be by exploring different sides of their personality to grow and become more with
every experience they encounter.

That's why the brand exhorts its users to Evolve Everyday. The brand therefore is positioned as
the source of inspiration for constant evolution, be it personal or sartorial. Through its
fashionable and distinctive range of products, the brand helps its consumers to stand out in the
world of sameness.

VAN HEUSEN MAN

Since its launch in 1990, Van Heusen has consistently tracked and understood the
Indian male. In the last two decades the clothing preferences of Indian men have undergone
many stages of evolution. At each turning point Van Heusen has stood witness to these changes
– and has been ahead of the curve when it has come to forecasting emerging trends and making it
accessible to the Indian consumer.

Three significant work-related trends have changed the male wardrobe. Gordon Gekko has gone
out of vogue. No longer is the workplace leader as aggressive and abrasive as he used to be. The
24/7-a-week self-expression in preference to the nine-to-five office wear. Work has stepped out
of the office.
All these factors have impacted the clothes executives prefer.

The core audience comprises professionals and corporate executives - men who are successful,
focused, articulate, well-traveled, and confident and have a sense of style about them. But they
are not just men caught up in being more successful – they also have varied interests and
passions and like to experiment.

Most importantly, the Van Heusen consumers are those who believe strongly in leaving a mark
where ever they go, standing distinct and tall even among a group of like-minded successful
people.

VAN HEUSEN WOMAN

The world is changing.

From socio-conditions to trends in fashion, the world as we know it is constantly evolving. When
it comes to the genders too, there are no strict lines or rules to define role responsibilities.
Women are no longer confined within the four walls of their homes. They compete with men on
the same platforms and are at par, if not better. But partaking in this race means that they have to
strive harder to get what they want from life. Whether it's their responsibilities on the job, at
home or their closets, they're perfectionists constantly thriving to out do themselves.

And that's where Van Heusen wishes to assist them, just as a humble aide would!

The Van Heusen Woman brand offers women accessible, classy & complete wardrobe solutions;
ones that are chic, sharp and fashion forward providing them looks that are uniquely suited to them, so
that they can be confident and fashionable, both on and off the job. 'Evolve Everyday' is spot-on
considering how in the midst of change, the professional woman of today constantly seeks to keep her
place in the sun.
Heritage

 The humblest of beginnings mark the foundation of Van Heusen. Moses Phillips begins selling
hand sewn shirts from a small wooden handcart, laying the foundation for a company which
would later be called Van Heusen.

The company's designers dream up the greatest invention on shirts – The Collar, a process that
involves wearing cloth at curved angles. John Van Heusen begins a nine year quest that leads
him to invent the world's first collar.

Anywhere in the world, leaders follow the same rules. And wear the same label. Ronald Regan,
the future president of America, Anthony Quinn, and Tony Curtis, to name a few, become
endorsers of Van Heusen. We don't call it 'Power Dressing' for nothing.

 An empress decides to get new clothes. Queen Elizabeth issues a Royal warrant to Van
Heusen, appointing Van Heusen the official clothier for Buckingham Palace.


The story of Van Heusen is the story of many firsts. Van Heusen continues to create landmark
innovations like Ice Touch, Durapress, Best White, Techno cotton, and the intelligent clothing
range.

We reach the top as the #1 dress shirt in America… and the rest of the world. Today, Van
Heusen is also the world's largest selling dress shirt brand.

Available wherever there are horizons… and men to conquer them. Today Van Heusen
commands more than a billion US dollars in retail sales worldwide. We are available in 70
nations spread across 5 continents.

Power Club

Welcome to the Power Club.

As a preferred Van Heusen customer, you have exclusive access to special privileges and
personalised attention at our stores.

Now, each time you shop with us, you will be awarded points based on the value of your
purchase. These points can be redeemed at any of our exclusive stores across India for more Van
Heusen merchandise of your choice. Simply present your Power Club card at the store to use
your points.

As a Power Club member, you also have access to previews of new collections, invitations to
fashion evenings as well as other out-of-store privileges that match your lifestyle.

We look forward to seeing you at our stores regularly.

Welcome to the privileges of membership, in Classic, Silver and Gold.

Welcome to Power Club

A premium lifestyle brand for men, women and youth. The brand embodies ‘fashion for the
corporate’ and reflects the current expression of elegance in today’s context. Van Heusen
believes that the design drivers for the brand are fashion and sophistication. The brand covers all
aspects of an individuals clothing needs, be it corporate wear, casual wear, party wear or
ceremonial wear, Van Heusen in true sense is a complete lifestyle brand.

The core audience comprises professionals and corporate executives - men and women who are
successful, focused, articulate, well-traveled and confident and have a sense of style about them.
But they are not just caught up in being successful – they also have varied interests and passions
and like to experiment with what every situation has to offer.
It was one fine morning some years back, that India woke up to the realisation that it was one of
the world’s youngest countries with 54% of the po pulation below the age of 25. And it was this
one realisation that changed the future of brand Van Heusen in India.

classic
Sliver
Gold

Benefits

Each time you shop with us, you will be awarded points based on the value of your purchase.
These points can be redeemed at any of our exclusive stores across India for more Van Heusen
merchandise of your choice.

What’s more, you have year long access to previews of new collections, invitations to fashion
evenings, as well as other out of store privileges that match your lifestyle.

Depending on your shopping profile, you can be a Gold, Silver or Classic member of The Power
Club.

A snapshot of your privileges depending on your membership status:

Your Privileges Classic Silver Gold

In store personal assistance
Exclusive trial rooms at select locations
Home delivery of altered garments
Valet facilities at select locations
Pick-up / drop for garment exchanges
Alerts / Exclusive previews of new collections
Alerts / Exclusive sale previews
In-store stylists (on special occasions)

Exclusive Trial Rooms

You will have exclusive trial rooms at select locations.

Pick-up and drop for garment exchanges

Should you require to exchange your garments for any reason, we will arrange to pick it up and
drop it

Van Heusen is a premium lifestyle brand for men and women. The brand covers all aspects of an
individual’s clothing needs be it corporate wear, casual wear,party wear or ceremonial wear,
making it a complete lifestyle brand in the truest sense.

With over 125 stores across India Van Heusen is looking to expand its presence. Van Heusen
range of lifestyle products are sold through either Exclusive Stores/Factory Outlets or through
Multi Brand Outlets.

If you have a retail space of around 1200 sq feet and more on a High Street or main market and
you are interested in Franchisee opportunity with Van Heusen India than send us a email at
deependra.singh@madura.adityabirla.com

If you have a Multi Brand Outlet and would be interested in business opportunities with Van
Heusen India drop us a mail at mukesh.soni@madura.adityabirla.com

Madura Life Style

Who we are

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 retail sector. After
consolidating its market leadership with its own brands, it introduced premier international
labels, enabling Indian consumers to buy the most prestigious global fashionwear and
accessories within the country.

The company’s brand portfolio includes product lines that range from affordable and mass-
market to luxurious, high-end style and cater to every age group, from children and youth to men
and women. Madura Fashion & Lifestyle is defined by its brands — Louis Philippe, Van
Heusen, Allen Solly, Peter England and People — that personify style, attitude, luxury and
comfort.
Madura Fashion & Lifestyle reaches its discerning customers through an extensive network
comprising more than 1,000 exclusive and franchise stores, and over 2,000 premium multi-brand
trade outlets, both within and outside India.

The company's lifestyle store, The Collective, offers a unique blend of global fashions,
international trends and innovative customer services, to customers in Bangalore, Mumbai and
Delhi.

Planet Fashion, the multi-brand, apparel-retailing arm of Madura Fashion & Lifestyle, housing
the company's in-house and other brands, is the largest chain of stores of its kind in India.

A distribution agreement with international brand Esprit has ensured that this highly growth-
oriented company bolsters its international presence.

Each of the company’s brands has an integrated Design Department, which is constantly at work
on innovating designs, concepts and products by incorporating the latest international trends in
fashion and clothing styles.

Madura Fashion & Lifestyle, an IT and web-enabled organisation, is the first-ever apparel
company to have successfully implemented the ERP SAP system. It is also the first company
globally to integrate Retek ERP with SAP ERP.

Always at the cutting edge of fashion and innovation, Madura Fashion & Lifestyle has for over a
decade now sourced technology, fabrics and garments globally. Madura Fashion & Lifestyle is a
global supplier for premium international brands such as Esprit, S’Oliver, MONOPRIX.

Madura Fashion & Lifestyle harnesses the power of young, driven professionals from the
country’s best professional institutes and companies. For years now, empowered and motivated
employees have propelled Madura Fashion & Lifestyle towards achieving quality, customer
service, design and brand equity comparable to the best worldwide.

Madura Fashion & Lifestyle has ISO-9001-2000 accreditation with periodic internal audits. It's
manufacturing division recently became the first apparel manufacturing unit to win one of India's
most prestigious quality excellence award, the Ramkrishna Bajaj National Quality award,
instituted jointly by the Indian Merchants Chamber and the house of Bajaj.

Madura Fashion & Lifestyle sources only from factories that are compliant with the Factory Act,
and each factory is independently audited by the International Textile Services (ITS) and Société
Générale de Surveillance (SGS) for international clients such as Louis Philippe, Marks &
Spencer and Van Heusen.

Madura Fashion & Lifestyle is one of the fastest growing branded apparel companies, recording
a blistering growth rate of over 25 per cent year-on-year.

History and lineage

Established in 1988 by Madura Coats Limited, Madura Fashion & Lifestyle has its origins in the
erstwhile Coats Viyella Plc, Europe’s largest clothing supplier. In December 1999, Aditya Birla
Nuvo, an Aditya Birla Group company, acquired Madura Fashion & Lifestyle to become the
undisputed leader in the readymade menswear industry in India. In 2000, the company became a
wholly-owned subsidiary of Aditya Birla Nuvo.

Vision and values

Madura Fashion & Lifestyle’s vision is to passionately satisfy the Indian consumer’s needs in
fashion, style and value, across wearing occasions, in apparels and accessories, by anticipating
trends and creating markets with the ultimate purpose of delivering superior value to all
stakeholders.

The company aims to be the undisputed leader in the lifestyle industry, delivering continued
value growth for all stakeholders by honouring:
Transparency and trust
Human touch
Empowered teams
Promises always honoured
Responsive to customer needs
Ownership for partner success
Merchandise and design leadership
IT leadership in service
Simple and speedy processes that enable quick decisions
Effective communication

Our values
Integrity
Commitment
Passion
Seamlessness
Speed

Overview

Madura Fashion & Lifestyle has revolutionised India's readymade apparel and retail market. A
name that is synonymous with panache and modernity, Madura Fashion & Lifestyle is defined
by its brands – Louis Philippe, Van Heusen, Allen Solly, Peter England and People – brands that
personify style, attitude, luxury and comfort.
Madura Fashion & Lifestyle signed a distribution agreement with Esprit, a leading international
lifestyle brand, bringing the retailing standards of Milan, Paris, and London to India.

Madura Fashion & Lifestyle launched an inspirational brand, The Collective, as a super premium
lifestyle retail chain for a host of international apparel and accesory brands making a foray into
India for the first time. It also set up Planet Fashion, offering men a one-stop destination for all
their apparel needs.

Madura Fashion & Lifestyle has won several prestigious awards over the years for its brands.
Peter England won the Brand Equity Award from the Economic Times for three consecutive
years in a row since 2008. More recently, the company won the 'Fashion Retailer of the Year'
Award in December 2010.

To learn more, click on the brand of your choice:

Louis Philippe
Van Heusen
Allen Solly
Peter England
People
Planet Fashion
The Collective
Esprit

Van Heusen

Launched in India in 1990, Van Heusen is yet another success story from the Madura Fashion &
Lifestyle stable. The brand operates under license to Madura Fashion & Lifestyle in India and
South East Asia. A premium lifestyle brand, Van Heusen assiduously follows the company
mandate; fashion for the corporate world. The b rand’s target audience is the successful, sophistic
ated, erudite, multi-faceted professional.

For the Van Heusen customer, elegance and style are not just fads, but a philosophy. And
therefore, keeping their tastes in mind, Van Heusen was opposed to the conventional nine-to-five
formal wear. Instead, the brand makes available a 24/7 self-expression range of garments to their
target audience.

With more than half of India’s population under 25, it was not a surprise when Van Heusen
moved from targeting only the 25-45-year-old businessman. With the introduction of V dot that
opened up the specialized clubwear category, Van Heusen also addressed the needs of a younger
consumer and a changing lifestyle – one who had disposable income and the attitude to go with
it. V dot offered a range of clothing that was edgy, not reckless, fashionable, not flippant,
youthful, not juvenile. It added a bold sophistication to the brand’s design philosoph y.

Though initially a men’s couturier, it did not take long for Van Heusen to appreciate that today’s
woman is as much a stakeholder as her male counterpart in India’s growth story. The Van
Heusen Woman is dynamic, well-educated, ambitious and intelligent. She lives life on her own
terms, and is poised and feminine.

Van Heusen’s sport-inspired casual wear ‘Van Heusen Sport’ adds a dash of fashionable
modernity to the iconic 60s Ivy League ‘day chic’ look. The line is made up of soft shirts, fine-
knits, laundered chinos and easy-to-wear semi-lined jackets in exceptional washes designed to
give you a drape quite unlike anything. The range features fine sporting elements that elegantly
round off the sporty look. Impeccably crafted inside out, these garments are designed to look as
good as new even after repeated wearing and washes

The company’s ‘Everyday Couture’ for women recognises that today’s woman straddles many
worlds and many roles with ease. The line captures her many facets, and offers her a classy,
fashionable wardrobe that is truly unique.

The Van Heusen range is modern, minimalistic and timeless. It is distinguished by its high
quality, and its relevance to the times, neither too edgy nor too futuristic.

Van Heusen aims to be a complete lifestyle brand.

Retail

Madura Fashion & Lifestyle is India’s largest lifestyle retailer, operating through a host of retail
formats.

It has more than 1,000 exclusive branded outlets with over 1 million square feet of retail space
across the country. The company’s brands are also present in over 100 department stores. All
major department stores like Central, Li festyle, Shopper’s Stop, Reliance and Max, to name just
a few, stock different Madura brands.

Madura Fashion & Lifestyle has a superb portfolio of brands straddling mid-price, premium and
super premium segments. The retail presence and expansion strategy across different cities and
locations has been done keeping in view the positioning of each brand and the relevance of the
catchment. Premium brands, namely Louis Philippe, Van Heusen and Allen Solly are
predominantly present in the metros and top cities. Peter England, a brand focused on the mid-
price segment, has a significant presence in tier II and tier III cities, apart from metros and top
cities. The company’s brands are present in top malls and high street locations across the
country.

Retail best practices

Madura Fashion & Lifestyle constantly strives to implement best-in-class retail practices. The
goal is to delight the consumers with service excellence in a world-class ambience. As part of
this endeavour, the following have been implemented:
Store Standard Operating Procedures to enhance and standardise store operations
Consumer feedback and complaint processes to capture consumer opinion and closely
engage with the consumer
Store engagement processes to effectively manage store staff recruitments, training,
evaluation and reward mechanisms
A franchisee framework to enhance the quality of relationship with franchisees
A Brand Retail Identity guide to express and standardise the brand point of view in terms of
looks and ambience in retail
Projects and store launch processes to ensure quality of store launches. The intent is to
launch the store well in all respects so as to meet consumer expectations in terms of store
ambiance, merchandise and quality of service
A Mystery Shopper Programme to monitor the level of adoption of the above initiatives at
store and identify areas of improvement
Store score cards to capture performance of stores across key parameters and plug
performance gaps

As the different brands expand geographically, the range of product offerings to the consumers
has also gone up. Madura Fashion & Lifestyle has implemented robust and scalable retail-related
IT infrastructure and applications to manage the complexity of the business.

Going forward, Madura Fashion & Lifestyle expects a substantial part of its revenues to come
from retail. The substantial strength it derives from its current retail footprint, retail processes
and infrastructure will enable Madura Fashion & Lifestyle to capture the growing opportunities
which India has to offer.