Van Heusen: The Journey of a Brand

Abstract

This case critically analyses the positioning journey traversed by Van Heusen one of India’s leading apparel brands. For most part of its life cycle till now Van Heusen is associated with formal dressing but with business expansion through line extension the brand is losing out on its imagery front. The changing trends and market opportunities have given the much required business but the brand perception among its target group is not the same. The associated/sub-brands target group and the brand equity is eroding away over the period. A brand which was seen as innovator, warrior, and challenger is in a unique conundrum of expanding its business via market opportunities(like V-Dot, VAN HEUSEN Women) while still being relevant to its core business segment by rejuvenating the formal section. A stagnating quality scores from the consumer survey, declining brand equity measurements and consumer value proposition scores provided the smoke signals that the brand is losing out in the imagery and positioning front.