يحاول ذهب - حر
From boardroom to ballroom
December 06, 2024
|Financial Express Mumbai
● Van Heusen's evening wear line faces a tightrope walk
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.
هذه القصة من طبعة December 06, 2024 من Financial Express Mumbai.
اشترك في Magzter GOLD للوصول إلى آلاف القصص المتميزة المنسقة، وأكثر من 9000 مجلة وصحيفة.
هل أنت مشترك بالفعل؟ تسجيل الدخول
المزيد من القصص من Financial Express Mumbai
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