From boardroom to ballroom

● Van Heusen's evening wear line faces a tightrope walk

- GEETIKA SRIVASTAVA

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.