VAN HEUSEN - SMART LEGACY WITH A QUIRKY TWIST
Nestled in a heritage property in Bangalore, Van Heusen, the apparel brand from Aditya Birla Fashion & Retail, innovates its retail ID with two stores in the city. The new identity is aligned with the brand’s objective to walk along the quirky path while retaining its smart and casual character.
Van Heusen, a brand that started its journey in 1881 selling hand-sewn shirts from wooden carts, entered the Indian market in 1990. This is reportedly the first brand that invented collar and spread their offerings to women much later. In 2014, Van Heusen launched their new brand logo. Long legacy often calls for fast evolution. The brand has recently launched their new retail design ID with two stores in Bangalore (Brigade Road and HSR Layout).
Located at one of the famous high street locations of Bangalore, what makes Van Heusen Brigade Road flagship outlet even more special is that it is nestled in a heritage property. The design directive revolves around the brand’s objective to position themselves as a smart, young and casual brand but with a twist of quirk. The inhouse visual merchandising team from the brand was commissioned to reimagine its experience concept to an experiential retail space that is perpetually vocal about their legacy as well as the quirk factor. The design and VM are also envisioned to simplify the brand’s journey and shopper’s convenience across floors and categories seamlessly. A new concept has been explored in the store façade with the use of MS strips panels, creating shimmer and precision illusion, along with bold and strong 3D logo to embody power and confidence. Doubleheight entrance with larger-than-life lighting installation makes an imposing welcome mark.
The store material palette is a combination of premium wood, specially-textured paints, internationally-styled mannequins and signages, especially created to illustrate the brand’s journey and heritage all the way from the US to India. However, the illustrations are cleverly placed not to mar the merchandise presentations.
Abhay Bahugune, COO, Van Heusen, Aditya Birla Fashion and Retail Ltd
Van Heusen has over the last decade carved a niche for itself as a renowned fashion brand with a strong presence across leading cities and towns in India. Today, Van Heusen enjoys a high recall value and is perceived as a brand that provides power dressing to the young professionals. Being the third largest city of India, Bangalore is an important market for us. The launch of our new brand outlets at Brigade Road and HSR Layout takes the store count in the city to 53. We are delighted with the overwhelming response received and are confident to cater to the growing demand with the right offering.
The store presentation and visual merchandising concept are designed to showcase the “collections” across different categories. Each section features a centrallylocated high point executed in a unique lay-down style of coordinated product display. This style of merchandising invites the shoppers choosing their look or style more effectively. Latest fashion trends are further showcased with generous number of