VAN HEUSEN - SMART LEGACY WITH A QUIRKY TWIST

BAN­GA­LORE

VMRD - - Design Indian -

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

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