Van Heusen

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Contents

1.HISTORY3

2.EXPANSION AND GROWTH4

3.CORPORATE VISION7

4.VAN HEUSEN IN INDIA8

4.1 Location of stores8

5.PRODUCT CATEGORIES:11

5.1 Van Heusen12

5.2 Van Heusen women13

5.3 V DOT14

5.4 VH Sport15

6.CURRENT RETAIL PRESENCE16

6.1 Retail Format:17

7. EVOLUTION THEORY AND LIFE CYCLE18

7.1 Retail Life cycle of Van Heusen20

8. MERCHANDISE HIERARCHY21

9. PRODUCT ANALYSIS22

9.1 DESIGN PHILOSOPHY24

9.2 Customer Profile: (for men and women)27

10. MARKETING MIX28

10.1 Products29

10.2 Price:29

10.3 Place29

10.4 Promotions30

11. SWOT ANALYSIS34

12. ENVIRONMENTAL ANALYSIS36

13. COMPETITOR ANALYSIS37

14. ORGANISATIONAL STRUCTURE39

15. FINANCIAL DATA40

15.1 CURRENT RATIO41

15.2 DEBT-EQUITY RATIO42

15.3 NET PROFIT RATIO43

15.4 QUICK RATIO45

15.5 GROSS PROFIT RATIO46

16. HR POLICIES47

16.1RECRUITMENT47

16.2 TRAINING48

16.3 WORK CULTURE49

16.4 PERFORMANCE APPRAISAL49

16.5 RETENTION LEVEL50

17. STASTISTICS AND RESEARCH STUDIES51

17.1 RESEARCH METHODOLOGY52

17.2 TOOLS USED53

17.3 RESULTS AND DISCUSSIONS54

18. BIBLIOGRAPHY60

19. REFLECTIONS61

1.HISTORY

The history of PVH can be traced back to 1876, when G. H. Bass began his shoe manufacturing company in Maine. Separately, John M. Van Heusen and Isaac Phillips met and formed the Phillips-Van Heusen Corporation, and Vin Draddy acquired the rights to the Izod name in the early 1900s. In 1881, Moses Phillips and his wife Endel began sewing shirts by hand and selling them from pushcarts to local Pottsville, Pennsylvania, anthracite coal miners. This grew into a shirt business in New York City that placed one of the first ever shirt advertisements in the Saturday Evening Post. Launched in India in 1990, Van Heusen is yet another success story from the Madura Fashion & Lifestyle stable. The brand operates under license to Madura Fashion & Lifestyle in India and South East Asia. At present, Van Heusen is available at 135 stores spread across 47 cities. A premium lifestyle brand, Van Heusen assiduously follows the company mandate; fashion for the corporate world. The brand’s target audience is the successful, sophisticated, erudite, multi-faceted professional. Their sub-brands include: • VH Sport

• VH Women
• V Dot

2.EXPANSION AND GROWTH

❖ The Phillips-Van Heusen Corporation received a patent for a self-folding collar in 1919, which was released to the public in 1921.

❖ The first collar attached shirt was introduced in 1929.

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❖ Queen Elizabeth issues a Royal warrant to Van Heusen, appointing them as the official clothier for Buckingham Palace.

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❖ 1990, VH was launched in India by Aditya Birla Nuvo who acquired Madura Fashion and Lifestyle.

❖ In 1995, the corporation acquired the Izod brand, followed by the Arrow brand in 2000, and the Calvin Klein company in 2002.

❖ In 2006, VH woman and V Dot were launched in India.

❖ From January 2007, PVH owns necktie licenses for brands such as Arrow, DKNY, Tommy Hilfiger, Nautica, Perry Ellis, Ted Baker, Original Penguin and Jones New York.

❖ The corporation began making men's apparel under the Timberland name in 2008, with women's apparel following in 2009, under a licensing agreement.

❖ In the third quarter of 2010 it was decided on that the "Van Heusen" brand was making a loss and so the decision was made to pull it out of all European trading markets.

❖ In 2011, VH Sport was launched as a premium casual wear for men.

❖ Today, Van Heusen is also the world’s largest selling dress shirt brand.

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AWARDS AND RECOGNITION: [pic]

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