Van Heusen’s MYFIT to create bespoke profits
Van Heusen, one of India's premium lifestyle brand has recently launched an innovative solution that will revolutionise every consumer’s wardrobe. Given the considerable growth in online shopping, the brand is recrafting its strategy with the launch of `MYFIT’ that blends both the online and offline worlds. MYFIT’s USP lies in creating the perfect fitting garment across every body type, a brilliant feat achieved by any readymade apparel brand for the first time in the country. This model has been built in a manner that enables consumers to shop across its 250 stores or shop online through its official online store Trendin.
According to Vinay Bhopatkar, COO, Van Heusen: "Though the brand is in its initial stages of introduction of MYFIT, this innovation has already received an overwhelming response. The brand is getting 100 orders every day under MYFIT within 3 months of its launch. Interestingly, 80 per cent of the orders are getting generated offline and 45 per cent of the orders are in fits or sizes that are not available in the stores otherwise. While Van Heusen is present across 120 cities through its EBOs, MYFIT has already reached 200+ cities due to online-offline integration." MYFIT’s manufacturing facility has been re-engineered to manufacture garments within 2-3 days instead of standard industry operating cycle of 3-4 months with very low inventory levels. Additionally, more than 1,200 front end sales staff have undergone special training only for `MYFIT’ so that they will be equipped to translate MYFIT to its end consumers.
Van Heusen is the premium lifestyle brand for professionals. With a rich heritage of 128 years in United States of America, the brand entered India in 1990. Over a period of its 25 years of history in India, Van Heusen has emerged as a fashion authority for the ever evolving Indian professionals becoming the go-to source for the latest in fashion trends as well as for expert advice on what to wear, when to wear it and how to wear it.