Van Heusen Marketing Strategy & Marketing Mix (4Ps)
Published by MBA Skool Team, Last Updated: December 22, 2017
Marketing Strategy of Van Heusen analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Van Heusen marketing mix, help the brand succeed in the market.
Van Heusen marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Van Heusen Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Van Heusen marketing strategy can be explained as follows:
Van Heusen specializes in clothing primarily as formals and corporates. They have a number of collections for both men and women. The Van Heusen Air collection has shirts with temperature activated air cooling which gives comfort even in warm weather. The materials used in these are stretchable made by honey comb technology for greater comfort. Van Heusen Flex is another type of collection where the collars are flexible making them more comfortable. They have also come up with flex ties and flex pants with shirt gripper for increasing the comfort level for better daily use. The Van Heusen traveler is a collection for travelers who need their clothes to be fresh and hence these come with wicking and anti-wrinkle properties. Van Heusen also have ties which are pre-tied and just needed to be tightened for people who don’t have the time to tie the knots. There are shirts which come with magnetic buttons for reducing the time to get dressed up. There are also casual shirts, polos, pants, suits, blazers and sweaters for men. For women they also have tops, stretch pants, jeans, soft shirts and quilted vests.
Van Heusen Price/Pricing Strategy:
Below is the pricing strategy in Van Heusen marketing strategy:
Van Heusen clothes are sophisticated and cater to the upper-middle class and the upper class of the society.
Therefore, the price associated with the clothes of the brand communicate the value of the products to the target audience. This price is a mark of high-quality, thus the pricing strategy in its marketing mix is a premium pricing one. The customers who can afford this product don’t mind paying the premium as they get a top-quality product made from the latest of technologies and fine fabric and other top-notch materials. Van Heusen price range of shirts is from Rs.1000 to Rs.5000. There are discounts which can be availed during sale and during purchases from ecommerce sites. The men’s inners range from Rs.350 to Rs.700 which is again a premium price in that category. The blazers range from Rs.7000 to Rs.12000. The trousers range from Rs.1500 to Rs.3000. The ties range from Rs.500 to as high as Rs.4000. Tops for women come in the range of Rs.800 to Rs.2000. The pants for women are in the similar range as that of men that is Rs.1500 to Rs.3000. The sweaters for both men and women range from Rs.1500 to Rs.4000.
Following is the distribution strategy in the Van Heusen marketing mix:
Van Heusen is headquartered in New York. It has sourcing facilities located in countries like Sri Lanka, Bangladesh, India and China. These have been strategically chosen to reduce the cost of labor and manufacturing. Van Heusen employs 12000 people worldwide. The products target the upper middle class and upper-class people who wear this type of clothing at their workplaces. The clothes are available in retail outlets which are there in big malls and shopping centers. These are usually visited by the target audience who can afford this type of clothing. They can also be purchased online through ecommerce sites like Amazon. They also have the clothing available at popular stores like Macy’s, Kohl, Belk, Bon-Ton, Bealls Florida and JCPenney. Through Van Heusen website the company stores can be located on the map based on your country.
The website also provides links to the stores given above for purchase of the clothes online from those individual sites.
Van Heusen Promotion & Advertising Strategy:
The promotional and advertising strategy in the Van Heusen marketing strategy is as follows:
Van Heusen is in a market having a tough competition and hence has to be ready with a strategy to promote its brand aggressively. The price is a premium one as it competes in that segment with other players. The brand is advertised through TV advertisements which are suave which communicate the message to the target audience about the value associated with the brand. The brand has a very stylish website with top quality user interface and images to attract greater traffic and for the ease of shopping. Van Heusen also promotes itself in magazines like GQ, Men XP, Cosmopolitan etc. which have a loyal customer base and consists of the target audience of the brand. They have been associated with celebrities like Mick Fanning and Nargis Fakhri who have been the brand ambassadors. The brand is also promoted during fashion shows like Lakme Fashion Week and New York Fashion Week where top designers and other celebrities are present. They also have a scheme for members where the members get points for every Van Heusen purchase and can redeem those points to get other clothing or Van Heusen products. They also get called for the exclusive member parties. Hence this completes the marketing mix of Van Heusen.
About Van Heusen:
Van Heusen comes under the Philips-Van Heusen Corporation which has other brands under its belt like Izod, Tommy Hilfiger, Calvin Klein and Arrow. It is an American clothing company which is headquartered in Manhattan, New York and has around 18200 employees in all. The company as of 2017 generated a revenue of 8 billion USD. It has also been listed on the New York stock exchange.
Van Heusen has been one of its successful brands and continues to enthrall the customers with its stylish new age clothing developed with newer technologies thus setting them apart from the rest and creating a loyal customer base. The company faces competition from brands like H&M, Zara, US Polo etc.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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