The Aditya Birla Group’s Madura Fashion & Lifestyle, owners of the Van Heusen brand in India, has tweaked its marketing strategy to spread word about the international lifestyle brand in Tier-II and -III cities in the country. The company is going to smaller cities in a big way by opening new stores there. The brand, which now has 285 outlets across the country, is also tweaking its business model by opening franchisee outlets and going slow on exclusive-brand outlets. Since women’s range of clothing brought in 10 per cent of sales, more exclusive women’s outlets will be opened; the current 15 would double by next year. Such expansion move of Van Heusen in smaller cities will be an added business advantage for the signage companies dealing in in-shop designs, displays and related activities.
