Van Heusen opens style studio, looks at offline-online integration

Van Heusen, a brand of Madura Fashion and Lifestyle portfolio, said it has opened its experience store, Style Studio, that allows shoppers to get immersive experience both offline and online.

Vinay Bhopatkar, COO of Van Heusen and People, said, “By bringing in cutting-edge technologies combined with personalised interactions in this store, we have transformed apparel shopping in a brick and mortar store into a whole new personalised shopping experience. The store focuses on elevating the shopping experiences for our consumers and at the same time simplifies the shopping process through the use of various digital experiences.”

"We have enabled virtual trials whereby consumers can check unlimited ensembles that would look good on them without even getting into the trial room. We also have trained consultants and style recommendation apps to help provide personalised style recommendation to our consumers,” Bhopatkar said.

The  Van Heusen experience centre for buyers has been designed and developed in close association with  organisations  such as FITCH – Singapore and Experiencial Design Lab – Delhi.

"We have enabled Virtual trials whereby consumers can check unlimited ensembles that would look good on them without even getting into the trial room. We also have trained consultants and style recommendation apps to help provide personalized style recommendation to our consumers," Bhopatkar said.

To develop this store, the brand has worked with partners like FITCH Singapore and Experiencial Design Lab, Delhi.

Darren Watson, Executive Creative Director, FITCH Singapore, said: 'We have aimed to create an aspirational new way to shop for apparel which provides inspiration and empowers consumers with style and knowledge. The experience is backed with a new fit system which makes it easy for consumers to personalize their style, fit and shop seamlessly across all touch points. Working with the Van Heusen team to create this new Van Heusen Style Studio experience was a great collaboration and we hope their consumers enjoy creating their styles in-store.