Madura Fashion and Lifestyle’s Van Heusen, a mid-to-premium formal clothing brand and its casual clothing brand extension, V Dot, are set to take it up customization on a mass level. Titled MY FIT, this concept will run parallel with Van Heusen’s regular readymade offerings. Van Heusen’s entire range will be customisable in the next one month, at its own stores. The consumer can change the collar style, sleeve length and add or take an inch or two for a better fit. Van Heusen will deliver the garment in seven to nine days, with plans to cut short the delivery time to five to six days. The brand will dedicate 10 per cent of its in-house manufacturing capacity to customisation. The store staff too, has been trained to guide customers.
