In a calculated move that combines flair and athleticism, Van Heusen has partnered with Indian cricket player Hardik Pandya to introduce the Air Series, their newest underwear collection. Van Heusen utilizes the popularity of this sports star among the masses to demonstrate a huge shift between sports and the fashion industry.
Marketing strategy with Hardik Pandya
Working with a well-known athlete like Hardik Pandya promotes the brand immediately. Pandya's alluring and energetic character is a wonderful complement to the brand's intention of merging comfort and style with the Air Series.
Van Heusen's Air Series is a calculated attempt to appeal to younger consumers. By partnering with the wildly popular younger generation's Hardik Pandya, the brand hopes to appeal to a youthful, style-savvy customer base. This focused strategy guarantees that the marketing initiatives are focused on the people who are most likely to be considering the product.
Consumer perception of this strategy
When a celebrity collaborates with a brand that shares its values, it can increase trust and authenticity. Popular and talented cricketer Hardik Pandya lends legitimacy to the Air Series. When a product is linked to a respectable and genuine persona, consumers are more likely to trust and value it.
It is impossible to overestimate how social media shapes customer perception. Van Heusen and Hardik Pandya are interacting with their fans by using social media sites like Facebook, Instagram, and Twitter.
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