Madura F&L
Sanoob Sidiq
MBA (FT)
Madura Coats Pvt Ltd
Established in 1988 by Madura coats ltd in Bengaluru ,
1999, Aditya Birla co, acquired Madura fashion & Lifestyle to become the
undisputed leader in the readymade mens industry in India
1988 - Madura
Garments was
established as
Apparel Division
of Madura Coats
Limited in
Bangalore
1990 Launched
Van Heusen
the power
of Dressing
1997 Launche
d Peter
England
Value
for
Money
2001-02
Acquired by
Aditya Birla
Group in from
Madura Coats
vyella pic
2007 - Textiles &
Apparel Business
Directors Office
formed towards
consolidating the
domestic T& A
business ( MG,JST &
GBTL ) of ABG
1988
1989 Launched Louis
Philippe the
first National
Apparel Brand
in India
Birlas to merge
Madura
Garments into
Pantaloons
Fashion
And form Aditya
Birla Fashion and
Retail Ltd
2016
1993 Launched
Allen Solly
Unconventio
nal , Friday
Dressing
2001 Launche
d Planet
Fashion
2005 Launch
ed
ESPRIT
2007-08
Launche
d PEOPLE
2010 - MG re
christened as
Madura
Fashion &
Lifestyle
Parent Company
Madura Fashion and Lifestyle
Brands
Louis
Philippe
Peter
England
Planet
fashion
Allen solly
Van
Heusen
People
The
collective
Values
Madura Fashion & Lifestyles vision is to
passionately satisfy the Indian consumers needs
in fashion , style and value , across wearing
occasions, in apparels and accessories trends
and creating markets with the ultimate purpose
of delivering superior value to all stakeholders.
MFL
MFL is the one of the fastest growing company. It is the leading player in the retail
market.
The companies' brand portfolio includes product line that range from affordable and
mass market to luxurious high end style and cater of every age group , from children
& youth to man &women
MFL reaches its discerning customer through an exclusive network comparison more
than 1,300 stores , covering 1.5 million Sq feet of retail space, and it present in more
than 2,000 premium multi brand stores and 100 departmental stores
The collective offers a unique blend of global fashion , international trends and
innovative customer services to customer in Bangalore, Mumbai , Delhi, Delhi NCR ,
Chandigarh & Pune
Planet fashion the multi brand ,apparel retailing arm of Madura Fashion & Lifestyle,
housing the companies' in house and other brands, is the largest chain of stores of its
kind in India
MFL
MFL marked the foray into luxury mono brand business in India by launching the
quintessential British mens luxury clothing and accessories brand hacked London
through a joint venture with the UK firm
Recently company launched Trendim.com
Innovative design & MFL has 9001-2000 accreditation with periodic internal audits
MFL is an IT and web enabled organization, They used ERP & SAP system
MFL is a global supplier for premium international brand such a E-spirit S Oliver,
MONOPRIX
MFL sources only from factories that are complaint with the factory Act, and each
factory is independently audited by the international textile service (ITS) and societies
generate surveillance (SGS) for international clients such as LP, marks & Spencer and
VH
Product Portfolio
Segments
Garments
Clothing's
Accessories
Cotton
Terylene,
Rayon, pearl
Chemicals
Leather
Products
Garments
Accessories
Shirts
Trousers
Shoe
Denims
Belt
Suits
Wallets
T-shirts
Bags
Ladies wear
Cufflinks
Pocket square
Tie
Peter England
My ambitions are anchored in the self belief
that I can dream big in India and make it.
Louis Philippe
My obsession is with uncompromising
craftsmanship and perfection
VAN HEUSEN
The world keeps evolving and I am always
sophisticated , trendy and / or distinctive
as different occasions demand.
Allen Solly
My confidence and my attitude is my own Its
my world and its my way of doing things
Planet Fashion
People
I am aware of whats happening around
me and I create and make my own
fashion without costing the earth.
Price Range
Pricing strategy
The pricing strategy followed by Madura garments is
psychological pricing
psychological pricing is the practice of setting prices
slightly lower than rounded numbers, in the belief that
customers do not round up these prices, and so will
treat them as lower prices than they really are. This
practice is based on the belief that customers tend to
process a price from the left-most digit to the right, and
so will tend to ignore the last few digits of a price
Promotions
Online Advertisements in Social Media
Seasonal Sales with discounts
Dedicated online ecommerce portal tendin.com
Discount Vouchers distributed through sales
Advertisements
Print Media
TV Commercials
Youtube Advertising
Attractive Hoardings
Porters Five Force
Analysis
STP
Brand Positioning
Premium Lifestyle Brand
Louis Philippe :
Style conscious customer
Van Heusen :
Premium work wear brand
Focused on innovation
Peter England :
Positioned mid-price segment
Working Indians between 20-30 years
Allen Solly
Positioned as bold western work wear
Friday Dressing concept
Esprit
International lifestyle brand
Provided fresh look and new style
every month
San Frisco : Mid priced fashion wear
SWOT Analysis MFL
Major Competitors
Wear occasion
Louis Philippe
& Van
heusen
Zodiac
Park Avenue
Arrow
Blackberry
Tommy
Hilfiger
Jacken
Jones
Zara
Mango
Promod
Calvin Kevin
Diesel
Peter England
John Players
Belmonte
GenesisBasics
Turtle
John Miller
denizen
Major Competitors
Wear occasion
Brands
Allen Solly
Provogue
Levis
Wills Lifestyle
Color Plus
U.Spolo
Benetton
Parx
Catmoss
Gini& Johny
Lilliout
Wear occasion
Brands
Espirit
Tommy
Hilfiger
Jackn Jones
Zara
Mango
Promod
Calvin Klein
Diesel
The company increased the presence from 300 to 450 stores
Peter England positioned as an honest shirt ,while Allen Solly
with a market share of 14%-15% symbolized a bold &
unconventional work wear.
Madura Garments recorded a 37% increase in its sales.
Targeted the working womens wear : Age 20-40
Allen Solly also entered the into jeans segmen
Madura garments extended concept of Womens wear to Van
Heusen and captured 25% of market share
Madura Garments brought international lifestyle brand Esprit to
India & Peter England introduced its sub brand Peter England Elite
Success Line
Allen Solly womens wear bagged the most admired brand-smart
casuals at the Images Fashion Awards (IFA).
Success propelled them to extend Allen Solly in to jeans segment
(Clean Jeans), a collection of lightweight jeans.
2004: They extended womens wear to Van Heusen too.
Allen Solly & Van Heusen together captured nearly 25% share of the
market.
2005: Madura Garment brought international lifestyle brand Esprit to
India.
They continued to explore new avenues:
2007: Peter England introduces sub brand: Peter England Elite,
targeted young working customers aged 20-30.
After being successful in both mens and womens apparel
segment, they decided to enter the untapped kids apparel
segment.
References
www.abfrl.com
www.madurafnl.com
Madura Fashions Positioning Case Study Mayank Dixit
Youtube.com
Louis Philippe Positioning Strategy - ppt
Friday Dressing Concept - Wikipedia
