madura fashion and lifestyle
Post on 15-Apr-2017
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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 men’s 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
1989 -
Launched Louis
Philippe – the
first National
Apparel Brand
in India
1993 -
Launched
Allen Solly –
Unconventio
nal , Friday
Dressing
1988 2016
1997 -
Launche
d Peter
England
– Value
for
Money
2001 -
Launche
d Planet
Fashion
2001-02
Acquired by
Aditya Birla
Group in from
Madura Coats
vyella pic
2005 -
Launch
ed
ESPRIT
2007-08
Launche
d PEOPLE
2010 - MG re
christened as
“Madura
Fashion &
Lifestyle”
2007 - Textiles &
Apparel’ Business
Director’s Office
formed towards
consolidating the
domestic ‘T& A
business ( MG,JST &
GBTL ) of ABG
Birlas to merge
Madura
Garments into
Pantaloons
Fashion
And form Aditya
Birla Fashion and
Retail Ltd
Brands
Louis Philippe
Peter England
Planet fashion
Allen sollyVan
HeusenPeople
The collective
Parent Company
Madura Fashion and Lifestyle
Values
Madura Fashion & Lifestyle’s vision is to
passionately satisfy the Indian consumer’s 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 men’s 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
Cotton
Terylene,
Rayon, pearl
Chemicals
Leather
Garments
AccessoriesClothing's
Products
Shirts
Trouser’s
Denims
Suits
T-shirt’s
Ladies wear
Pocket square
Tie
Garments
Shoe
Belt
Wallets
Bags
Cufflinks
Accessories
“My ambitions are anchored in the self belief
that I can dream big in India and make it”.
Peter England
The world keeps evolving and I am always
sophisticated , trendy and / or distinctive
as different occasions demand.’’
VAN HEUSEN
“I am aware of what’s happening around
me and I create and make my own
fashion without costing the earth”.
People
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
Brand Positioning
Premium Lifestyle Brand
Style conscious customer
Louis Philippe :
Van Heusen : Premium work wear brand
Focused on innovation
Peter England :Positioned mid-price segment
Working Indians between 20-30 years
Allen SollyPositioned 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
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
• Genesis-
Basics
• Turtle
• John Miller
• denizen
Major Competitors
Wear occasion Brands Wear occasion Brands
• Allen Solly • Provogue
• Levis
• Wills Lifestyle
• Color Plus
• U.Spolo
• Benetton
• Parx
• Catmoss
• Gini& Johny
• Lilliout
• 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 women’s wear : Age 20-40
Allen Solly also entered the into jeans segmen
Madura garments extended concept of Women’s 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 women’s 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 women’s 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 men’s and women’s apparel segment, they decided to enter the untapped kid’s 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
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